Midwest Urban Female Beauty Consumer Behavior Analysis And Marketing Strategy

With the deepening of reform and sustained economic development, beauty industry is playing an increasingly important role in the economic and social development. In Chinese beauty market, the urban residents of beauty at consumption levels and total consumption are in the dominant position, and our city female are important participants of important source of income and consumption decision-making, whose consumer behaviors have important impact on our country beauty consumption. Beauty consumer behavior is a special kind of consumer behaviors, to study which can find the best fit point on the interests of both beauty consumers and managers. In addition, more and more high-status of Midwestern city female in the social life, Midwestern female beauty consumer market has great potential, and city female as an important consumer group, there is significant difference on their gender and social roles with male groups in the consumer. What's more, with the changes and complex nature on spending habits of city female as well as consumer psychology, to select city female as the research object studying their consumer behavior and psychology has strong theoretical and practical significance.Different consumers'self-concept can make different characteristics on purchase behavior. Therefore, with the research and analysis of self-concept of city female consumers, putting self-concept of city female as important segments criteria in beauty market is an effective way. Because of different self-concept performance to the specific of the different industries and consumer categories, only putting the self-concept into the analysis of specific industries can it be more specific guidance and reference to marketing strategy and marketing scholars in academic research, thus this paper has selected the female beauty consumer market to do empirical analysis, finding five self-concept factors shown by the Midwestern city female consumers, and accordingly divided city female consumers with different self-concept factors at beauty consumer market into five categories, also proving that the application of self-concept of female consumers to do segmentation to city female beauty consumer market is an effective tool .At the same time, the author has done empirical research on the self-concept of Midwestern city female with beauty consumer behavior, through the analysis of self-concept structural characteristics of the city female, to test all-dimensional self-concept degrees and beauty consumer behavior have correlativity or not. Finally, the results show that in the majority of dimensions the self-concept of Midwestern city female and beauty consumer behavior have correlation, and confirm the important effect of self-concept on consumer behavior. Furthermore, it has validated the applicability of Chinese female consumer role model of Yang Xiaoyan and on this basis put forward some countermeasures and suggestions.