A Lifestyle Based Study Of Female University Students’Cosmetics Consumer Behavior

The apparently increasing scale of beauty economies has brought about rapid development of the cosmetics industry. Because of the huge population and rising purchasing power, female college students should not be ignored as an important consumer group. As the main force of the future consumption of cosmetics, their marketing potential worth being concerned.Only deeply understand their cosmetics consumer behavior can companies develop targeted marketing strategies.In this study, consumer behavior pattern EKB is being used as a basic framework, lifestyle variable is being used as segmentation variable to divide female college students into different market segments, then study different market segments’demographic characteristics and their cosmetics consumption characteristics, finally propose related marketing advices.In the sampling process, convenience sampling method is adopted. From February26,2014to March2,2014, the questionnaire survey was conducted in the library of Xiamen University and a total of470questionnaires were recovered, of which427questionnaires were valid. Use SPSS19.0statistical software for data analysis and get the following conclusions.1. General cosmetics consumer behavior characteristics of female students in Xiamen University are as follows:the percentage of female students cosmetics usage and intentions to purchase is high, their monthly payment on cosmetics are concentrate at100yuan, most of the products they bought are basic care products; they use cosmetics products primarily to meet the basic care need and to improve their appearance; classmates’ and friends’ recommendation is their main source of cosmetics information, cosmetics stores is the most common choice of purchasing channels; basic care cosmetics is being used for a relatively long time while for the beauty cosmetics,female students are still in the early stage; they pay a lot of attentions to the quality, features, performance and composition of the cosmetic products. 2.Based on lifestyle, female students in Xiamen University can be divided into three groups,indifference and conservative group, active and rational group, astute and sensitive group.3.Indifference and conservative group, active and rational group, smart and sensitive group show significant differences in the main economic source, willingness to use cosmetics,purchased products and cosmetic product evaluation criteria.