The Study Of Female Consumers’ Impulse Buying Behaviors In Cosmetics Market

With the economic development and social improvement of living standards,shopping tastes and consumer attitudes are changed, but also pay more attention to theemotional release, the accelerated pace of life prompted consumers seeking convenienceof shopping in another aspect. In this case, the impulse buying behavior is increasinglybecoming the mainstream of current consumption, research on impulse buying behavioris important. Impulse buying phenomenon in the general consumer’s daily life is verycommon, according to the relevant data, Chinese consumer belongs to a group of impulsebuying group. In all consumer behavior,70%of which is impulse buying. Faced withsuch a large group of impulse shopping, empirical research in the field of impulse buyingis still a blank. According to a survey of American Cottonusa International Associationnoted that the proportion of mainland Chinese impulse buying consumers is first in Asia,in which80percent of young women are impulsive consumers. The proportion of femaleimpulse buying is the highest of all consumer groups. Therefore, studies of femaleconsumers’ impulse buying behavior have a very real sense.So far, about impulse buying research focuses on characteristics of impulse buyingbehavior, definition of impulse buying behavior and the impact of specific factors onimpulse buying. For specific to a particular product market-cosmetics market, there islittle research on female impulse buying behavior. In this paper, by studying the factorsaffecting women’s impulse buying behavior in cosmetics market, and thus helpbusinessmen to make feasible marketing strategy for these factors, improving corporateprofits.This article raises the main influential factors of consumer impulse buying behaviorand the hypothesis of research based on the theories of domestic and foreign articles.Questionnaire is designed according to relative scale at home and abroad and theempirical investigation is then implemented. The samples of research are selected femaleconsumers after the impulse buying cosmetics within six months. Questionnaire surveyconducted in the network, recovered100valid questionnaires. Take the questionnaire byreliability analysis, validity analysis, correlation analysis and other methods to analyzeand summarize the assumptions, and ultimately to draw conclusions, and develop appropriate marketing strategies to enhance corporate sales. This study was to investigatethe influencing factors of female consumers’ impulse buying behavior in cosmeticsmarket, respectively to discuss two areas of outside stimulations and consumer impulsetraits.Making outside stimulations into cosmetic discounts, packaging, advertising andothers suggested into four dimensions, the above five factors as independent variables,impulse buying behavior as the dependent variable. To assess the various factors throughthe empirical research, quantify the various factors and explore its impact on impulsebuying behavior. Investigate the effects of impulse buying in the cosmetics market, nodoubt we will promote to understand the phenomenon of impulse buying.