Studies On Impact Factors Of Chinese Domestic Cosmetics Consumer’s Behavior

With the improvement of people’s living standard and the change of consumption idea, cosmetics is becoming necessary in People’s Daily life. Relying on the huge population base and market potential, China has become the largest cosmetics consumer market. In addition, recently, because of frequent foreign cosmetics quality problems, more and more people begin to focus on the domestic cosmetics. It is a new opportunity for domestic cosmetics enterprises. However, for now, the foreign brand cosmetics enterprise still occupy the high-end market, and is expanding low-end market in china, which has a great impact on domestic cosmetics enterprises. Meanwhile, problems of the domestic cosmetics enterprise such as simple product structure, lacking of innovation and lacking of brand consciousness has become the important factors that hinder its development. Consumption link is the key factor to the development of cosmetic industry. So paying much attention to the factors that impact consumers’behavior can make the enterprise to understand the needs of the consumers better and formulate the corresponding marketing strategy, so as to improve the competitiveness of domestic cosmetics enterprises.This thesis is made mainly by combing theoretical research and empirical analysis. First of all, the research status in the field are collated and mastered through literature research. Secondly, the development of Chinese cosmetic industry and consumption are studied by combing with a large amount of data, including the size of the domestic cosmetic consumption, product structure, brand and distribution channels. Thirdly, based on the theory of planned behavior, questionnaire survey of consumers in Qingdao city, statistical software, the factors that influence China’s domestic cosmetics consumer buying behavior are analyzed. Finally, on the basis of successful marketing experience at home and abroad for reference, combining with the 4 p marketing strategy, marketing suggestions are made to enhance competitiveness of China’s domestic cosmetics enterprises from four aspects such as product, price, place and promotion.In this thesis, the following conclusions can be get:(1) In the aspect of personal basic situation, the income level and gender of the consumers are the most main factors that affect consumers’behavior of cosmetics. Women is still the main force of cosmetics consumption. Consumers will buy the high-end cosmetics and the cost of cosmetics will also be high if the consumers had much money. (2) In the aspect of behavior attitude, consumers’understanding of cosmetics are the main factors that influence the cosmetics consumer spending behavior. Consumers will be willing to buy cosmetics if they had better understanding of the cosmetics. (3) In the aspect of the main specification, whether relatives and friends use domestic cosmetics as well as their attitude to the domestic cosmetics are the main factors that influence the domestic cosmetics consumer spending behavior. (4) In the aspect of perceived behavior control. Where the consumers purchase domestic cosmetics is the main factor that affect the domestic cosmetics consumer spending behavior. Consumers tend to buy domestic cosmetics in the Cosmetics Exclusive shop.Based on the researches, combined with China’s cosmetics industry and consumption status and successful marketing experience at home and abroad, the author thinks that:(1) Product aspects, domestic cosmetics enterprises should attach importance to product quality, and shape the brand image; the enterprises should pay much attention to the scientific research and innovation, and form the product difference; it should fractionize market, and rich the product structure.(2) Price aspects, the domestic cosmetics enterprises should formulate different prices according to different target market, set different prices for different regions and provide low-price and high-quality products for students and luxurious products for nobility working groups. (3) Place aspects, the domestic cosmetics enterprises should sale high-end cosmetics only in shop counters, increase the user experience in the Cosmetics Exclusive shop, make product difference in the supermarkets and convenience stores, and guarantee the quality goods on the internet channel. (4) Promotion aspects, the domestic cosmetics enterprises should make the innovative, professional and real advertise, chose the proper public relations activities and Make news story to cause the attention of consumers.Innovation of this thesis:(1) on the research angle of view, the current consumer behavior research distinguish the cosmetics mainly according to consumer’s gender and profession, or cosmetics ingredients, but research on the factors that affect domestic cosmetics consumer behavior is less, on the other hand, there is no study of the influence factors of the consumer behavior about domestic cosmetics in Qingdao city. Thus researching the domestic cosmetics consumer demand from the perspective of consumer behavior, this thesis can make up for the inadequacy of the study in this aspect. (2) On the research method, based on the theory of consumer behavior theory, the writer analyzes the factors that consumer behavior about domestic cosmetics from four angles, including the consumer personal basic situation, behavior attitude of the consumer, main specification of the consumer, and perceived behavioral control of the consumer. This method has academic significance.