Study On The Influencing Factors Of Consumer Purchase Behavior Of Domestic Infants’ Skin Care

Two-child policy fully open,has brought new opportunities to the development of China’s infant industries,baby skin care products market is developing rapidly.But the baby protects skin to taste of the market share in China is mostly occupied by foreign brands such as Johnson,the domestic infant skin care products development is relatively backward,and is lack of a strong brand.So it is so important to study the purchase behavior of the baby skin care products and analyze the influence factors,and it will have great significance for our enterprise to formulate correct marketing strategies.This paper reviews the domestic and foreign literatures on baby skin care products,summaries the basic theory of consumer behavior and consumer behavior influence factor;Secondly,this paper analyzes the market situation of baby skin care products,in combination with the actual characteristics,and then refines four factors which include products,enterprise behavior,relevant groups and demographic characteristics to build the empirical model of infant skincare purchase behavior influencing factors.Next,the paper know the consumers how buy thebaby skin care products by the way of questionnaire.Finally,this paperanalyzes that the various factors how influencethe buying behavior by factor analysis,analysis of variance and multivariate logistic regression analysis based on the recycling questionnaire,and get conclusions.Through research,we can know that the product features,relevant group,enterprise behavior and consumer,education,family monthly average income has important effects on consumers purchase behavior of baby skin care products.Consumers are more likely to value the product characteristics,the enterprise behavior,the smaller chance of purchase domestic baby skin care products;more likely to value the related groups,the greater chance of purchase domestic baby skin care products;The higher average monthly household income,the smaller likely it is to buy domestic baby skin care products;Professional and consumer education will also impact the purchase behavior of baby skin care products.Finally,this paper puts forward the following suggestions for the baby skin care productsenterprise:Implementdifferentiation marketing strategy,precision marketing;Strengthen the infant skin care productsresearch,provides the high quality baby skin care products;Perfect the enterprise marketing behavior,shapegoodcorporate image;Improve product reputation and strengthen word-of-mouth marketing.