A Study On The Factors Affecting The Purchasing Behavior Of College Students' Cosmetics Based On The Joint Analysis Method

With the improving of the income level,the Chinese about their appearance appearance of consumer spending increase year by year,created a huge cosmetic market.In 2017,according to iresearch data,China's total retail sales of more than 700 billion retail enterprises cosmetics,the average annual compound growth rate as high as 20.8%.China's cosmetics industry development speed in the leading member of numerous industry,showed the very big development potential and space.Appeal in the huge market demand,the numerous foreign cosmetics brands have entered the Chinese market,the cosmetics market share of the cake,which greatly increased the Chinese cosmetics companies face pressure of competition.Cosmetics industry increasingly fierce competition,Chinese enterprises need to develop new markets,in an impregnable position in the increasingly fierce competition.Chinese cosmetics enterprise group of university students can be as a breakthrough poin t,take market share.Joint analysis method the influence factors of influencing college students to buy cosmetics for empirical research,has certain theoretical significance;By means of joint analysis research college students cosmetics purchase behavior influence factor,for our country cosmetics enterprises to open up new market provides the support of the data model can help the enterprise market strategy and the implementation of the marketing strategy,also can serve as a reference for future research in the field of cosmetics,has a practical significance.Conjoint modules in this article with the aid of SPSS statistical software,the shenzhen area college students cosmetics purchase behavior influencing factors are analyzed.Select brand,price,country of origin,whether it is authentic four product attributes,through the orthogonal experiment design and the outline of the method to simulate the 9 kinds of cosmetics.Separate the groups and classification and importance of the attribute value,attribute level utility analysis.The results show that college students,while buying the cosmetics,whether their purchasing behavior influence factor,in order to quality goods,price,brand,country of origin.Through cluster analysis,college students cosmetics market can be subdivided into "the real thing leading","price sensitive" and "balanced".According to the research results,combining with the current situation of Chinese cosmetic enterprises,for the Chinese cosmetics enterprises to carry out college students cosmetics market marketing advice.This article first through joint research students cosmetics purchase behavior influence factor,innovative in terms of research methods.Cosmetics purchase behavior influencing factors of college students at present most research literature as a whole or only from a certain gender study of respondents,the lack of at the same time with different gender and different classification of object of study,this article has certain innovation in terms of research object.