Characteristics Of Female Cosmetic Consumers: How A Failure Zile

In the "Consumer Survey of Chinese Women, 2006 Data Report" shows that per capita of urban adult women Buy Cosmetic Ratio from 23.6% in 1998 to 93.5% in 2004, per capita purchases of 121 yuan from 1998 up to 386 yuan in 2004. But after 2006 the development of China's cosmetics industry has entered a new period of rapid growth, the next few years, sales of cosmetics market will be the average rate of about 17%; survey, estimated that by 2008, China's cosmetics market sales can be reached 420 billion yuan or so.

Present, the Chinese cosmetics traditional sales channels, there are two main modes: shopping malls and supermarket counters. Shopping Centre brand awareness high, but expensive; supermarket while prices lower, but quality is difficult to guarantee. Both for many female consumers into confusion dilemma situation. In today's highly competitive cosmetics industry, the business brains in order to improve sales, marketing approach taken is varied, but the effect was most difficult to satisfactory. Many times the consumer has experienced huyou baptism, I do not know is greatly enhanced immune resistance, or already numb, despite how frustrating your business, just do not dig the yuan.

Cosmetics consumption has two behavior characteristics

Modern young women is a very unique consumer groups, drug store operators only in the grasp of young women buying motives and needs, and decision-making process of mental activity in order to seize market opportunities as well as changes in the consumer market and trends. But we can be sure that the pharmaceutical distribution industry so far, the trend of the next step must be to the relevant industry penetration, drug store sales of popular will in the near future in front of us. Therefore, the consumption habits of young women in cosmetics research, retail medicine practitioners will be another major issue. Generally speaking, young women in the consumption of typical "irrational" and "say sorry" two behavioral characteristics. If we can accurately and guide the two female characteristics of pharmacy sales of cosmetics will be very helpful.

Vulnerable to irrational consumer promotions, advertising and market impact of climate

A young woman on the survey of consumer psychology: the impact of purchase by the discounts do not need or do not intend to buy something female ratio was 56%; to a variety of store POP and on-site fairs and heart and implementation of purchase women were 40.8%; also influenced by advertising to buy the useless things or inappropriate consumer behavior there are also many women, reaching 22.8%. The survey also showed: in the female group, "to convey information more discount, discount stores generally know a good many, the urge to go there quickly."

Vulnerable to man-made environment of love beautiful in everyone, especially for women. In general, women are more concerned with their dress, even if the cash-strapped, often spend much willing to invest in cosmetics. We often see a lot of cosmetics sales staff to meet the woman of beauty is very good at psychology, describes the types of cosmetics from, roles, methods and results when using the larger scheme of things, so that consumers feel that women do not buy it to sell its cosmetics will be a little bit sorry beauty like.

Role of women different from their own men, their affected and infected more flexible, easier to generate group interaction and the herd mentality, causing infection of consumption. Spotted female weaknesses, and appropriate to meet their praise, it is usual practice astute businessman, also applies to drug and beauty shop operators.

Emotional consumption Because many girls have made a rather surprise wage purse drum consumption, which is a specific mood in the illusion-induced emotional consumption. In addition, another emotional performance of consumption is not accompanied with the usual state of mind of the consumer behavior, extreme mood in women shopping a lot, in the unhappy and happy time when there will be action.

Many young women have been induced by the sales staff and self-consumption of non-occurrence of improper product experience. In addition, the influence of friends, can not be ignored, there is no shortage of young women as "friends and shopping influence of friends" to buy or consume did not intend or do not need the product or service phenomenon. Consumer

not say sorry

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