To understand women and grasp the characteristics of their consumption, it is necessary first to understand the differences in consumption behaviour between men and women。
Generally, men are rational consumers, and male consumers generally have clear objectives before buying goods. Women consumers, on the other hand, are vulnerable to emotional and environmental influences, resulting in impulsive purchases. In addition, women consumers are more selective when buying commodities, which they want not only to be special, popular, but also cheap and practical, so selection and selection are common to women consumers. The specific behaviour of women in consumption is as follows:
(1) the purchase target is vague。
While women are the main buyers of cosmetics or cosmetics, their purchasing behaviour is more proactive, it is common for women consumers to have little specific purchase targets before they go shopping, and most women prefer to go to the mall, and many of their consumption behaviour occurs when they “walk”。
(2) vulnerability to emotional consumption。
Emotional consumption is a common form of consumer behaviour among female consumers. Emotional consumption manifests itself mainly in two forms: emotional consumption triggered by a delusion of a particular emotion, and shopping on the street with pay. When paid, it suddenly felt like it was too much money to go shopping, to buy something to comfort yourself, or “to buy clothing or cosmetics after paying for it”. Another emotional consumption is manifested in consumption behaviour that is different from normal. Many women who are in a bad mood, or when they encounter an unpleasant situation, view shopping as a way to relieve stress, balance emotions and discourage。
(3) environmental factors have a significant impact on shopping behaviour。
Women are vulnerable to environmental factors when choosing to buy commodities, including the shop environment, the climate at the shopping site, the words and actions of operators and other consumer opinions. Influencing consumption due to promotion and peer influence is more common among women than among men。
(4) seek fresh and diverse experiences and demonstrate self。
Women consumers are far more curious about the consumer market than men. They are eager to try different lifestyles and experiences, such as diversity in dress, hair, decoration, etc., and they usually have a strong interest in fresh things and exercise them physically. In addition, with the development of society and the improvement of living standards, modern women, especially young urban women, tend to choose their own goods in the process of purchasing, based on their identity, quality, occupation and economic affordability, in pursuit of their individual consumption and self-empowerment。
(5) focus on the benefits and use value of goods。
Women attach great importance to the sense that the goods they purchase bring to them, and are more cautious, careful and careful in the process of purchasing, more profitable and less expensive goods. Therefore, the specific benefits of commodities should be visible and felt。
(6) the process of shopping is highly emotional and emotional. It is one of the psychological characteristics of women who are emotional, subtle, conglomerate and even imaginary。
As a result, the purchasing behaviour of women is often more emotional. In particular, in the process of loitering, they may be motivated to purchase certain drug cosmetics, such as names, styles, displayed environmental climates, etc., that meet their psychological needs, such as via, skin springs, etc. Some women are most prone to impulsive purchases when they are particularly happy or depressed, when ... Buying behaviour becomes a way for women to vent their emotions。
Psychological analysis of female consumption
Based on the above behaviour, we can describe women's consumption mentality as follows:
(1) women are process-oriented and premised on the need to find a sense of security。
This is different from the result orientation of men, driven by curiosity, which is more important than the process. Women are more focused on the process, with the result that they are second-rate and secure through the creation of the process, before becoming increasingly hot after adaptation。
(2) women are concerned about every detail and the evaluation of her, every detail that affects her overall perception, and a bad detail distracts her or even loses interest。
(3) women have a strong sense of community and others feel good and bad directly affecting their mood. Women in white collars are mostly the same。
(4) in times of stress, women are very upset and want to talk to someone who needs someone to care for. If you are treated with disrespect, the best will be abandoned。
(5) women want others to be honest with themselves, but do not like to listen to true negative assessments, and beautiful lies are in their view an expression of love。
(6) women want to be loved by others, in several ways: acceptance, recognition, respect, care, inclusion and sharing。
The beauty salon and the pharmacies
The psychological factors described above for women are issues that should be taken into account in the distribution of medicine and make-up, as well as in the development of strategies for its sale. Unfortunately, there are very few pharmacies in the country to start here. As a marginal product of the cosmetics industry — the beauty salons — these are excellent。
In visiting a number of beauty parlours, the glacial flames counselling found different ways of providing services than those offered at the pharmacies. Here, women consumers are keen to benefit from the beauty salon staff friend-like services, albeit expensive, and are willing to offer high prices for products sold in a beauty salon, even though the quality of these products is somewhat different from that of pharmaceutical cosmetics. However, the beauty salon captures the consumption process and the female mentality in the consumption process, thus giving it a place in this highly competitive industry. The following is a comparison of beauty salon marketing services with those of pharmacies:
(1) the beauty salon has a relaxed environment with music, flowers, drinks, etc., which has eased the mood of women and created a sense of security. On the other hand, the limited space available in the drug-making cabinet creates a sense of oppression among women。
(2) the salon clerk interacts with customers through the beauty salon environment, creating a process of consumption free of stress and slow heat, constantly offering sincere but not necessarily true praises to customers and introducing products after building trust with them. On the other hand, the drugs and cosmetics counter is demanding rapid sales, which puts a lot of pressure on customers. Salespersons make unwelcome comments on customers'shortcomings in order to achieve their sales objectives。
(3) in the course of their service, the salon clerks talk to customers, listen to them and share pleasure with them, and the whole atmosphere is relaxed. On the other hand, the shopkeepers of the drug counters are generally only responsible for sales and do not waste much time talking to customers。
(4) while serving their guests, the salon clerks are constantly concerned with customers and focus on each detail of consumer needs. On the other hand, the drug-making cabinet lacked water, greeted and appreciated the details, and its friends, who traveled with consumers, often had no place to sit and received no attention from shopkeepers。
(5) the salon clerks give their customers relative and sincere care, as they do with their friends, and buy themselves ample marketing time. On the other hand, at the drug counter, false smiles are frequently encountered and, if products are not purchased, cold encounters, white eyes and black faces。
As a result, we can see that beauty salons create a free space for customers without pressure through the environment, services or even every detail, and that they make up for the lack of friends and emotional regrets of some urban women, as well as the social needs of women consumers in urban life。
The development of the pharmaceutical and cosmetic industry in the country has been limited by two main constraints: at the macro level, it is the national population that has not developed the habit of buying functional skins in pharmacies. On the one hand, the traditional location of pharmacies has led to the weak voice of pharmacies vis-à-vis drug make-up suppliers, leading directly to the fragility of supply chains and product lines; on the other hand, the lack of relevant marketing experience has largely limited the development of the current pharmaceutical and cosmetics industry。
