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Abstract The apparently increasing scale of beauty economies has brought about rapid development of the cosmetics industry. The huge potential purchasing power has made female university students an important market that should not be ignored by enterprises.32535
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This study is aimed at investigating female university students’ decision-making process and offering suggestions to enterprises. In this study, Solomon’ s theory of consumer behavior is used as a basic framework. Questionnaires are designed on this basis. Then questionnaires are given out to female students in Jiangsu Normal University and taken back from them on the spot. Totally 360 questionnaires are released and 300 copies are effective among the retrieved ones. Next, data are presented in tables and conclusions are drawn from it. Finally, related marketing suggestions are offered according to Kolter’ s principles of marketing.
This study investigates the consuming features of female university students from the aspect of the decision-making process, which provides the basis for businesses to develop marketing strategies. It is also a useful supplement for current achievements.
Key Words: consumption decision cosmetic female university students marketing suggestions
摘 要随着社会的发展进步，当代人对美的追求也与日俱增，我国已经发展成为世界上化妆品第二消费大国，化妆品消费者也呈现低龄化的趋势，女大学生作为潜在的巨大消费市场，正在日益受到重视，只有深入了解她们的消费决策特点，企业才能制定相应的营销策略。
本次研究希望通过问卷调查的形式，了解女大学生在进行化妆品消费时的特点，并为企业营销活动提出建议。为了完成这一任务，本次研究以所罗门的消费者行为学理论为依据，设计问卷，发放给江苏师范大学大一至大四的的女生, 一共发放了360份问卷，有效问卷300份。之后对所得数据进行分析，以表格的形式呈现并得出结论，根据所得结论，结合科特勒的市场营销学理论，为企业制定相关的价格策略、产品策略等提出建议。
本次研究旨在从整个决策过程来研究女大学生消费者的消费特征，这为商家制定市场营销战略提供了依据，也是对当前这一问题研究的有益补充。
毕业论文关键词：消费决策 化妆品 女大学生 营销建议
Contents
Abstract i
摘 要 ii
Chapter One Introduction 1
1.1 Background 1
1.2 Purpose and significance 2
1.3 Research hypotheses 3
Chapter Two Literature Review 4
2.1 Consumer buyer behavior 4
2.1.1 Definition of consumer buyer behavior 4
2.1.2 Consumer decision process 4
2.2 Studies on female university students’ cosmetics consumer behavior 5
Chapter Three Research Methodology 7
3.1 Research objectives 7
3.2 Research methods 7
3.2.1 Literature 7
3.2.2 Survey 7
3.3 Research procedures 8
3.3.1 Questionnaire design 8
3.3.2 Questionnaire distribution and collection 8
3.3.3 Date analysis 8
Chapter Four Results and Analysis 10
4.1 Need recognition 10
4.2 Information collection 11
4.3 Alternative evaluation 13
4.4 Decision-making process 16