文献出处：Bansal H S, Taylor S F. Cosmetics marketing model rearch [J] Proceedings of the Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2013: 75-82.
原文
Cosmetics marketing model rearch
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Understanding behavior of consumers is a key to the success of business organizations. Marketing personnel are constantly analyzing the patterns of buying behavior and purcha decisions to predict the future trends. Consumer behavior can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as: "The decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and rvices." (Loudon and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated in the following way: "activities people undertake when
obtaining, consuming, and disposing of products and rvices" (Blakwell, Minard and Engel, 2001).
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A study by Voss and Parasuraman (2003) suggests that the purcha preference is primarily determined by price than quality during pre-purcha evaluation. Given explicit quality information, price had no effect on pre-purcha or post consumption quality perceptions. Instead, post consumption quality evaluations had a favorable impact on price evaluations.
Another study by Chernev (1997) analyzed the effect of common features on brand choice and the moderating role of attribute importance. It is argued that when brand attributes differ in importance, with the best value on the most important attribute, thus further polarizing brands’ choice shares. In contrast, when attributes are similar in their importance, common features are洋白菜的做法大全 likely to have an opposite effect, equalizing brands share.
Russo and France (1994), studied the nature of the choice process for commonly purcha
d non-durables by tracking eye fixations in a laboratory simulation of supermarket shelves. The findings are fully compatible with the general view that the choice process is constructed to adapt to the immediate purcha environment.
While describing about shopping orientation, Sinha (2003) reports that Shoppers ek吃怎么组词 emotional value more than the functional value of shopping. Their orientation is bad more on the entertainment value than on the functional value. The orientation is found to be affected primarily by the type of store, the frequency of buying and to some extent by the socio-economic classification. The retailers need to experiment with a format that attracts both types of shoppers.
Rearch suggests that beauty consciousness among people in general is changing. Vigneron and Johnson (1999) reported that people's needs for appearances and materialism were increasing. That is human beings wanted to satisfy the need to look and feel good. This created a boom in the cosmetic and toiletries ctor across the world. Chambers Encyclopedia defines cosmetics as (a)articles intended to be rubbed, poured,
sprinkled or sprayed on, introduced into or other wi applied to the human body or any part there of for cleaning, beautifying, promoting attractive nessor altering the appearance and (b) articles intended for u as a component of such articles.
Now variety of cosmetic and toiletries ranging from natural to sophisticated items are available in the market. The pattern and preference of u of the items vary according to different gments of gender, age and socio-economic class. When we review the literature on the cosmetic and toiletry industry, not many studies are available especially about Indian scenario. The prent study is an attempt to analyze the purchasing pattern of cosmetic consumers.
Cosmetics and Toiletries: Global Scenario
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In 2003, the world market for cosmetics and toiletries (C&T) was valued at US$201 billion, up4.8% from 2002 (in fixed exchange rate terms). Though mature, hair care maintains its position as the most valuable ctor in global cosmetics and toiletries, with global sales amounting toUS$42.4 billion in 2003. (Briney, 2004b). According to Global C
osmetic Industry report(August, 2004) the advanced education provided by brands about the products' ingredients and benefits have made today's consumer more aware of what they're putting on their bodies, and making them more willing to pay.
Price & Cosmetic Consumers
There is high maturity and price competition in established mass market toiletries such as bar soap and toothpaste. Since the average houhold continues to be highly price nsitive, the popular mass-market products will have the lion’s share of cosmetics and toiletries sales. This will offer high growth prospects of the overall market over the coming years. The cosmetics and toiletries market are also facing competition from other consumer durables (computers, mobile phones, home theatres and automobiles) as well as the housing ctor. The drop in interest rates has led to a boom in housing loans and real estate purchas. Being value conscious, there is a limit to the amount that the average consumer will spend on luxury items such as fragrances.
Urban & Rural Cosmetic Consumers
