An Applied Study Of Self-Concept In The Female Consumer Market

Woman today are independence in economy and personality, which arouse their creativity, consumption desire, and participation in various economic activities much more. As the elite of the females, urban woman exhibit strong consumption ability and potential because of their large incomes, advanced consumption concepts and unrestricted consumption choices. They have become the high light of present urban economy. When business and academic communities notice this phenomenon, urban women have certainly become the focus of the business strategy and academic research. They are also the main objects studied in this thesis.As for the urban women, the price of commodity is no longer the leading or important factor in affecting the consumption. The symbolic meaning, expressive force and the consumption experience brought to the customers are yet the important factors that influence the consumption choice. And this demand trend for individuation, self-exhibition and self-contentment is, explained by the theory of consumer psychology, the pursuit and exhibition of consumer' s self-concept. Different self-concepts determine different purchasing behaviors. Therefore, it is an effective way to study and analyze the female consumer' s self-concept, and holds it as the important partition rule of the female consumption market.The thesis began with comparing the self-concept of female consumer with that of male consumer. The result of the positive study demonstrated the obvious discrepancy. The conclusion provided us the theoretic basis to discuss the female consumer' s self-concept independently. At the same time, the specific discrepancy and similarity in the contrast offered us the theoretic source to find female consumer' s latent demand and expand the female consumptionmarket. And in a certain extent, it guided the companies to their future marketing strategy and direction.Female consumer' s self-concept has different manifestations when it is applied in different industries and consumer types. So only if the self-concept is applied in the specific industry, it will provide more concrete guidance for the marketing strategy of corporations and the academic research of scholars. Hence, this thesis chose the tour market as a representative consumption industry and made a positive research. Then it acquired five self-concept factors female consumers exhibited in the tour market, and based on it, the thesis divided the female consumers into five categories by different self-concept factors. At last the thesis proved with data that the application of the self-concept to partition the female consumption market was an effective way.