The Study Of Female Impulse Buying

With the deepening of reform and opening up policy,as well as the development of market economy, women become economic independent, and their disposable finance increases rapidly. The number of well educated white-collar females keeps growing, their purchasing power is growing. They received higher education, influenced by mix cultures, and are far-sighted. Their higher requirements for commodities, bringing new opportunities and challenges to the market in general, and female consumers have become the absolute mainstream consumers. With the rapid expansion, their purchasing power grows afterwards. Meanwhile, the female consumers are often affected by emotional, mental activity in the consumption process, they are much more easily dominated by the emotion and impact. As a result, they purchase certain goods, for the sake of their desires. The significant feature of women consumption is that they consume the frequently on impulse.This passage analyzes the current situation of female consumer market in China, the features and changes in development, and points out that the development of the potential market of women consumers. Then, this passage goes on analyzing the form, characteristics of female consumers. Based on theses analysis, this article studies the impulse buying psychological factors of female consumers, and thus leads to the analysis of impulse buying behavior of the female. Meanwhile, female consumers from the marketing strategy is described in terms associated with the customer factors, influential, and hence the consumer-based marketing strategy. Finally, put the analysis of these materials—Psychological Study of the female impulse buying into marketing strategies, arousing the female's demand and stimulate the impulse buying behavior in both ways. And make appropriate recommendations for marketing strategy.