High School Girls Fashion Trinkets Consumer Behavior And Marketing Strategy

The love of beauty is an essential part of all females in nature. The shining bijouterie and pretty dresses have always been the desirability for the women to seek for. As such, the adornments have been the hotspots in consume market all the while. With the rapid development of the adornments trade, various adornments stores mushroomed in the recent years. However, being in the primary stage of adornments trade, the issue requiring concern from the practitioner is about how to frame the feasible marketing strategies.As a general rule, it is assumed that successful marketing depends on the quality, performance and price of the products, the popularity and credit of enterprises, advertisements and marketing skill of the salesman, yet a potential important factor, i.e. consumer behaviours, was neglected.The analysis of consumer behaviours constitutes the basis of the formation of marketing strategies. In an explicit or implicit way, all of the marketing strategies and tactics were constructed on the basis of the beliefs of certain consumer behaviours. Only when the marketing personnel appreciated the consumers' opinion to the products and the cognitive process of the consumers to their brands or stores, the efficient marketing strategies would be developed. For the purpose of the sound development of the whole trades and to seize the consumption psychologies of the consumers as well as to frame feasible marketing programs, the consumption behaviours directed to the fashionable adornments need to be investigated.The consumption behaviours directed to the fashionable adornments were analyzed by the combination of theoretical analysis and demonstration in this paper.Firstly, the present situation of the fashionable adornments trade and the prior investigation on consumption behaviours were reviewed and summarized to expound the significance of the research on consumption behaviours.Secondly, in the cultural perspective, the connection and influence of culture on the fashionable adornments were investigated.Then the psychological incentive, attitude and cognition of the fashionable adornments consumers were analyzed in the psychological perspective. Then the connection and influence of age, sexuality, self-concept and personality on the consumption behaviours directed to the fashionable adornments was researched in view of individual factors.And then the affects of the scene and group factors on fashionable adornments were researched from the environment aspects.Finally, the products, prices, channels, sales promotion, advertisements and branding strategies of fashionable adornments were discussed according to the previous investigation results.