A Research On Female Consumer Behavior In The Gender Perspective

With the gradual development of the social gender perspective,the consumption characteristics of women have more and more highlighted.Meanwhile,women's social and economic status has a greater degree than before with the development of economy and the improvement of social civilization degree.Women play different roles in their life,hey have the right to speak and have the authority in household consumption.With the impact of increasing in women's economic income,consumption ability gradually rising,consumption structure transforming and some gender factors,women consumption behavior arise more characteristics and also some problems of the consumer behavior at the same time.By understanding the influence of factors and the process of the female consumer behavior,the thesis can afford better social female consumer policy recommendations;offer the proposed operational approach to meet the needs of female consumers for enterprises.Firstly,the research made a summary description of full text through expounding the definition and theoretical basis of gender and women consumption behavior,the system structure of female consumer behavior theories and relevant research domestic and overseas.Then this paper introduced the thesis research background,research significance,research method,etc.,expounding the basic content of this article,key point in the research and main innovations.Secondly,this paper analyzed the current situation of female consumer behavior and existing problems.Through expounding current situation of the development of female consumer behavior,that is,women consumption behavior problems such as the irrational consumption and symbols consumption,together with gender,the research gave the reasons which cause female consumer behavior,such as social factors,marketing factors and personal factors.The female consumer behavior is the research object of this paper,and with the information accumulation of interview object,the reasons of symbolic consumption and irrational consumption mining female consumer behavior will appear.Finally,improving suggestions was put forward for the existing problems,according to the results of the interviews and analysis,the development direction of female consumer behavior was pointed out,and the end of this article offer some coping strategies according to the gender factors affecting women's consumer behavior,mainly from the macro level,medium level and micro level in detail.This article selected the perspective of gender and gender construction with relatively complete theoretical framework for analysis of female consumer behavior,revealed problems existing in the women's consumer behavior,gave a comprehensive analysis of social construction and social identity,social gender theory on female consumer behavior,concluded a new understanding of female consumer behavior.It can regulate the female consumer behavior effectively,lead the healthy development of women consumption actively.The future research and step further study can find certain theory reference and research methods from this article.At the same time,women consumption behavior can get help from this shtudy.