An Empirical Study Of Consumer Cosmetics Brand Preferences And Purchasing Behavior

In today's era of economic globalization,the free flow of products,the enterprises will continue to usher in new opportunities and challenges.In order to occupy a favorable position in the increasingly fierce market competition,consumer preferences for domestic brands and foreign brands,cognitive characteristics and purchases that has become a hot focus.This paper will start with cosmetic products,some college students in youth groups and serving as a sample,study the development status of Thailand cosmetics market in China,the special investigation and purchase behavior of Chinese consumer preferences for Thailand and the local cosmetics brand situation,national brand consciousness and brand cognition on the characteristics of clear consumer preference and purchase behavior.Effect,at the same time,in the eyes of Chinese consumers in the cognitive characteristics of Thailand brand cosmetics brands and domestic cosmetics brand has a general understanding,and then contribute to China's enterprises of domestic cosmetics brand and makeup brand advantages have a clearer understanding.Based on the review of the domestic and foreign related topics on the research results,from the classic consumer ethnocentrism and national brand consciousness purchase behavior model,collecting data through questionnaires,analysis of software reliability,the data using SPSS data validity,and the method to test the hypotheses.The results show that the regression analysis this is the consumer cosmetics category,in Thailand brand contrast under the background of national brand consciousness and brand preference,brand awareness and purchase characteristics,relationship and interaction between different variables.The paper has six parts:Chapter 1 introduces the research background,research purpose and significance,the research of innovative point and the difficulty and research framework.Chapter 2 do some review about relevant literature at home and abroad,and introduce several concepts of the research topics : Chinese native consciousness,preferences and characteristics of cognitive and purchases behavior,consumer brand preference,brand cognition,consumer buying behavior and so on.At the same time introduces the related research about Thai cosmetics brand and market development condition in China,and the starting point of this study are put forward.Chapter 3 puts forward the research model and hypothesis.Chapter 4 introduces the research design and analysis method,including the choice of brands and respondents,Scale of production,the design of the questionnaire and sample,and introduces the software and method the research will be involved.Chapter 5 analysis the results,including sample background and individual character description,the reliability and validity test,descriptive statistics analysis and test of hypothesis.Chapter 6 analyzes the results of this study,put forward the research conclusion,show the relationship of consumers' Chinese native consciousness,preferences and characteristics of cognitive and purchases behavior in the study.Finally puts forward the enlightenment on the theory and practice,and points out the limitations of the study and future research direction.