Analysis On Consumption Behavior And Influencing Factors Of Rural Female Cosmetics

As the level of urban and rural areas in our country gradually increases,the consumer concept of domestic consumers changes.They are also pursuing higher quality of life while also paying attention to their own health and skin care,bringing greater prospects for the development of the cosmetic market in China.The cosmetics industry is developing rapidly.There is a dualistic structure in urban and rural areas in China.Rural women and urban women have different characteristics because of their different cultural environments.China's rural consumer market is an important part of the Chinese market.In recent years,rural purchasing power has grown.However,the weak links in the rural consumer environment have been highlighted.Development has limitations,but the rural cosmetics market has great potential for excavation.This article focuses on the women in the rural areas around Fuxin City.Through field research,it studies the rural women's cosmetics consumption behavior,and explores the influence of various factors on the rural women's cosmetic consumption behavior,and summarizes the characteristics of rural women's cosmetic consumption behavior.Make recommendations for domestic cosmetics companies.This article is divided into five parts.The first part briefly describes the research background and significance of the article,combs the research results of domestic and foreign scholars,and finds the innovation of this article.In the second part,formulate relevant research plans and technology roadmaps,and describe the basic situation of survey samples.In the third part,the description of the consumption behavior of rural women from the purchase decision-making process,sources of information,standard evaluation,purchase decision,and post-purchase evaluation was described.In the fourth part,the author analyzes the influence of various factors on rural women's consumption behavior from individual factors,social status factors and environmental factors,and draws the following conclusions.Personal factors: age and purchasing channel are significant;marital status,self-concept and purchase frequency The purchase amount is significant.Social status factors: occupation and purchase amount and purchase channel are significant;education level and purchase brand are significant;personal monthly income,purchase amount,and purchase category are significant.Environmental factors: The mass media and the purchase of the brand are significant;the ease of purchase and purchase frequency are significant.The fifth part summarizes the preference of cosmetic consumption behavior of rural women,and finally proposes countermeasures for cosmetics companies.