A Study On The Influence Of Female Customers' Menstrual Cycle And Perceived Value On Lipstick Brand Preference

In the consumer market,female consumers are one of the most active factors.They lead the new trend of consumption,new brands and new trends,driving domestic consumption.The unique consumption values and physiological characteristics of female consumers affect their consumption trends and brand preferences all the time.This study attempts to explore the impact of female customers' perceived value on lipstick brand preference based on the adjustment of their physiological cycles based on evolutionary psychology and brand consumption psychology.This study takes female consumers' brand preference for lipstick products as the research object,adopts literature analysis and questionnaire survey,and focuses on empirical research on the relationship between customer perceived value,brand preference and Menstrual Cycle.First,the literature method is used to summarize the related theories of customer perceived value,brand preference,and female consumer's physiological cycle characteristics,and divide customer perceived value into three dimensions: functional value,social value,and emotional value.Divided into three dimensions: cognitive preference,emotional preference,and behavioral intention preference,a research model with customer perceived value as the independent variable,brand preference as the dependent variable,and Menstrual Cycle as the adjustment variable was constructed.At the same time,research hypotheses were proposed based on the research model.Secondly,using questionnaire survey and psychological test method,survey and test 466 effective subjects.Finally,the collected data was statistically analyzed to verify the hypotheses and research models.The results show that:(1)Customer perceived value positively affects brand preference,among which the three sub-dimensions of functional value,social value,and emotional value significantly influence brand preference;(2)The Menstrual Cycle's influence on functional value and cognitive preference The regulatory effect in the relationship is significant,and the ovulation period can significantly enhance therelationship between functional value and cognitive preference;(3)The Menstrual Cycle has a significant regulatory role in the relationship between social value and brand preference.The ovulation period can significantly strengthen the social value and The relationship between brand preferences.Finally,based on the research results,this article puts forward the following suggestions to the lipstick consumer market from the perspective of perceived value:(1)Lipstick products should meet the diverse value needs of female consumers as much as possible,not only considering the functional value and social value of the product,but also To satisfy its emotional value,because the functional value,social value and emotional value of the customer's perceived value significantly predict the brand preference;(2)lipstick brand marketing should consider the special cycle of female physiology,women in the ovulation period will be more likely to have Lipsticks with excellent functional value generate cognitive preferences.For this reason,in the marketing process,brands can focus on promoting the functional value of lipsticks to women who are in ovulation to attract their attention;(3)In the process of intelligent marketing In this regard,companies can adopt marketing methods that highlight the social value of products for women in ovulation based on the fact that women in ovulation will significantly strengthen the role of social value in brand preference.The shortcomings of this study are: first,the survey sample is too small,and the representativeness and promotion of the research results are limited;second,this study only discusses the brand preferences of female consumers for lipstick products,but people have different preferences for different products;The third is that some unrelated variables are insufficiently controlled,such as whether the test variables are affected by potential heterosexual effects,etc.,and further research is needed in future research.