The Research Of Decision-making Of College Students’ Cleansing Products Purchase

The COVID-19 pandemic has led to a slump in sales of makeup under masks,reduced demand for makeup due to home-based lifestyles,and a decrease in demand for special makeup due to online conferencing software.However,facial cleansing products have become the only product in the cosmetics market that has not declined during the pandemic.With an increased awareness of skin care among college students,facial cleansing products have become their main purchasing products.Although college students are the main consumers in the cosmetics market,their consumption behavior is influenced by various factors.However,there are currently few empirical studies that explore this specific group.This paper aims to analyze the consumption decision-making process of college students in Shanghai and Osaka prefecture,and to relate it to various factors related to the popularity of facial cleansing products,in order to reflect the consumption characteristics of different consumers under different lifestyles.This study used three research methods: literature review,questionnaire survey,and quantitative analysis.The consumption decision-making process of Chinese and Japanese college students for facial cleansing products was analyzed.Based on literature research and market research reports,39 questionnaire items were designed,and the questionnaire was distributed and collected online through platforms such as Questionnaire Star and Crowd Works.A total of 902 questionnaires were distributed,and 848 valid questionnaires were obtained.Data analysis was conducted using methods such as factor analysis,cluster analysis,and chi-square test to determine the main reasons and consumption characteristics of Chinese and Japanese college students for purchasing facial cleansing products.The following recommendations and marketing insights were obtained.Firstly,there is no significant difference between Chinese and Japanese college students in terms of average information in the sample,and they have similar ages.However,there are significant differences between the two groups of college students in terms of the quantity of facial cleansing products,sources of living expenses,demand awareness,program evaluation,and purchase decisions.Secondly,there are significant differences between Chinese college students in Shanghai and Japanese college students in Osaka prefecture in terms of demand awareness and purchase decision-making stages.Japanese college students have significant differences in the purchase decision-making stage,mainly in terms of price and quantity comparison.There are no significant differences in the other four stages.Thirdly,the factors that Chinese and Japanese college students pay attention to when choosing facial cleansing products are slightly different.College students in Shanghai pay more attention to brands and skin types,while college students in Osaka prefecture are more concerned about price and skin types.Finally,based on the research results,conclusions were summarized,and guidance for marketing was provided,providing a basis for marketing decisions for cosmetics companies both domestically and abroad.