文献出处：Bansal H S, Taylor S F. Cosmetics marketing model research [J] Proceedings of the Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2013: 75-82.
原文
Cosmetics marketing model research
Kumar. Prakash
Understanding behavior of consumers is a key to the success of
business organizations. Marketing personnel are constantly analyzing the patterns of buying behavior and purchase decisions to predict the future trends. Consumer behavior can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as: \decision process and physical activity individuals engage in when
evaluating, acquiring, using, or disposing of goods and services.\and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated in the following way: \
consuming, and disposing of products and services\Engel, 2001).
A study by Voss and Parasuraman (2003) suggests that the purchase preference is primarily determined by price than quality during
pre-purchase evaluation. Given explicit quality information, price had no effect on pre-purchase or post consumption quality perceptions. Instead, post consumption quality evaluations had a favorable impact on price evaluations.
Another study by Chernev (1997) analyzed the effect of common
features on brand choice and the moderating role of attribute importance. It is argued that when brand attributes differ in importance, with the best value on the most important attribute, thus further polarizing brands’ choice
shares. In contrast, when attributes are similar in their importance, common features are likely to have an opposite effect, equalizing brands share.
Russo and France (1994), studied the nature of the choice process for commonly purchased non-durables by tracking eye fixations in a laboratory simulation of supermarket shelves. The findings are fully compatible with the general view that the choice process is constructed to adapt to the immediate purchase environment.
While describing about shopping orientation, Sinha (2003) reports that Shoppers seek emotional value more than the functional value of shopping. Their orientation is based more on the entertainment value than on the functional value. The orientation is found to be affected primarily by the type of store, the frequency of buying and to some extent by the
socio-economic classification. The retailers need to experiment with a format that attracts both types of shoppers.
Research suggests that beauty consciousness among people in general is
changing. Vigneron and Johnson (1999) reported that people's needs for appearances and materialism were increasing. That is human beings wanted to satisfy the need to look and feel good. This created a boom in the cosmetic and toiletries sector across the world. Chambers Encyclopedia defines cosmetics as (a)articles intended to be rubbed, poured, sprinkled or sprayed on, introduced into or other wise applied to the human body or any part there of for cleaning, beautifying, promoting attractive nessor altering the appearance and (b) articles intended for use as a component of such articles.
Now variety of cosmetic and toiletries ranging from natural to sophisticated items are available in the market. The pattern and preference of use of these items vary according to different segments of gender, age and socio-economic class. When we review the literature on the cosmetic and toiletry industry, not many studies are available especially about Indian scenario. The present study is an attempt to analyze the purchasing pattern of cosmetic consumers.
Cosmetics and Toiletries: Global Scenario
In 2003, the world market for cosmetics and toiletries (C&T) was valued at US$201 billion, up4.8% from 2002 (in fixed exchange rate terms). Though mature, hair care maintains its position as the most valuable sector in global cosmetics and toiletries, with global sales amounting toUS$42.4 billion in 2003. (Briney, 2004b). According to Global Cosmetic Industry report(August, 2004) the advanced education provided by brands about the products' ingredients and benefits have made today's consumer more aware of what they're putting on their bodies, and making them more willing to pay.
Price & Cosmetic Consumers
There is high maturity and price competition in established mass market
toiletries such as bar soap and toothpaste. Since the average household continues to be highly price sensitive, these popular mass-market products will have the lion’s share of cosmetics and toiletries sales. This will offer high growth prospects of the overall market over the coming years. The cosmetics and toiletries market are also facing competition from other consumer durables (computers, mobile phones, home theatres and automobiles) as well as the housing sector. The drop in interest rates has led to a boom in housing loans and real estate purchases. Being value conscious, there is a limit to the amount that the average consumer will spend on luxury items such as fragrances.
Urban & Rural Cosmetic Consumers
Spending on cosmetics and toiletries is relatively small, with rural and suburban areas concentrating on basic toiletries and cosmetics. The purchasing power
consumers is increasing thereby shaping the aspirations and lifestyles of consumers, who are upgrading to good value products at affordable prices. The Cosmetic
Companies have invested heavily on promoting product visibility among rural folk, which has increased the demand for bar soap, talcum powder, lipstick, tooth powder and hair oil in these areas. This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Another
strategy followed by companies to promote cosmetics in rural areas was sachets’ approach. While rural contributed to growth in volume terms, the urban population contributed 69 %of value sales in 2005 especially for sophisticated products. These high-quality added-value niche products include mascara, toners, body wash/shower gel, depillar Tories, sun care and deodorants, amongst others which are unaware to the rural users. Sales are almost completely generated from the urban pockets,
concentrated within the key metropolitan areas. Due to Western influences, men's grooming products are used more predominantly in urban population compared to their counterparts in rural areas.
Income Households
Cosmetics and toiletries have witnessed a growing demand from the low and lower middle-income households. The premium labels are being used in urban areas, whereas regional and national brands in the rural areas, where close to 70% population resides and price determines purchasing decisions.
Men & Women Cosmetic Users
Both male and female consumers form a major segment of buyers of beauty products. women are becoming increasingly more beauty conscious. Reports of Consumer Graphics revealed that in 2003, women aged 15-24 years accounted for 29.8%of all make up sales. The increased purchasing ability of women households helped them to spend more on personal grooming. Colour cosmetics emerged as the fastest growing area of the cosmetics and toiletries market over the review period. Experimentation among teen and young adult women was one reason cited for the increase in makeup use. According to Monteiro (2003), there is a tremendous in
crease in the female cosmetic consumers. This is due to increasing number of women becoming the earning members of the family due to their increased level of literacy and growing influence of the media More males are becoming conscious about the way they look and are increasingly looking to grooming products to spruce up their physical appearance. This newfound male grooming consciousness was encouraged by men's active participation in prominent fashion shows, such as the popular Fashion TV channel, and in beauty pageants exclusively for men .The demand for men’s hair care and deodorants has gone up and razors and blades have contributed to the men’s grooming value sales. This particular segment which is at its early stage of its development with a growth of only 6% remains a nascent niche.
Female cosmetics consumer psychology
Women and Cosmetic Born to a pair of enemies. Cosmetics for women, there are a lot of consumers consistently classification, of which, by incentive for consumers to purchase the mental breakdown of the most common method. For enterprises, for now this consumer-driven era, the motivation for consumers to buy different for different marketing strategies on the marketing research company becomes extremely effective. In this context, we can present the women's cosmetics consumers are divided into the following categories: realistic psychology of consumers, consumers seeking
psychological security, hi new psychology of consumers, the consumer psychology of beauty, follow the psychology of consumers, the status of consumer psychology who here especially psychological consumer category 7.
Realistic psychology of consumers are rational and psychological characteristics of the largest consumer, less vulnerable to the impact of advertising and promotional staff. Making purchasing decisions, attached great importance to product tangible results, often the product of all aspects of information are concerned, try this link is essential to them, on the other hand, their friends around them after use The recommendation is also very concerned about. In this group of people doing consumer research carried out, the first effect is the product must be significant;
followed by use of experiential marketing as much as possible so that they come into contact with products and trial products; again is the emphasis on the importance of word of mouth. Specifically, from the following aspects.
Seeking the maximum security mental psychological characteristics of
consumers is a serious sense of crisis. Usually over the age of 25 middle-aged women, who on the face of particular concern to youth are not afraid, afraid to face aging, strongly through various means to retain the footsteps of years. When their eyes first wrinkles appear, when the first root hair of their head when there is they most want to restore the beauty, pleasure yourself, so that consumers are most vulnerable to the impact of advertising and promotion personnel terrorist demands on their most effective.
Women's consumer psychology ——Packaging Color
To make good use of color brings the experience of women to meet the beauty of the heart. Heart of beauty in everyone, especially female consumers, the beauty of the heart become more prominent. Cosmetics, color design, to consumer groups for
different ages of the different color preference, and fully meet their beauty of the heart. Cosmetics for young women, the tone should be fresh, lively and based, in order to fully reflect the vitality of youth and health. Such as the Archer aloe moisturizing cream, and its bright green packaging fresh and clean, full of vitality, vulnerability of young girls of all ages. For middle-aged consumer products, and its color should be stable, elegant style. They require a higher quality product, but also pay more attention to brand consumption. SK-Ⅱ, such as the essence of various products,
mainly of Chinese red color, not only reflect traditional Chinese flavor, but also gives people a feeling of elegance, but also a sense of vitality, so that many women believe this product to nourish the skin , keeping the skin young state aspects of performance is outstanding.
According to the positioning of product sales levels to select the color, to meet the women's sense of superiority and vanity. The positioning of different brands of cosmetics in different groups, the product price difference, too. Suitable for mass consumer groups, cosmetics, packaging can be used in the same rich colors to meet the needs of consumers of different ages. Products such as large treasure in the
packaging of pink, green, blue, purple, black, gold and other colors the ingenious, but the rich colors and clean lines. High-end cosmetics, consumer good economic conditions, mainly women, relatively speaking, they are relatively strong sense of superiority and vanity, color display their products, through the noble, value for
money, to meet the psychological needs of this group. Amore products such as shiny, with gold for decoration. In the Chinese perception, there is a supreme golden mean.
Gold used the product can fully show the status of high quality and distinguished. Eno products pose selection of crystal violet skin bottles, elegant, noble feeling of natural distribution, so that owners get a larger psychological satisfaction.
Pay attention to make the packaging color design to highlight women's
personality and values. Moisturizing, whitening cream, foundation and sunscreen and other products can only be basic skin care to meet the needs of female consumers, If you want to highlight the personal charm, make-up is essential. Different
psychological make-up to give people different feelings, both pure and lovely, fresh and elegant, you can also fashion sexy, smart intellectual. Therefore, the color
cosmetics packaging design not only the United States to give the feeling of female consumers, but also bring their personality and values on the rich associations.
译文
化妆品营销模式研究
了解消费者的行为是一个商业机构成功的关键。营销人员通过不断分析购买行为和购买决策的模式来预测未来的发展趋势。消费者行为可以解释为对人们如何、何时、什么以及为什么购买等过程的分析。同时，消费者行为也可以理解为:“参与决策过程和体力活动的个人在评估时，获取，使用或出售的商品和服务。“(Loudon and Della Bitta,1980)。如今,这种现象,也可以以下列方式说明:” 活动的人进行时取得，消费和处置的产品和服务。”(Blakwell, Minard and Engel, 2001).
Voss and Parasuraman的研究(2003年)表明,在购买前评估中购买偏好主要取决于价格而不是质量。鉴于明确的质量信息，价格对购买前或后的消费质量的评估没有影响。相反，后消费质量的评价对价格的评估具有有利影响。
由Chernev（1997年）的另一项研究分析了品牌选择的共同特征的影响和属性重要性的调节作用。有人认为当品牌重要性的属性不同，用最好的最重要的属性值,从而进一步分裂品牌的选择股份。相反，当属性是类似的重要性，共同的特点是可能有相反的效果，均衡品牌的份额。
Russo and France (1994),通过在超市货架上安装跟踪眼，来研究顾客通常在购买非耐用品时的自然选择过程。这个发现是完全相容于一般认为的选择过程中要构建适应立即购买的环境。
相关推荐：
loading