超市促销策略对女性化妆品冲动购买行为的影响(2)
毕业论文关键词：女性消费者 连锁超市 化妆品 促销策略 冲动性购买
Contents
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Purpose and Significance 1
1.2.1 Research Purpose 1
1.2.2 Research Significance 2
1.3 Research Ideas and Methods 3
1.3.1 Research Ideas 3
1.3.2 Research Methods 4
Chapter Two Literature Review 6
2.1 Psychological Characteristics of Female Consumer 6
2.1.1 Pursuit of Beauty 6
2.1.2 Realistic and Price-sensitive 7
2.1.3 Emotional Consumption 7
2.1.4 Herd Mentality 8
2.2 Factors Generating Women’ Impulse Consumption 8
2.3 Common Promotional Strategies of Supermarket Chains 10
2.3.1 Advertising Promotion 10
2.3.2 Discount Promotion 11
2.3.3 Gift Promotion 11
2.3.4 Live Demonstration Promotion 11
Chapter Three Research Design 12
3.1 Research Framework 12
3.2 Research Variables 13
3.3 Research Hypotheses 13
3.4 Questionnaire and Data 14
3.4.1 The Design and Description of Questionnaire 14
3.4.2 The Distribution and Recovery of Questionnaire 15
Chapter Four Data Analysis 16
4.1 Analysis of The Effects of Different Promotional Strategies 16
4.2 Analysis of impulse buying Intention in Women of Different Age 17
Chapter Five Research Conclusions 20
5.1 Research Findings 20
5.1.1 Comparison and Evaluation of Four Promotional Strategies 20
5.1.2 Impulse Buying Intentions in Female Consumers of Different Age 21
5.2 Suggestions for Supermarket Promotions of Cosmetics 22
5.2.1 Using Different Promotional Strategies for Female Consumers of Different Age 22
5.2.2 Making Use of Emotional Consumption of Women 23
5.3 Research Limitation 24
References 25
Appendix 27
The Influence of Supermarket Promotional Strategies on Impulse Buying Behavior of Cosmetics in Women — taking Xuzhou Wal-Mart as an example
Chapter One Introduction
1.1 Research Background
Impulse buying is a strong and unexpected urge to purchase an item with little thought for the consequences. While impulse buying has been studied in relationship to numerous variables, e.g. mood states, less attention has been paid to the role of trait impulsivity of the female consumers. Female consumers are the main force of supermarket shopping groups. This group has great market potential. Female customers are in large quantities. In addition, with the increasing number in employment and the improving the social status of women, they are playing prominent role in buying. Because women’ multiple roles, they not only buy for their own needs, but also for the needs of all members of their family. From houses, cars, household appliances to daily necessities, they are important decision makers who always have important influence on household consumption. Consumption in the clothing and cosmetics, but is predominantly female. It has real sense to study on female psychology for chain supermarkets to adopt appropriate marketing strategies, because of the special role of female consumers in the market.