The Factors Influencing Chinese Consumers’ Purchasing Behaviors Towards Cosmetics Products
- DOI
- 10.2991/aebmr.k.220405.175How to use a DOI?
- Keywords
- Cosmetics products; Cosmetics brand; Chinese consumers; Purchasing behaviors; Marketing methods
- Abstract
With the development of China’s economy, people’s disposable income has been increased significantly. With the increased disposable income, more and more people choose to purchase cosmetics products. The cosmetic industry has become more competitive than before. In this industry, companies need to better understand their customers’ buying behavior and further improve their marketing strategies, thereby increasing company sales and customer loyalty. This research focuses on customers’ purchasing behaviors towards cosmetics products and aims to analyze the factors influencing customers’ purchasing behaviors towards cosmetics products.
Moreover, the researcher will put forward some marketing methods for cosmetics companies based on the analysis of purchasing behaviors. Based on the relevant literature, it can be found that factors including brand, celebrity power, product appearance, etc. could influence customers’ purchasing behaviors towards cosmetics products. This research has further compared the differences in customers’ purchasing behaviors between local and international cosmetics brands. Based on the analysis, the researcher suggests conducting in-depth marketing research, improving brand, and utilizing various promotional tools to increase sales and customers’ loyalty.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Shaoze Sun PY - 2022 DA - 2022/04/29 TI - The Factors Influencing Chinese Consumers’ Purchasing Behaviors Towards Cosmetics Products BT - Proceedings of the 2022 7th International Conference on Social Sciences and Economic Development (ICSSED 2022) PB - Atlantis Press SP - 1043 EP - 1048 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220405.175 DO - 10.2991/aebmr.k.220405.175 ID - Sun2022 ER -