市场营销外文翻译--关于化妆品在消费者中的购买模式研究

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1、 毕业论文译文 题目名称：关于化妆品在消费者中的购买模式研究 院系名称：经济管理学院 班 级：市场营销 学 号： 学生姓名： 指导教师 ： 2012 年 2 月 A Study on Purchase Pattern of Cosmetics among Consumers Dr. Vinith Kumar Nair Dr. Prakash Pillai R 关于化妆品在消费者中的购买模式研究 Dr. Vinith Kumar Nair Dr. Prakash Pillai R Understanding behaviour of consumers is a key to the succe

2、ss of business organizations.Marketing personnel are constantly analyzing the patterns of buying behaviour and purchase decisions to predict the future trends. Consumer behaviour can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as: The decis

3、ion process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services. (Loudon and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated in the following way: activities people undertake when obtaining, consuming, and disposing

4、 of products and services (Blakwell, Minard and 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 con

5、sumption 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 dif

6、fer 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 nat

7、ure 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 a

8、bout 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 frequenc

9、y 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 peoples needs for appea

10、rances 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, int

11、roduced 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 avariety of cosmetic and toiletries ranging from natural to sophisticated it

12、ems are available in themarket. 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 pre

13、sent study is an attempt to analyse 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 i

14、ts position asthe 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 mad

15、e todays consumer more aware of what theyre putting on their bodies, andmaking 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 p

16、rice sensitive,these popular mass-market products will have the lions 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,mob

17、ile 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 & Ru

18、ral 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 pr

19、oducts 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