市場營銷外文翻譯--關(guān)于化妝品在消費(fèi)者中的購買模式研究

1、<p><b>　　畢業(yè)論文譯文</b></p><p>　　題目名稱：關(guān)于化妝品在消費(fèi)者中的購買模式研究</p><p>　　院系名稱：經(jīng)濟(jì)管理學(xué)院</p><p>　　班 級：市場營銷</p><p><b>　　學(xué) 號：</b></p><p>&

2、lt;b>　　學(xué)生姓名：</b></p><p><b>　　指導(dǎo)教師：</b></p><p><b>　　2012年2月</b></p><p>　　A Study on Purchase Pattern of Cosmetics among Consumers</p><p>

3、;　　Dr. Vinith Kumar Nair Dr. Prakash Pillai R</p><p>　　關(guān)于化妝品在消費(fèi)者中的購買模式研究</p><p>　　Dr. Vinith Kumar Nair Dr. Prakash Pillai R</p><p>　　Understanding behaviour of consumers is a k

4、ey to the success 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 an

5、alysis of how, when, what and why people buy. Consumer behavior can be understood as: "The decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and se

6、rvices." (Loudon and D</p><p>　　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

7、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.</p><p>　　Another s

8、tudy 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

9、 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.</p>

10、<p>　　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 compa

11、tible with the general view that the choice process is constructed to adapt to the immediate purchase environment.</p><p>　　While describing about shopping orientation, Sinha (2003) reports that Shoppers see

12、k 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 stor

13、e, 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.</p><p>　　Research suggests that beauty

14、 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

15、 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 ot

16、her wise applied to the human body </p><p>　　Now avariety of cosmetic and toiletries ranging from natural to sophisticated items are available in themarket. The pattern and preference of use of these items v

17、ary 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 prese

18、nt study is an attempt to analyse the purchasing pattern of cosmetic consumers.</p><p>　　Cosmetics and Toiletries: Global Scenario</p><p>　　In 2003, the world market for cosmetics and toiletries

19、 (C&T) was valued at US$201 billion, up4.8% from 2002 (in fixed exchange rate terms). Though mature, hair care maintains its position asthe most valuable sector in global cosmetics and toiletries, with global sales a

20、mounting 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&#

21、39;s consumer more</p><p>　　Price & Cosmetic Consumers</p><p>　　There is high maturity and price competition in established mass market toiletries such as bar soap and toothpaste. Since the

22、 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

23、the coming years. The cosmetics and toiletries market are also facing competition from other consumer durables (computers,mobile phones, home theatres and </p><p>　　Urban & Rural Cosmetic Consumers</p

24、><p>　　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 a

25、spirations 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 th

26、e demand for bar soap, talcum powder,lipstick, tooth powder and hair oil in t</p><p>　　Income Households</p><p>　　Cosmetics and toiletries have witnessed a growing demand from the low and lower

27、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.</p

28、><p>　　Men & Women Cosmetic Users</p><p>　　Both male and female consumers form a major segment of buyers of beauty products. women are becoming increasingly more beauty conscious. Reports of C

29、onsumer 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

30、emerged as the fastest growing area of the cosmetics and toiletries market overthe review period. Experimentation among teen and y</p><p>　　Female cosmetics consumer psychology</p><p>　　Women an

31、d 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 en

32、terprises, 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

33、 the women's cosmetics consumers are divided into th</p><p>　　Realistic psychology of consumers are rational and psychological characteristics of the largest consumer, less vulnerable to the impact of ad

34、vertising 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 t

35、he other hand, their friends around them after use The recommendation is also very concerned about.In this group of people doing consumer r</p><p>　　Seeking the maximum security mental psychological characte

36、ristics 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 reta

37、in 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

38、 i</p><p>　　Women's consumer psychology ——Packaging Color </p><p>　　To make good use of color brings the experience of women to meet the beauty of the heart. Heart of beauty in everyone, esp

39、ecially 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. Cosmeti

40、cs 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 Arche aloe moisturizin</p><p>　　According to the positioning of product

41、 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 consu

42、mer 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

43、colors the ingenious, but</p><p>　　Pay attention to make the packaging color design to highlight women's personality and values. Moisturizing, whitening cream, foundation and sunscreen and other products

44、 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 love

45、ly, fresh and elegant, you can also fashion sexy, smart intellectual. Therefore, the color cosmetics packaging d</p><p><b>　　Source：</b></p><p>　　Part VI – Consumer Markets & Mar

46、keting</p><p>　　International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK</p><p>　　關(guān)于化妝品在消費(fèi)者中的購買模式研究</p><p>　　Dr. Vinith Kumar Nair Dr. Prakash Pillai

47、R</p><p>　　了解消費(fèi)者的行為是一個商業(yè)機(jī)構(gòu)成功的關(guān)鍵。營銷人員通過不斷分析購買行為和購買決策的模式來預(yù)測未來的發(fā)展趨勢。消費(fèi)者行為可以解釋為對人們?nèi)绾?、何時、什么以及為什么購買等過程的分析。同時，消費(fèi)者行為也可以理解為:“參與決策過程和體力活動的個人在評估時，獲取，使用或出售的商品和服務(wù)。“(Loudon and Della Bitta,1980)。如今,這種現(xiàn)象,也可以以下列方式說明:” 活動的人進(jìn)

48、行時取得，消費(fèi)和處置的產(chǎn)品和服務(wù)?！?Blakwell, Minard and Engel, 2001).</p><p>　　Voss and Parasuraman的研究(2003年)表明,在購買前評估中購買偏好主要取決于價格而不是質(zhì)量。鑒于明確的質(zhì)量信息，價格對購買前或后的消費(fèi)質(zhì)量的評估沒有影響。相反，后消費(fèi)質(zhì)量的評價對價格的評估具有有利影響。</p><p>　　由Chernev（

49、1997年）的另一項(xiàng)研究分析了品牌選擇的共同特征的影響和屬性重要性的調(diào)節(jié)作用。有人認(rèn)為當(dāng)品牌重要性的屬性不同，用最好的最重要的屬性值,從而進(jìn)一步分裂品牌的選擇股份。相反，當(dāng)屬性是類似的重要性，共同的特點(diǎn)是可能有相反的效果，均衡品牌的份額。</p><p>　　Russo and France (1994),通過在超市貨架上安裝跟蹤眼，來研究顧客通常在購買非耐用品時的自然選擇過程。這個發(fā)現(xiàn)是完全相容于一般認(rèn)為的選擇

50、過程中要構(gòu)建適應(yīng)立即購買的環(huán)境。</p><p>　　在談到購物傾向描述，Sinha（2003）報告說購物者尋求情感上的價值超過購物的功能價值。他們的定位更多是基于娛樂價值而非功能價值。這種定位被發(fā)現(xiàn)主要是受商店，購買頻率和一定程度的社會經(jīng)濟(jì)分類方向等方面的影響。零售商需要嘗試能吸引兩種類型購物者的格式。</p><p>　　研究表明，一般人的美的意識正在發(fā)生改變。Vigneron and

51、 Johnson（1999）報道，人們對外觀的需求和唯物主義增加。這是人類想要滿足看起來和感覺起來都很好的需要。于是，這就開創(chuàng)了世界各地的化妝品和洗浴業(yè)的繁榮。錢伯斯百科全書將化妝品定義為：（一）旨在擦,倒,點(diǎn)綴或噴射,引入或其他智慧應(yīng)用于人體或任何其他部分的清潔、美化、促進(jìn)有吸引力的外觀（二 ）只是用作一個組件的物品。</p><p>　　現(xiàn)在化妝品和盥洗用品，從自然到復(fù)雜的項(xiàng)目是在市場上。使用這些項(xiàng)目的模式和

52、偏好，根據(jù)不同性別，年齡和社會經(jīng)濟(jì)階層的不同環(huán)節(jié)。當(dāng)我們回顧了文獻(xiàn)上的化妝品和化妝用具行業(yè)，沒有太多的研究。本次研究試圖分析化妝品消費(fèi)者的購買模式。</p><p>　　化妝品和盥洗用品:全球的情景</p><p>　　2003年,世界市場上的化妝品和盥洗用品(C&T)值2010億美元,比2002年上升了4.8% (在固定匯率計(jì)算)。雖然成熟，護(hù)發(fā)保持其在全球化妝品和盥洗用品中最有

53、價值部門的地位，在2003年全球銷售額達(dá)$42.4億美元。（Briney，2004 b）。據(jù)全球化妝品行業(yè)報告（2004年8月）中高等教育品牌所提供的有關(guān)產(chǎn)品的成份和福利，使今天的消費(fèi)者更加意識到，他們是怎么推出自己的身體，并使他們更愿意付出。</p><p><b>　　價格&化妝品消費(fèi)者</b></p><p>　　在建立大量盥洗用品市場中，有成熟度和價格

54、競爭都比較激烈的項(xiàng)目，例如肥皂和牙膏。由于普通家庭仍然是對價格高度敏感，在化妝品和盥洗用品中，這些流行的大眾市場產(chǎn)品將占據(jù)很大的市場份額。這將為市場未來幾年的高速增長提供依據(jù)，化妝品和盥洗用品市場也面臨著來自其他耐用消費(fèi)品（電腦，手機(jī)，家庭影院和汽車）以及住房部門的競爭。利率下降引起住房貸款和購買房地產(chǎn)的熱潮。作為價值意識，有一定限度的消費(fèi)金額將花費(fèi)在奢侈品上，例如香水。</p><p>　　城市&農(nóng)村化

55、妝品消費(fèi)者</p><p>　　相比于城市，農(nóng)村花在化妝品和盥洗用品的支出相對較少。農(nóng)村和城市郊區(qū)的人專注于基本的洗浴用品和化妝品?，F(xiàn)在，有購買力的消費(fèi)者越來越多，從而形成了現(xiàn)在生活中，消費(fèi)者以實(shí)惠的價格，良好的價值產(chǎn)品升級的愿望和生活方式。化妝品公司大舉投資來促進(jìn)產(chǎn)品在農(nóng)村的知名度，例如增加肥皂、滑石粉、口紅、牙齒和頭發(fā)油粉等。另外，還增加了必不可少的日常用品，如浴缸和淋浴，護(hù)發(fā)產(chǎn)品，口腔衛(wèi)生和皮膚護(hù)理。公司的

56、另一項(xiàng)戰(zhàn)略，就是促進(jìn)農(nóng)村地區(qū)的化妝品香袋。同時農(nóng)村貢獻(xiàn)在數(shù)量上的增長，城市人口的貢獻(xiàn)，特別是在2005年成為成熟的產(chǎn)品銷售價值的69％。這些高品質(zhì)的利基產(chǎn)品的附加值，包括睫毛膏，爽膚水，沐浴露/沐浴露，防曬用品和除臭劑，在別人都沒有意識到對農(nóng)村用戶的時候。銷售幾乎被完全從城市產(chǎn)生的口袋,集中在主要的大城市地區(qū)。由于西方的影響，男性的美容產(chǎn)品用在城市人口比農(nóng)村地區(qū)多很多。</p><p><b>　　收入

57、階層</b></p><p>　　化妝品和盥洗用品，目睹了來自低收入和中等收入家庭的日益增長的需求。溢價標(biāo)簽正在被使用在城市地區(qū),地區(qū)性和全國性品牌的農(nóng)村地區(qū),那里接近70%的人口居住和價格確定采購決策。</p><p>　　男人&女人化妝品消費(fèi)</p><p>　　男性和女性消費(fèi)者形成購買美容產(chǎn)品的主要部分。越來越多的婦女開始意識到美麗。消費(fèi)圖

58、形的報告顯示，在2005年，年齡在15-24歲的婦女占了29.8％的年化妝品消費(fèi)，增加女性家庭的購買力能幫助他們會把更多的錢花在個人儀容儀表上。在化妝品和盥洗用品市場的審查期間，發(fā)現(xiàn)色彩化妝品成為了發(fā)展速度最快的領(lǐng)域化妝品?；瘖y品消費(fèi)增加的一個原因是在青少年和年輕成年女性中的引妝實(shí)驗(yàn)。據(jù)Monteiro（2003年）研究發(fā)現(xiàn)，在女性化妝品消費(fèi)者中存在一個折痕。這是由于越來越多的婦女成為家庭收入成員，由于她們素養(yǎng)的提升，越來越多的媒體，越

59、來越多的男性也意識到，女性開始關(guān)組她們自身的外表，開始尋找能美化自己身體外觀的產(chǎn)品，想要用這些化妝平，把自己扮靚。除此之外，男性的審美意識也有所提升，這個新男性美容意識的崛起和鼓勵主要也表現(xiàn)在以下幾個方面，例如鼓勵男子參與著名的時裝表演，流行的男人選美時尚電視頻道，專門為男士舉行的美容盛會等。男子的頭發(fā)護(hù)理和除臭劑的需求，以及剃須刀和刀片都促進(jìn)了男士美容價值的銷售。雖然在發(fā)展的早期階段只有6％的增長，但這種特殊時段仍然是一個新興的利基。

60、</p><p><b>　　女性化妝品消費(fèi)心理</b></p><p>　　女性和化妝品是天生一對的敵人?；瘖y品對于女性,有很多消費(fèi)者一貫的分類,其中,通過心理攻勢激勵消費(fèi)者購買是最常用方法。對于企業(yè)來說，現(xiàn)在這種消費(fèi)驅(qū)動的時代，根據(jù)消費(fèi)者購買動機(jī)的不同制定相對應(yīng)的營銷策略，使得市場調(diào)研公司變得非常有效。在此背景下，我們將女性的化妝品消費(fèi)者分為：現(xiàn)實(shí)心理消費(fèi)者，尋求

61、心理安全的消費(fèi)者，您好心理消費(fèi)者，美容心理消費(fèi)者，按照心理消費(fèi)者，地位心理消費(fèi)者，慕名心理消費(fèi)者7類。下面對前兩種類型的分析作為簡例。</p><p>　　理性是現(xiàn)實(shí)心理學(xué)的消費(fèi)者最大的消費(fèi)心理特點(diǎn)，不太容易受到廣告和促銷人員的影響。制定購買決策，高度重視重視產(chǎn)品的具體成果，經(jīng)常關(guān)注產(chǎn)品各方面的信息，嘗試這個環(huán)節(jié)是必要的，另一方面，他們也特別關(guān)注周圍朋友使用后的建議。對這一群人做消費(fèi)者研究，首因效應(yīng)特征顯著;其次

62、是盡可能使他們接觸到產(chǎn)品或者進(jìn)行產(chǎn)品的體驗(yàn)式營銷;再次是強(qiáng)調(diào)口碑效應(yīng)。</p><p>　　尋求最大的安全性是這類消費(fèi)者最大的心理特點(diǎn)，這主要是她們嚴(yán)重的危機(jī)感。通常是25歲左右的中年婦女,她們特別關(guān)注青春,害怕面對衰老,強(qiáng)烈的想通過各種手段來保持年輕的腳步。當(dāng)他們的眼睛出現(xiàn)第一絲皺紋,當(dāng)她們的頭上出現(xiàn)第一根白發(fā)，她們最希望恢復(fù)自己的美麗，青春。這樣的消費(fèi)者最容易受到廣告的影響和促銷人員對她們的恐嚇。</p

63、><p>　　女性消費(fèi)心理學(xué)——包裝色彩</p><p>　　利用好顏色來滿足女性美麗的心。美在每個人的心臟，尤其是女性消費(fèi)者，美麗的心變得尤為重要?；瘖y品色彩，要根據(jù)不同顏色偏好，不同年齡段的消費(fèi)群體等因素里設(shè)計(jì)，從而充分滿足她們美麗的心。年輕婦女的化妝品，色調(diào)應(yīng)該鮮活，生動和實(shí)際，來充分體現(xiàn)青春的活力和健康。例如雅倩蘆薈保濕霜，其明亮的綠色包裝清新自然，充滿活力，緊緊的抓住額所有年輕女孩的

64、軟肋。中年消費(fèi)者的產(chǎn)品，它的顏色應(yīng)該是穩(wěn)重，格調(diào)高雅。她們需要一個高質(zhì)量的產(chǎn)品,而且也更加注重品牌消費(fèi)。 最具代表的SK-Ⅱ等各類產(chǎn)品的本質(zhì),主要的中國紅顏色,不僅反映出中國傳統(tǒng)風(fēng)味,也讓人感覺典雅,也是一種生命力,以致許多婦女相信這個產(chǎn)品給滋養(yǎng)肌膚,保持皮膚年輕狀態(tài)方面的性能突出。</p><p>　　根據(jù)產(chǎn)品的銷售水平來選擇顏色，以滿足女性的優(yōu)勢和虛榮感，即針對不同的群體，化妝品的不同品牌，不同價格來選擇顏色

65、。適合大眾消費(fèi)群體的化妝品，包裝可以用一種豐富的色彩以滿足不同年齡消費(fèi)者的需求。大型珠寶等產(chǎn)品采用粉，綠，藍(lán)，紫，黑色，金色等色彩豐富、線條簡潔巧妙的包裝。高檔化妝品的消費(fèi)者主要是經(jīng)濟(jì)條件不錯的女性，相對來說，她們有比較強(qiáng)的優(yōu)勢和虛榮感，色彩要展示出產(chǎn)品的高貴，通過高價格來滿足這一群體的心理需求。愛茉莉公司的產(chǎn)品，用金黃色來裝飾。在中國人看來，有至高無上的意思。金黃色充分顯示了該產(chǎn)品高品質(zhì)和尊貴的地位。伊諾產(chǎn)品選擇水晶紫色包裝，自然地展

66、現(xiàn)優(yōu)雅高貴的氣質(zhì)，使消費(fèi)者獲得更大的心理滿足感。</p><p>　　包裝的色彩設(shè)計(jì)要突出女性的個性和價值觀。保濕，美白霜，粉底和防曬霜等產(chǎn)品只是基本的皮膚護(hù)理，以滿足女性消費(fèi)者的普遍需求，如果你想突出個人魅力，化妝是必不可少的。不同的心理素質(zhì)給人不同的感覺，包括純潔可愛，清新淡雅，但通過化妝，你也可以時尚性感，聰明智慧。因此，色彩化妝品的包裝設(shè)計(jì)不僅能帶給女性消費(fèi)者不同的感覺，也能帶給她們不同的個性、價值觀等豐

67、富的聯(lián)想。 </p><p><b>　　文章出處：</b></p><p>　　Part VI – Consumer Markets & Marketing</p><p>　　International Marketing Conference on Marketing & Society, 8-10 April, 2