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-wenkub
2023-05-19 03:14:10 本頁面
【正文】 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 panies to promote cosmetics in rural areas was sachets’ rural contributed to growth in volume terms, the urban population contributed 69 %of value sales in 2020 especially for sophisticated products. These highquality addedvalue niche products include mascara, toners, body wash/shower gel, depila tories, sun care and deodorants,amongst others which are unaware to the rural users. Sales are almost pletely generated fromthe urban pockets, concentrated within the key metropolitan areas. Due to Western influences, men39。 ingredients and benefits have made today39。 畢業(yè)論文譯文 題目名稱：關(guān)于化妝品在消費(fèi)者中的購買模式研究 院系名稱：經(jīng)濟(jì)管理學(xué)院 班 級：市場營銷 學(xué) 號： 學(xué)生姓名： 指導(dǎo)教師 ： 2020 年 2 月 A Study on Purchase Pattern of Cosmetics among Consumers Dr. Vinith Kumar Nair Dr. Prakash Pillai R 關(guān)于化妝品在消費(fèi)者中的購買模式研究 Dr. Vinith Kumar Nair Dr. Prakash Pillai R Understanding behaviour of consumers is a key to the success of business 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 decision 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 of products and services (Blakwell, Minard and Engel, 2020). A study by Voss and Parasuraman (2020) suggests that the purchase preference is primarily determined by price than quality during prepurchase evaluation. Given explicit quality information, price had no effect on prepurchase 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 mon features on brand choice and the moderating role of attribute importance. It is argued that w hen 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, mon features are likely to have an opposite effect, equalizing brands share. Russo and France (1994), studied the nature of the choice process for monly purchased nondurables by tracking eye fixations in a laboratory simulation of supermarket shelves. The findings are fully patible with the general view that the choice process is constructed to adapt to the immediate purchase environment. While describing about shopping orientation, Sinha (2020) 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 socioeconomic 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 people39。s consumer more aware of what they39。s grooming products are
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