;With the increasing of Chinese's consumption power, the development of cosmetics trade has also entered the new era, demonstrates the splendid growth momentum. However women between 18-40 years old are a group with the fastest-rising income, as more and more women enter the society, life consciousness also follows the change, are not merely professional women increasing, and the other women who even though are not working formally but want and keep in contact in the society also are increasing. The change of their action of consciousness that cause the change of color cosmetic consciousness, related to influence women pursue new cosmetics and new-type cosmetic fashion, tend to attach importance to quality and brand.
The study adopts E-K-B consumer behavior model as the conceptual framework. The life style variables and demographic variables are input variables. The AIO life style variables are taken as categorization basis.
Consumption reality variables describe the consumers’ behavior in order to analyze the characteristics of female consumers. The study range includes buyers and potential consumers. The study subjects are Chinese female consumers with consuming ability who live and work in Shanghai. The study is conducted with questionnaire to gather data. As for the data analysis, we use the methods of factoring and life style variables to reduce the data and then adopt group analysis to divide consumers into different groups. After that, variance and Chi-square methods are used to check all study hypotheses.
We found that the Chinese female consumers of cosmetic products can be categorized through life style variables as three types. Consumers of different types have obvious differences in buying motives, sources of information, the evaluation principles of product attributes, actual consuming style, demographic variables.