4.5 Post-purchase behavior    17
4.6 Hypothesis testing    18
Chapter Five  Conclusions and Suggestions    19
5.1 Findings    19
5.2 Study limitations    20
5.3 Outlook and suggestions    20
References    22
Appendix    23
A Study of Female University Students’ Cosmetics Consumer Behavior——For the Instance of Jiangsu Normal University
Chapter One  Introduction
1.1 Background
With the development of the society, modern people’s pursuit of beauty has been increasing. Facial make-up is a kind of embellishing way for visual effects which can help to show the unique charming of people and remedy the original facial imperfections in eye shape, looks and skin. Successful make-up can arouse female’s mental and physical potential, enhance self-confidence, refresh people and delay senescence.
According to The Analysis Report of China’s Present Situation of Cosmetic Industry in 2014 and The Consulting Report of the Whole Industry Survey and Investment Potential Analysis of China’s Cosmetic Industry. Now, our country is becoming more and more powerful in cosmetic consumption. The overall level of consumption has surpassed those of the European Union, Japan, after the Unite State, ranking the world’s second largest consumer. What’s more, China’s large population and low per capita consumption make it a big potential market for cosmetic consumption, which will reach 227.5 billion RMB in 2018 and the compound increase is 9.8% during the stage of 2014 to 2018. The so-called beauty economy in China has only 20-years history, but it’s competition has already reached the world class. The competition between International brands and Chinese local products has become vehement, various kinds of marketing strategies applied and information of consumer psychology collected in order to seek the new development.
Cosmetic consumption shows a low aging tendency and large potential of the market of female students in universities makes it increasingly valued. Female university students are a group of people who pursue freedom, fashion and personalities and who would like to accept new things and new brands. Together with the sustainable and stable development of Chinese economy, the power of their consumption is even stronger. 女大学生化妆品消费行为研究(2):http://www.youerw.com/yingyu/lunwen_29180.html