消费者的职业和性质 消费者的年龄 总结 二、内容摘要 现代女性消费心理和消费特点随着社会的发展而发生了重大变化,现代女性消费倾向几乎成为引导女性市场消费的主要因素。她们渴望改变自身,挑战自我,体现个性化,主张自立自强,紧跟时尚潮流,用物质上的满足取悦自身等。她们通过化妆品来增强自己的自信心,更想得到别人的赞许,以消费名牌高档化妆品来显示自己的经济实力,消费层次和品味,向别人夸示自己以获得心理的满足,抓住这些消费特征可以更全面地了解化妆品市场。 关键词:化妆品;消费特点;消费心理 Modern females’ consumption psychology and consumption features have changed greatly with the development of the society. The tendency of women’s consumption has become the elements which can lead to women’s consumption. They desire to change themselves and challenge themselves , show the individuality , claim independence and self-improvement tightly followed by fashion trends and please themselves with material satisfaction, and so on. They increase their confidence by using cosmetics and they would like to win praise from others. Some of them are like to buy famous brand of high-quality cosmetics to show their economic strength, consuming level and their taste and showing off to get the satisfaction of psychology. If you catch this consumption features, it will be easier to have a better acknowledge of cosmetic market. Key words: cos