Abstract The market for female consumers is very large and full of potential, which has become the focus of the retail industry. Social status and economic strength of Chinese women are growing. That’s to say, if supermarket chains were able to grasp the needs of this group, they would be able to obtain great wealth. Women always pursue beauty and show off in daily life. What’s more, they are easily affected by herd mentality. Due to these unique psychologies, women are prone to be involved in impulse buying when buying cosmetics, so it is important for supermarkets to attract female consumers by making full use of this feature of women.32092
Until now, previous researches on impulse buying mostly focused on the characteristics and definition of impulse buying behavior, and the influence of specific factors on impulse buying. However, researches on the relationship between promotional strategies and impulse buying behavior in women are still very little, and related empirical research too. Since stimulated by promotional strategies, female consumers of different age have different behavioral response. Therefore, it has real sense to study on the influence of supermarkets’ promotional strategies of cosmetics on impulse buying behavior in women of different age.
Young consumers always pursue fashion and novelty and focus on showing their own beauty and young mentality when shopping. Creative advertisement can easily grab their attention, leading to their impulse buying. And to some extent, discounts do attract them, but they are not the most important factors that contribute to their purchase. A majority of middle-aged women need to take care of family, so cheap and endurable are their primary concern when shopping. On the basis of same quality, the promotions of discount or free gifts largely meet their demand and have the best sales effects. When it comes to elderly women, their pursuit of beauty is as much as young women, and they pay more attention to the safety and effects of products. Blindly discounts are not the best means to attract elderly women, while live demonstration can increase their participation and enhance their understanding of the products. At the same time, it can also make use of the persuasion of marketing staff to stimulate impulse buying intention of elderly women.
Key Words: female consumer     supermarket chains     cosmetics      promotional strategies     impulse buying behavior
摘 要女性市场已逐渐成为一个非常庞大且富有潜力的市场，并日益成为零售行业的关注的重点。中国女性的社会地位和经济实力正与日俱增，连锁超市只要能把握这一群体的需求，就能获得巨大的财富。由于女性特有的爱美，攀比，从众等消费心理，女性在购买化妆品时冲动性购买行为占很大比例，如何合理利用这一特征提高产品销量，成为企业得到女性消费者青睐的突破口。
迄今为止,关于冲动性购买的研究主要集中在冲动性购买行为的特征、冲动性购买行为的定义以及特定因素对冲动性购买的影响程度上,关于超市促销策略和女性冲动性购买行为倾向两者之间关系的研究还非常少,实证研究更是缺乏。因此本文将女性消费者按照年龄段进行划分，研究在化妆品购买过程中，超市不同促销策略对不同年龄段女性冲动性购买意愿的影响,对超市有针对性地吸引不同年龄段女性消费群体具有现实意义。
研究发现，折扣促销对不同年龄段的女性吸引都是最大的，但对年轻女性和老年女性的吸引力又稍弱于中年女性。年轻女性追求时尚、新奇，购物时注重对自身美丽的展现与年轻心态的体现。新颖别致的广告很容易抓住她们的注意力，导致冲动性购买，折扣在一定程度上会吸引她们，但却不是促成她们购买的最首要因素。中年女性大多需要照顾家庭，便宜、实惠是她们购物时的首要关注，在质量不变的基础上打折或送赠品极大地迎合了她们的需求，因此促销效果也最好。而老年女性对美的追求不亚于年轻女性，她们更注重产品的安全和效果，一的折扣并不是吸引她们的最佳手段，现场展示可以增加她们的参与程度，深入了解产品，同时充分发挥了推销人员的劝导作用，更易于进行冲动性购买。 超市促销策略对女性化妆品冲动购买行为的影响:http://www.751com.cn/yingyu/lunwen_28514.html