毕业论文关键词：女性消费者     连锁超市     化妆品     促销策略     冲动性购买
Contents
Chapter One  Introduction    1
1.1 Research Background    1
1.2 Research Purpose and Significance    1
1.2.1 Research Purpose    1
1.2.2 Research Significance    2
1.3 Research Ideas and Methods    3
1.3.1 Research Ideas    3
1.3.2 Research Methods    4
Chapter Two  Literature Review    6
2.1 Psychological Characteristics of Female Consumer    6
2.1.1 Pursuit of Beauty    6
2.1.2 Realistic and Price-sensitive    7
2.1.3 Emotional Consumption    7
2.1.4 Herd Mentality    8
2.2 Factors Generating Women’ Impulse Consumption    8
2.3 Common Promotional Strategies of Supermarket Chains    10
2.3.1 Advertising Promotion    10
2.3.2 Discount Promotion    11
2.3.3 Gift Promotion    11
2.3.4 Live Demonstration Promotion    11
Chapter Three  Research Design    12
3.1 Research Framework    12
3.2 Research Variables    13
3.3 Research Hypotheses    13
3.4 Questionnaire and Data    14
3.4.1 The Design and Description of Questionnaire    14
3.4.2 The Distribution and Recovery of Questionnaire    15
Chapter Four  Data Analysis    16
4.1 Analysis of The Effects of Different Promotional Strategies    16
4.2 Analysis of impulse buying Intention in Women of Different Age    17
Chapter Five  Research Conclusions    20
5.1 Research Findings    20
5.1.1 Comparison and Evaluation of Four Promotional Strategies    20
5.1.2 Impulse Buying Intentions in Female Consumers of Different Age    21
5.2 Suggestions for Supermarket Promotions of Cosmetics    22
5.2.1 Using Different Promotional Strategies for Female Consumers of Different Age    22
5.2.2 Making Use of Emotional Consumption of Women    23
5.3 Research Limitation    24
References    25
Appendix    27
The Influence of Supermarket Promotional Strategies on Impulse Buying Behavior of Cosmetics in Women — taking Xuzhou Wal-Mart as an example
Chapter One  Introduction
1.1 Research Background 
    Impulse buying is a strong and unexpected urge to purchase an item with little thought for the consequences. While impulse buying has been studied in relationship to numerous variables, e.g. mood states, less attention has been paid to the role of trait impulsivity of the female consumers. Female consumers are the main force of supermarket shopping groups. This group has great market potential. Female customers are in large quantities. In addition, with the increasing number in employment and the improving the social status of women, they are playing prominent role in buying. Because women’ multiple roles, they not only buy for their own needs, but also for the needs of all members of their family. From houses, cars, household appliances to daily necessities, they are important decision makers who always have important influence on household consumption. Consumption in the clothing and cosmetics, but is predominantly female. It has real sense to study on female psychology for chain supermarkets to adopt appropriate marketing strategies, because of the special role of female consumers in the market. 超市促销策略对女性化妆品冲动购买行为的影响(2):http://www.751com.cn/yingyu/lunwen_28514.html