Analysis of Consumption and Consumers’ Behaviour in Cosmetics Industry in China

Qianyi Liu

Bachelor's thesis

Abstract:

China is the world's second largest consumer market for cosmetics. No matter in terms of the total retail sales of cosmetics or the cosmetics market size, it still showed an increasing trend. This shows that the Chinese cosmetics market is huge and has great potential. Therefore, this thesis studies, consumption and consumer behavior in the cosmetics industry in China. This thesis explores the current state of the cosmetics industry in China and the four dimensions of product characteristics, information sources, internal motivation and external motivation as factors influencing Chinese cosmetics consumers' purchasing behavior in order to understand the relationship between these four dimensions and the amount of cosmetics purchased. In addition, this thesis makes some recommendations regarding the difficulties and challenges faced by the cosmetics industry in China and the influencing factors derived from statistical analysis. A total of 278 questionnaires were collected for this thesis. Through descriptive statistical analysis and correlation analysis, it was verified that there was a significant positive correlation between each of these four dimensions and the amount of cosmetics consumption.

Keywords

Consumer behavior, Product characteristics, Information sources, Internal motivation, External motivation, Cosmetics, Descriptive statistical analysis, Correlation analysis

Language used: English

Date on which the thesis was submitted / produced: 30. 11. 2021

Thesis defence

• Supervisor: Ing. Lenka Rumánková, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics Policy and Administration / Business Administration