Empirical Study on Luxury Cosmetics Purchase Feature of College Girls Based on Cluster Analysis

摘要：

Focused on the difference of luxury cosmetics purchase demand in college girl groups, and based on the Theory of Planned Behavior, the empirical study adopted sampling survey to explore how the groups formed. Employing the methods such as cluster analysis and multiple comparison analysis, six groups are clustered in accordance with value orientation and purchase demand. The results provides data support for brand preference cultivation and demand excavation.

关键词： Cluster analysis Consumer group Purchase feature

作者: Li Xiaoyu Liu Mingfei YU Yanling

作者单位: School of Management, Wuhan University of Technology, Wuhan, P.R.China 430070 School of Foreign Languages, Wuhan University of Technology, Wuhan, P.R.China 430070

会议类型: 国际会议

会议名称: The 5th International Conference on Product Innovation Management(第五届产品创新管理国际会议 ICPIM 2010)

会议地点: 武汉

会议语种:英文

页码: 999-1001

在线出版日期: 2010-07-10（万方平台首次上网日期，不代表论文的发表时间）