Chinese female preference of cosmetic products information channels

Abstract

Purpose

Understanding the customers’ habits of getting cosmetic products information is of great importance to enhance the effectiveness of advertising and marketing strategy of cosmetics. In China, as females are the major target customers of cosmetics, this paper aims to analyze the information behaviors of obtaining cosmetics information of different women groups, including the preferences of information channels and the corresponding means of getting information.

Design/methodology/approach

This research is based on a questionnaire survey. A total of 419 effective questionnaires were collected from females who had bought cosmetics in China. Descriptive statistics and chi-square analysis were used to analyze the data.

Findings

According to the result of the questionnaire survey, women preferred to get information through social platforms and physical stores. And the primary reason of the choice was that they believed the information from the channel they chose was reliable. The survey also revealed that age, educational level and occupation would significantly affect their preferences of information channels.

Originality/value

There was no previous research which analyzed Chinese women consumers’ information-seeking behaviors about cosmetic products information as well as the influence factors of the behaviors.

Citation

Lu, Y. and Liu, X. (2018), "Chinese female preference of cosmetic products information channels", Global Knowledge, Memory and Communication, Vol. 67 No. 3, pp. 166-179. https://doi.org/10.1108/GKMC-04-2017-0042