随着社会经济的发展,女性消费在整个社会消费中所占的比例越来越大。一方面女性在数量上占社会总人口的“半边天”;另一方面,女性在家庭生活中担任着女儿、妻子、母亲等多种角色,她们不仅是专用产品的购买者, 而且也是儿童、老人、男性用品的购买主力军。因此,研究女性消费心理和消费行为对于企业来说具有重要的现实意义。一、女性消费类型分析影响消费者行为的因素很多,比如收入、教育程度、心理等等。但对于女性来说,最重要的是心理因素。俗话说:“女人心,海底针”,这句话形象地说明了女性心理的复杂性。女性这种复杂心理一方面受社会因素影响,另一方面则是女性本身所独有的内在特性。婚姻可以说是社会赋予女性一生当 With the development of society and economy, the proportion of female consumption in the entire social consumption is increasing. On the one hand, women account for the “half-sky” of the total population in number; on the other hand, women play the roles of daughter, wife and mother in family life. They are not only purchasers of dedicated products but also children and the elderly , The main force for the purchase of male supplies. Therefore, to study female consumer psychology and consumer behavior for the enterprise has an important practical significance. First, the analysis of the type of female consumer There are many factors that affect consumer behavior, such as income, education, psychology and so on. But for women, the most important thing is psychological factors. As the saying goes: “woman’s heart, the sea needles”, this sentence vividly illustrates the complexity of female psychology. The complicated mentality of women is influenced by social factors on the one hand, and the inherent characteristics of women themselves on the other hand. Marriage can be described as social life given to women