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.