The Empirical Study on the Relationship between Consumption Concept and Consumption Behavior

With the continuous improvement of living standards and demanding levels, the consumer's consumption concept has an increasingly great impact on their consumption behavior. Through the practical study on the hair product market,this paper analyses the relationship between consumer's different consumption concepts and related behavior. Based on the study, the author provides suggestions and countermeasures,which aims to provide possible referential evidence for certain enterprise's marketing strategy setting.