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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15973
Title: | 百貨公司保養化妝品及彩妝產品之顧客購買行為差異之探討 The Research of the Differences in Consumer Behavior in Skin Cares and Cosmetics in the Department Store |
Authors: | I-CHUAN LEE 李逸川 |
Advisor: | 黃崇興(CHUAN-HSING HUAN) |
Keyword: | 百貨公司,化妝品,保養品,彩妝品,消費行為, department store,cosmetics,skin-care product,makeup product,consumer behavior, |
Publication Year : | 2012 |
Degree: | 碩士 |
Abstract: | 百貨公司化妝品銷售,全年有超過30% 甚至於一半以上的銷售業績來自於短短約一個月的「母親節」、「週年慶」活動;期間短、營業占比高,關鍵因素在「價格」,特惠價格吸引了大多數的顧客上門購買,但也衝擊了正常日的銷售行為。
對於如何在「母親節」、「週年慶」之外的正常營運期間,找出一些策略方向,以增強化妝品業者非特定優惠促銷期間的銷售,提昇全年度績效,是百貨公司與業者所共同面對的問題。 藉由本研究,擬從化妝品消費者行為分析探討開始,進行相關研究,將化妝品分為保養產品及彩妝產品兩類,藉由問卷調查及專家訪談,分析整理化妝保養產品及彩妝產品兩類同質性產品間,除了「價格」因素外有那些主要關鍵消費因素會對化妝品消費者產生影響?研究目的期望能比較出兩者差異,進一步希望能提供相關業者,未來在進行相關行銷規劃活動時能有多面相的參考方向。 問卷調查結果顯示,保養品顧客品牌忠誠度較高,而彩妝品顧客品牌忠誠度較低;而比較兩者間前五項重要購買因素中,保養品和彩妝皆有價格、適合膚質、產品功能佳、品牌知名度,除排序外,購買因素皆為相同。唯一差異點在於保養品比較起彩妝品,其認同品牌轉變為習慣性購買的傾向較為明顯,而彩妝比較起保養品,其流行趨勢購買因素顯著明顯。三位專家都認為本研究之結果大致上符合化妝品產業的現況。 研究結論為,依保養及彩妝產品忠誠度分析結果,顯示保養品忠誠度高、彩妝忠誠度低的消費者來看,可發現此族群的消費者約有一半的人在保養品的購買因素中,將習慣性購買當成重要因素;而在彩妝方面,可看出消費者中有較高比例不認為習慣性購買是彩妝的重要因素,由此可驗證,彩妝產品較不重視習慣性購買的因素。 More than 30% sales of the cosmetics came from the short one-month promotion activities like “Mother’s Day” and “Annual Sale” in the department store during the year. The main reason is the “Price”. In such short period, promotion price always can attract most of consumers to buy in these activities. However, it also impacts the sales in the other operating days. The department stores and the product companies are always trying to find out the strategies to raise the sales of the operating days except “Mother’s Day” and “Annual Sale”. Thus, this research will figure out the strategy mentioned above by several steps. First, the study will survey the related reports and research of the cosmetics product consumer behavior, and categorize the cosmetics product into two types which are skin-care products and makeup products. After using the questionnaire and interview with the experts, we identify some key purchasing factors which can influence the cosmetics consumer behavior except the “price”. Then we compare the difference of the behavior between skin-care product consumers and makeup product consumers.The conclusion of study is that the skin-care product consumers have high loyalty and the makeup product consumers have low loyalty. Based on the result of analysis, almost half of the skin-care product consumers choose “habitual purchasing” is one of the key purchasing factors. But most of the makeup product consumers don’t choose “habitual purchasing” which can be verified that this group is less pay attention to “habitual purchasing”. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15973 |
Fulltext Rights: | 未授權 |
Appears in Collections: | 商學組 |
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ntu-101-1.pdf Restricted Access | 1.45 MB | Adobe PDF |
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