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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
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dc.contributor.advisor | 謝冠雄(Dr Edward Hsieh) | |
dc.contributor.author | Jessica Kuo | en |
dc.contributor.author | 郭彥君 | zh_TW |
dc.date.accessioned | 2021-06-07T18:03:14Z | - |
dc.date.copyright | 2012-08-10 | |
dc.date.issued | 2012 | |
dc.date.submitted | 2012-07-31 | |
dc.identifier.citation | Aaker D, (1991), Managing Brand Equity, New York: The Free Press
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/16158 | - |
dc.description.abstract | The primary objective of our research was to determine whether there is a price premium in relation to organic / natural labeled shampoo. We also wanted to examine whether the organic / natural shampoo brands that command higher price in fact tend to comply with stricter organic certifications.
Our sample data consisted of thirty different brands of organic or natural shampoo and thirty different brands of conventionally labeled shampoo. By applying a quantitative methodology, we found that the average price per milliliter of organic or natural labeled shampoo was almost four times higher than conventionally labeled shampoo. Based on our results, we also see that the organic or natural shampoo brands owned by listed companies are able to command an average price per milliliter that is around 1.5 times higher than the brands owned by non-listed smaller companies. We suggest that the organic or natural shampoo brands owned by listed companies use price as a signal of superior quality. On the other hand, the brands owned by smaller companies tend to use lower price and or organic / natural certification on their shampoo product to effectively compete. We also found that it was not generally the case that organic / natural shampoo brands commanding higher price complied with stricter organic certification standards. In fact, 77% of the organic / natural shampoo brands that command above average price per milliliter did not have any organic certification. This suggests that many shampoo brands commanding higher price may in fact just be “organic or natural inspired” brands and not truly organic or natural. Despite a reasonable sample size of thirty products from the organic and nature category and thirty products from the conventional category, our research data is still limited by two factors being location and time. Location: our sample data was collected in Taiwan, the results may vary if data from another country is used. Time: our price data reflected only the specific time of research period in 2012, not the historical price or future price of the shampoos. The discoveries of our research clearly reveal the practice and the trend of the product and pricing strategies from organic / natural shampoo brands and thus may provide insight to those companies seeking to enter the continually growing organic and natural personal care products industry. It may also help existing organic / natural shampoo brands, in particular Taiwanese brands, to assess their strategy in relation to pricing, organic certification or brand image. Finally, the results may also help consumers with their purchase decision regarding organic or natural shampoo. | en |
dc.description.provenance | Made available in DSpace on 2021-06-07T18:03:14Z (GMT). No. of bitstreams: 1 ntu-101-R99749027-1.pdf: 3883923 bytes, checksum: 98e757d508120e0dd64c235e52b632d5 (MD5) Previous issue date: 2012 | en |
dc.description.tableofcontents | TABLE OF CONTENTS
INTRODUCTION 1 1.1. Motivation 3 1.2. Hypothesis and Research Questions 4 1.3. Objectives of the research 5 1.4. Research procedure 6 CHAPTER TWO 7 BACKGROUND & LITERATURE REVIEW 7 2.1. Definition of Personal Care Products 7 2.2. The Global Market For Organic Personal Care Products 8 2.3. The Consumers of Organic and Natural Personal Care Products 12 2.4. Reasons For Purchasing Organic 15 2.5. Why Organic or Natural Is Important For Shampoo 16 2.6. History of Organic / Natural Regulation 21 2.7. Current U.S. Organic Label For Personal Care Products 24 2.8. Regulation of “Natural” Personal Care Products in United States 27 2.9. Regulation of Organic and Natural Personal Care Products in Europe 28 2.10. Non-Governmental Regulation – Voluntary Private Standards 29 2.11. Consumer Confusion and Skepticism Surrounding Organic Certification 38 Standards 38 2.12. Price Premium for Organic 40 2.13. Organic / Natural Labeled Shampoo: A Credence Good 43 2.14. Rating of Organic and Natural Certifications 44 CHAPTER THREE 48 RESEARCH METHODOLOGY & DATA COLLECTION 48 CHAPTER FOUR 53 RESULTS 53 4.1. Question 1 53 4.2. Question 2 56 CHAPTER FIVE 60 DISCUSSION 60 5.1. Question 1 60 5.2. Question 2 81 CONCLUSION 95 REFERENCES 99 Literature 99 Data Reports 102 Company Reports 103 Web Resources 104 Regulations & Guidance Statements 107 APPENDICES 109 APPENDIX 1 109 APPENDIX 2 112 APPENDIX 3 114 APPENDIX 4 117 | |
dc.language.iso | en | |
dc.title | 一個有機/天然洗髮精的價格溢價研究 | zh_TW |
dc.title | A Study Of The Price Premium Commanded By Organic / Natural Shampoos | en |
dc.type | Thesis | |
dc.date.schoolyear | 100-2 | |
dc.description.degree | 碩士 | |
dc.contributor.coadvisor | 林修葳(Hsiou-Wei Lin) | |
dc.contributor.oralexamcommittee | 陳鴻基(Houn-Gee Chen) | |
dc.subject.keyword | 有機洗髮精, | zh_TW |
dc.subject.keyword | organic personal care product, | en |
dc.relation.page | 126 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2012-07-31 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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