藥妝店自有品牌面膜之消費者購買行為研究

Abstract

中文摘要 近年來在零售通路勢力興起的優勢，以及開架式面膜市場成長的機會下，藥妝店紛紛投入自有品牌面膜的開發與行銷。有鑑於消費者對於自有品牌之接受度亦日益提昇，與面膜產品屬性的多元性，本研究認為藥妝業者在推出自有品牌面膜時，有深入了解自有品牌面膜之消費者與產品屬性的必要性。 本研究的目的，首先探討藥妝店自有品牌面膜現有與潛在消費者之惠顧、購行為與人口統計變數的差異性；接著針對藥妝店自有品牌面膜潛在消費者，進行未購買自有品牌面膜原因的探討；另外將藥妝店自有品牌面膜的現有消費者加以區隔為不同的集群，探討各消費頻率集群之消費者基本資料和購買與使用行為。最後，藉由分析現有消費者在選購自有品牌面膜商品時考量的因素，歸納重要的產品屬性與水準，進一步透過實驗設計找出重要的產品屬性組合，以提供藥妝店業者在面對消費者需求多元的面膜市場時，擬定行銷策略的參考依據。 本研究結果發現，藥妝店自有品牌面膜現有與潛在消費者皆較常惠顧屈臣氏，而現有消費者大都曾具有購買全國性品牌面膜的經驗，且以學生族群居多，潛在消費者的男性比例較高，年齡層分布較廣。藥妝店自有品牌面膜潛在消費者，未購買自有品牌面膜的主要考量因素依序為商品因素、品牌因素與商店因素。針對藥妝店自有品牌面膜現有消費者的消費頻率集群分析中，各消費頻率集群在惠顧行為與人口統計變數上無顯著的差異性；在「珍愛自己」、「輕率逐新」、「壓力趨避」、「注重內容」四類生活型態因素下有顯著差異；在購買與使用行為方面，各消費頻率集群對於部分品牌的購買面膜經驗、品牌認知、使用情形、使用習慣、資訊管道來源有顯著差異性；在「商店導向」、「製造導向」兩類購買考量因素下有顯著差異。 此外，針對康是美藥妝店，重量級、中量級與輕量級使用者集群，最佳產品屬性組合皆為「新商品名稱:如我的美麗日記．三片裝．具有保濕、美白功效．15ml．單價20元」；針對屈臣氏藥妝店，重量級、中量級與輕量級使用者集群，最佳產品屬性組合為「以商店名稱命名:如: 屈臣氏面膜．單片裝．具有保濕、美白、緊緻功效．15ml．單價20元」。

ABSTRACT NAME：TUNG, WAN-PEI MONTH/YEAR：JUNE/2007 ADVISOR：JAW, YI- LONG THE BEHAVIOR OF CONSUMER PURCHASING COSMECEUTICAL STORES’ PRIVATE BRAND COSMETIC MASKS. In recent years, because of the strength of retailers’ increasing channel power and the opportunities of growing open-shelf cosmetics mask markets, the leading cosmeceutical store operators have developed private brand cosmetic masks.The motivation has been the growing acceptance of private brands by consumers and the varieties of product attributes. By investigating both present and potential customers, the purposes of this research are 1) to examine whether present and potential customers differ in visiting, purchasing behaviors and demographic characteristics.2) to investigate the reasons that potential consumers haven’t bought the private brand products. 3) to examine whether present consumers differ in demographic characteristics, life-style factors, purchasing and using behaviors and the factors that influence the purchasing decision by clustering present customers. Finally, we design a product experiment by compressing the main products attributes and levels to find out the best product attributes combination in each cluster. The results of this paper are as the followings, 1) Both present and potential customers visit Watsons more often than COSMED. Most of present customers have bought national brand cosmetics masks. Potential customers have larger male, wide-range age costomers and less student customers. 2) The main reason that potential consumers haven’t bought the private brand cosmetics masks is concerning about the factors of products. 3) There are significant differences in portion life-style factors, private brands purchasing experience, brands reconition, the conditions of using cosmetics masks, using habits, the sources of information and the factors that influence the purchasing decision among present customer clusters. 4) For COSMED, the best product attributes combination of heavy, medium and light users is “product brand, 3-pieces, with moisturizing & whitening efficacy, 15ml, 20 NT dollars per piece”. For Watsons, the best product attributes combination of heavy, medium and light users is “store brand, single piece, with moisturizing, whitening and firming efficacy, 15ml, 20 NT dollars per piece”.