A Study on the Impact of Brand Awareness on Female Consumers Purchasing Behavior of Department Store Cosmetics — The Case for Female Consumers in Hsinchu City.
|關鍵字:||專櫃彩妝品;消費者行為;品牌認知程度;產品屬性;專櫃彩妝品;Cosmetics;Purchasing Behavior;Consumer Behavior;Brand Awareness|
Beauty is the thing that women always care about, they try every effort to get a better appearance. The questions for how to cover the imperfection on the face and how to beautify their look are always accounting for large part in women’s life. More and more brand cosmetics product come into the market due to the technology improvement, therefore, how to build a good brand image and brand awareness to the consumers is a top mission for each department store cosmetics brand. The objective of the study is to understand which product attributes were considered by female consumers, as well as how’s awareness of brand conception to affect their purchasing behavior through the consumer behavior research of department stores cosmetics brands. In this study, a total of 1200 valid questionnaires were collected. This study utilized consumer decision process variables of EKB model as research framework to explore the relationship of demographic variables between purchase of real state, the sources of information, buying motives, product attributes and brand awareness. The empirical results reveal that all of these relationships are significant which means that demographic variables are affected by these variables.