A Study on Life-Style Segmented Female Consumers and Their Purchasing Behavior of Counter Toing Lotion –A Case Study of Hsinchu Science Park Female Employees
|關鍵字:||專櫃化妝水;消費者行為;市場區隔;生活型態;coonter toning lotion;consumer behavior;market segmentation;life style|
Despite of worldwide economic upheavals and variations, people in the world give great importance to the concept of beauty and skin care and this trend is continuously developing and expanding. Skin care products are high value-added items and the counter brand in department stores plays a pioneer role. The research topic is toning lotion that is the most elementary procedure in facial skin care process. Not only does the skin care industry give beauty and hope to people, but also it provides global economic development with energy and business opportunity. The Engel Kollat Blackwell model is used as a conceptual framework and research subjects are the female employees who work in the Hsinchu Science Park. The Activity Interest Opinion lifestyle variables are simplified through factor analysis and they are used as a basis for market segmentation. Consumers are divided into three groups through cluster analysis and test all research hypotheses by ANOVA and the Chi-square test. The research results show that female consumers of counter toning lotion can be effectively segmented by lifestyle variables as three types: trend fashion buyer, intellect pragmatic buyer and outward social buyer. There are also significant differences in demographic variables, purchasing motive, sources of information, evaluation principles of product attributes and consuming reality. Finally, some specific marketing suggestions for the counter toner industry are provided in the end.
|Appears in Collections:||Thesis|