Analysis of The Relationship among Brands, Places, and Prices of Cosmetics.－Taking City of Guangzou as Sample Market
This research has selected the City of Quangzhou in southern China as a sample market in an effort to investigate the positioning issue for cosmetic products among brand names, places and pricings. The study has also analyzed the relationships between the area's female consumers and the cosmetic products' customer satisfaction, degree of importance and service value. In the analyses, customer satisfaction and degree of importance have been divided into seven dimensions. It appears that the consumers have demonstrated high degree of importance and high level of satisfaction on the product dimension. On the other hand, the consumers seem to consider the dimensions of pricing level and service personnel very important, but not quite satisfactory. Manufacturers or marketers of cosmetic products should improve these deficiencies aggressively. An indepth analysis further indicated that the prime motives for consumers to purchase cosmetic products from the retailers at the department stores are desires for beauty and skin care. The department stores are the main sources of cosmetic products for these consumers, who are able to accommodate higher pricing levels. The discount cosmetics stores and large-quantity retailers attract consumers with promotions and sales, while pharmaceutical or convenient shops rely on convenience. The main competitive force for these two market channels has been to attract customers through pricing. For beauty shops and direct-supply stores, customers' motives are desires for beauty and skin care. Their focuses are on the product and the service personnel dimensions. Beauty shops and direct supply stores have observed the highest customer spending. From the standpoint of cosmetics retailers at the department stores, incentives that causing consumers to purchase cosmetics are beauty and skin care. However, its prices are slightly higher than other stores. As for the discount cosmetics stores and retailers, consumers are attracted by their marketing strategy; while pharmaceutical/cosmetics shops are mainly focusing on convenience and low price. For those who value product characteristics and service quality prefer beauty salon, which have the highest price range. When consumers' considerations are on beauty and skin care, they would mostly visit beauty salon and spend the highest amount of money among the four marketing channels described above. Cosmetics manufacturers and marketers should take the advantage and develop this market further. Since the customers who are willing to visit department stores would not be too concerned about pricing, it is suggested that the venders should improve the reatilers' professional knowledge and service effectiveness. Product expiration dates and promotion activities should also be emphasized to give customers a sense of value over price. Lastly, it is recommended to differentiate products' uniqueness in designs and characteristics to nurture customers' rejections toward other products/brands and to establish customer loyalty.
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