A Study of the Impact of Brand Image on Consumer Behavior and Customer Satisfaction for Purchasing Open-shelf Type Skin Care Products ─ A Case of Female Consumers in Taipei City
|關鍵字:||消費者行為;品牌形象;顧客滿意度;開架式保養品;Consumer Behavior;Brand Image;Customer Satisfaction;Open-shelf Type Skin Care Products|
“Desires for beauty is woman’s instinct.” Nowadays the market scale of Cosmetics and Toiletries (C&T) products has grown rapidly because of several reasons and trends like the awakening of feminist consciousness, economic independence of women, more selections of C&T products than before and more target consumers move toward younger groups. In addition, a great deal of famous C&T enterprise groups have used subsidiary brand to enter the market of skin care products in open-shelf channels recently. As a result, the key points of future development to open-shelf type skin care Product companies are how to know the information of customer characteristics and demands, establish good brand image and improve customer satisfaction. The purpose of this research is to study whether brand image has the relationship on consumer behavior and customer satisfaction of open-shelf type skin care products. The Howard-Sheth model is used as a conceptual framework in the study. The research uses internet questionnaire survey method to understand female customers who have purchased open-shelf type skin care products in Taipei City as the primary studying group. Moreover, the research uses demographic variables, product attributes variables of open-shelf type skin care products, sources of information variables, consumption variables and purchasing motive variables as input variables, then uses brand image as a moderator to observe if the brand image will affect the consumer behavior and the customer satisfaction. Moreover, 456 valid questionnaires were collected from female consumers in Taipei City. All data were analyzed by the main statistic methods which were Descriptive Analysis, factor analysis, Reliability Analysis, ANOVA analysis, Chi-Square test, Scheffe's Test and Regression Analysis. The results show that demographic variables have significant differences from sources of information, consumption variables, purchasing motive variables, product attributes, and brand image. Moreover, brand image has positive relationship on customer satisfaction. Therefore, companies of C&T products can focus on different target customers to do market segmentation and establish the proper marketing strategies.