The Study for the Different Lifestyle Female on the Effect of Open-Shelf Cosmetics' Endorser Advertisement : An Example of College Female in Taipei City
|Keywords:||開架式保養品;廣告代言人;市場區隔;生活型態;廣告效果;open-shelf cosmetics;endorser advertisement;segmentation;lifestyle;advertising effect|
As the changing society and economic environment, female has grown her consumption ability and independency, and much beauty information also make female buy cosmetics no longer be constrained at department stores. More and more female consumers like to buy cosmetics at self-selected channels, such as convenience stores, shopping centers and health & beauty chain. Free and relaxed shopping atmosphere has contributed much sales performance for the self-selected channels. The cosmetics companies at department store usually use star endorser to promote, and whether also be a good strategy for the self-selected cosmetics companies to build reputation, excite consumption intention, and rise sales. The purpose of the research wants to find out the effect and provides self-selected cosmetics companies a reference to formulate their marketing strategy. This research uses the experimental method to collect the data. The experimental object is open-shelf cosmetics and the experimental subjects are the female students of eight national universities in Taipei city. The study used AIO variables to segment market and then printed ad are used to test the endorser’s impact on the advertising effect between different segmentation. And, demographic data, consumption reality and consumption evaluation criteria are used to describe the three segments. The research has results that the customers of the open-shelf cosmetics can be effectively segmented by lifestyle variables. Between the three groups, endorser does to rise the advertisement recalls, advertisement attitude, product attitude, and consumption intention.
|Appears in Collections:||Thesis|