A Study on Brand Loyalty of Female Cosmetics

• Main Authors: Yu-Ching Tsai, 蔡幼青
• Other Authors: Horng-Jinh Chang
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/24608810064819980168

碩士 === 淡江大學 === 管理科學學系 === 91 === Due to the global economical development and the transformation of industrial types in Taiwan, the development of Cosmetics Industry is diversified. The amount of the people who wear cosmetics is increasing. At the same time, people who wear cosmetics also become younger and younger. The growing of sale amount in these years shows that cosmetics are not luxury good anymore, but are necessary in nowadays Taiwan. Among the Taiwan thesis which discuss brand loyalty of cosmetics, they almost put their emphasis on skincare. Therefore, my first motivation is that whether consumer has brand loyalty when they buy cosmetics. The author use the simply random sampling method, and the object of study are female consumers older than 20 years. The author also wants to discuss the significant differences of consumer character, market character, brand image and product character on brand loyalty of consumer. The conclusion of research findings are as follows: 1.Taipei consumers have higher brand loyalty on female cosmetics than other consumers have in other areas in Taiwan. 2. Consumers with higher band loyalty preferred the life style of “brand name”, “convenience of shopping”, “the price of product” and “interested in outdoor activities”. 3.The consumers who get the education under high school have more brand loyalty than those above high school. 4.The consumers with financial situation are met with his ends have more brand loyalty. 5.Consumers often inquire their friends when they purchase cosmetics. 6.The consumers with high brand loyalty preferred the spokesmen of the products. 7.When the consumers buy cosmetics, they don’t consider how many brands in the market or the market share of the brand; but they emphasize the promotion of the products. 8.The consumers emphasize the brand image and the manufacturing image. 9.The consumers with high brand loyalty emphasized the “coverage of brand”, “brand price”, and “service after purchasing”. 10.The consumers with high brand loyalty considered the loss of high price when they purchase cosmetics. 11.When the consumers purchase cosmetics, they emphasize the quality of products, the influence of healthy, the added service of the product, and the image after using.