A Study on the Correlationship between Consumer Life-Style and Degree of Acceptance on Print Advertisement －－Using Beauty Salon in the Non-Metropolitan Region as an Example

• Main Author: 洪新民
• Other Authors: 田祖武
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/15291409454493088258

碩士 === 義守大學 === 管理科學研究所 === 92 === Abstract The beauty salons in the non-metropolitan region are disadvantaged in the beauty market. Owing to the above-mentioned salons lack capital and experts, the print advertisement becomes the most important tool in their marketing activities. This research plans to distinguish different groups form the female consumers in the non-metropolitan region by life-style variables, find out the valid print advertisement and help those salons to design their DM. The females that between 20 and 49 years old in Ping-Dong county Fang-liao region are this research’s study objects. This research’s questionnaire has three parts─ the evaluation of the essential design factor of the print advertisement, A.I.O. scaling and vital statistics. The major statistical techniques adopted were conjoint analysis, factor analysis, reliability analysis, cluster analysis, discriminate analysis, one-way ANOVA, cross tabulations, Chi square test and regression. After the analyses of the research information, we find as follows: 1.We can distinguish three different groups form the female consumers in Fang-liao region by life-style variables. The three groups are named as “Solitary”, “Leader” and “Pressure Cooker”. 2.Among those three groups, their structures are different in “the level of education”, “the marital status” and “career”. They are the same in “age” and “control money per month”. 3.Although every group has different favor structure in print advertisement, their most favor is the same─ they favor the DM that use “service attitude” as title and “fact statement” as show mode. Keywords: print advertisement, life-style, beauty salon, conjoint analysis