The Research of Brand Equity and Market Segmentation--Using Six Brands of Cosmetics as an Example

• Main Authors: Ming-Yi Yang, 楊敏怡
• Other Authors: Edwin Tang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/87872832757585702332

碩士 === 國立交通大學 === 經營管理研究所 === 93 === Taiwan economics is different from ten years ago, and people can see more and more overseas brands of cosmetic in Taiwan. People in Taiwan can reach more information and start to attach importance to cosmetics. This is a great market, so the marketing strategy and the need of customers are very important to firms of cosmetics. Six biggest brands of department stores is chosen in this research and I try to understand each brand’s brand equity is high or low. According to brand equity, people can know customers preference of each brand. Then we can make marketing strategies of each brand. Life style is chosen to be the variables to separate market. Finally, we can separate it to three clusters and each cluster is different in seven life styles. Generally speaking, brand awareness is still the most important factor when people choose their cosmetics, but they are rarely loyal to a certain cosmetics brand.