A Study of the Relationship among Brand Image, Promotion Type and Consumer’s Purchase Intension for Female Cosmetics－Taiwan and Korean Brand as an Example

• Main Authors: Hsin-Chun Chen, 陳欣君
• Other Authors: 劉春初
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/62107432366069578907

碩士 === 長榮大學 === 國際企業研究所 === 96 === The objective of this research is mainly take Taiwan and the Korean cosmetics as the research brand, to discuss the affect of brand image and promotion type matching on purchase intension. In the past, the research has only been carried out by aiming at the customer behavior, but Brand image and promotion type are always the very important and thorny problems in the global process. How attract a consumer to purchase its product is the problem that allows of no to ignore, in addition to as for motive that want to attract the nature that the consumer loves of beauty and maintain, promoting type the way should also try hard for to satisfy the need of the consumer, and design suitable brand image to let the customer purchase will to reach the highest. According to the related literatures, this thesis classifies promotion type into monetary and non-monetary promotion, ie “price-off” and “premium”. This survey using purposive sampling is conducted to collect purchase related information of female cosmetics consumers. Statistics analytical methods used in this study include factor analysis, t-test, reliability analysis and regression Analysis etc. The research induces the result as follows: 1. Brand image is positively correlative with purchase intension of consumer. 2. Two promotion type reveal the difference existence to the female cosmetics consumer''s purchase intension, most has the influence by the monetary promotion type. 3. No matter the monetary promotion or non-monetary promotion, all present positively correlative with brand image. 4. The cosmetics in Korea brand affects consumer''s purchase intension aspect has reveals the disturbance effect in the promotion type to the brand image, but Taiwan cosmetics brand aspect then only has the part reveals the disturbance effect. Based on the finding in this research, suggestion for cosmetic enterprises implications and further studies were proposed.