| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 96 === Along with the rising of the capita income and the level of education, the popularity of body maintenance, pursuing health and beauty has become a trend. Furthermore, consumers long for cosmeceutical products and health-care food at a more reasonable price because prices keep going up in Taiwan. With all the causes above, cosmeceutical chain stores in Taiwan develop rapidly.
The research aims to realize the consumer’s consuming behavior at cosmeceutical chain stores. We hope to understand what store image and distribution channel attributes customers put emphasis on. Additionally, we examine the life style and demographic data, and take the AIO lifestyle variables as the categorization basis to divide consumers into different consumer groups. Then we try to generalize consuming behavior of each consumer groups, and give some marketing suggestions to cosmeceutical chain stores in Taiwan.
The study is conducted with a questionnaires survey from customers at cosmeceutical chain stores. The result came to 395 effective samples, and female consumers can be segregated into three groups. The results shows consumers of different groups have significant difference on demographic variables, actual consumption, and the evaluation principles of store image and distribution channel attributes.
|
|---|
