| Summary: | 碩士 === 淡江大學 === 企業管理學系碩士在職專班 === 96 === Due to the increasing demand of skin care products by the female consumers, the toiletry retailers must compete with others to provide desirable products to satisfy the needs of female consumers. The objectives of this research are to study the motivation of purchasing skin care products by the female consumers and to analyze their purchase factors, purchase behavior accordingly. This research findings will also be the references for toiletry retailers to set up their marketing strategies.
This research applies the “Means-End Chains Analysis” which is based on the one-to-one interview method to explore the motivation of each female respondent to purchase skin care products and the correlation with different market segments. Then subject motivation will be analyzed with purchase factors and purchase behavior. This research provided 150 questionnaires and 120 effective ones are obtained.
This research indicates that subject motivation can be differentiated into four different groups, namely the “budgetary group”, “prudential and sentimental group”, “mental fulfillment group”, and “efficacy group”. Each motivation group has positive correlations with the purchase factors such as product information, country-of-origin, product quality and efficacy, price, advertisement, promotion, product packing and the purchase behavior such as what types of products to choose from.
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