| Summary: | 碩士 === 佛光大學 === 管理學系 === 97 === Recent years the consumption ability of female onsumers is increasing rapidly. The trend is caused by some reasons such as consumption behavior changes, longer life tendency Mand effective product ingredients discovery...etc. The ages of cosmetic consumers in Taiwan have become youngers and the buyer groups have extended to more age groups. Today the national cosmetic market has become mature so understanding the market characteristics and satisfying the demands of female consumers would be the important issues for the cosmetic industry.
Therefore, this study focuses on the investigation of female consumer behavior in cosmetic market and uses the E-K-B consumer behavior model as a framework. Also, this study applies the various of life styles to divide the market into different segments and thus understands the differences of purchasing decision making processes in different female consumer segments. The research group of this study is the female consumers with purchasing ability in Taipei. Questionnaire would be applied for data collection and SPSS programe would be used to analyse the collecting data. Also, the method of Factor Analysis, Cluster Analysis, One-Way ANOVA and Scheffe’s Test would be applied to proof all sort of hypotheses.
The study result indicates that according to different life style various female cosmetic consumers can be divided into three types - rich and colorful, careful and meticulous calculation, and going with the current fashion. Each type has obviously differences in values, purchasing motivation, information sources and consuming attitude. Finally, according to the research outcomes between the three market targets this study provides the recommendations about product, price, market channels and sale promotion to cosmetic industry for making marketing strategies.
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