Consumer oriented category management- Hair care products as an example

• Main Author: 林正忠
• Other Authors: 尚孝純
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/04507343635490413829

碩士 === 國立政治大學 === 管理碩士學程(AMBA) === 98 === Cost-effective shelf management has been a major concern to retailers in every industry, the main purpose of this study is to prove shelf management can really help consumers to purchase products easier and consume more to benefit consumers, stores, and manufacturers at the same time. In this study, the theoretical bases are Maslow's Hierarchy of needs, and the eight-step category management developed by Nielsen. It took W channels as the empirical object. The study methods are both qualitative and quantitative analysis and it received 878 questionnaires from the consumers and store staff of W channel. According to qualitative results, it shows that 75% consumers satisfy of hair care products merchandising. The satisfaction level of experimental group is 5% higher than the controlled group significantly, indicating the improved model is more acceptable. Moreover, the overall satisfaction level of experimental group was 4% higher than the controlled group. Finally, according to the study results, there are strategic recommendations of shelf management of hair care products. Keywords: Maslow's Hierarchy of needs, Shelf management, Category Management