| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 100 === With the improvement of the national living standard, the competition for the market
products is getting fiercer. The consumers not only merely buy the products but also have a
sensitivity on the brand and loyalty. The motives for buying products are apted for the attractive
appearance, quality and value. The consumers’ expectations for goods are getting higher. And the
demand for the cosmetics is increasing as well.
The government lists the industry to be the high additional valve, one of the important “The
Main Plan for National Development Policy”, it is important for the enterprises to market their
products and to after their service to attract their consumers. Are the fame of brand and color
cosmetic the only selection for purchase. So is the brand famous and the color make-up product
the only purchase basis as for consumer? But the favor whether the professional color make-up
product can obtain general consumers is a intensive competition means. So this research plans to
probe into the professional color make-up in consumption value and influence of buying the will
on cosmetics consumers of the market of Taiwan, And regard Taipei、Taichung、Tainan 、
Kaohsiung (county )color make-up consumer of the market , as the research object and make real
example analysis.
According to above-mentioned research motives, the major research main to purpose are as
follows:
(1) Consumers individuals have a partiality for all reaching apparent influence on the market
characteristic and brand image in data.
(2) Consumers individuals have a partiality for all reaching apparent influence on product
performance and product cost in data.
(3) Market characteristic and brand image have apparent influence on product performance
and product cost.
(4) Interviewees' purchase type attitude (including brand discount , partiality brand , three
when being in short supply to buy brand, etc.), with is it is it is it show difference reach apparent
to have apparent influence all to have to read to construct each.
(5) Shadow color make-up color make-up product brand that product buy often most , evil
spirit of opera ,,, first what brand does it want to go, want brand that buy most, the investigation
result has apparent influence.
(6) Interviewees' personal attribute (Including the age, eight, such as average monthly income
of sex, education degree, residence, marital status, job, individual, buying the amount of money
each time, etc.) with each constructing the apparent influence which read one.
Key word: consumption value, cosmetic, purchase intention.
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