Inference of the Involvement Degree to Purchasing Decisions and Customer Values for Female Baby Boomers’ in Purchasing Skincare Products

• Main Authors: Hsing-Ling Chuang, 張杏翎
• Other Authors: Miao-Tzu Lin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/59399756564047407910

碩士 === 台南應用科技大學 === 生活應用科學研究所 === 102 === In 2012, the Executive Council of Agriculture released a report on the country’s market size for cosmetic and skincare products. The report states that the market grew by 5.48% year-on-year to an estimated value of NT$110.85 billion dollar. This significant increase is an indication that the market gradually understands the importance of good skincare. As more and more baby boomers retire and the overall population becomes older, the increase in aging population is bound to have some influence on the country’s political scene, economy, and social development. They will become important consumers in the future market. This study investigates the effects on the varying degree of purchasing involvement vis-à-vis the purchasing decisions and customer values. The research adopts the purposive sampling method and the respondents are female, born during 1946–1964 and are currently 50–68 years old. As for the analysis, he involvement scale and E.K.B model are used. In terms of the respondents’ decision-making process and customer values, the following are analyzed: “needs for skincare products,” “information collection,” “program evaluation,” “program selection,” and “post-purchase evaluation.” The effective return rate for this research is 96.31%. The software used is SPSS version 12.0. The analyses include “reliability analysis,” “descriptive statistic,” “independent sample t test,” “factor analysis,”and“ANOVA analysis.” The study results indicate that significant differences exist (1) when comparing the varying degree of involvement with level of education, amount spent each time when purchasing skincare products, and monthly income; Master''s population, high purchase price and the higher the income, the higher the degree of involvement. (2) when comparing the purchasing decisions with demographic variables such as residential areas, marital status, and level of education; Central and Southern subjects in the information collection, program evaluation, selection and purchase after the program results than the central importance, northern subjects and program evaluation plan selection than the central importance. Unmarried and master''s greater emphasis purchase decision process. (3) when comparing customer values with demographic variables such as average purchase amount on each purchase, and average monthly income; the higher average purchase amount on each purchase and higher average monthly income greater emphasis pursue customer value (4) when comparing the varying degree of involvement with purchasing decision factors such as market needs for skincare products, information collection, program evaluation, program selection, and post-purchase evaluation; (5) when comparing the varying degree of involvement with customer value factors, such as personal value, individualism, functional value, and emotional value; high involvement and low involvement emphasis on functional value, These findings are recommended to be used by skincare companies for their marketing strategies.