A Study of Consumer Preference for Female Facial Masks

• Main Authors: Hsin-Yi Chiu, 邱昕頤
• Other Authors: Pei-San Liao
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/32156174521326061749

碩士 === 輔仁大學 === 統計資訊學系應用統計碩士班 === 103 === This paper examines how product features, prices and distribution channels affect female consumer preference combination when selecting facial masks. The study is conducted by using purposive sampling of female consumers based on professional opinion of facial mask consumer base, with a sample size of 143. Frequency distribution, relative frequency distribution, cluster analysis, paired comparison, joint analysis, multiple response analysis and robust estimation are then applied to the collected data, and the summary of the study is as follows: 1. Respondents were divided into two groups: “general consumers” - female consumers under the age of 30 who are college graduates or better, single, do not have cosmetology license nor work as professional makeup artists; and “professional consumers” – female consumers above the age of 30, no post-secondary education, married, do have cosmetology license or work as professional makeup artists. 2. Consumers tend to base their purchasing decision on product feature rather than price and distribution channel. 3. In terms of facial mask market structure, product features and price are more important than the distribution channel. The majority of female consumers prefer moisturizing to any other dominant feature, priced in the middle of the pack, and purchased from department store. 4. In terms of consume distribution strategy, general consumers tend to prefer [feature, price, distribution channel]: [whitening, resonable pricing, department store] and less preferred the combination is [whitening, expensive pricing, online shopping], while professional consumers tend to prefer [moisturizing, resonable pricing, cosmetic stores]. 5. In terms of branding, My Beauty Diary and Shiseido are two most recognized facial mask brands. Dr. Jou is most welcomed by the general consumers. While professional consumers tend to prefer their own customized facial masks. 6. In general, female consumers spend an average of TWD 1,215.80 on facial products, purchase said average purchase 2.68 times every half year, and spend an average of TWD 171.20 for each facial mask.