The Application of Conjoint Analysis on Consumer Preferences for Facial Mask

• Main Authors: Yi-HuaChen, 陳宜樺
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/12252041684393867556

碩士 === 國立成功大學 === 國際企業研究所 === 104 === In recent years the issue that facial mask is beneficial to the face skin care has been noticed. Besides, the manufactures have an optimistic view on the market. In Taiwan skin care product market, the sale of facial mask takes 26%. The growing rate is about 20% every year. People consume approximately facial mask about 80 million to 1500 million pieces of mask each year. The market is still growing and becomes more competitive. To acquire the market share, it is important to find out what kind of facial masks consumers prefer. Therefore, the purpose of this study is to understand the features of facial mask consumers. This study conducts conjoint analysis to inspect that what attributes customers prefer most. A total of 200 questionnaires were distributed and 180 are valid. The statistic software package SPSS 22.0 was employed to analyze the collected data. The result shows effect is as important as price as people choosing facial masks. The third attribute is brand. In addition, the results are almost the same in every segmentation. According to this result, the optimal combination if facial mask is moisturizing effect facial masks at low price.