| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 104 === Along with the improvement of living standard, the cosmetics and skin care products become the daily necessities of life and its development is closely related to consumers’ behavior. The market of cosmetics and skin care products is glowing up year by year in Taiwan and the self-selective cosmetics and skin care products is the second choice for most of consumers because of self-selective purchasing, trial products, reasonable prices and widest path. The convenience and the reasonable price becomes the main factor for consumers in selecting products.
The main purpose of this study is for understanding the extent and condition for self-selective cosmetics and skin care products in Taiwan market and the influence for choosing and purchasing factor for female consumers. To make it be applied on real life, we have to offer the results and the rule for evaluation to related trader and follow up research for reference. We aggregated the questionnaire from the theory of literature and asking the experts to revise it to start the questionnaire survey. By Analytic Hierarchy Process to probe each of evaluation standard and to rank and find its importance. And it could make the trader to understand the necessity and intention for purchasing more clearly.
There are five aspects from the results. The female would attach importance to brand image when they choose self-selective cosmetics. From 19 assessment guidelines, the consumer would take recommendation from experts, quality guarantee, practicality, trial products and discount as the top five basis.
(1) Brand image. The trader and scholar would take brand image as the top priority issue from the study. The brand image is better and the intention for purchasing would be higher.
(2) Recommendation from experts. With professional appraise and explanation, is the most important target for consumer.
(3) Perceived Quality will affecting consumer of buying decisions and brand loyalty, but also to support the price premium and brand extension basis.
(4) The practicality. The consumers would hope to purchase the valued products and the price would influence the purchase intention.
(5) Trial products. By using trial products, the consumer would take more confidence on this product to raise the purchase intention.
(6) Discount. When there is the discount for product, the consumers would feel pleased emotionally, with more confidence on products and learn the value from service.
(7) Brand, quality and price. The consumers would take these 3 issue as top priority and the trader have to build the unique of the brand, enhance the quality management and products practicality to decrease the influence of price.
The research results will be provided to the relevant agencies for reference criteria evaluation and follow-up research.
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