| Summary: | 碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 105 === Using the Zaltman metaphor elicitation technique, this study elicited respondents’ self-generated meanings of counter and open-shelf cosmetics to obtain the mental models of consumers. Means-end chains analysis was then applied to categorize the respondents’ mental models into levels based on the product type (counter or open-shelf). Subsequently, a consensus map was obtained, from which the key driving factors that lead to action are determined. Results show that the mental models of counter cosmetic consumers are as follows: present–reward–pleasure, brightness–cleanness–sense of security, professionalism–princess–trust, servitude–
princess–uniqueness, and diversity–beauty–uniqueness. Similarly, the mental models of open-shelf cosmetic consumers are as follows: numerous channels– convenience–sense of security, diversity–relaxation–carefreeness, diversity– test–pleasure, inexpensiveness–test–pleasure, inexpensiveness–accessibility– carefreeness, andopenness–accessibility–carefreeness. The research findings explain how value is perceived in the mental models of counter and open-shelf cosmetic consumers, which may serve as a reference for cosmetic companies in formulating marketing strategies.
|
|---|
