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Pourmohammadi-Najafabadi, Payman. "Branding of OTC and skincare products : a behavioural psychology approach." Thesis, Durham University, 2015. http://etheses.dur.ac.uk/10982/.
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One of the main reasons for the failure of branding activities, is that marketers and brand managers consider branding as an input activity or as "something done to the consumer." It is argued in this thesis that consumers actively participate in this practice by evaluating branding efforts and in many cases they do not associate branding endeavours with product category. This thesis is attempting to explore consumer behaviour toward branding and discover variables that could be used to explain the role and contribution of consumers in branding activities. Two main reasons have been introduced in this thesis to explain the characteristics of consumer contribution in branding endeavours. First, the consumer side of brands and second, the situational variables in a purchase and consumption environment. The consumer side of the brand consists of three main factors: firstly, what customers expect from the brand per se, independent from the product; secondly, the extent to which the brand is considered by customers and finally, their consideration of the relationship between product and brand. The Behavioural Perspective Model (BPM), introduced by Foxall (1997), is applied in this research to explore both situational variables and the consumer's side of the brand. This behaviouristic approach to consumer research considers setting and learning history as twodeterminants of consumer behaviour. Involvement has been used for quantifying learning history and it is argued that to a very high extent involvement could be considered as the same as learning history in BPM. Three different methodologies have been used in this research to investigate the aforementioned variables using a case study of skincare and OTC products in Iran. Interviews, focus groups and questionnaires have been applied to explore the aforementioned variables and any potential relationships among them. The results show that brand image is the main situational variable in these two groups of products. For OTC products the dominant expected brand image is functional; in skincare products, although some level of symbolic brand image is expected, the brand image is mainly functional. The variables introduced in this thesis could be used as a framework for brand managers when deciding how to prioritise their efforts. More importantly, they could use this information for choosing the right brand image based on the type of consumer involvement.
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Phuengsuktechasit, Phatnaree, and Pavinee Buaman. "Influence of Country of Origin on Thai consumer attitude and purchase intention toward skincare products." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12595.
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Andersson, Edith, Matilda Andersson, and Sofie Rehnström. "Hey girl, what are your motives? : Exploring the purchase behavior motives of Swedish females when consuming high-end beauty and skincare products and the effects of online personalized advertising." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48646.
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Background: As retailing moves towards online shopping the number of online purchases have increased substantially over the last year in Sweden (Klarna Bank AB, 2019). The industry of high-end beauty and skincare products has experienced growth in 2019 (PostNord, 2019), which is of interest to investigate. There lies importance for firms in retrieving knowledge of how the target market thinks and reacts. This research allows for a deeper understanding of the motivations of consumer behavior, which will be of high value for retailers and marketers when further operating in 2020 and entering 2021. Problem discussion: There is a growing body of literature that examines the motivations of consumer behavior, however, identified gaps have yet to accumulate. Even if online personalized advertising (OPA) is increasingly being used by retailers worldwide, its influence on Swedish females remains unexplored. This exploratory study was undertaken in response to the demand in Sweden and it attempts to draw meaningful connections between consumer response to OPA as well as the value motives explaining consumption behaviors. Purpose: In order to fill gaps in previous literature, this research sought to build a theory, which will make meaningful sense of observations on Swedish females in the age group 18-35-year-old’s purchase behavior. More specifically, the research will create an understanding of how OPA influences Swedish females, and what values motivate the female consumer when completing a purchase of high-end beauty and skincare products, with and without respect to the influence of OPA. Method: A qualitative approach with semi-structured in-depth interviews with 19 Swedish female participants in the age group 18-35 were conducted. The general analytical procedure for analyzing the collected data was used, and the data was further compared with previous literature. Results: This research indicates that participants declare empathy and hedonic values to influence the completion of purchase. Within the category of empathy values, security is a key value when shopping online. When exposed to OPA, the values of being well-respected and self-respect were added to the explanation for consumer motives of purchases of high-end beauty and skincare products online.
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Pereira, Rita Geraldes Lucas Conde. "Launching a new selective skincare brand in Asia and Europe." reponame:Repositório Institucional do FGV, 2013. http://hdl.handle.net/10438/10791.
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O mercado de beleza é extremamente competitivo, tendo uma facturação de 145 biliões € em todo o mundo e registando uma taxa de 4% de crescimento anual. O mercado da beleza inclui os cuidados com o cabelo, rosto, maquilhagem, perfumes, higiene e cosmética oral. A Uniqcosmet é uma empresa que opera na indústria da beleza desde 2011. Apesar do seu foco estar relacionado com consultoria e marketing, um novo projecto nasceu: lançar uma nova marca que opere no mercado seletivo, com um posicionamento internacional no segmento de cuidados com o rosto, em particular, no mercado de produtos naturais. Nesse sentido, o objetivo do estudo é de identificar se existe espaço ou não, para uma nova marca de beleza seletiva, e posteriormente, aferir qual a melhor forma de lançar esta marca posicionando-a num mercado extremamente competitivo. Assim sendo, primeiramente, foi realizado um estudo focado nos diversos países da Europa e da Ásia. De seguida foi feita uma análise da concorrência, no sentido de perceber qual o melhor posicionamento a adotar. Para além desta análise, o comportamento do consumidor foi também alvo de pesquisa, seguido de uma análise ao potencial das azeitonas e azeite de oliva como ingrediente base. De seguida, as regiões de Portugal e Espanha como território geográfico das marcas também foram analisadas. Finalmente, dois diferentes conceitos de marca foram apresentados e apoiados por toda a fase de pesquisa. Como conclusões, descobriu-se que a Europa e Ásia Pacífico são as duas regiões mais promissoras para novas marcas de cuidados com o rosto operando no mercado seletivo. Foi também descoberto o potencial e importância das marcas conceptuais, e que as azeitonas e azeite de oliva têm enormes benefícios para a pele e uma grande aceitação por parte dos consumidores.
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Dai, Bo. "Saving Face: A Cross-Cultural Investigation of Retail Patronage in Consumers' Skincare Purchase Decisions." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc804894/.
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The skincare sector is among the fastest growing consumer branded products, boasting unprecedented growth rates in emerging markets, as well as steady growth in developed and post-developed markets. Yet, a more relevant question to marketers of branded skincare products is what factors influence consumers’ decisions about where to buy such products, and whether or not to spread positive word-of-mouth (WOM) about products and store preferences. Sirgy’s (1982, 1985) self-congruence theory postulates that the greater the match between a consumer’s self-image and the image of a retailer’s typical patron, the greater the likelihood that the consumer will prefer and patronize that retailer. However, a review of the literature on self-image congruence shows a lack of consensus with respect to: 1) the effect of self-image congruence on retail patronage, and 2) the relative strength of the four dimensions (i.e., actual/ideal self- and social/ideal social self-image) of self-image congruence on consumer preferences and choices (e.g., Ibrahim & Najjar, 2008; Kang, Tang, Lee, & Bosselma, 2012). Further, Sirgy, Grewal, and Mangleburg (2000) suggested that the more a consumer matches a retailer’s store attributes with those of an ideal store, the more likely the consumer will prefer and patronize the retailer. Thus, an integrative model (Sirgy et al., 2000) that captures the effects of retail environment and self-image congruence on retail patronage served as the theoretical foundation of this study. The purpose of this study was to examine interactively the effects of retail environment and self-image congruence on retail shopping experience and patronage behavior of Generation Y-aged (Gen Y) consumers with respect to skincare products (i.e., a sub-sector of cosmetics). Primary data were collected through online surveys from 336 American and 325 Chinese Gen Y consumers. Structural Equation Modeling (SEM) was used to test the hypothesized relationships between self-image congruence, functional congruence, retail shopping experience, and retail patronage behavior. The findings indicate that, across the two sample groups examined, both self-image and functional congruence are related positively to Gen Y consumers’ intentions to spread positive WOM about products and store preferences. In addition, functional, but not self-image congruence, is related positively to purchase intentions across the two groups. Importantly, shopping experience, including satisfaction and pleasure, mediates the relationships between self-image, functional congruence, and retail patronage. Finally, the results of multi-group comparisons show that culture moderates the relative strength of the effect of different dimensions of self-image congruence on Gen Y consumers’ evaluations of retail store attributes and their likelihood to disseminate positive WOM. Specifically, the social-domain of image congruence (e.g., how others see me) had a greater influence on WOM for consumers from a collectivistic culture than it did for those from an individualistic culture. In contrast, the self-domain of image congruence (e.g., how I see myself) had a greater effect on Gen Y consumers’ evaluations of store attributes among those from an individualistic culture than it did for those from a collectivistic culture. This study makes three major contributions to the literature. First, the findings confirm the role of self-image and functional congruence on retail shopping experience and patronage behavior. Second, by using two sample groups from vastly different cultures, the study cross-validates the integrative conceptual model that explains consumers’ retail patronage. Finally, the findings add depth to the original self-image congruence theory by identifying conditions in which the relative strength of the relationships differ.
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Pham, Phong Lan. "Cultural influences and non-conspicuous consumption : the case of high-end or luxury skincare brands in Vietnam." Thesis, Paris 1, 2015. http://www.theses.fr/2015PA010065.
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Le Vietnam est un marché très potentiel pour les marques de soin de la peau. Dans le prémium segment, les produits importés prennent la part totale du marché avec une croissance annuelle de 18 à 35 % dans ces dernières années 2010-2014 (Euromonitor 2015). Dans ce secteur, le seul terme commun utilise ‘mỹ phẩm cao cấp’ (prémium cosmétique) implique les marques de luxe (ex : Clinique, Estée Lauder, Lancôme, Sisley, Shiseido, SKII, Menard, Ohui…) et les marque non-luxe mais haut de gamme (ex : Vichy, Dr.Spiller, Swissline, Dermalogica, Tenamid…). Jusqu’à maintenant, le segment de luxe a bien été abordé, pourtant le segment de haut de gamme ne fait pas encore l’attention des chercheurs. A côté, les vietnamiens par tradition mènent une vie simple et modeste, ce qui est à l’encontre du phénomène de consommation ostentatoire des produits de luxe qui a été largement discuté dans les pays émergeants. Par conséquent, les influences culturelles au marché Vietnamien devrait être revisité dans cette thèse. Alors, comment les consommateurs vietnamiens perçoivent les produits de soin de la peau de luxe et ceux de haut de gamme ? Pourquoi ils choisissent les produits de luxe et pour quoi ils choisissent les produits de haut de gamme ? Quelles sont les facteurs culturels qui influence leur choix ? Cette thèse est pour but de répondre à ces questions tout en générant des implications managériales et académiques importantes pour le marché vietnamien. Dans la partie théorique, cette thèse approche les trois axes théoriques comme les concepts de luxe et de haut-de-gamme, les consommateurs, et les influences culturelles avec des spécificités du marché vietnamien. La partie empirique de cette thèse contient 5 études qualitatives (les records audio spontanés, les discussions en groupe, l’enquête sur le prix de vente, la collection des photos et les entretiens individuels). Les résultats de la revue de littérature et des analyses des données confirment 7 propositions de recherche : [...] Cette thèse contribue à rafraîchir les connaissances sur une économie émergente et en transition tel est le Vietnam. Elle aide les managers à avoir une stratégie dynamique sur la segmentation des produits prémiums (luxe vis-à-vis haut-de-gamme) ainsi que de prendre conscience de la potentialité des consommateurs traditionnels non-ostentatoires Vietnamiens. Elle donne aussi une suggestion aux chercheurs d’étudier une nouvelle perception des marques de luxe et de haut de gamme dans les marchés émergents ; ainsi l’attention sur le pays d’origine devrait être donnée non seulement aux pays de l’Ouest (développés) mais aux aussi autres pays couronnés de succès actuellement comme la Corée du Sud dans les études du marché vietnamienVietnam is a promising market for skincare brands. In premium segment, foreign imported products take the total share with an annual sales increase of 18 to 35 % during the last period 2010-2014 (Euromonitor 2015). Though vietnamese consumers have one common term for this segment as ‘mỹ phẩm cao cấp’ (premium cosmetics), it includes in fact luxury brands (eg : Clinique, Estee Lauder, Lancôme, Sisley, Shiseido, SKII, Menard, Ohui…) and non-luxury but high-end brands (eg: Vichy, Dr.Spiller, Swissline, Dermalogica, Tenamid…). Researchers so far have approached luxury segment but not yet adequately paid attention on the non-luxury but high-end segment in Vietnam. Besides, vietnamese people by culture appraised simplicity and modesty in actual life ; this is contrary to a phenomenon of conspicuous luxury consumption that has been heavily discussed by researchers in emerging economies so far. As such, existent and new cultural trends in Vietnam also is to be revisited in this thesis. So, how vietnamese consumers perceived luxury and high-end skincare brand products ? Why they choose luxury brands and why they choose high-end brand ? Which cultural factors influence their consumption choice ? This thesis is for an aim to find answers to these questions in enabling important managerial and academic implications for the vietnamese market.In theoretical part, this thesis approaches in three axes as luxury and high-end brand concepts, consumers, and cultural influences in stressing on the specificities of vietnamese market. The empirical part of this thesis contains 5 qualitative studies (random records, focus group discussion, market price survey, photo collection and in-depth interview). The results of theoretical review and data analysis confirmed 7 research propositions: 1/ During the economic transition period, vietnamese consumers are supposed not to have clear perception on luxury and high-end brand skincare products; 2/ Vietnamese traditional consumers was supposed not to be conspicuous but quality seeking in premium skincare consumption; 3/ By Korean cultural influence, there exists a behavioral preference of Korean high-end skincare products by vietnamese consumers; 4a/ Comparing to vietnamese young traditional consumers, elder consumers are less product-involved, less knowledgeable on brands, more advice-seeking and brand committed; 4b/ Comparing to elder traditional consumers, young consumers are more product-involved, more knowledgeable on brands, more self-information seeking and self-decisive and less brand committed; 5/ Vietnamese traditional consumers prefer luxury skincare products because of the quality assurance, of which elder consumers rely on price cue and young consumers rely on brand cue; 6/ Vietnamese traditional prefer high-end products because of price-quality, of which elder consumers rely on advice cue and young consumers rely on self-judgment.This thesis contributes to a refreshing knowledge on such emerging and transition markets as Vietnam. It helps managers to have dynamic strategy on premium product segmentation (luxury versus high-end products) as well as to acknowledge of the big potentiality of vietnamese traditional and non-conspicuous consumers. It also give a hint to academic researchers for studying a new perception of luxury and high-end brands in emerging markets as well as to pay attention on not only COO from Western/developed countries but also from such successful Asian country as Korea in study vietnamese market
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Yifan, Tang. "Risk perception in skincare cosmetics and risk-reduction strategies : an exploratory study of young chinese women." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19294.
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Mestrado em MarketingCom a saturação dos mercados de cosmética nos países desenvolvidos, as empresas internacionais procuram cada vez mais novas oportunidades e crescimento nos mercados emergentes. Como o país mais populoso do mundo, a China é um alvo-chave. Com o aumento do rendimento disponível e a consciencialização do consumidor para a importância dos cuidados da pele, o mercado chinês de produtos de cuidado da pele é extremamente atraente, tanto para os players nacionais como internacionais. O risco percebido é um fator influente nas decisões de compra do consumidor, e os produtos para cuidado da não são exceção. Portanto, é fundamental que as empresas tenham um profundo entendimento das perceções de risco dos consumidores chineses em cosméticos para a pele, a fim de aumentar a presença neste e assumir a liderança. O objetivo deste estudo é entender as perceções de risco de jovens mulheres chinesas em cosméticos para a pele (desempenho, financeiro, físico, social e psicológico) e suas estratégias de redução de risco. Alguns aspetos que afetam a perceção de risco são também investigados. Além disso, este estudo aborda as perceções das mulheres chinesas sobre cosméticos orgânicos e testes de destes produtos em animais. A abordagem selecionada para esta pesquisa é a qualitativa e o método de coleta de dados é a entrevista semiestruturada presencial. A amostra é composta por 12 consumidoras chinesas de produtos para a pele.
With the saturation of cosmetic markets in developed countries, international companies increasingly seek new opportunities and growth in emerging markets. As the most populated country in the world, China is a key target. With increasing disposable income and consumer awareness of the importance of skincare, the Chinese skincare cosmetic market is very attractive for both national and international players. Perceived risk is an influential factor in consumer purchase decisions, and skincare in no exception. Thus, it is critical for enterprises to have a deep understanding of Chinese consumers' risk perceptions in skincare cosmetics in order to increase market share and take the lead. The purpose of this study is to understand young Chinese women's perceptions of risk in skincare cosmetics (performance, financial, physical, social, and psychological) and their risk-reductions strategies. Some other issues affecting risk perception are also investigated. Furthermore, this study addresses Chinese female's perceptions of organic cosmetics and testing skincare products on animals. The approach selected for this research is qualitative and the method of data collection is the semi-structured face-to-face interview. The sample consists of 12 Chinese female consumers of skincare products.
info:eu-repo/semantics/publishedVersion
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Liu, Yu-Chang, and 劉育昌. "Men's Decision-Making Behavior for Skincare Products." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/79113185393991596014.
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碩士國立成功大學
企業管理學系碩博士班
94
In the past, the concept of men as power and women as beauty is accepted by everyone. However with the rise of feminism, women try to outleap traditional sexual discrimination. Simultaneously men are engaged in a sexual revolution as well. Men begin to learn how to use cosmetics and pursue beauty like women. In Taiwan, the market of male skincare products grows up rapidly. But according to L’Oreal’s internal investigation, not all men use skincare products which are made for men. As a result, this research divides men using skincare products into two groups. One group is men using not-male skincare products; the other is men using male skincare products. And the objective of this research is to discuss whether there are differences in decision-making process for two groups, as well as to analyze the relation between product involvement and decision-making behavior by grouping according to product involvement. The samples of this research are 446 men who purchase male skincare products in Taiwan. The method of sampling is convenient sampling. Then the data were analyzed by using SPSS 10 for Windows. Many quantitative methods, including descriptive analysis, t-test, reliability analysis, cluster analysis, chi-square analysis, are used to test the hypotheses of this research. The major findings of this research are summarized as follows: First, the degree of product involvement will influence the behavior of purchasing. The consumers of higher product involvement will put more emphasis on all kinds of needs, product attributes and information sources than those of lower product involvement. The consumers of higher product involvement will also have more purchasing channels, higher purchasing frequencies and more purchasing expense. Secondly, the tendency of buying male skincare products will not significantly influence purchasing motivation, information sources, product attributes, and purchasing frequency. But there are significant differences in impersonal commercial information source, effective involvement, channel, product sorts and purchasing expense. Finally, this research suggests that the firms can use more marketing methods to enhance the involvement level of men and their identity with male skincare products. Furthermore firms must raise the brand loyalty of consumers who have used man skincare products. And to the consumers using not-male skincare products, the firms must emphasize the ideal that men should use male skincare products to make this group believe that male skincare products are necessary to men.
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"Factors influencing men's intention to use skincare products." 2002. http://library.cuhk.edu.hk/record=b5890955.
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Leung, Kar Man, Man, Angela Wing Yee.Thesis (M.B.A.)--Chinese University of Hong Kong, 2002.
Includes bibliographical references (leaf 37).
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF FIGURES --- p.vi
LIST OF TABLES --- p.vii
CHAPTER
Chapter I --- INTRODUCTION --- p.1
Chapter 1.0 --- Overview --- p.1
Chapter 1.1 --- Objectives of our study --- p.2
Chapter 1.1.1 --- Research objective --- p.2
Chapter 1.1.2 --- Decision making objective --- p.3
Chapter II --- CONCEPTUAL FRAMEWORK --- p.4
Chapter 2.0 --- Theory of Reasoned Action --- p.4
Chapter 2.1 --- Reason for choosing the Theory of Reasoned Action --- p.4
Chapter 2.2 --- What is the Theory of Reasoned Action? --- p.4
Chapter III --- METHODOLOGY --- p.8
Chapter 3.0 --- Methodology --- p.8
Chapter 3.1 --- Research design --- p.8
Chapter 3.2 --- Sample and sampling method for the main study --- p.8
Chapter 3.2.1 --- Sample --- p.8
Chapter 3.2.2 --- Sampling method for the descriptive research --- p.9
Chapter 3.3 --- Operationalizatoin --- p.9
Chapter 3.4 --- Data analysis --- p.11
Chapter 3.4.1 --- Analyzing consumption behavior --- p.11
Chapter 3.4.2 --- Testing the conceptual model --- p.11
Chapter 3.5 --- Research activities --- p.11
Chapter 3.5.1 --- Exploratory research --- p.11
Chapter 3.5.1.1 --- Literature review --- p.11
Chapter 3.5.1.2 --- Focus group --- p.11
Chapter 3.5.1.2.1 --- Sampling method --- p.12
Chapter 3.5.1.2.2 --- Sample --- p.12
Chapter 3.5.1.2.3 --- Research area --- p.12
Chapter 3.5.1.2.4 --- Pre-testing the instrument --- p.13
Chapter 3.5.2 --- Descriptive research --- p.13
Chapter 3.5.2.1 --- Description of the instrument --- p.13
Chapter 3.5.2.2 --- Procedure for administering the questionnaires --- p.14
Chapter 3.5.2.3 --- Analysis and interpretation of the responses --- p.14
Chapter IV --- RESULTS --- p.15
Chapter 4.0 --- Results --- p.15
Chapter 4.1 --- Consumption behavior --- p.15
Chapter 4.1.1 --- Men's classification of cosmetics items --- p.15
Chapter 4.1.2 --- Consumption behavior of cosmetics and toiletries --- p.16
Chapter 4.1.3 --- Year(s) of experience of using skincare products --- p.16
Chapter 4.1.4 --- Knowledge of brands that carry men's cosmetics --- p.17
Chapter 4.1.5 --- Relative importance of independent factors --- p.17
Chapter 4.1.6 --- Demographic description of the respondents --- p.18
Chapter 4.1.6.1 --- Jobs/ industries --- p.18
Chapter 4.1.6.2 --- Highest education level attained by respondents --- p.19
Chapter 4.1.6.3 --- Respondents' monthly income --- p.19
Chapter 4.1.6.4 --- Age distribution of the respondents --- p.19
Chapter 4.2 --- Path analysis --- p.19
Chapter 4.2.1 --- Reliability analysis --- p.20
Chapter 4.2.2 --- LISREL analysis --- p.21
Chapter 4.2.3 --- """Model 1"" of the conceptual model" --- p.22
Chapter V --- CONCLUSION AND RECOMMENDATIONS --- p.26
Chapter 5.0 --- Conclusion --- p.26
Chapter 5.1 --- Managerial implications --- p.26
Chapter 5.1.1 --- What to market --- p.26
Chapter 5.1.2 --- How much to price --- p.27
Chapter 5.1.3 --- How to market skincare products to men --- p.27
Chapter 5.1.4 --- Whom to target at --- p.28
Chapter 5.1.5 --- How to position skincare products --- p.29
Chapter 5.1.6 --- How to make your brand recognized --- p.29
Chapter 5.2 --- Limitations --- p.30
Chapter 5.2.1 --- External validity --- p.30
Chapter 5.2.1.1 --- Sampling bias --- p.30
Chapter 5.2.1.2 --- Sampling method --- p.31
Chapter 5.2.2 --- Limited scope --- p.31
Chapter 5.2.2.1 --- Specific definition of the research subject --- p.31
Chapter 5.2.2.2 --- Lack of segmentation --- p.32
Chapter 5.2.2.3 --- Incomprehensive list of factors --- p.32
Chapter 5.2.3 --- Different administrative methods used --- p.33
Chapter 5.2.4 --- Maturation effect --- p.33
Chapter 5.2.5 --- Unanswered sections --- p.34
Chapter 5.2.6 --- Leading questions affecting validity --- p.34
Chapter 5.3 --- Suggestions for future research --- p.34
Chapter 5.3.1 --- Larger and more random sample --- p.34
Chapter 5.3.2 --- Wider scope --- p.34
APPENDIX --- p.36
Chapter 1 --- Population by age group and sex at the end of2001
Chapter 2 --- Sales of cosmetics and toiletries in the Asia-Pacific region by sector1998-2000
Chapter 3 --- Constructs of the conceptual model and statements usedin questionnaire
Chapter 4 --- Questions and answers for the focus group
Chapter 5 --- Research instrument - the questionnaire
Chapter 6 --- Percentage of respondents who consider the stated items as cosmetics
Chapter 7 --- Usage frequency of cosmetics and toiletries
Chapter 8 --- Year(s) of experience of using skincare products
Chapter 9 --- Knowledge of the brands which carry men's cosmetics
Chapter 10 --- Relative importance of factors affecting the use of skincare products
Chapter 11 --- Industries which respondents workin
Chapter 12 --- Highest education level attained by respondents
Chapter 13 --- Respondents' monthly income
Chapter 14 --- Respondents' age distribution
Chapter 15 --- Results from reliability analysis
Chapter 16 --- LISREL outputs
BIBLIOGRAPHY --- p.37
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Huong, Do Lan, and 杜蘭香. "Marketing Strategies for Accessing Vietnam’s cosmeticsmarket for skincare-care products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/02095562318103285887.
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碩士樹德科技大學
經營管理研究所
101
Among the Asia Pacific markets, Vietnam is the fastest growing market. However, despite the high growth, the competition in Vietnam is stiff as the main competitor as Unilever, L’Oreal, Johnson &; Johnson and P&;G occupy the market. Therefore, cosmetic company need effective marketing plan to cope with strong competition. My thesis answers questions such as: 1. What is the market size of skin-care products line in Vietnam? 2. What are the major brands in Vietnam? 3. How can cosmetic companies plan a marketing strategy for their skincare product line in the Vietnam market the most effectively? To study and discover: 1. Market’s environment which includes economic, legal, and culture aspects 2. Market’s Competition which includes marketing strategy of existing cosmetic companies 3. Consumers’ demands which contains demographic, psychographic elements and marketing mix. 4. Detailed segmentation of international skincare products Research tools are interview, field study and secondary data. ii Finding &; analysis: the market environment in Vietnam in term of economic, legal and culture is favorable. The consumers demand in skincare products of the Vietnamese is increasing. However, the competition is high. Therefore, the newcomers should be competitor-oriented. However, there are some sections that are less competitive: 1. Low price moisturizing 2. Low price acne products 3. Low-price, middle-price and high-price suncare products. The cosmetic company should design their marketing mix to serve this section.
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Huang, Cheng-Wei, and 黃晟瑋. "ANP Empirical Study on Customer Value Increasing of Skincare Products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/96095191872168966960.
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碩士中國文化大學
國際企業管理學系
101
Consumer doesn’t know how to evaluate skincare product then gains visible and invisible perceived value in his mind due to a lot of products, brands and manufacturers in the market currently. Analytic Network Process (ANP) study according to literature and empirical for primary criterion and second criterion evaluation, but variable both direct and indirect relationship lack of theory. Further, criteria base on consistent examine exactly and many people use distributed study not convergence study that can’t get the trust from other people. The study has three structures (product quality, service quality, value) and eleven second criteria base on Saaty (1996) ANP concept to know the purchase process in the consumer. There are 25 expert questionnaires and 100% received that explained questionnaire and objective to professional physically, and analyzed questionnaire data by Super Decision system. We found product in quality and effect need to be improved in the study result that can be used in criteria evaluation of ANP study in the future and help company to develop the business in the market finally.
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Liao, Ssu-Yin, and 廖偲吟. "The Factor and Experience of Clients Purchasing The Skincare Products." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/4ruh65.
Full textAbstract:
碩士國立臺灣師範大學
工業教育學系
105
Abstract Cosmetics can be divided into skincare, haircare and facial-care cosmetic products, depending on their purposes; where skincare here refer to the cosmetics that can be used to sustain facial look more elegant. How the major consumers of skincare would like to continuance purchase skincare products is subjected to this study.Then, this study aims to understudying what personality with external locus of control related to social and subjective norms that affect brand identity and repurchase intention. The research collected 311 responses were validated for the first-order confirmatory factor analysis (CFA) to select questionnaire items in each construct. The software of SPSS was also used to analyze reliability and validity of questionnaire. Then use AMOS 20.0 to test the model fit and structural equation modeling to verify the hypotheses. The results of this study revealed that 1. The person with external locus of control was positively related to subjective norm and social norm. 2. Subjective norm and social norm were positively related to brand identity. Finally, brand identity was positively related to repurchase intention. The implication of this study suggested that local skincare firms can create brand identity to increase the repurchase intention by inviting well-known people to advertise their products; or using social media to promote e-word of mouth.
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Chen, Mei-Chi, and 陳美錤. "The Customer Journey Mapping- Female Customers of Facial Skincare Products." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/31345695080438114779.
Full textAbstract:
碩士國立臺灣大學
商學研究所
103
It has always been an important issue for companies to “know their customers.” The emergence and development of “Customer Journey Mapping” became the key to deal with this issue. It helps the company to identify if there is any room for service improvement and to find more business opportunities. By adopting this tool, company can appreciate customers’ needs, feelings and thoughts from customers’ perspectives more effectively. In the beginning part of this study, the definition, related concepts, applications and the executing methods of customer journey mapping will be comprehensively discussed and clarified. This study aims to build and compare the customer journeys of different types of customers, and therefore to discover the customers’ needs that are not yet satisfied by the products or services, with an eye to concluding further managerial implications. This research applied the customer journey mapping tool to analyzing 20- to 35-year-old Taiwanese female customers of skincare products, in order to comprehend their information- and purchase-behaviors. The method of research started from generalizing the interviewees into 3 kinds of personas. Secondly, divided the customer journey into 5 phases; furthermore, to know customers’ goals, touchpoints, feelings and thoughts in respective phases. This research will help companies to compare the differences among types of customers, investigate and identify their unsatisfied needs, and therefore provide executable solutions to solve these problems. The results shows that no matter which type the female customer belongs to, the process of collecting sufficient data plays an important role. The source of differences mainly comes from the “purchase phase,” where each type of customers chooses distinct channels because of different reasons. In addition, this study also discovered several customer dissatisfactions and formed corresponding managerial suggestions.
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Chin, Kuo-Lin, and 金國琳. "Competitive Strategies for Skincare and Cosmetics Products among Online Auction Sellers." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/56215408618539375950.
Full textAbstract:
碩士元智大學
資訊傳播學系
98
In the face of the global economic slowdown, Taiwan''s online auction market has nevertheless managed to maintain steady growth and maturity. As barriers to entry into the online auction business are relatively few, many people have found that the online auction business has led to their personal financial successes. Online auctions have thus become the most popular emerging industry sparking intense competition in this niche market. Online auction seller’s business models have been transformed from a truly personal endeavor, maturing into a professional and organized sellers'' business, as consumers have also matured with sophisticated online auction buyers now regularly comparing prices in e-competitive shopping. These factors have coalesced to see online auction markets transformed into a proverbial “Red Ocean” scenario. This paper focuses on a case study of future strategies for online auction marketing and promotion of skincare and cosmetics products. The researchers interviewed professional sellers of skincare and cosmetics products in Yahoo! auctions to inform this case study about their repeat buyers’ characteristics, analyze their online auction seller status, and characteristic of buyers and professional sellers, while using Blue Ocean Strategy to analyze their market orientation. Finally, as we outline alternative strategies for these online auction markets for the skincare and cosmetics business, we propose strategic guidance for the online auction industry and future new entrants to this highly fluid market without walls. From our research, we conclude that online auction sellers of skincare and cosmetics products should eliminate their inventory stock pressure, thereby reducing overhead related to their industry experience, purchase cost and platform cost factors. On the other hand, we recommend that they should enhance their service responsively, clarifying their product positioning and diversifying offering types. In the future, we may see sellers who combine online auctions with brick and mortar stores, leading to further market diversification and self-created brands. Such establishment of store differentiation could help create prodigious “Blue Ocean” opportunities in the highly competitive world of online auction markets.
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Huang, Liu-Chen, and 黃柳禎. "The Study of Male Customers' Behavioral Intention in Purchasing Skincare Products." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/45563816867499974501.
Full textAbstract:
碩士高苑科技大學
經營管理研究所
102
Men’s skincare has become popularity and leapt in enormous global growth in recent years. The study of behavior intention of purchasing skincare products is very important as increasing numbers of men worldwide are awaken that skin care is essential in their routine. The key factors of men’s purchasing behavior intention were investigated in this paper on the basis of Theory of Planned Behavior (TPB) and 536 questionnaires. Attitude was proved to be more significant than subjective norm in men’s purchasing behavior intention and this phenomenon was also well interpreted with structural equation modeling (SEM) in this study. Furthermore, the higher behavior intention of purchasing skincare products was observed in male consumers who higher agree the following concepts. (1) Using skincare products would promote their confidence, charm, good taste, moisturizing, anti-aging and stay young. (2) More and more friends and social trend favor purchasing male-skincare products. (3) Have good experiences in buying male-skincare products. In this research, three suggestions were made for skincare product sellers. (1) The advertisements were suggested to emphasize the image that purchasing skincare products for male consumers symbolizes modern men’s confidence and reveals men’s good taste and life attitude. (2) Promotional gifts and recommendations from male-friends would increase the purchase intention for male consumers. (3) Friendly attitudes and kindly interpretations should be intensified in salesman’s training to leave good purchasing experiences in the minds of male consumers and to increase the customer return rate.
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CHANG, HSIAO-PING, and 張筱屏. "The Establishment of a DIY Platform for Fresh Aloe Moisturizing Skincare Products." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/errwa3.
Full textAbstract:
碩士建國科技大學
美容科技研究所
107
ABSTRACT As the trend of DIY continues to grow, many cosmetic tourism factories have followed this trend, allowing users to be in control of the cosmetic formulation process and add ingredients at will, so that they can enjoy the fun of “success”. This study used the compounding of two care products with the shelf life of at least 4 weeks, namely the “aloe moisture lotion” and the “aloe moisture gel mask”, with fresh aloes within 30 minutes as an example, in hopes of building an easy-to-use DIY platform for skincare products. First, this study discussed the percentages of the ingredients, abrasive tools, and containers in relation to aloe moisturizers using the literature review method. Then, after the compounding, the stability, effectiveness, and safety of the products were evaluated. The research findings showed that by adding 50% of aloe vera extract to the two DIY care products within a deep colored glass bottle, the shelf lives were over 4 weeks according to the stability test results. The initial smear test proved that they wouldn’t cause any allergic reaction, with great stability and safety. Although the initial smear test also showed that the moisturizing effect had increased, the difference was not statistically significant. The initial achievement of this study was building a DIY platform for moisturizing skincare products using the fresh aloe products as an example. It is hoped that the results can be used as references for cosmetic tourism factories and general consumers interested in the DIY feature. Key words: aloe, moisture lotion, moisture mask, DIY, cosmetic
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Tai, Yu-hsuan, and 戴佑軒. "Brand Identification and position for Skincare Products in the market of Beauty Salon." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/93250393172267766051.
Full textAbstract:
碩士逢甲大學
經營管理碩士在職專班
101
Having healthy and beautiful skin makes one spirited and confident. Skincare products can meet human’s need for pursuing beauty. International brands are currently taking the lead in skincare product industry. A great number of brand name products are run under international firms. Thus, the competition of the international skincare product market is fierce. The researcher has been working for twenty years in the design department at a skincare industry in Taiwan. To do a research on how to build a successful brand has always been the biggest motive behind this research. When collecting the data initially, the researcher found out that Taiwanese researches on skincare products focus mostly on the marketing related fields of management strategy, marketing channel, customer relationship, brand loyalty and so on. However, in terms of brand identification and position, very few studies deal with the relationship between the experience of aesthetics and identification of vision. Skincare product industry is a unique industry that combines science and aesthetics; as a result, the researcher thinks that the aesthetics of brand identification must be seen as a main reason when discussing a brand of skincare product. Based on the researcher’s work experience and education background in this field, the researcher decides to use the theory of Aaker’s brand identification as his study. The purpose of this research is achieved through literature discussion and the analysis of interviewing participants. The research has drawn the following conclusion：(1) Skincare beauty salon is an intimate relationship between people. The quality of a product and its service are the fundamental of customer’s loyalty and long-term relationship as a good service is based on feelings, and feelings result from the commitment of a brand. (2) A brand’s aesthetics, visual identification and symbol system play the key roles in a successful skincare products. (3) A brand’s identification should be made clearly and specific; furthermore, it has to be consistent with a brand’s position. Therefore, a powerful brand image will be created among consumers. An identification of a brand is the key factor in affecting the right of a brand. Through the research, the researcher has gained a deeper understanding of the industry of skincare products. This understanding does not only apply to beauty or design related industry however. Moreover, the manager of a brand should realize that brand’s identification and position do not only mean logo design and package, a brand’s identification resembles a mirror that reflects a brand’s position and strategy. A brand’s aesthetic and image will be eventually reflected a company’s employees and the product’s lovers. This is the reason why a successful brand is desirable among people.
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Cheng, Lee-Hsueh, and 鄭麗雪. "A Study of the Factors Affecting the Purchasing Intention of Men’s Skincare Products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/86633858113206197627.
Full textAbstract:
碩士育達商業科技大學
企業管理所
101
The awareness of men’s skin care arises in these recent years, as they concern seriously about their own skin condition gradually. Hence, the skincare products for men rise sharply in the market. In addition, the cosmetic factories, which only manufacture female cosmetic products, have now transformed to research and develop, and produce male skincare and the proportion of the male skincare products excesses to the female. The study is mainly focused on the impact of men’s skincare purchasing factors and willingness. According to the study, the level of independent variation, sale distributors and perceived risk are being considered in this research study. Additionally, The sampling questionnaires are collected, and the reliability analysis, descriptive statistics and regressive analysis are being used as statistic models. Therefore, 450 sets of questionnaires are given, only 412 sets valid to use and 38 sets count as invalid. The percentage of valid returns is 91.56%. The result of the study found: (1) The physical channel has higher influence on men to purchase skincare products than the on-line channel. (2) The involvement level will postitively influence men’s willingness of skincare product purchasing. (3) The perceived risk will influence the willingness of men’s skincare products purchase positively. In consequence of the study, we concluded three factors for the further practical study. Key words: men’s skincare product, purchasing intention, channel, involvement level, perceived risk
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曾士泓. "Consumer testing of skincare products was done by male volunteers from the military." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/02619014659462852263.
Full textAbstract:
碩士佛光大學
管理學系
102
As the century is progressing and information is exchanging and developing fast, the social culture is getting more open and diverse. To be beautiful is not only for women, but nowadays men also start to be concern about their “facial” imperfections. If research is done then we will realize that the toiletries market for males in Taiwan has increased between 40% - 60% per year. As there is a huge market, we can predict that the potential for the male toiletries market will increase and expand very fast. According the above, the study is based on “the male voluntary military workers” whose income is much higher than the general public. A survey was done to determine what the demand and preference of the male toiletries will be. The decision making such as price, efficiency and different kinds of products will be affected by the different characters and needs of the three groups, such as the air force, army and navy. The results will help the local factories and stores with the competition and the differences of the male toiletries market. The survey offers useful information for the cosmetics companies, factories, and stores to develop their products and make correct marketing strategies. The study was based on the information of the questionnaires with our “national male military workers” in different groups and positions. There were 555 useful questionnaires to be analyzed by SPSS statistics software. The result of the study is as below: 1.The usage of toiletries within the military is up to 88.65%. Even though the military is a “manly” job, they have good sense of using toiletries. Most military men are using facial lotion (or cream), toner and sunscreen, and there are not any definite differences between the three groups. 2.Self-help toiletry products are the main choice for them, and they normally purchase it in cosmetic shops, department store counters, and wholesales stores. They mostly care about moisturizing, and they are willing to pay for more expensive products as they have higher positions or have better income. 3.The purchasing behavior of the military men is greatly affected by TV advertisements. The cosmetics companies must focus on their marketing strategies, including public popularity of the products, natural ingredients and easy usage. Therefore the products will be more attractive to the military men.
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CHIANG, YI-TING, and 江依庭. "The Effects of Product Types and Promotion Forms on Consumers’ Perceived Quality, Perceived Value and Purchase Intention: Cases of Makeup Products versus Skincare Products." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/ksyf5h.
Full textAbstract:
碩士國立臺北大學
企業管理學系
104
Promotion activities are very common in the marketplace; however, there are not many research on promotion of makeup products versus skincare products in recent years. This study plans to investigate consumers’ preferences towards different promotion forms in different product types and examines their perceived quality, perceived value and purchase intentions related to promotion forms preferred. By using a 2 (product type: utilitarian vs. hedonic) x 2 (promotion forms: price discounts vs. bonus packs) scenarios for collecting the date, and the object of this study is the people who are used to purchase makeup products or skincare products. In this study, we used SPSS 22 and SmartPLS 3 to do our experimental analysis after a total of 541 valid questionnaires were collected. This study demonstrate that consumers prefer price discounts to bonus packs for makeup products and the other way around for skincare products. Moreover, consumers show different perceived quality, perceived value and purchase intentions towards different types of product (hedonic & utilitarian) and promotions. This study also demonstrate that perceived value partially mediates the effects between perceived quality and purchase intentions. These findings may provide the cosmetic industry useful suggestions for developing marketing strategies and may also become a valuable reference for the future studies in the related field.
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HUAN, YU-SHAN, and 黃郁珊. "The Study of The Key Factors on Selection of Skincare Products for Female Consumers." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/41306501846656237362.
Full textAbstract:
碩士大葉大學
工業工程與管理學系碩士在職專班
102
Under intense market competition, skin care product companies continuously implement new strategies to increase consumer purchase intention and gain competitiveness in the market. The sales strategy is mostly based on needs of customers. This study classified the selection factors of customers, and investigated Taiwanese women as the subjects. Finally, the Kano Model was used to classify the quality elements. The findings showed that one-dimensional quality includes: skin care products often have regular discount; shop sales staff can provide perfect service at the first time; shop sales staff can consider customers; shop sales staff know customer demands; the shop can supply customers with their desired products at any time. Indifference quality includes: skin care products often have DM; newspapers and magazines often advertise skin care products; shops often hold skin care product exhibitions; shops regularly provide market trends and information of products. Must-be quality: skin care products have reliable pricing; often provide trial products; shops have complete series of skin care products, customers can conveniently buy products from shops; shops can provide reliable products; shops often effectively display firm products; products have stable quality, perfect service system, and professional image; shops have clean and bright environment; the shop sales staff have adequate professional knowledge to answer customer questions; the shop sales staff wear uniforms and can be easily recognized by customers; the shop sales staff have friendly attitudes and are polite. These quality attributes can serve as reference for marketing strategies.
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Hsieh, Min-Nan, and 謝敏男. "The Differentiation of Purchasing Behaviors and Marketing Channel of Skincare Products in Cross-strait." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/46585398037054216945.
Full textAbstract:
碩士朝陽科技大學
企業管理系碩士班
96
There is a huge potential exists in the skincare product markets on both sides of the Strait. Skincare product has become a rising star industry in the 21st century. However, previous literature has until now yielded very limited data regarding how and what factors are influencing consumer’s choice of marketing channel. Targeting this intriguing issue, this study aims to answer the following questions by conducting research on the purchasing habit of female consumers on both sides of the Strait: (1) What are the factors that influence female’s purchasing channel of skincare product on both sides? (2) How demographic statistics and lifestyle influence female’s purchasing of skincare products on both sides? By adopting forced ranking method, weighted mean method, percentage comparison method and Spearman’s rank correlation test, the study has analyzed 449 valid questionnaires collected from both sides of the Strait. Among them, 275 are from Taiwan, with 300 returned questionnaires (86% return rate) from a total of 350. While the other 174 are from China, with 228 returned questionnaires (91% return rate) from a total of 250. Findings drawn from expert interviews and surveys indicate the following: A. Purchasing preferences of females on both sides of the Strait are, in order of percentage: Taiwan: (i) Brand counter at department store; (ii) Mass marketing channel; (iii) Medical care marketing channel. China: (i) Mass marketing channel; (ii) Brand counter at department store; (iii) Beauty & skincare product marketing channel. B. Major factors having influence on the purchasing decision of consumers on both sides of the Strait include: (a) The first priority consideration is “after-use effect of the product sold at the mall”; (b) “Ingredients and quality of the product sold at the mall”; (c) There exists a discrepancy: for Taiwan, it is “whether the sale price is reasonable,” while for China, it is “the product sold at the mall has quality guarantee mark.” C. Different demographic statistics variants and lifestyle tend to result in female’s choice of different marketing channel of skincare product.
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Chen, Kai-Chen, and 陳凱貞. "Marketing Strategy of Self-selective Cosmetics and Skincare Products—A Case Study of Watsons." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/92enht.
Full textAbstract:
碩士國立中山大學
企業管理學系研究所
96
Due to the improvement of the living standard and economic situation of consumers in Taiwan, the consumption of cosmetics and skincare products has been popularized and the market scale is keep expanding. Among all kinds of cosmetics and skincare products in different channels, the self-selective ones play an important role in the industry. There are many chain stores sell self-selective cosmetics and skincare products, but only Watsons tend to draw consumers’ attention with its eye-catching marketing strategy in many aspects. Thus, the study is about the marketing strategy of Watsons and the discussion is mainly about the relationship between marketing strategy, consumers’ characteristic and shopping motive. In order to dig deeper from this case study of Watsons, the analysis is performed both in statistics and case interview. The result shows that age is appropriate for consumer segmentation. And among all marketing strategy variables, the purchasing convenience and the commodity factor is closely related to the purchasing behavior directly or not, while the importance of customer service can barely shift the consumers’ shopping motive or the purchasing behavior.
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Lu, Po-Fang, and 盧珀芳. "The Effects of Promotional Tools on Product Trial and Repurchase behavior －A Case Study of Cosmetics and Skincare Products." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/33195449594034292722.
Full textAbstract:
碩士國立臺北大學
合作經濟學系
94
While in the current global keen competition markets, promotional strategies is one of the important parts when companies promote their products. Companies use promotional tools to communicate products information with consumers and encourage consumers to buy products. We found consumers usually go to department stores to try cosmetics before they purchase. Which kinds of promotional tools have significant effects on product trial and repurchase? In addition, there are more and more males starting to use cosmetics and skincare products. What needed to know more is to find if there are differences between males and females in the cosmetics and skincare products purchase? In this study, we discuss six kinds of promotional tools that are most often used in the department stores and analyze the effect of every promotional tool on consumers purchase. With 475 samples, we conduct data with discriminate and correlation analysis. As a result, we found that: 1.free sample, premium and magazine advertising have significant effects on product trial; 2.salesman promotion has much important influence on repurchase; 3.product trial is the key point as intervening variable between promotional tools and repurchase; 4.about promotional tools, there is no difference between the attitude response of males and females, while in the behavioral response, there are some differences indeed. Keywords: Promotional tools, Product trial, Repurchase
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Wang, Hsin-Ling, and 王馨翎. "The Development and Application of Chinese Herbal Medicines on Antiaging Skincare Products and Handmade Soap." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/95133171960762875539.
Full textAbstract:
碩士嘉南藥理科技大學
化妝品科技研究所
98
Chinese herbs are well known of the therapeutic benefits for years. Many of these plants possess tremendous medicinal and pharmaceutical effects, and being used for distinct aspects of applications. To date, with the increasing idea of advocating health and beauty, Chinese herbs have also made it a potential candidate to develop into the cosmetic products for preventing aging processes. In this study, six Chinese herbals were used for determination of the antioxidant activity and manufacturing capacity for commercial cosmetic purposes. Among the six Chinese herbs including Sanguisorba officinalis Linn., Punica granatum Linn., Gynostemma pentaphyllum (Thunb.) Makino, Chrysanthemum morifolium Ramate., and Paeonia lactiflora Pall., Sanguisorba officinalis Linn. and Punica granatum Linn. exhibited the strongest antioxidant activity. The SC50 of DPPH radical scavenging capacity of Sanguisorba officinalis root and Punica granatum Linn. were 4.7 μg/mL and 6.7 μg/mL, respectively. The Trolox equivalent antioxidant capacity of Sanguisorba officinalis root and pomegranate peel were 3996.64 µmol Trolox eq./g and 3247.27 µmol Trolox eq./g, respectively. Sanguisorba officinalis root and pomegranate peel extract displayed the superior DNA protection ability and water retention capacity. Additionally, the positive correlation between antioxidant activity and total phenol content of Sanguisorba officinalis (353.27 ± 0.96 mg GAE/g) was observed. Selected Sanguisorba officinalis root and pomegranate peel extract made antiaging skincare products. In the stability assessment, particle size, viscosity, thermal- and pH-dependent stability was subsequently investigated. To address the efficiency of preservative, the microbacterial challenge test was detected. A series of formulation has improvement effect on spots, wrinkles, moisture, and smoothness of skin. Finally, the other herbs with antioxidant activity grounded into powder, and added them in handmade soap as a natural dye. Besides, handmade soap with herbs also improved the moisture and a good clean of skin. And human efficiency evaluation was utilized for the determination of the feasibility of Chinese herbs for the cosmetic purposes.
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Huang, Der-Jong, and 黃德忠. "A Study on the Competitive Advantage of Skincare Products －An Analysis of the Customers' Viewpoints." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/m226f9.
Full textAbstract:
碩士育達商業科技大學
企業管理所
101
This study adopts proposed by Hill and Jones (2001) etc. the construction of the six basic competitive advantages as a reference; those are perceived quality、perceived value、brand image、customer satisfaction、total competitive advantage to explore the skin care brands’ competitive advantages. The subjects of the study are the customers. There were a total of 406 questionnaires, 335 questionnaires were valid questionnaires. The return rate was of 80.0%. The study used Prefscal method of multi-dimmensional scaling analysis and cluster analysis of SPSS Ver. 18 to analyze the five skin care brands with the 6 advantage’ attributes from the customers’ points of view. The results showed that the skin care brands’ competitive advantage comes the best for Shiseido; Lancome the second; Estee Lauder the third. The Clinique had the improved space and Lu-Miel needed to improve greatly. The final analysis provides some references for the domestic skin care brands transferring to international brands.
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Campos, Pedro Miguel Antunes de. "L’Oréal Paris Men Expert : understanding the portuguese male skincare market." Master's thesis, 2018. http://hdl.handle.net/10400.14/25438.
Full textAbstract:
L’Oréal Men Expert is leading the male skincare market in Portugal side a side with Nivea Men. Despite the predictions revealing this market’s exponential growth, in the past few years its penetration rate has been continuously decreasing in Portugal. In other words, this market has been losing its customers.
The aim of this dissertation is to analyse the specific market dynamics to understand what is causing this situation. Therefore, by precisely focusing on L’Oréal Men Expert, this study will identify the customers main characteristics; will recognize the core obstacles that are contributing to such decrease in the penetration levels; and will point out some strategies that could be used by L’Oréal Men Expert to reverse these circumstances.
Regarding the customers, this analysis found out that there are two realities in Portugal: the modern, confident and charming male customer and the female customer who buys these products for her boyfriend/husband/son. In terms of the factors provoking this situation, the research conducted concluded that the main problem is related with customer education, once they are still not aware of the advantages and benefits of this market. Finally, concerning the strategies, L’Oréal Men Expert should, among other actions, implement an educative campaign where it would teach its customers about the existence products (how to use them; their advantages/benefits and the related opportunities).A L'Oréal Men Expert lidera, lado a lado com a Nivea Men, o mercado masculino de cuidados com a pele em Portugal. Apesar das previsões revelarem o crescimento exponencial deste mercado, nos últimos anos a taxa de penetração tem vindo a diminuir continuamente. Por outras palavras, este mercado tem vindo a perder clientes. O objetivo desta tese é analisar as dinâmicas do mercado para perceber as causas desta situação. Portanto, ao se concentrar com precisão no L'Oréal Men Expert, este estudo identificará as principais características dos clientes; reconhecerá os principais obstáculos que contribuem para tal diminuição nos níveis de penetração; e irá apontar algumas estratégias que poderiam ser utilizadas pela L'Oréal Men Expert para reverter estas circunstâncias. Relativamente aos clientes, esta análise descobriu que existem duas realidades em Portugal: o cliente masculino moderno, confiante e encantador e o cliente feminino que compra estes produtos para o seu namorado/marido/filho. Em termos dos fatores que provocam esta situação, a pesquisa concluiu que o principal problema está relacionado com a educação dos clientes, uma vez que estes ainda não estão conscientes das vantagens e benefícios deste mercado. Finalmente, no que diz respeito às estratégias, a L'Oréal Men Expert deveria, entre outras ações, implementar uma campanha educativa onde ensinaria aos seus clientes sobre os produtos existentes (como usá-los, as suas vantagens/benefícios e as oportunidades relacionadas).
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Kao, Tzu-Ya, and 高子雅. "Go-To-Market Strategy of Taiwan Mass Facial Skincare Products— The Example of Olay Channel Management." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/tp5356.
Full textAbstract:
碩士國立臺灣大學
企業管理碩士專班
102
This study starts from understanding most of the historical researches pertaining Go-To-Market strategy, consumer shopping behaviors, channel conflicts, competition analysis, and then skincare market landscape. And look into Taiwan skincare industry by taking the example of Olay and its Go-To-Market strategy, mainly focused on Where-To-Play &; How-To-Win. The major implications cover four angles: 1. Consumers: Olay has to out play in taking the lead in innovation to come out the best of the best products via continuous excitement through competitive claim and efficacy communication. They can delight the consumers in different tiering and segments via its unique product benefits, power claims as well as unique selling points. 2. Category: Olay, as a category leader, takes a stronger responsibility to shape this category toward a premium and high tier direction to make sure consumers are well educated about mass skincare products benefits, shoppers are acknowledge how to select the products, customers are delighted by a clear role of this category, and competition focus on prevailing this market not shrinking it. 3. Channels: For Olay, there is no need to try to please all retailers in Taiwan market as they all have different strategies to deliver their own desired outcome. Keep focusing on strategic partner only to co-create market value. Clearly understand which one is the strategic partner and only collaborate with them the most critical part and really focus on polish it than try to do everything every day. 4. Competition: Fierce competition exists in every category, the key for Olay to face this hurdle is not to try to avoid it but to find out how to win with those who matter the most by creating distinctive value to differentiate from competition. By walking thru this thesis, the Go-To-Market strategy for Taiwan Olay will be developed and hope it does help to bring value and sustain the momentum, and even get back to the glory days.
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Zeng, Yu Shan, and 曾郁善. "A Study of the Celebrity Endorser Effects on Print Advertisement－The Case of Men’s Skincare Products." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/g9a9dg.
Full textAbstract:
碩士育達商業科技大學
企業管理所
101
This research focuses on print advertisement of male skin care products. The factorial experiment is applied as the method of this research. With purposive sampling employed, the questionnaires were distributed to male consumers of RT Mart in Zhonghe Dist., New Taipei City and at last 272 questionnaires are recognized effective. Descriptive statistics, reliability and ANOVA are used to examine the hypotheses. This study applies Elaboration Likelihood Model (ELM) as the theory basis. The findings are (1) the effect of celebrity endorser as messenger on purchase intention; (2) the effect of high-involvement celebrity endorser as messenger on purchase intention is based on central route; (3) the effect of low-involvement celebrity endorser as messenger on purchase intention is based on peripheral route; (4) when the product is made in Japan, the effect of celebrity endorser as messenger on purchase intention is based on central route; 5) when the product is made in Taiwan, the effect of celebrity endorser as messenger on purchase intention is based on peripheral route. Managerial suggestions are provided in accordance with above findings.
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Lee, Yu-Chia, and 李育家. "A Case Study of Hair and Skincare New Products’ Pre-Launch Strategy Concern In Maywufa Corp." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/66831005684578473088.
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碩士國立臺灣科技大學
企業管理系
96
With the globalization and the prevalence of internet, enterprises of Taiwan face the pressure that consumers’ demands change very fast and new technology shorten new products lead time. This case is about the Hair Care and Skin Care department of Maywufa Corp. Maywufa Corporation was founded in 1976 with the agency of “Alberto VO5” shampoo and developed private brand Maywufa hair and skin beauty care products. After steady strategy and successful diversification, Maywufa Corporation is involved in hair and skin beauty care products, sole distributing right of medicine, chain drug stores, research and development of new medicine, healthy foods and so on. Due to little literature on the subject of products pre-launch strategy concern in enterprises of Taiwan, this paper includes the case study of new products in Maywufa department. This case study provides not only the latest literature of new products development process and its strategy, but the viewpoints of strategy concern of executive in Maywufa department. It would be an important reference for relevant local business.
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BEODEUL, MUN, and 文青柳. "The Effects of Endorser Types on the skincare Products Advertising Attitude Comparison of Between Korea and Taiwan." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/8fk94p.
Full textAbstract:
碩士明新科技大學
管理研究所碩士班
106
In order to convey a positive image of a product to consumers & increase willi ngness to buy, businesses often choose the marketing strategy of ads. The most im portant factor for this marketing strategy is arguably the advertising spokesman. Companies believe that since the advertising spokesman is both a source of infor mation & the key factor in advertising effectiveness, choosing the correct spokes man should be approached with caution. This research examines the importance of the spokesperson's image when advertising skin care products. These ad spokesmen can be partitioned into three types: celebrity endorsements, expert spokesmen, & typical consumer spokesmen. This research finds that of the three types of spokesm en for skin care products in South Korea, celebrity endorsers are the most prominent. The most effective spokesmen in Taiwan are celebrities & typical consumer spokes men. This research focused on the survey of people from South Korea & Taiwan, conducted through the use of Google forms. 249 valid questionnaires were collected from South Korea & 99 valid questionnaires were collected from Taiwan. The res earch found that: First, celebrity spokesmen in South Korea & Taiwan have the gr eatest influence on consumers, but if consumers in both countries already have a preferred choice of skin care products, the ads have no effect. Second, in South Kore a & Taiwan, experts have a significant impact on consumers, & if consumers al ready have a preferred choice of skin care products, the advertising still has a signi ficant impact. Third, using typical consumer advocates, the results obtained in Korea & Taiwan were not the same. In the case of South Korea, both the advertising spok esman & the degree of involvement in preferred products have a significant impact on the consumers’ attitude toward advertising, whereas in the case of Taiwan, only the typical consumer spokesperson has a significant influence on attitude toward advertising, & the degree of involvement in preferred products has no relevant effect. Although experts & spokesmen have a significant impact in both countries, the more significant factor is that Korean & Taiwanese consumers respond differe ntly to the type of spokesperson. In the future, with the development of trade in skin care products between Korea & Taiwan & the need for South Korea & Taiwan to promote their skin care products abroad, appropriate spokespersons should be ad opted to make better advertisements by referring to the key findings of this research.
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Fang, Ying-Jie, and 方盈傑. "The Study of Consumers To Experience Purchase in Tention Loyalty-A Case Study of Cosmetics And Skincare Products." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/49867267895270944790.
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碩士真理大學
資訊應用學系碩士班
99
Purpose of this study is to explore consumers’ experiential marketing. Consumer behavior, consumer loyalty for whither there will be some impact to the current counter skin care products to buy for the study of female consumers, to adopt in-depth interviews conducted qualitative research. A total of 10 five counter consumer brands. Findings that：(1)has a positive impact experiential marketing is consumer loyalty. (2)the positive effect on consumer behavior, consumer loyalty. By these results, this study is to give manufacturers a number of cosmetic products consumers purchase, user commendations, so that manufacturers can be used as a reference.
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Chen, Ming-Chih, and 陳明志. "The Effects of Product Label Information, Brand Image, Price Consciousness and Perceived Price on Customers’Purchasing Intention – A Case Study of Cosmetics and Skincare Products." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/hmc766.
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碩士國立高雄應用科技大學
財富與稅務管理系
103
Facing with complex consumer environment and many competitors in order to obtain consumer recognition and favor, we must better understand consumers' needs and feelings. Meanwhile, follow the trend innovation and changes that slowly filtering into consumers's mind. How to raise consumer purchase intention and sales becoming an important subject in business marketing strategy. The purpose of this research is to analyze customer attitudes toward cosmetics and skincare products and the effects of product label information, brand image, price consciousness, perceived price and consumers purchase intention. The date were collected through the questionnaires of Kaohsiung consumers. At the same time, Internet questionnaires were used to collect data. This research issued 320 copies of questionnaires and collected 303 copies of valid samples. The software of SPSS and AMOS is applied for empirical analysis. The research results showed influence that the effects of product label information, brand image, perceived price have positive on purchase intention. The price consciousness has no positive influence on the purchase intention.The reason may be high proportion of students and their limited income. Therefore , they tend to buy cheaper products.
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Tu, Hui-Fen, and 凃慧芬. "The Relationship among Country-of-Origin Image, Brand Image and Brand Loyalty for European and Japanese Imported Skincare Products." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/45084303595936956699.
Full textAbstract:
碩士大葉大學
管理學院碩士在職專班
99
This study is aimed to explore the relationship among the country-of-origin image, the brand image, and the brand loyalty,and to use the European and Japanese imported skincare products as the research object. 430 effective samples are attained through the method of questionnaires to work on the empirical finding and the analysis. According to the result of the data analysis, we find that first, the country- of-origin image has significant positive influence on the brand loyalty, and its secondary dimension, including the level of economic and technology development , also has significant positive influence on the brand loyalty. However, there is no significant relationship between social and political development. Second, the brand image has significant positive influence on the brand loyalty, and its secondary dimension, including functional, symbolic, and empirical image, also has significant positive influence on the brand loyalty. Third, the country- of-origin image has significant positive influence on the brand image, and its secondary dimension, including the level of economic and technology development , also has significant positive influence on the brand image. However, there is no significant relationship between social and political development, Fourth, the brand image has fully mediated effect toward the country- of-origin image and brand loyalty.
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Wu, Chih-Ping, and 吳之平. "Supply chain risk management in the manufacturing industry: a case study from a skincare products firm in the UK." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/k4w529.
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碩士國立臺灣海洋大學
運輸科學系
107
The paradigm of firm management has recently undergone a period of disruption resulting in significant changes to its operating structure. This is because while businesses would previously have operated as sole and independent traders, we can now see more clearly that they also form part of a structured supply chain. The study that I have conducted and analysed in the process of this assignment was carried out to evaluate the supply chain performance of the skincare products industry in the UK, in terms of value addition, employment and profitability. The weaknesses and strengths of the value chain were established and assessed, and methods for updating, developing and strategies for managing these weaknesses were suggested. Qualitative data was collected for each sector in the value-chain through primary research; consisting of open-ended interviews. That were distributed and drafted to the key roles in the system.
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Chuang, Hsing-Ling, and 張杏翎. "Inference of the Involvement Degree to Purchasing Decisions and Customer Values for Female Baby Boomers’ in Purchasing Skincare Products." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/59399756564047407910.
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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.
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WANG, CHIH-SHENG, and 王志勝. "A Study on the Effects of Brand Image and Perceived Value on Customer Loyalty-A Case Study of Skincare Products." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/s496qn.
Full textAbstract:
碩士世新大學
資訊管理學研究所(含碩專班)
104
Since people in Taiwan pay more and more attention to their look nowadays, skincare products have become common. Not only the age range of consumers is getting younger, but also getting wider. Therefore the market size of skincare products in Taiwan is growing up fastly. Facing with complex consumer environment and many competitors that exist today, companies must better understand consumers' needs and feelings in order to obtain consumer recognition. Meanwhile, companies must be innovative and change with the times to heip the brand image deeply rooted in the hearts of consumers. How to enhance consumer purchase intention and increase sales has become an important subject in business marketing strategy. This study investigates the relevance of brand image, perceived value, and customer loyalty for consumption on a company own brand skincare products. A total of 512 copies of questionnaire were sent out, and collected 471 valid questionnaires, the return rate was 91.9%. The collected 471 valid questionnaires had been thoroughly analyzed by descriptive statistics analysis, factor analysis, reliability analysis, validity analysis, connected analysis, and regression analysis. Results of the study show that brand image has a positive significantly on perceived value. Therefore, they might strengthen the brand image to add customer's perceived value.Brand image has a positive significantly on customer loyalty. Therefore, they might strengthen the brand image to get higher loyalty.Perceived value has a positive significantly on customer loyalty. Therefore, they might strengthen customer's perceived value to add customer loyalty. The purpose of this study is to identify the factors affecting customer’s purchase of skincare products. The findings can serve as reference for business to develop product marketing strategies.
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Tsai, Zheng-Chia, and 蔡承佳. "Applying Patent-Based Quality Function Deployment to Develop Green Skincare and Cosmetic Products: A Case of Green Facial Clean Powder." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/9x7pz4.
Full textAbstract:
碩士國立嘉義大學
管院碩士在職專班
106
This study is based on the R&D perspective to explore the method for green skin care and cosmetic new products. Patent-based quality function deployment(QFD) was applied to develop new product process and took powder green facial cleaner as an example. After in-depth interviews with 13 customers and clarification of demand quality, those customer's demand attributes and elements were summed up clearly. Surveying the female drivers of Taiwan's six capitals went into CPC gasoline stations were the sampling subjects. A total of 474 valid questionnaires were obtained for the study, and descriptive statistics and reliability analysis were conducted using SPSS 22.0 software. The reliability test for 29 customer requirements was 0.938 with excellent internal consistency. Selecting top 11 the customer's quality requirements for facial cleansing powder were higher in the average number include moisturizing after cleansing, cleansing and decontamination of the face, and not tightening after washing, and etc. Internal and external experts were required to assist in the conversion major quality to technical characteristics of use. QFD matrix to analyze the key technologies, the top 3 relative weight of the components technical characteristics were the unique source and the natural ingredients from crop extracting 12.3%, pore shrinkage and exfoliating (acne) using protease 11.1%, decontamination and cleanliness in the face applying lipase 11.1% . After the engineering features compared with each other and the target values were compared. The analysis of competing products both K and O was introduced, and the first quality of house(HOQ) was completed. After internal expert’s meeting focused on the key ingredient technology and the selected keywords of US patents, the results of the integrated patent analysis build a second HOQ, with different cooperative patent classification code and natural ingredients, 61% papaya as the best choice, papaya protease accounted for 47.23% and lipase 42.63% in the enzymes. Analyzing of the number of patents for competitor companies, a third HOQ had been made. P&G was selected by the patent analysis of lipase and papain and the company’s patents related to cleaners were selected. QFD was rarely used in the developing of cosmetics and skin care products. This thesis integrates questionnaire surveys, QFD, and patent data analysis to help new product development. This new model can provide R&D more efficiently with integrating different interfaces and shorten the time-to-market for the development of new products.
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Chen, Szu-Kai, and 陳思愷. "The effects and mechanisms of low molecular weight polysaccharides on antioxidant activity and evaluating the application in anti-aging skincare products." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/81453643968675886824.
Full textAbstract:
博士國立臺灣海洋大學
食品科學系
102
The aims of this study are to evaluate the in vitro antioxidant capacities and in cellulo inhibition of hydrogen-peroxide-induced oxidative stress and UVA-induced photoaging in skin fibroblasts via using different low-molecular-weight polysaccharides (LMPS) prepared from agar (LMAG), chitosan (LMCH) and starch (LMST), which contain various different functional groups (i.e., sulfate, amine, and hydroxyl groups) . then perhaps to elucidate the structure and functional relationship of those LMPS on antioxidation properties. The properties of the saccharides used were as follows: molecular weights (MW) of LMAG, LMCH, and LMST were 3573, 3767, and 3643 Da, respectively. The degrees of polymerization of LMAG, LMCH, and LMST were 20, 22, and 22, respectively. The degree of deacetylation (DD) of LMCH was 90%. The sulfate content of LMAG was 12%. The results are summarized into three parts: 1. The antioxidant mechanisms of LMPS may be due to the combined effects of electron transferability, delocalization of the free electron, metal ion chelating capacities, and the accessibility of LMPS to free radicals, which in turn depends on the different hydrophobicities of the constituent sugars. 2. LMAG and LMCH depended on electron transferability and metal ion chelating capacities by sulfate group and amine group, respectively to inhibit ROS (reactive oxygen species) generation, lipid peroxidation and DNA damage protecting the skin fibroblasts to against hydrogen peroxide-induced oxidative damage. 3. LMAG and LMCH could decrease ROS generation, DNA damage and mRNA expression of matrix metalloproteinases (i.e., MMP-1 and MMP-2) and increase cell viability and mRNA expression of tissue inhibitor of metalloproteinase-1 (TIMP-1) in skin fibroblast to against UVA-induced photoaging.
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CHIA-FENG, HSU, and 許家鳳. "A Study on the Impact of Promotional Pricing Manifestation of Internationally Renowend Skincare Products to Brand Valuation and Desire to Purchase." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/60504773920561508745.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士在職專班
94
The study explores the impact of promotional pricing manifestation of internationally renowned skincare products to brand valuation and desire to purchase. Utilizing the questionnaire method, a total of 320 questionnaires were distributed, focusing on consumers in three cities in North, Central and South Taiwan as the respondent subjects, from whom, 284 valid samples were recalled with an effective recall rate of 88.75%. The statistical analysis encompasses of the descriptive statistical analysis, reliability analysis, correlation analysis and regression analysis, and following findings are reached: 1. The brand valuation has a positive effect on the desire of purchase. That is, the higher the consumer’s brand valuation, and higher the consumer will be willing make a purchase. 2. In promotional pricing manifestation, both pricing and non-pricing promotions are found highly positively correlated to the desire to purchase, therefore, promotional pricing has a positive effect on the desire of purchase. 3. The interaction of the promotional pricing manifestation and brand valuation does not offer an adjustment yield to the consumer’s desire to purchase.
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Chutinart, Yansritakul, and 楊寶珠. "Applying the Theory of Planned Behavior to Explain Effects on Purchase Intentions of Green Skincare Products - Moderating Effects of Country of Origin and Price." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/8n4987.
Full textAbstract:
碩士中國文化大學
國際企業管理學系
102
Increasing awareness on various environmental problems has changed consumers’ behaviors and induced purchasing decisions on green products. Applying the Theory of Planned Behavior (TPB), this study aims to investigate the relationships between attitudes, subjective norms, and perceived behavioral control of green skincare products and purchase intentions of those products. In addition, participants of this questionnaire survey are randomly drawn from female students of different colleges of Chinese Culture University located in Taipei, Taiwan. Moreover, to gain better understanding about the relationship mentioned above, two variables, price sensitivity and country of origin are purposely selected to test the moderating effects. The primary data collected are analyzed with the simple regression analysis, and hierarchical regression analysis is conducted to probe the moderating effects. The empirical results indicated that all of the hypotheses developed for testing the moderating effects are supported. In other words, attitudes, subjective norms, and perceived behavioral control of green skincare products and purchase intentions are positively related. Furthermore, for stimulating green skincare products’ purchase intentions among high educated young females in the future, pricing strategy and country of origin are essential consideration for promoting those products.
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Lin, Fang-Chi, and 林芳綺. "The Casual Relationship among Country of Origin Image, Brand Equity, Perceived Value, and Consumers'' Purchase Intention: Case of Self-selective Skincare Products." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/00719016965353105361.
Full textAbstract:
碩士靜宜大學
企業管理研究所
98
Global value chain division makes a product’s designing, manufacturing, assembly and sales are distributed in the different countries and areas. The result of international division not only reflects the globalization of production but also drives the globalization of markets. When every country of consumer market becomes more mature, many companies impose internationally famous brands in droves. Skincare products all along were to European and American brands to mainstream, and female consumers attach great importance to those mainstream brand. In recent years, chain drug stores are becoming the first major channel for female consumers to buy the skincare products in Taiwan. The main purpose of this study is when consumers buy the self-selective skincare products, such as Neutrogena, Olay, Garnier, L’Oreal Paris and Divinia, at the chain drug store; they will be influenced on original country, manufacturing country, brand awareness, brand association and perceived value. Structural Equation Modeling was employed to identify the relationship between these factors. The results revealed that the five brands of country image were not directly influence on the consumer''s purchase intention, but indirectly influenced on consumer purchase intention through the brand equity or perceived value the role of intermediary. Study demonstrated that brand equity and perceived value that are the key mediated factors when female consumers purchase the skincare products. Second, the country image not directly influence on female consumers to buy the skincare products. Overall, with regard to female skincare products, firms should create a better country image and manufacturing image to enhance the brand awareness, brand associations and perceived quality. In this way, it can raise female consumers’ perceived value of skin care products and increase their purchase intention.
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Fernandes, Catarina Andrea Pires. "The impact of the interaction with beauty bloggers on follwers' purchase behavior." Master's thesis, 2016. http://hdl.handle.net/10400.14/21050.
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The rise of bloggers has been witnessed by the world during the last years. From fashion bloggers occupying the front row seats at haute couture défilés, to beauty bloggers partnering with the most prestigious cosmetics brands. The increasing relevance of these recently born celebrities in the markets they represent, and the every time more evident interest from brands, evidences bloggers’ work impact on what the players on the other side of the blogosphere benefit from: sales. In this sense, this study aims to identify possible consequences of the relation followers-blogger on beauty bloggers’ followers purchase behavior. Using an inductive reasoning and a methodology combining quantitative and qualitative approaches, the objective is to formulate possible theories from data observation. For the observation, data was collected through an online questionnaire with a sample of 67 beauty bloggers’ non followers and 80 beauty bloggers’ followers, and 5 in-depth interviews to cosmetics lovers and beauty bloggers’ followers. In both cases, respondents were only women. Results were analyzed with frequencies and means, to compare and find patterns. Beauty bloggers’ influence on followers’ purchase behavior is not questionable, though difficult to measure. They showed to be a pushed source of information that every cosmetics consumer has in consideration. The relationship with bloggers has shown to influence followers’ purchase intentions more than final decisions. Regarding purchase habits, the clearer pattern is the introduction of new brands and new products. The latter has shown bloggers marketing capacity to create needs. Finally, all the interaction follower-blogger increases followers’ interest on beauty products and thus the amount of products purchased per year boost, as does the total expenditure.Durante os últimos anos o mundo tem testemunhado o rápido crescimento em popularidade dos bloggers. Este crescimento verifica-se em factos que vão desde bloggers de moda a ocupar as primeiras filas nos desfiles de alta-costura, até parcerias entre bloggers de beleza e as mais prestigiosas marcas de cosméticos. A crescente importância dos bloggers nos mercados que representam, e o cada vez mais evidente interesse das marcas nestas novas celebridades, confirma o impacto que o trabalho por estas desenvolvido tem no objetivo final dos outros envolvidos na blogosfera: as vendas das marcas. É neste sentido que este estudo pretende identificar possíveis consequências da relação entre bloggers de beleza e as suas seguidoras no comportamento de compra das últimas. Partindo de uma análise indutiva e uma metodologia que combina métodos quantitativos e qualitativos, o propósito é formular teorias baseadas na observação dos resultados. Os dados foram recolhidos através de um questionário online e entrevistas. A amostra do primeiro inclui 80 seguidoras de blogues de beleza e 67 não seguidoras. As entrevistadas são 5 seguidoras de blogues de beleza. Todas as inquiridas são consumidoras de cosméticos. Para a análise dos resultados foram utilizadas frequências e médias, comparando e procurando padrões de resposta. A influência das bloggers de beleza no comportamento de compra das seguidoras é inquestionável, no entanto, difícil de calcular. As bloggers de beleza mostram ser fontes de informação pushed que todas as consumidoras têm em conta. A interação com bloggers mostrou influenciar mais as intenções de compra do que a decisão de compra final das seguidoras. Em termos de hábitos de compra, o padrão mais consistente foi a introdução de novas marcas e novos produtos. Este último prova a capacidade de marketing que as bloggers têm para criar necessidades nas leitoras. Finalmente, todo o tipo de interação seguidoras-bloggers aumenta o interesse das primeiras em produtos de beleza e, consequentemente, a quantidade de produtos adquiridos por ano assim como o gasto total também se elevam.
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張廣祥. "Marketing Plan for a Skincare Product - Take O Product as an Example." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/41762625388062288298.
Full textAbstract:
碩士國立交通大學
企業管理碩士學程
98
Skincare is an industry that brings women and men feelings of beauty, hope and pleasure. In recent three decades, the skincare industry not only generates enormous global economy increase but also drives the formation of the new consumer culture. Giving exuberant life of present and future vitality of the market, skincare still keep creating business opportunities. I Company enters this promising industry as a new comer. I Company has entered skincare industry for one year or so. O Product is the first skincare product of the company. O Product is developed via advanced oxygen technology, and it is made from natural material without any preservative and artificial ingredient. O Product has been released in the market for six months, but the sales volume is still far from CEO’s expectation. Because of the above-mentioned reasons, the goal of the marketing plan is to find the factor causing low sales volume and provide effective solution. Accroding to the understanding of I Company and the meeting with CEO, the CEO has limitation about marketing cost. Because of the reason, the Internet is chosen as main channel of O Product, the product is sold on the online shops of Yahoo!! and PChome, which are the top two websites in Taiwan. Also, the ads and promotion such as discount and coupon are expreded via social network and text message to the potencial customers. Furthermore, the functions such as customer service, skincare knowledge and customer response will be enhanced. Through the marketing plan, customer relationship management will be improved; the sale volume and click-through rate increase. On the other hand, accumulating click, annual sales volume and ROI are the criteria of evaluating the markeing plan.
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Wang, Chao-Cheng, and 王昭正. "A study of consumer buying behavior of skincare product." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/62931034932210728436.
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Chen, Yi-Fang, and 陳怡方. "The Relationships among Attitude, Brand Equity and Repurchase Intention: The Case of the Skincare Product." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/09101210218238848688.
Full textAbstract:
碩士國立彰化師範大學
企業管理學系
95
The quest for beauty by women is getting more intense and the female consumers demand for more beauty-aid products. This phenomenon proves that the concept of the skin care has matured in Taiwan and becomes a part of these female customers’ life. The potential of Taiwan’s skincare market and the willingness of female consumers to try new skincare products have encouraged some global skincare brands to treat Taiwan as an important market and introduce leading-edge products here. To ride the tide of the flourishing skincare product market, the government considers the development of the skincare product industry a main theme in ‘Challenge 2008 ─ Council for Economic Planning and Development’. When facing so many varieties of products and brands, consumers have to make choices and they often have kept a positive or negative attitude to each product before purchase. Brand attitudes could be influenced by product attributes, price attributes, channel attributes and promotion attributes. This is also true in skincare product purchase. This study focuses on product attributes and promotion attributes and investigates the influence of the endorser image and country-of-origin on brand attitude. Besides, people often make purchase decision based on their own and others’ past experiences and also on information from external sources. Therefore, this study also considers whether internal and external sources of information influence skincare brand attitudes. A survey was conducted through department store interception. The results show as follows: 1.Country-of-origin has a positive and significant impact on brand attitudes. 2.The endorser image and sources of information have positive but not significant impacts on brand attitudes. 3.There is a positive effect of brand attitude on brand equity and in turn on repurchase intention. 4.Only perceived quality has a positive and significant impact on purchase intention. This implies that the most important concern for skincare product customers is perceived quality. This result also confirms Aaker’s conclusion (1991) of which higher brand equity leads higher purchase intention.
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Ying-JuChen and 陳映汝. "The demand factors influencing customers on purchase intention of anti-aging skincare product for men." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/25207845944850196191.
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Chen, Yun-Ju, and 陳韻如. "A study of consumers’ preferences for attributes of facial skincare product–An application of conjoint analysis." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/87358326243199841449.
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碩士國立中興大學
行銷學系所
102
People desire to stay forever young rather than aging, and the dramatic growth of skincare market shows that the increasing needs. In addition, it was mentioned that the method of dealing with product information and the preference for attributes of products differ from consumers. In the past, the research in cosmetic industry focuses on the consumers’ motivations and decision-making behavior. However, to know how consumers search product information and what consumers prefer are significantly important. This study aims to estimate preference for attributes of facial skincare products while consumers with a variety of traits choose facial skincare products, and examines the relative importance of search attributes, experience attributes and credence attributes. This study uses quota sampling and collects 459 usable questionnaires, and then takes conjoint analysis methodology for investigating consumers’ preference for attributes of facial skincare products. The finding indicated that the differences of consumers’ preference for attributes of facial skincare product did exist. Generally, people consider the search attributes more important, while the credence attributes and the experience attributes as followed. According to the relative weight of importance, it also illustrates the order of attributes that consumers focus on. Safety of the product is the first, and brand, days of use to see visible results, and product texture as followed. Finally this study suggests on the implement of helping marketer in developing new facial skincare products and marketing strategy.
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Chen, Chia-hui, and 陳嘉慧. "A Comparative Study of Brand Image and Customer Satisfaction— A Case Study of the Domestic and Foreign Skincare Product." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/31219246575388819090.
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碩士龍華科技大學
商學與管理研究所
96
Due to the improvement of national income and the transformation of consumption style in recent years, the skincare products of the luxury goods have generally been accepted by the community, therefore, skincare products have become one of the daily necessities for most people. The domestic relate to skincare products literature of research direction, most of the main foreign brands. It seldom investigates the domestic skincare products brand. The research focuses on a comparative study of brand images and customer satisfaction, by comparing domestic and foreign skincare products, in order to understand major customer preferences about domestic and foreign brands. The research was conducted by the questionnaire survey method and the convenience sampling methods. Research object of the main consumers are over the ages of 20 and living in the northern region. In this study, SPSS12.0 version of statistical software package for data analysis tools, one way ANOVA, regression analysis and T test are used to prove the hypothesis. The results of this study are as followings: 1.Brand images and customer satisfaction of domestic and foreign skincare products have no different effects according to the various sex variables. 2.Brand images of domestic and foreign skincare products have different effects according to the various age and skin conditions variables. 3.Customer satisfaction of domestic and foreign skincare products have different effects according to the various age, residence and monthly incomes variables. 4.Brand image are composed of functional images and experience images have different effects to customer satisfaction.
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Hsu, Yu Hsin, and 許鈺欣. "The impact of omni-channel price integration and promotion period on brand attitude and purchase intention － The case of skincare product." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/hgkqxg.
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