An Empirical Study on Consumer Characteristics in Different Cosmetics Channels

• Main Authors: Chia-wen Chang, 張嘉文
• Other Authors: Chu-chin Wang
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/20898262320144971217

碩士 === 淡江大學 === 管理科學學系 === 89 === Due to rapid growth of Taiwan’s economy and the national income going up and up recently, which makes cosmetics be affordable. Besides, more women in work force, the expansion in concept of make up is a decorum, expansion in knowledge of cosmetics, rise in education level, and frequency of social activities, those all make the demand of cosmetics increase. There are many types of channel for cosmetics in Taiwan. So it is deserving of exploring which consumer characteristics will influence the choice of channel. We take characteristic of demography and lifestyle to profile consumer characteristics in this research, and to plumb is there any relation exist between consumer characteristic and selection for the type of channel in cosmetics? After collecting the data through questionnaires from consumers and conducting the data analysis, the main results of this research are as follows: 1. The consumers who in different type of channel, have different lifestyle; the lifestyle is correlated with the selection for type of channel. 2. The preferences of life-quality factor, preferences of fashion factor, preferences of purchase impulse factor, and preferences of famous brand factor influence significantly on choosing special counter channel. 3. The preferences of social animated factor, price sensitivity factor, and preferences of famous brand factor influence significantly on choosing open shelf channel. 4. The preferences of life-quality factor, preferences of fashion factor have impact in choosing direct selling channel. 5. The characteristic of demography (includes age, personal month’s income, family month’s income, education degreed, and occupation) influence significantly on selecting type of channel in cosmetics.