| Summary: | 碩士 === 義守大學 === 管理研究所碩士班 === 93 === Along with the progress of time, the population of the working females increases. The monthly income of working females is increased. Therefore, the female consumer market is most sales personnel to expect, simultaneously it is the most potential market. Medicine cosmetics’ sale volumes reach as high as 729 hundred million in 2002. From 1996 to 2002, the annual average growth rate is 5.89%. The main consumptions of the makeup market are females. Therefore, through the sale growth rate of the makeup market, we can know the female consumer market is worthy to research.
The study is mainly on the relationship between brand awareness, perceive quality, brand loyalty. Compare the different consumer characteristic of the female consumer in the brand awareness, perceive quality, brand loyalty and see whether they have the obvious difference. Using the t test and ANOVA we analyze the difference of brand awareness, perceive quality, brand loyalty, and consumer characteristic. Use regression analysis to build a predicting model.
The conclusions of the study are:
1. To divide makeup into high and low brand awareness and perceive quality. It found by analysis makeup’s brand loyalty of the high and low brand awareness is not different. But makeup’s brand loyalty of the high and low perceive quality is different.
2. In demography, brand awareness, perceive quality, brand loyalty of age, part-time and credit card are different. But brand awareness, perceive quality, brand loyalty of income and residence are not different. In lifestyle, brand awareness, perceive quality, and brand loyalty of six groups are not different.
3. It found by regression analysis brand loyalty in non group influenced by brand awareness. When brand awareness changes, brand loyalty will change. Only have brand loyalty of popular sensitive group influenced by brand awareness and perceive quality. Brand loyalty of the other groups is influenced by brand awareness or perceive quality.
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