| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 93 === As the society changed, cosmetics is no longer a luxury for mature women and has become a necessary for more and more people. To attract the younger customers, there are more and more cosmetics brands involving in the self- selective channel.Therefore, The goal of this study is to understand purchasing behavior of female self-selective cosmetics consumer in Taipei the customer.
This research through the purchasing behavior of the self-selective Cosmetics consumers to understand which product properties consumers pay most attention to, and from the point of view of market segments to discuss the differences in product preference. This is necessary to help the self-selective Cosmetics providers form their marketing strategy.
In this research, the questionnaire is adopted to collect the data, the EKB consumer purchasing behavior model is used as a conceptual framework, and the AIO lifestyle variables are used as a basis for market segmentation. Demographic factors, product properties, and consumption reality variables are used to describe the characteristics and behavior of consumers. All data analyzed with following methods: Frequency Distribution Analysis, Factor Analysis, Reliability Analysis, Cluster Analysis, Discriminant Analysis, ANOVA Analysis, Scheffe’s Test and Chi-square Test.
The research result shows that the self-selective Cosmetics consumers could be effectively segregated by lifestyle variables, such as “Convenient & Social Buyer”, “Newfangled & Impulsive Buyer”, and “Astute & Independent Buyer”. Among the three segments, demographic variables, purchase motive variable, sources of information, product properties and consumption reality variables are significant predictions of product choice. The results and recommendations of this research could help the self-selective cosmetics providers form their product, price, place, and promotion strategy.
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