| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 93 === Since it’s hard to differentiate the ingredients, function and quality of beauty health food from appearance, consumers ,when they buy the beayty health food ,will face high uncertainty and risk that the effect of product could not be confirmed. However, from the other point of view, if a consumer could buy product via the channel vendor he trusted, will reduce the uncertainty of product effectively. Therefore, the importance of consumer’s trust on channel vendors is evidently.
Cosmetics industry and health food industry were be one of important measure index with a country which is moving to an actually modernization country. In an economic depression environment, the beauty health food company will create high sales in the channel due to the reason that they invest scads of money in advertising and sales promotion. Therefore, how to understand your customers, how to efficiently identify and target your customers, and establish a retention strategy to keeping and create your customers are the worlds can get the advantage for cosmetics retail.
As such, the potential of the female consumerss in Taiwan should not be overlooked. Major findings of this study were highlighted below.
1. After testing whether different variables of population statistics among different female groups will affect motivations of consumption needs, source of information, channel, and service requirements, it is discovered that most of groups demonstrate significant difference.
2. Women with different age and income also display significant difference consumer behavior.
3.The research includes conclusions and suggestions. marketing strategies have been made to cosmetics industry in each auto segment and to advertisers who care about female media contact behavior and channel.
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