| Summary: | 碩士 === 美和技術學院 === 經營管理研究所 === 94 === The study aims to realize what factors influence high school students’ making decisions in purchasing cosmetics. The surveyed subjects involve the public and private high school students. This study consists of literature review, expert conferences, questionnaire survey, and the self-made questionnaire Survey of Decision Making in Purchasing Cosmetics as research tools to explore how decision making in purchasing cosmetics is influenced by the four dimensions: population statistics variables, marketing stimulus, life style, and cosmetics involvement. The sample is selected by means of quota sampling, with 566 valid questionnaires. Through SPSS and cluster analysis, consumers’ life styles are categorized into four kinds: following the trend, home-style and interpersonal, supply-and-demand oriented, and home-style and habitual. In terms of marketing stimulus, there are six groups: brand-and-function, value-and-function, brand-and-value, function-and-message, lost-in-value, and trend-and-fashion. Using the results of cluster analysis as the variable, the study explores different factors that affect decision making in purchasing cosmetics.
The survey shows that gender has an influence on consumers’ reaction to cosmetics marketing stimulus, involvement degree, purchase places, and purchase categories. Besides, school types in which consumers study influence the cosmetics categories they buy. Monthly allowance also affects consumers’ involvement degree in cosmetics, purchase categories, purchase prices, and purchase factors. In addition, their parents’ occupations affect consumers’ purchase places and categories. Life styles also have an influence on consumers’ involvement degree in cosmetics. Marketing stimulus affects consumers’ involvement degree in cosmetics and purchase categories as well. Furthermore, consumers’ involvement degree in cosmetics influences their decisions in purchasing. Consequently, consumers’ decisions in purchasing cosmetics are influenced by their own personalities, marketing stimulus, and their involvement degree in the products.
In conclusion, companies can make market compartment for consumers with different involvement degrees through marketing stimulus, and can provide different kinds of cosmetics with different functions for different styles of consumers. This way, companies can reduce the barriers to developing new products and, at the same time, establish their product positioning in the market so that they can seize the consumer groups and increase profits.
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