| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 95 === ABSTRACT
NAME：TUNG, WAN-PEI MONTH/YEAR：JUNE/2007
ADVISOR：JAW, YI- LONG
THE BEHAVIOR OF CONSUMER PURCHASING COSMECEUTICAL STORES’ PRIVATE BRAND COSMETIC MASKS.
In recent years, because of the strength of retailers’ increasing channel power and the opportunities of growing open-shelf cosmetics mask markets, the leading cosmeceutical store operators have developed private brand cosmetic masks.The motivation has been the growing acceptance of private brands by consumers and the varieties of product attributes.
By investigating both present and potential customers, the purposes of this research are 1) to examine whether present and potential customers differ in visiting, purchasing behaviors and demographic characteristics.2) to investigate the reasons that potential consumers haven’t bought the private brand products. 3) to examine whether present consumers differ in demographic characteristics, life-style factors, purchasing and using behaviors and the factors that influence the purchasing decision by clustering present customers. Finally, we design a product experiment by compressing the main products attributes and levels to find out the best product attributes combination in each cluster.
The results of this paper are as the followings,
1) Both present and potential customers visit Watsons more often than COSMED. Most of present customers have bought national brand cosmetics masks. Potential customers have larger male, wide-range age costomers and less student customers.
2) The main reason that potential consumers haven’t bought the private brand cosmetics masks is concerning about the factors of products.
3) There are significant differences in portion life-style factors, private brands purchasing experience, brands reconition, the conditions of using cosmetics masks, using habits, the sources of information and the factors that influence the purchasing decision among present customer clusters.
4) For COSMED, the best product attributes combination of heavy, medium and light users is “product brand, 3-pieces, with moisturizing & whitening efficacy, 15ml, 20 NT dollars per piece”. For Watsons, the best product attributes combination of heavy, medium and light users is “store brand, single piece, with moisturizing, whitening and firming efficacy, 15ml, 20 NT dollars per piece”.
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