The Study of the Relationship between Cosmeceutical Chain Store Brand Equity and Consumers’ Purchasing Behavior-A Case Study for Female Consumers in Taipei

• Main Authors: Fang, Yen-Wen, 方彥文
• Other Authors: Chen Quang-Hua
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/42192450201900054749

碩士 === 國立交通大學 === 經營管理研究所 === 97 === In recent years, the number of cosmeceutical chain stores has risen largely; it made the traditional pharmacies reform for the new type cosmeceutical stores in abundance and so that the vigorous development of cosmeceutical chain store is caused day after day. And each large cosmeceutical chain store look forward to attract consumer’s attention by differentiation and innovation. This goal of the research lies in knows the consumer behavior in the cosmeceutical chain store of female consumers in Taipei. This research takes the evaluation criterion during the decision process as the classification datum, and grouped the consumers. To confer different colony of female consumers in Taipei when expends in the cosmeceutical chain store, because of the different value degree to the distribution channel attributes, store image and brand equity then to affect consumers’ purchasing behavior. This research take the female consumers of Cosmeceutical Chain Stores as the objects of the questionnaire survey, the findings came from 386 effective questionnaires. The findings discovered: this research has divided the consumer into three colonies through the evaluation criteria variable, and there is significant difference on demographic variables、actual consumption、the evaluation principles of store image、distribution channel attributes and the value degree of brand equity on different female consumers Key words: cosmeceutical Chain Store, distribution channel attributes, the store image, brand equity, consumers’ purchasing behavior