Consumer Behavior Discussion in Medical Cosmetic Industries

• Main Authors: Yueh-Chun Yang, 楊悅君
• Other Authors: Ja-Shen Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/07317142752990286438

碩士 === 元智大學 === 管理研究所 === 97 === Medical cosmetology is one of the fastest emerging professions in the last few years. It combines the specialties of medicine and cosmetology to provide the customer a safe, highly effective, and comfortable service. Facing the industry’s intense competition, innovation in the management strategy to successfully attract the customer is of utmost importance. This study discusses the consumer behavior, the reshaping cosmetology, and the dermatology department in a regional education institution hospital’s cosmetology center in the Taoyuan County through the practice experience, questionnaire and literature reviews. We collected 100 effective samples with purposive sampling method. Meta-analysis of the medical cosmetology customers’ purchasing behaviors and the life styles, the population statistics, and the value variable relevance were done with SPSS15.0. Depending on the results of analysis, we propose new marketing strategy and suggestion. These findings suggest that the medical cosmetology consumers are primarily females. The information was obtained from the relatives, friends and experiences of the customers. The purchasing motive are self-satisfaction and improve self-confidence and self-worth. Appraising the medical cosmetology is by taking the treatment result, as well as the service qualities, and the post-sale service as a criterion. Finally, this research provides the superintendent eight strategies: 1. Bi-directional communication and win-win situation: Good communication decreases risk; 2. Promote service quality and standardization of service flow; 3. Customer satisfaction: special made orders and tailored to each customer’s needs. 4. Provide multiplex product, cross industrial cooperation and enable tailor-made product to be available in a short time period; 5. Target female customers: Lets women think intimate service is extremely essential; 6. Top service, wins the customer’s heart, and discovers 20% essential customer; 7. Respect the customers’ complaints: Listen and process the needs of customers; and 8. Provides the hardware and software equipment service: Promote the consumers’ confidence in medical cosmetology is important in hospital marketing decision-making reference.