| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 98 === Beauty is a woman's nature, as the major department stores in the anniversary year, we always able to see that the number of women in a long line to buy cosmetics.Besides, we could find that women who used cosmetic's ages gradually drop down,so many cosmetics companies even took 20-year-old young women as the main segments. Thus, prospects for the future development of the cosmetics market will be just around the corner.
Following the former U.S. vice president Al Gore filmed "An Inconvenient Truth". Taiwan also introduced a documentary film called " ±2℃", many regions of the world have appeared climate abnormal phenomena,which has shown the urgent environmental issues. Many countries have realized the gravity of Earth's counterattack, so they have required companies to take environmental protection into account as pursuing interests. Cosmetics also involved in the green trend. Therefore, this study will discuss that female’s buying behavior of counter skin care products will be influenced by green marketing.
In this study, I use consumer decision-making process of EBM model as the research framework to discuss female consumers’ behavior of counter skin care products. Total of 397 valid questionnaires were collected. To understand the female consumers’ behavior of counter skin care products, demographic variables in this study as the basis for segmentation consumer groups to explore the relationship between demographic variables and buying behavior, demographic variables and purchase motivations, demographic variables and information sources, demographic variables and product attributes, demographic variables and purchase involvement, demographic variables and green marketing. The results show that the difference in demographic variables of counter skin care products’ customer between purchase behavior, purchasing motivations, information sources, and green marketing are significant, however, product attributes evaluation criteria are not significant.
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