| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 99 === There were many factors which affect consumers on buying cosmetic products, for instance, price, variety, and product performance. Consumers felt these uncertain factors associated with higher perceived risk. In order to decreasing consumers’ perceived risk, enterprises needed effective marketing strategies to enhance consumers’ confidence. This research used empirical method to analyze what kind of perceived risks faced by consumers while purchasing cosmetic products, also marketing strategies which marketers used to decreasing the risks. Otherwise, we compared the difference between perceived risk and decreasing perceived risk strategies to those consumers who had the experience bought Taiwan’s local brands (ex: Lu-miel , Forte) and those who had no experience with bought Taiwan’s local brands.
Questionnaires were sent out at physical locations, and had 473 valid questionnaires in return. The perceived risks break into five factors, financial, performance, physiology, psychology and other risks. The result found that those consumers who had never used local cosmetic brands have much higher perceived risks than those who did use local cosmetic brands. The first factor of perceived risks while purchasing products was performance risk, and the second factor was financial risk. For marketing strategies to lower perceived risks, advertisement was the most usual way. The best method to lower perceived risk was brand loyalty, followed by government''s guarantee. However, celebrity endorsement was the less attractive method to appeal consumers. The results shown that different consumers (in geographical variables) had significant differences in perceived risks associated with marketing strategies.
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