The Consumer Behavior Research for Male Facial Health Care Products

• Main Authors: Raw, Yen-Kang, 饒岩剛
• Other Authors: Chen, Shu-Kuang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/91051194542971737541

碩士 === 國立交通大學 === 管理學院管理科學學程 === 99 === This thesis research is to study the consumer behavior research for male facial health care products. This paper is divided into the following sections: Introduction, literature review, research methods, statistics, data analysis, conclusions and recommendations. The research motivation is to understand Taiwan's male facial skin care products- preferences, purchase characteristics and factors related to purchase decision. According to the study by market research, we can identify potential demand for the target groups, and take it as reference for product marketing and saling. The research method is based on sampling methods. This study sampling parent substance focuses on Taipei & Hsinchu. The sample selection uses convenience sampling. The design of the questionnaire is divided into five parts: Part I: buying behavior of consumers preferences, the second part: the motivation of consumers to buy, and the third part: the purchase information and access channel; the fourth part: the consideration of factors that consumers purchase, the fifth part: to study population statistic variable. The data analysis methods : The study uses descriptive statistical analysis and the data analysis methods. The statistical methods are : 1. Frequency Distribution; 2. ANOVA，Analysis Of Variance According to the conclusions: 1. Purchases: the Washing product is the majority; occupation, age and annual income are significantly different. 2. Buy pathway: the supermarket-based is the majority; there are significant differences in career. 3. Purchase amount: below five hundred is the majority; occupation, age and annual income are significantly different. 4. Buy Frequency: 2 ~ 3 times is the majority. 5. Promotion preference: discount is the the majority. 6. Purchase motivations: to clean the skin is the majority; sexual orientation, occupation, age and annual income are significantly different. 7. Access to information channels: counter / store access based. 8. Brand preference: Japan and South Korea brands is the majority. 9. Access channels: self-purchase is the majority. 10. Product Attributes: product quality is the majority.