| Summary: | 碩士 === 嶺東科技大學 === 高階主管企管碩士在職專班 === 100 === Because of the benefits for skin care of mask has been taken seriously in recent years, many manufacturers are very optimistic about this market, how to master the consumers' needs and characteristics will become an important issue for the industry in the environment of gradually expanding market.
The purpose of this study is to realize the consumption of the female mask consumers, the physical survey using convenience sampling; 400 questionnaires were distributed and recycling, and analyze the collected data by SPSS 12.0 Statistical Package. The results found in the descriptive statistical analysis, the needs of mask for female consumers are to moisturize and whiten up. Manufacturers can focus on the needs to develop generic brand for raising competition in the female consumer market.
"Relative and friend recommend" is the most important factor of decision-making when purchasing brand mask in general, "Using effect" is the most important factor of decision-making when purchasing generic brand mask, "Network information" is the lowest degree of attention both, and thus can see that in the planning of the sale of generic brand mask should be emphasized the advantage of "Using effect" in order to obtain the associated advantages of " Relative and friend recommend". In addition, the publicity and promotion of "Network information" need to be strengthen to enhance the visibility, to attract the attention of consumers, so that consumers purchase motivations.
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