Cluster analyses of male mask buying behavior-classified by life style

• Main Authors: Chia-Cheng Chiu, 邱嘉政
• Other Authors: Yi-Ming Tseng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/58822344184157056852

碩士 === 淡江大學 === 國際企業學系碩士在職專班 === 100 === In response of the time changes, consumers value preserving youth and delaying aging relatively much. Even with the financial turmoil that struck the global consumer market in 2008, the global cosmetics market still thrived. Especially the business opportunity for male skincare products is promising. In the past, skincare was something for women only, but the distinction of gender has been gradually diluted. Men have started to pay attention on their appearance; therefore the use of skincare products has become another trend. 　　This study attempts to survey through a questionnaire, taking life style and consumer purchase decision-making variables as research framework, and by a systematic analysis method, to understand how men are using facial masks, and the relationship between consumer purchasing behavior and demographic variables in different life style communities. In this study, respondents were limited to male consumers who have used facial masks within the greater Taipei area, completing this questionnaire face to face. Of all questionnaires 254 were valid. Factor analysis in regard of their life style variables was used for data reduction and cluster analysis was used to group the consumers, then a Chi-square test was applied to all the variables. 　　This study shows that male facial mask consumers can be divided into two groups by their life style variables and be named as “independent pinch pennies type“ and “rational self-type”, respectively. As for the purchasing behavior, only the purchasing channel is significant, which means other variables are not particularly different. In the demographic variables can be found that in addition to the educational level, significant differences between these two groups exist.