Applying Correspondence Analysis for Studying Market Positioning of Open-Shelf Cosmetics Brands

• Main Authors: HONG, JIA-AN, 洪佳安
• Other Authors: CHEN, KUAN-LIANG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/74617469355208423437

碩士 === 嶺東科技大學 === 行銷與流通管理系碩士班 === 104 === The annual sales growth rate of cosmetics is gradually increasing, and cosmetics become one of must-have supplies for daily life of female consumers. This study applies the correspondence analysis to explore and to understand the market positions of nine familiar open-shelf cosmetics brand: Love Mirror, 1028, MISSHA, Etude House, Maybelline, Revlon, KATE, ZA, FASIO. The results can be used as references of marketing strategies for decision makers of these brands. From the perceptual map of the correspondence analysis, MISSHA and Etude House are relatively competitive brands of each other and, compared to the other brands, both brands posses more luster effect and product diversity. ZA, FASIO and 1028 are brands competitive to one another, and these brands have more luster, oil-control, and facial grooming effects. Revlon, KATE and MAJOLICA MAJORCA are the same cluster of competitive brands, and these brands have water-proof, oil-control, and facial grooming effects. Maybelline is a relatively sole brand without competitive brands.