The consumption behaviors of high school students in purchasing open-shelf cosmetics- A case study of Hsing Wu High School

• Main Authors: Tzeng,Li-Yen, 曾麗燕
• Other Authors: CHEN,RUI-TANG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/h989h4

碩士 === 明新科技大學 === 化學工程與材料科技系碩士在職專班 === 105 === The cosmetics industry is a fast moving sector glutted with new products, new information, and new business models. Consumers who lack of professional knowledge about cosmetics may feel helpless when making their decisions, and may purchase products that are not suitable for them. This type of tragedy commonly found in young segments like high school students who have limited budget. Such unsatisfied consumption experiences may decrease consumers’ future purchasing intention. Thus, understanding high school students’ purchasing behavior and attitudes is important for firms to better plan for their marketing and product developing strategies. This study aims to investigate the preference, consumption power, loyalty, and purchasing motivations of high school students towards open-shelf cosmetics. Through the convenience sampling method, this study collected a total of 314 valid responses from Hsing Wu High School students. The Chi-square test and descriptive statistics were used to examine and explain the data collected. The results show important findings, and managerial implications are also concluded.