| Summary: | 碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 105 === Taking the D brand of M Company for example, the study conducted the survey of consumer behavior in the anti-acne market and gave marketing advice for M Company. The online questionnaire and focus group interviews were adopted to understand Taiwanese females’ usage and buying behavior of anti-acne products. A total of 387 questionnaires were valid and most of the respondents were aged 15~25; a total of 16 respondents aged 22~28, including university students and office workers, participated in the focus group interviews.
According to the results of the study, consumers suffering from acne use and buy anti-acne products differently due to the skin texture and the severity of acne. In addition, as consumers’ expectations of different anti-acne products vary, it is important to know consumers’ behavior and the product attributes which consumers care about the most. The result also found that consumers’ involvement in treatment-based products, such as anti-acne ointment, is slightly higher than that in cleaning products. It is recommended that the D brand launch treatment-based products first to accumulate loyal customers. When choosing treatment-based products, consumers will consider the suitability of the products and intend to buy new ones, which reflects their variety-seeking buying behavior; besides, treatment-based products belong to experience goods. When the D brand launches treatment-based products, testers may be provided for consumers to experience the effectiveness of the products.
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