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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/31953

    Title: 青少年色彩化粧品品牌忠誠度之研究 : 以臺北縣、市高職女生為例
    Other Titles: The brand loyalty study of teenagers' coloring make-up : examples of the vocational high school female students in Taipei county and Taipei city
    Authors: 陳明献;Chen, Ming-hsien
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    曾義明;Tseng, Yi-ming
    Keywords: 青少年;色彩化粧品;品牌忠誠度;Teenagers;coloring make-up;brand royalty
    Date: 2008
    Issue Date: 2010-01-11 01:28:03 (UTC+8)
    Abstract: 社會的進步,國人生活水準的提昇,化粧品已進入民生用品的時代。化粧品市場的年齡有逐漸下降的趨勢。根據內政部2001年調查,台灣北部地區12歲~14歲的青少年每月平均零用錢有4,162元。在龐大商機之下,企業如何能贏得青少年對產品的忠誠度,是每個企業主要的行銷策略。以往國內較少研究青少年對於色彩化粧品品牌忠誠度之研究。因此,本研究以消費者特性、行銷活動、品牌形象及價格認知等4個自變數來分析與品牌忠誠度之間的關係。

    Due to the progress of the whole society and the advance of the living standard, Cosmetics have turned to be part of the living commodities. The consumers’ age in the cosmetic market is trending downward. According to the 2001 survey of the Ministry of the Interior, the teenagers aged 12 to 14 in the north of Taiwan have pocket money 4,162 dollars per month. With such a huge commercial possibility, gaining the teenagers’ brand loyalty has become the essential marketing strategy for each business. In the past, teenagers’ brand loyalty of coloring make-up is seldom researched. Therefore, the thesis aims to analyze the relationship between the brand loyalty and the four independent variables, namely, consumers’ quality, marketing activities, brand image and price cognition.
    Consumers’ brand loyalty depends on consumers. The thesis applies the method of quota sampling to do the research on the vocational high school 3rd grade female students of the Beauty Cosmetics Department in Taipei County and Taipei City. By the method of quota sampling, the thesis, therefore, does the factor analysis. In addition, the thesis applies the multiple comparative method to analyze the relations between population statistics and consumers’ quality, marketing activities and price cognizance. Furthermore, regression analysis and variable analysis are also applied to help realize the relations between the population statistics and brand royalty.
    The results of the study are as follows:
    1.Shiseido (TMC) takes the first prize as the coloring make-up brand bought the most.
    2.Consumers’ quality and price cognizance have no obvious influences on the brand royalty.
    3.Information sources and consumers’ interests have influences on the rate of expenditure and the frequency of purchase.
    4.Marketing activities have obvious influences on the brand royalty.
    5.Product design has more obvious influences on the product awareness and quality does.
    6.Product design, product awareness and quality, shopping convenience have influences on the frequency of purchase.
    7.Product design and marketing activities have influences on the rate of cosmetic expenditure.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

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