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.