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| 研究生： |
王明麗 |
|---|---|
| 論文名稱： |
男性消費者對個人清潔保養品類的態度、使用及購物行為的探討 Male Shoppers’ Attitude, Usage, and Shopping Behavior of the Personal Grooming Product Category |
| 指導教授： | 別蓮蒂 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 經營管理碩士學程(EMBA) Executive Master of Business Administration(EMBA) |
| 論文出版年： | 2008 |
| 畢業學年度： | 96 |
| 語文別： | 英文 |
| 論文頁數： | 158 |
| 中文關鍵詞： | 男性個人清潔保養品 |
| 相關次數： | 點閱：242 下載：0 |
| 分享至: |
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此研究調查主要希望瞭解男性購買者在個人清潔保養品類上的使用及購買行為，以期發現男性保養品類未來的事業機會及瞭解未來可以鎖定的主要消費族群。調查的結果希望可以提供廠商及行銷人員目前市場的發展狀況及未來具有發展潛力品類等相關資訊。同時，也希望可以作為行銷人員在行銷資源配置、行銷溝通方向及通路策略上的參考依據。
This study aims to examine male shoppers’ usage and purchase behavior in personal care product categories to discover the new future business opportunities for the “for men” product category and to determine the primary consumer group that should be targeted in the future. The results are expected to provide manufacturers and marketers with information about the current market status and future potential in terms of promising categories that male shoppers show interest in, which will, in turn, give guidance as to future resource allocation on marketing investment, communication approach and channel focus.
ABSTRACT ii-iii
TABLE OF CONTENTS iv-vi
LIST OF TABLES vii
LIST OF FIGURES viii-ix
CHAPTER 1. INTRODUCTION 1-10
CHAPTER 2. LITERATURE REVIEW 11-13
CHAPTER 3. RESEARCH METHODOLOGY 14-26
CHAPTER 4. RESEARCH FINDINGS 27-87
CHAPTER 5. CONCLUSIONS AND RECOMMENDATIONS 88-92
REFERENCE LIST 93
APPENDIX93 94-158
1. FACTORS INFLUENCING CONSUMER BEHAVIOR
2. THE BUYER DECISION PROCESS FOR NEW PRODUCTS
3. The Product Life Cycle Strategies
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