Starting out as a state-run enterprise, TSC has sought to diversify its operations from its core salt business to comply with uninhibited private, international competition.
Taiwan Salt is now divided into Seawater Chemistry, Biotech, Info-Tech, and Distribution business units based on their respective unique product lines and directions of future development. In terms of Biotech, Taiwan Salt has applied medical-grade collagen to its medical/cosmetics business and turned it into a major revenue source. Therefore, it will be necessary to study consumers¡¦ behavior in buying cosmetics in order to promote and sell this product.
This research examined consumers¡¦ sex, age, education, occupation, and monthly income and investigated how differences in these factors and in post-purchase satisfaction and loyalty would lead to significant differences in suggestions and perception. Customers of TSC¡¦s Kaohsiung sales office were, based on convenient sampling, taken as the subjects that received questionnaire survey. The collected data underwent statistical procedures and analysis, and conclusions and suggestions were drawn and put up to be adopted by TSC and even enhance TSC¡¦s competitive edge.
The research has obtained findings and offered suggestions.
1. The findings of this study are presented as follows:
1.1. Overall, the products of TSC¡¦s collagen cosmetics is accepterable by the consumers. The empirical result supports this aspect.
1.2. Market orientation has a positive effect on collagen cosmetics market. As the results of the statistics, female consumers age among 35 to 55 are the main targets of the collagen cosmetics markets.
1.3. Consumers concern about the qualities, functions, services, much more than the price of the TSC¡¦s collagen cosmetics.
1.4. In purchasing TSC¡¦s collagen cosmetics, the income factor is not significant with the prices of the commodities. However, there still have relatively large spaces on improving the quality of the commodities.
2. Suggestions:
2.1. The questionnaire survey scope of this study is focused only on TSC¡¦s Kaohsiung sales office; it¡¦s better spreading the field into the whole markets.
2.2. Offer various field of questionnaire survey shall be very helpful on comparison and understanding the full view of the markets. And then the results of the study can be more practical on TSC¡¦s marketing strategy planning.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0822103-120250 |
| Date | 22 August 2003 |
| Creators | Shih, Gin-San |
| Contributors | Cheng-Shong Chen, Ming-Rea Kao, Iuan-Yuan Lu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0822103-120250 |
| Rights | not_available, Copyright information available at source archive |
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