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Marketing Strategy of Self-selective Cosmetics and Skincare Products¡XA Case Study of Watsons

Due to the improvement of the living standard and economic situation of consumers in Taiwan, the consumption of cosmetics and skincare products has been popularized and the market scale is keep expanding. Among all kinds of cosmetics and skincare products in different channels, the self-selective ones play an important role in the industry. There are many chain stores sell self-selective cosmetics and skincare products, but only Watsons tend to draw consumers¡¦ attention with its eye-catching marketing strategy in many aspects. Thus, the study is about the marketing strategy of Watsons and the discussion is mainly about the relationship between marketing strategy, consumers¡¦ characteristic and shopping motive.
In order to dig deeper from this case study of Watsons, the analysis is performed both in statistics and case interview. The result shows that age is appropriate for consumer segmentation. And among all marketing strategy variables, the purchasing convenience and the commodity factor is closely related to the purchasing behavior directly or not, while the importance of customer service can barely shift the consumers¡¦ shopping motive or the purchasing behavior.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0625108-152058
Date25 June 2008
CreatorsChen, Kai-Chen
ContributorsFu-Yann Duh, Tai-Hwa Chow, Tsuang Kuo, Hueimei Liang
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0625108-152058
Rightsnot_available, Copyright information available at source archive

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