台北女性消費者對百貨專櫃保養品牌認知之研究

Abstract

The skin care market in Taiwan is extremely competitive with most of the major international players involved in market development. My study is to use brand equity proposed by Aaker as the attributes to depict and analyze consumers’ preference over top 8 department stores skincare brands which are chosen according to the best-selling brands revealed by international magazine “Marie Claire” in 2009. Consumers decide with their purchases, based on whatever factors they think important, which brands have more equity than other brands, thus measuring brand equity provides a useful strategic function and guide marketing decisions to marketers. In my study, respondents are examined how they perceived 8 department store skin care brands by using MDS as my analyzing tool. From the result of my study, SHISEIDO is the market leader, which is also most likely to be the ideal brand in the market. ESTEE LAUDER, LANCOME and KIEHL’S are the market challengers. SKII, BIOTHERM and CLINIQUE are the market followers. Finally, SISLEY which positions itself as premium and high-end skin care brand can be viewed as a market nicher.

The skin care market in Taiwan is extremely competitive with most of the major international players involved in market development. My study is to use brand equity proposed by Aaker as the attributes to depict and analyze consumers’ preference over top 8 department stores skincare brands which are chosen according to the best-selling brands revealed by international magazine “Marie Claire” in 2009. Consumers decide with their purchases, based on whatever factors they think important, which brands have more equity than other brands, thus measuring brand equity provides a useful strategic function and guide marketing decisions to marketers. In my study, respondents are examined how they perceived 8 department store skin care brands by using MDS as my analyzing tool. From the result of my study, SHISEIDO is the market leader, which is also most likely to be the ideal brand in the market. ESTEE LAUDER, LANCOME and KIEHL’S are the market challengers. SKII, BIOTHERM and CLINIQUE are the market followers. Finally, SISLEY which positions itself as premium and high-end skin care brand can be viewed as a market nicher.