Open-shelf Cosmetic’s Convenience and Package Design on Female College Students’ Purchasing Motivation Presentor: Yi Fang Emily Chao Instructor:Dr. Pi-Ying Teresa Hsu Date: June 15 th , 2011
The Impact of Convenience and Design on Undergraduate Students Motivation at University of Technology to Purchase Open-shelf Cosmetics
Open-shelf Cosmetics Convenience and Package Design on Female College Students Purchasing Motivation
Presentor: Yi Fang Emily ChaoInstructorDr. Pi-Ying Teresa HsuDate: June 15th , 2011
Contents
2Introduction
Literature Review
Methodology
3
Introduction
Background
Background
Euromonitor; IT IS4
5Background
(Chung, Hsieh, Lin, Ling, & Wang, 2009)
In 2007, the cosmetic market increased to NT65 billion dollars. The open-shelf cosmetic market about NT2.5billion dollars and it keeps increasing by 15% - 20% every year.
(Industrial Technology Research Institute, 2007)
6Background
7Background
According to cosmetic consumer survey, the most of 13~40 years old female consumers still buy cosmetics in stores (Watsons, Skin food).
(Industrial Technology Research Institute, 2007)
8Background
More and more female consumers start to use cosmetics when they were students, so they have many cosmetics usage experiences. Besides, most of students do not have jobs, they cannot afford high price cosmetics, so they tend to buy low price open-shelf cosmetics. (Chen, 2007) 9Background
10Unfulfilled needs and desiresTensionDriveBehaviorGoal or need fulfillment
Motivation procedure
11Literature Review
Research questions
Adolescence
Purpose of study
Research gaps
Convenience
Package design of Product
A girls initial experimentation with cosmetics in early adolescence can be seen as a rite of passage as well as growth towards developing a feminine identity. (Cash, 1985)
12Adolescence
12
It is during adolescence that females typically becomemore concerned with their appearance.
(Kearney-Cooke, Kelson, & Lansky, 1990)
13Adolescence
For some women, especially those of adolescent and college-age, wearing makeup is partly due to their concern for their complexion and how they feel aboutthemselves when others look at their blemished skin.
(Scott, 2006)
14Adolescence
15
(Chung et al., 2009)
All types of convenience that reduce consumers' timeor effort in shopping, such as operating hours or credit availability, belong to the domain of service convenience.
(Berry, Grewal, & Seiders, 2002 )16Convenience
Consumer products included convenience goods: intensively distributed products that require minimal time and physical and mental effort to purchase.
(Copeland, 1923)
17Convenience
18
Convenience(Hsu, Hung, & Yang, 2009)
Most of consumers will think the package of the product as a direct reflection of the quality of the product.
(Chaney, 2000; Jennings & Wood, 1994; Reidick, 2003)19Package design of product
20
Package design of product(Hsu et al., 2009)
21Research GapsFew studies investigate female college students on purchasing cosmetics.
Few studies investigate open-shelf cosmetics.
22Purposes of the study- To investigate whether convenience and package design affect the motivation of female college students to purchase open-shelf cosmetics or not
23Research QuestionsDoes the convenience of purchasing open-shelf cosmetics increase/decrease consumer motivation?
1Does package design increase/decrease consumer motivation to purchase open-shelf cosmetics?
2
24MethodologyDiagram of the research designProceduresQuestionnaireStatistical analysis
25Diagram of the Research DesignPurchasing MotivationConvenienceProduct Design
26ProceduresRevised questionnaireReliabilityFactor analysisPilot studyFormal study Logistic RegressionStatistical analysisChaoyang University of Techonology
200 Female college Students
26
123451. 2. 3.4.5.6.7.8.9.10.()() Five point Likert Scale
27 Questionnaire
7.1. 27
(Logistic Regression)
(Logistic Model)(Logistic Link Function) 0 1 28Logistic Regression
29Statistical AnalysisLogistic RegressionDoes the convenience of purchasing open-shelf cosmetics increase/decrease consumer motivation?
Does product design increase/decrease consumer motivation to purchase open-shelf cosmetics?
30Thank you for listening.
31Q&A