The measurement of brand equity and study of consumer behavior — The case of makeup remover
Date Issued
2014
Date
2014
Author(s)
Chiang, Yi-Ting
Abstract
With the rising awareness of consumers, many companies establish their own brand in order to obtain their consumers, so when consumers face an array of products that can be selected based on the brand which is most familiar to themselves.
Recently, with the living standards improve, cosmetics, which was treated as a luxury product was becoming a consumer necessities. There are also many blogger sharing their make-up videos on social media. Therefore, consumers in cosmetics consumption patterns are changing and growing rapidly. This study is to measure brand equity for cosmetic industry and provide the marketing strategies to the companies.
This study choose top five brands which is most familiar to consumers and the attributes by pretest. Collecting data by using formal questionnaire, which contained: customer loyalty, consumer motivation , brand awareness and product comparison score. For consumer motivation which is to replace the traditional consumer demographics as a segment basis, using cluster analysis to divide the consumer into three groups.
For product comparison score which is based on a Conjoint Analysis. After having consumer score the product, this study use hierarchical Bayesian statistical analysis to estimate the brand equity.
The results of this study will provide to the company, and help to make marketing strategy and also pricing strategy to maximize consumer surplus.
Subjects
品牌權益
聯合分析法
層級貝氏統計
卸妝產品
SDGs
Type
thesis
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