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政大典藏 > College of Commerce > Department of Business Administation > Theses > Item 140.119/29918

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29918

Title:	男性消費者對個人清潔保養品類的態度、使用及購物行為的探討 Male Shoppers’ Attitude, Usage, and Shopping Behavior of the Personal Grooming Product Category
Authors:	王明麗
Contributors:	別蓮蒂王明麗
Keywords:	男性個人清潔保養品
Date:	2007
Issue Date:	2009-09-11 16:51:45 (UTC+8)
Abstract:	此研究調查主要希望瞭解男性購買者在個人清潔保養品類上的使用及購買行為，以期發現男性保養品類未來的事業機會及瞭解未來可以鎖定的主要消費族群。調查的結果希望可以提供廠商及行銷人員目前市場的發展狀況及未來具有發展潛力品類等相關資訊。同時，也希望可以作為行銷人員在行銷資源配置、行銷溝通方向及通路策略上的參考依據。 This study aims to examine male shoppers’ usage and purchase behavior in personal care product categories to discover the new future business opportunities for the “for men” product category and to determine the primary consumer group that should be targeted in the future. The results are expected to provide manufacturers and marketers with information about the current market status and future potential in terms of promising categories that male shoppers show interest in, which will, in turn, give guidance as to future resource allocation on marketing investment, communication approach and channel focus.
Reference:	1. FACTORS INFLUENCING CONSUMER BEHAVIOR 2. THE BUYER DECISION PROCESS FOR NEW PRODUCTS 3. The Product Life Cycle Strategies
Description:	碩士國立政治大學企業管理研究所 95932044 96
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0095932044
Data Type:	thesis
Appears in Collections:	[Department of Business Administation] Theses

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