英文摘要 |
This study utilized survey research methods by designing a questionnaire to execute the marketing research. The researchers evaluated the scenario and selected convenience sampling approach to connect data from Xihu business area in Nehu District of Taipei. The number of effective sample is 150, with which the researchers analyzed by SPSS computer package. The survey shows that the score of ‘aggregate consumer evaluation’ is near ‘satisfied’, while the item for either ‘the most dissatisfied’ or ‘the most disagree’ is the prices of Cosmed products. Moreover, the respondents slightly dislike the ‘features of Cosmed products’, while they are satisfied with both the ‘conspicuous shop sign’ and the ‘ease of finding the shop location’. The study also demonstrates that there are no significant differences among sexes, ages, and careers for three constructs of ‘shop image assessment’, ‘general assessment’, and ‘aggregate evaluation scores’ respectively. Therefore, the researchers conclude and recommend that Cosmed doesn’t need to do market segmentation by demographic variables. |