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