Submitted By:-Siddhartha Bhagat (10609176)

STATEMENT OF DISCUSSION

Research of Female Consumer Behavior in Cosmetics Market Case Study of Female Consumers in Hsinchu Area Taiwan

Subject:- Marketing ManagementPresented to:- Mr. S.Suresh

EYE CATCHING ISSUES

6 Types of Female Consumers

ANOVA tables

Analysis of demographic variance

Problem ‘n’ Objective

Hypothesis of Research

Recommended Solution

6 Types of Female Consumers

1. Active consumer 2. Traditional consumer 3. Enthusiastic consumer 4. Impulsive consumer 5. Practical consumer 6. Cautious consumer

Market Research shows that there are these 6 types of female consumers, who basically divides and dominates the whole cosmetic market

ANOVA of lifestyle in product attributes

ANOVA of lifestyle to product result

ANOVA of lifestyle to product vale

Analysis of demographic variance

Problem ‘n’ Objective

Consumer Demand does not rely on demographic variance.

Consumer preference varies from lifestyle to lifestyle

As, General also depends upon the budget of the consumer.

Consumers age, occupation, educational degree, occupation and marital status.

HYPOTHESIS

Hypothesis 1 (H1): There is significant difference between consumers of different lifestyle in each attribute.

H1.1: There is significant difference between consumers of different lifestyle in attribute (tangible).

H1.2: There is significant difference between consumers of different lifestyle in attribute (intangible).

Hypothesis 2 (H2): There is significant difference between consumers of different lifestyle in each result.

H2.1: There is significant difference between consumers of different lifestyle in result (functionality).

H2.2: There is significant difference between consumers of different lifestyle in result (psycho-social nature).

HYPOTHESISHypothesis 3 (H3): There is significant difference between consumers of differentlifestyle in each value.

• H3.1: There is significant difference between consumers of different lifestyle in value (self-respect).• H3.2: There is significant difference between consumers of different lifestyle in value (self-satisfaction).• H3.3: There is significant difference between consumers of different lifestyle in value (excitement).• H3.4: There is significant difference between consumers of different lifestyle in value (sense of

accomplishment).• H3.5: There is significant difference between consumers of different lifestyle in value (fun and enjoyment).• H3.6: There is significant difference between consumers of different lifestyle in value (warm relations with

others)• H3.7: There is significant difference between consumers of different lifestyle in value (sense of belonging).• H3.8: There is significant difference between consumers of different lifestyle in value (security).• H3.9: There is significant difference between consumers of different lifestyle in value (reverence ).

HYPOTHESISHypothesis 4 (H4): There is significant difference between consumers with different demographic variables invalued product attrite - value - result.

• H4.1: There is significant difference between women of different age in valued product attribute.• H4.2: There is significant difference between women of different marital status in valued product attribute.• H4.3: There is significant difference between women with different education degree in valued product attribute.• H4.4: There is significant difference between women with different occupation in valued product attribute.• H4.5: There is significant difference between women with different monthly income in valued product attribute.• H 4.6: There is significant difference between women with different monthly budget on non-necessities expenses• in valued product attribute.• H4.7: There is significant difference between women with different monthly budget for purchasing cosmetics• in valued product attribute.• H4.8: There is significant difference between women different in age started to use skin care product in valued• product attribute.• H4.9: There is significant difference between women different in age started to apply color cosmetics in valued• product attribute.• H4.10: There is significant difference between women with different shopping information sources in valued• product attribute.

Recommended Solution

Tailor-made Marketing should be conducted so that a the targeted segment can be dealt with more seriousness.

The cosmetics industry is supposed to better understand the expectation put forward by cosmetics consumers as well as the significance of the value.

As to the analytic data demographic, lifestyle, and value, could assist cosmetics industry in designing the future marketing strategies.

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