粉底产品的中国消费者喜好要素及特征研究

Research on Chinese Consumer Preferences and Characteristics for Foundation Products

采用定性与定量相结合的方式,以100名粉底使用者为研究对象,对2款具有差异性的粉底产品进行了盲测。通过相关性计算和电话深访,得出消费者的喜好要素;通过主成分分析法和聚类分析法,得到不同人群对产品的认知结果。研究发现:(1)妆效的持久力表现是消费者评价粉底产品的关键因素,但也是目前产品的未满足点;(2)中国普通消费者在粉底使用上仍处于初级阶段,因此不能清楚地区分产品间的差异;(3)消费者选择偏好产品时会多方面综合考虑,并没有一个清晰明确的选择标准。

A combination of qualitative and quantitative methodology was adopted,100 foundation users as the research subjects,a blind test was conducted on 2 different foundation products.Through the correlation calculation and in-depth telephone interviews,the consumer’s preferences were got;Through principal component analysis(PCA)and cluster analysis,the perceptions of products from different people were obtained.It was found that:(1)the lasting effect of product is the key factor for consumers to evaluate foundation products,but it is also the unsatisfied point of current products;(2)as Chinese consumers are still in the initial stage of foundation use,so they cannot clearly distinguish the differences between different products;(3)when consumers choose preferred products,they would take comprehensive consideration in many aspects,and there is no clear selective criterion.