Chinese female consumers’ perceived brand value and brand loyalty in the cosmetic industry (1).doc

8/10/2019 Chinese female consumers perceived brand value and brand loyalty in the cosmetic industry (1).doc

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BRUNEL BUSINESS SCHOOL

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Module Code MG 3123

Module Title Issues and Controversies in Marketing Project

Module leader Geraldine Cohen

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MG 3123 Issues and Controversies in Marketing

Project

Chinese female consumers erceived "rand value

and "rand loyalty in the cosmetic industry

Student #ame$

Student #um"er$

%egree Course$ &usiness and Management

'Marketing(

%eartment$ &runel &usiness School

Suervisor$ %orothy )en

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Su"mission %ate$ *thMarch+ 2,13

-ord Count$ .*./

0"stract

This research study aims to understand Chinese female consumers !ercei"ed #rand

"alue and ho$ it influences #rand loyalty in the cosmetic industry% Since Chinas

!ros!erous cosmetic mar&et !resents com!anies $ith many desira#le o!!ortunities'

this !ro(ect tries to !roduce a su#stantial insi)ht on ho$ to im!ro"e #rand loyalty #y

understandin) Chinese consumers !ercei"ed #rand "alue in a multi*dimensional "ie$%

+ue to the fact that consumers !ercei"ed "alue has "ery often #een narro$ly

inter!reted in terms of money !aradi)m' as merely a trade*off #et$een a !roducts

,uality and !rice' this research attem!ts to measure it in a multi*dimensional $ays%

S$eeney and Soutar -2..1/s multi*dimensional frame$or& is ado!ted in the research

to measure consumers !ercei"ed #rand "alue of a !roduct $hich include its ,uality'

money' emotional as $ell as social "alues% 0s for the measurement of consumers

#rand loyalty' eithaml' Leonard and arasuraman -1334/s frame$or& is used $hichincludes #oth fa"oura#le and unfa"oura#le #eha"ioural intentions% 5a"oura#le

#eha"ioural intention is measured in terms of !urchase intention' !rice insensiti"ity

and $ord*of*mouth communication $hile unfa"oura#le #eha"ioural intention is

measured #y com!lainin) #eha"iour of consumers%

rimary research data is collected #y conductin) online ,uestionnaire sur"eys on

around t$o hundred Chinese female consumers% Collected data is then analysed #y

SSS and !resented in forms of ta#les and fi)ures for future inter!retations% Researchfindin)s are discussed and #oth academic im!lications as $ell as mar&etin)

im!lications are de"elo!ed accordin)ly% Re)ardin) the limitations of this research and

the result !roduced' recommendations are )i"en for future research%

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0cknoledgements

This !ro(ect has #rou)ht me a lot of e7citements' challen)es and most im!ortantly' a

!recious learnin) o!!ortunity% 5irst of all' I $ould li&e to dedicate my s!ecial

)ratitude to my su!er"isor' +orothy 8en% I am truly )rateful for all your &indness and

su!!ort throu)hout the !ro(ect% Than& you for )i"in) me useful ad"ices and constant

encoura)ements% 9ithout your )uidance' this !ro(ect $ill not #e !ossi#le to com!lete

successfully%

Secondly' I o$e my )ratitude to my dear !arents $ho ha"e al$ays #een there for me

and sho$ered me $ith their lo"e% 0lso' I $ould li&e to than& all of my friends $ho

hel!ed me o"ercome "arious challen)es encountered in this assi)nment% Last #ut not

least' I $ould li&e to dedicate a #i) than& you to all those res!ondents $ho &indly

!artici!ated in com!letin) the research ,uestionnaires%

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Content a)e a)e num#er

Chapter One: Introduction---------------------------------------------------------- %3

1%1 Research Conte7t ;Chinas cosmetic mar&et***********************************% 3

1%2 Research ro#lem and Research

2%= ?easurement of !ercei"ed #rand "alue on loyalty****************************%13

2%=%1 5unctional "alue -@ualityA erformance/ *****************************%13

2%=%2 5unctional "alue -riceA alue for money/ ***************************%2.

2%=%6 Emotional "alue***********************************************************%212%=%: Social "alue****************************************************************%22

Chapter Three: Methodology-------------------------------------------------------P.2

6%1 Introduction**************************************************************************%2=

6%2 ?ar&etin) research*****************************************************************%2=

6%2%1 Research !hiloso!hy********************************************************%2=

6%2%2 Research a!!roach**********************************************************%2=

6%2%6 Research desi)n*************************************************************%24

6%2%: Research strate)y************************************************************%24

=


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6%2%= rimary and Secondary research ******************************************%2

6%2%4 @uantitati"e and @ualitati"e research ************************************%2

6%6 rimary data collection*************************************************************%2

6%6%1 @uestionnaire desi)n*********************************************************%2>

6%6%2 Sam!lin)***************************************************************************%2>

6%6%6 alidity and Relia#ility***********************************************************%2>

6%6%: Research Limitations***************************************************************%23

6%: Ethical consideration********************************************************************%23

Chapter !our: Re"earch !inding"# $naly"i" and %i"cu""ion-----------------------P.&'

:%1 Introduction*******************************************************************************%6.

:%2 +ata consistency and relia#ility *******************************************************%6.

:%6 +escri!ti"e analysis**********************************************************************%61

:%: Statistical analysis results***************************************************************%66

:%:%1 ?ean and standard de"iation ****************************************************%66

:%:%2 0NO0 analysis result***********************************************************%6=

:%:%6 Correlation analysis result********************************************************%63

:%:%: Re)ression analysis result********************************************************%:.

:%:%= Testin) of research hy!othesis***************************************************%::

:%= Research findin)s analysis and discussion*******************************************%:4:%=%1 @uality******************************************************************************%:4

:%=%2 rice*********************************************************************************%:>

:%=%6 Emotional***************************************************************************

%=.

:%=%: Social********************************************************************************

%=1

:%=%= Beha"ioural intentions************************************************************%=6

Chapter !ive: Conclu"ion-----------------------------------------------------------------P.

=%1 Conclusion********************************************************************************%==

=%2 ?ar&etin) Im!lications******************************************************************

%==

=%6 0cademic Im!lications******************************************************************%=4

=%: Research limitations and 5uture Research*******************************************%=

Chapter (i): Re*erence"-------------------------------------------------------------------P.+

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Chapter (even: $ppendice"---------------------------------------------------------------P.,

0!!endi7 1D @uestionnaire******************************************************************%4=

0!!endi7 2D @uestionnaire -Chinese "ersion/ *******************************************%4

0!!endi7 6D artici!ants Information Sheet*********************************************%43

0!!endi7 :D Consistency test out!ut*******************************************************%.

0!!endi7 =D Relia#ility test out!ut*********************************************************%2

0!!endi7 4D 0NO0 analysis out!ut******************************************************%=

0!!endi7 D Re)ression analysis out!ut**************************************************%>1

0!!endi7 >D Correlation analysis**********************************************************%>

Li"t o* Tale"

Ta#le 1D ?a(or layers in Chinas cosmetic mar&et************************************%1.

Ta#le 2D Hy!othesis H1*H:****************************************************************%2.

Ta#le 6D Hy!othesis H=* H>***************************************************************%21

Ta#le :D Hy!othesis H3* H12**************************************************************%22

Ta#le =D Hy!othesis H16*H14*************************************************************%26

Ta#le 4D Relia#ility test result**************************************************************%6.

Ta#le D 5re,uency of !artici!ants a)e***************************************************%61

Ta#le >D 5re,uency of !artici!ants monthly income***********************************%62

Ta#le 3D 5re,uency of !artici!ants last !urchased !roduct cate)ory*****************%62

Ta#le 1.D ercei"ed #rand "alues mean and standard de"iation**********************%66Ta#le 11D Brand loyaltys mean and standard de"iation********************************%6:

Ta#le 12D +ifferent a)e )rou!s and !ercei"ed #rand "alue****************************%6=

Ta#le 16D +ifferent monthly income and !ercei"ed #and "alue***********************%64

Ta#le 1:D +ifferent !roduct cate)ories and !ercei"ed #rand "alue********************%6>

Ta#le 1=D Re)ression analysisD urchase intention**************************************%:.

Ta#le 14D Re)ression analysisD rice insensiti"ity***************************************%:1

Ta#le 1D Re)ression analysisD 9ord of mouth******************************************%:2

Ta#le 1>D Re)ression analysisD Com!lainin) #eha"iour********************************%:6Ta#le 13D Testin) of research hy!otheses*************************************************%::

Li"t o* *igure"

5i)ure 1D The research frame$or&*********************************************************%2:

5i)ure 2D Three ty!es of research desi)ns************************************************%24

5i)ure 6D ercei"ed #rand "alue and different a)e )rou!s*****************************%6=

5i)ure :D ercei"ed #rand "alue and different monthly income***********************%6

5i)ure =D ercei"ed #rand "alue and different !roduct cate)ories*********************%6>

5i)ure 4D Re)ression analysisD urchase intention**************************************%:.


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5i)ure D Re)ression analysisD rice insensiti"ity***************************************%:1

5i)ure >D Re)ression analysisD 9ord of mouth******************************************%:2

5i)ure 3D Re)ression analysisD Com!lainin) #eha"iour********************************%:6

5i)ure 1.D Testin) of research frame$or&************************************************%:6

5i)ure 11D Testin) of hy!otheses H1' H2 H6******************************************%:4

5i)ure 12D Testin) of hy!othesis H:*******************************************************%:4

5i)ure 16D Testin) of hy!otheses H=' H4 H******************************************%:>

5i)ure 1:D Testin) of hy!othesis H>*******************************************************%:>

5i)ure 1=D Testin) of hy!otheses H3' H1. H11***************************************%=.

5i)ure 14D Testin) of hy!othesis H12******************************************************%=.

5i)ure 1D Testin) of hy!otheses H16' H1: H1=*************************************%=1

5i)ure 1>D Testin) of hy!othesis H14******************************************************%=2

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Chapter One: Introduction

1.1 Re"earch Conte)t China/" co"0etic 0aret

China has #ecome the second*lar)est economy in the $orld and the most im!ortant

emer)in) consumer mar&et $ith a consumer !o!ulation of nearly 1%6 #illion -The

Economist' 2.1./% Chinas cosmetic mar&et sustained dynamic )ro$th des!ite )lo#al

financial meltdo$n throu)hout the last fe$ years% Ra!id economic de"elo!ment'

)ro$in) middle class consumers and tradin)*u! trends contri#uted to the continuous

)ro$th of Chinas cosmetic mar&et -Euromonitor International 2.11/% 0ccordin) to

the National Bureau of Statistics of China -NBS/' retail sales of cosmetic of

enter!rises $ith annual sales of fi"e million yuan or a#o"e and $ith an em!loyment

of or o"er si7ty reached 11.%6 #illion yuan in 2.11 $hich sho$s a drastic increase ascom!ared to :>%> #illion yuan in 2.. -NBS 2.12/% The )ro$th of Chinas cosmetic

retail "alue accelerated in 2.11 $ith 1>%year*on*year )ro$th -NBS 2.12/%

China National Commercial Information Centre -CNCIC 2.11 cited in Li and 5un)

2.12/ recorded that cosmetic retail sales rose #y 2>%2F year*on*year in third*tier

cities in 2.1.' faster than those in the first*tier -1=%>F/ and second*tier cities -1%.F/%

0ccordin) to Li and 5un) -2.12/' cosmetics retail sales in lo$er*tier cities of Chinaare fast )ro$in) $hile first*tier and second* tier cities ca!tured a #i))er share of the

mar&et%

+ata #y National Bureau of Statistics of China -NBS/ sho$ that the retail !rice inde7

of cosmetics in China has risen to a#o"e 1.1%4 since 0u)ust 2.11 -NBS 2.12/%

0lthou)h the ta7 le"ied on im!orted cosmetics has #een reduced from 4%=F to =F

since 1


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Referrin) to China National Commercial Information Centre -CNCIC 2.11A Li and

5un) 2.12/' the to! ten !layers in the ma(or cosmetic su#*sectors $hich includes

sham!oos and conditioners' other hair care !roducts' s&in care !roducts' colour

cosmetics and fra)rances achie"ed o"er 4=F of the mar&et share in ma(or de!artment

stores in 2.1.% The ta#le #elo$ sho$s findin)s from CNCIC -2.11/s mar&et

research%

Ta#le 1D

?a(or distri#ution channels for cosmetics in China include de!artment stores'

su!ermar&etsA hy!ermar&ets' !rofessional stores' s!ecialty stores' internet retailin)'

!harmacies and #eauty !arlors -Li and 5un) 2.12/% +e!artment stores offer a $ide

ran)e of merchandises and !ro"ide one*sto! sho!!in) e7!erience for consumers%

Su!ermar&ets are crucial channels es!ecially for lo$*ran)e to mid*ran)e cosmetics

!roducts #ut hi)h*end cosmetics #rands% rofessional stores are Gone*sto! sho! forcustomers to sho! for cosmetics% Some famous e7am!les include Hon) on) #ased

9atsons and Sasa' 5rance*#ased Se!hora and China*#ased ialen and Cosmart%

S!ecialty stores !ro"ide consumers $ith hi)h ,uality ser"ices and standardiJed !rices%

Some !o!ular cosmetic com!anies such as Shiseido' Lancome' Estee Lauder and

Clini,ue ha"e de"elo!ed their o$n online stores durin) these fe$ years -Li and 5un)

2.12/%

1.2 Re"earch Prole0 and Re"earch u"ti*ication

0lthou)h consumers #rand "alue has #een a $idely researched to!ic' many !rior

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researches inclined to inter!ret consumers !ercei"ed #rand "alue in an

unidimensional $ay -Cronin and Taylor' 1332K 0nderson and Sulli"an' 133./ or in

terms of money !aradi)m -?onroe' 133.K ?ath$ic&' Naresh and Ri)don' 2..1/'

instead of from a multi*dimensional "ie$ $hich is hi)hly su))ested #y Sheth'

Ne$man and ross -1331/ as $ell as S$eeney and Soutar -2..1/%

It seems that no !rior researches ha"e #een done on multi*dimensional "ie$ of female

consumers !ercei"ed #rand "alue in the cosmetic industry' much less in the mar&et of

China% 0!art from that' althou)h the o!!ortunities !resented #y the !ros!erous

Chinese cosmetic mar&et are $ell*&no$n' "ery fe$ researches focus on Chinese

consumers multi*dimensional !ercei"ed #rand "alue%

Other than that' ihlstrom and Brush -2..>/ did a similar research a#out the influence

of consumers !ercei"ed #rand "alue on their #eha"ioural intentions in the mo#ile

ser"ice industry% Their research frame$or& ho$e"er only includes fa"oura#le

#eha"ioural intentions% 0s "aria#les and lin&a)es !redictin) !ositi"e outcomes may #e

asymmetrically related to those that !redict consumers disloyalty -eithaml' Leonard

and arasuraman' 1334/' it is necessary to ta&e ne)ati"e #eha"ioural intentions into

considerations for measurin) #rand loyalty% Hence' this research includes #othfa"oura#le and unfa"oura#le #eha"ioural intentions into the research frame$or& for

#etter measurement of #rand loyalty%

1.& Re"earch $i0"

Re)ardin) to the fact that cosmetic mar&et in China is #loomin)' $hich !resents a lotof o!!ortunities to cosmetic com!anies in the mar&et% Since the a#ility to deli"er

su!erior customer "alue is critical source of com!etiti"e ad"anta)e -e%)% Ra"ald and

ronroos' 1334K 9oodruff 133/ and an im!ortant factor for achie"in) com!anys

success -e%)% eithaml et al%' 1334K arasuraman' 133/' this re!ort aims to study the

Chinese female consumers !ercei"ed #rand "alue as $ell as its influence on #rand

loyalty in the cosmetic industry%

1.3 Re"earch O4ective"

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O#(ecti"e1D To study Chinese female consumers !ercei"ed #rand "alue in the

cosmetic industry

O#(ecti"e2D To study the influence of Chinese female consumers !ercei"ed #rand

"alue on #rand loyalty in the cosmetic industry

1. Chapter Overview

In cha!ter one' the aims and o#(ecti"es of this research are clearly !resented alon)

$ith information a#out the research conte7t as $ell as discussion a#out literature )a!s

found% Cha!ter t$o contains literature collected from !re"ious research on the to!ics

of Chinese consumers' consumers !ercei"ed #rand "alue and consumers #rand

loyalty% It also includes the research frame$or& used for measurement of !ercei"ed

#rand "alue on loyalty% Research !hiloso!hy' a!!roach' desi)n and strate)y used are

discussed $ith (ustifications in cha!ter three% Research method used for !rimary data

collection' research limitations as $ell as ethical considerations are also mentioned in

this section% In cha!ter four' the results !roduced #y analysin) research findin)s are

!resented in forms of ta#les and fi)ures% The results re)ardin) the o#(ecti"es and

hy!otheses of the research are discussed% Conclusions and recommendations are!resented in cha!ter fi"e% This includes a #rief summary of research findin)s'

mar&etin) im!lications as $ell as recommendations for future research re)ardin) the

limitations of this research%

Chapter Two: Literature Review

2.1 Chine"e con"u0er"

0ccordin) to a cross*cultural research a#out East 0sian female customer "alue

!erce!tions for cosmetic !roducts -Huan) and Tai' 2..6/' Chinese female consumers

are more concerned a#out the intrinsic attri#utes than e7trinsic attri#utes of cosmetic

!roducts% 0mon) "arious intrinsic attri#utes of all cosmetic !roducts' Gsensiti"e or

aller)ic s&in condition as $ell as Gnatural in)redients are the t$o most "alued

"aria#les rated #y Chinese female consumers -Huan) and Tai' 2..6/%

0mon) all of the e7trinsic attri#utes of cosmetic !roducts' G!rice and G#rand name

are the t$o most im!ortant "aria#les to Chinese female consumers -Huan) and Tai'

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2..6/% 0ccordin) to Huan) and Tais -2..6/ research findin)' #rand consciousness in

terms of its #rand name of a cosmetic !roduct is rated to #e more im!ortant than its

country of ori)in% Ho$e"er' a research done #y HT+C -2.12/ sho$s that the

country $here a !roducts certificate is issued has a si)nificant influence on Chinese

consumers confidence to$ards the !roduct% Its findin)s sho$ that >3F res!ondents

had confidence in international !roduct certificates $hile :2F had confidence in

mainland China !roduct certificates%

2.1.1 Cultural in*luence on Chine"e con"u0er"/ perceived rand value and

ehavioural intention

Hofstede and Hofstede -2..=/ state that Chinese hi)hly !ronounced lon)*term

orientation deri"es from Confucianism $hich stron)ly influenced China% They claim

that Chinese consumers tend to care more a#out relationshi!s% Chinese consumers are

more conscious of the relational s$itchin) costs -Burnham et al%' 2..6/ $hich denote

the !sycholo)ical #arriers to s$itchin) !ro"iders caused #y the fear of dama)in)

!ersonal relationshi!s $ith staff and !eer consumers than consumers from other

cultural #ac&)rounds -5ran&' 0#ulaiti and En&a$a' 2.12/%

8e' Bose and elton -2.11/s research su))ests that Chinese consumers #rand

!erce!tions and #rand choice are hi)hly connected to their self*conce!t% 0ccordin) toself*con)ruity theory -Sir)y' 13>2/' consumers !refer certain !roducts or #rands that

are consistent $ith their self*ima)e and those $hich can enhance their self*ima)e%

T$o im!ortant self*conce!t moti"es are self consistency and self*esteem% In other

$ords' certain !roducts and #rands ser"e as mirrors' allo$in) consumers to see

!ositi"e reflections of them sel"es and !resent the !ositi"e side of self to others

-Sir)y' 13>2/%

The im!act of Chinese consumers self*conce!t on their #rand !erce!tions and #rand

choice are su!!orted #y some !rior research studies% He and ?u&her(ee -2../ stated

that Chinese consumers attitudes and store loyalty are dri"en #y self consistence as

$ell as social confirmation% 9an) et al% -2..3/ su))est that self*ima)e con)ruence

$ith !roduct and com!any*#rand !ersonality !ositi"ely affects !urchase intention%

Their research su))ests that Chinese consumers use name #rands as a su!erior "ehicle

for self e7!ression% 9hen they !ercei"e con)ruence #et$een their self*ima)e and

#rand !ersonality' they tend to ha"e stron) !urchase intentions to$ard the #rand%

Eisin)erich and Ru#era -2.1./ found that self*#rand rele"ance is correlated to

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Chinese consumers #rand commitment% In short' these researches su!!ort the

corres!ondence #et$een self*conce!t and #rand !erce!tions in the Chinese conte7t%

Chinese consumers #rand !erce!tions and #rand choice are #elie"ed to #e hi)hly

influenced #y their cultural #ac&)rounds% Chinese consumers seemed to )et cau)ht in

the middle of the continuum #et$een follo$in) the eastern collecti"ist tradition $hich

hi)hli)hts the im!ortance of conformance as an im!ortant as!ect of self and

reco)nisin) their need for uni,ueness as an indi"idual -8e' Bose and eltons 2.11/%

Liao and 9an) -2..3/ reco)nised a contradiction across China% Referrin) to their

findin)s' althou)h some Chinese consumers may !ossess little &no$led)e a#out a

!articular #rand' they hea"ily consume name*#rand !roducts for material !ossessionor social needs% Therefore' they ha"e a tendency to choose $ell*&no$n and hi)hly

ad"ertised #rands%

8e' Bose and elton -2.11/ claimed that Chinese consumers a$areness and

e7!ression of their !sycho*sociolo)ical identities are reflecti"e in #uildin)

relationshi!s $ith !roducts and #rands% 0dditionally' they su!!orted that !ersonal care

!roducts are closely related to consumers self conce!t as they facilitate self*e7!ression% Ho$e"er' on the contrary to some !rior researches' their research findin)s

sho$ that the direct effect of Chinese consumers self*consciousness has a ne)ati"e

im!act on #rand consciousness% It is e7!lained #y the dee!ly held Confucian "alues in

the Chinese culture $hich em!hasiJe on collecti"ism' harmony' tradition and loyalty%

0s a result' Chinese consumers may ha"e difficulty in connectin) to the 9estern

sense of #rand conce!t -Sun) and Tin&ham' 2..=/% Other than that' it is $orth

noticin) that #randin) is still a fairly ne$ conce!t in the Chinese culture $ith

relati"ely limited !enetration -Bruce' 2.1./ $hich may affect the im!act of Chinese

consumers sense of self on #rand consciousness and #rand selection%

2.1.2 Chine"e con"u0er"/ perception and ehavioural intention di**erence

etween local rand" and *oreign rand"

0ccordin) to Tau#e and Hein#er)s -2.11/ mar&et research' #rand ima)e is found to

ha"e a stron)er effect for forei)n #rands than that of local #rands in China% In addition

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to that' due to the ro#ust halo effect of #rand ima)e' Chinese consumers !ercei"e the

effect siJes of mar&etin) mi7 elements as relati"ely less "ariant for forei)n #rands%

Their result states that #ecause of a #etter esta#lished mar&et !osition of forei)n

#rands' reasona#le or attracti"e !rices ha"e a !ositi"e effect on re!urchase intention

for forei)n #rands $hile the !ercei"ed !rice of a !roduct is found to ha"e no effect on

re!urchase intention for local #rands due to the insecurity of consumers $hich is

induced #y a lar)e num#er of local #rands and a #lurred !osition of #rands in the

mar&et% Ho$e"er' the !ercei"ed ,uality of a !roduct has a si)nificantly stron)er

relationshi! on re!urchase intention for local #rands since the consumers

e7!ectations are lo$er% They also found that the !ercei"ed !rice for #oth )rou!s has

no effect on recommendation intention' $hile the !ercei"ed ,uality has a si)nificant

effect%

2.2 Con"u0er"/ perceived rand value

Consumers !ercei"ed "alue is defined #y eithaml -13>>/ as the consumers o"erall

assessment of the utility of a !roduct -or ser"ice/ #ased on !erce!tions of $hat is

recei"ed and $hat is )i"enM $hile +ay -133./ su))ested that it re!resents the

difference #et$een consumers !ercei"ed #enefits and costs% The !ercei"ed #enefitsrefer to consumers desired "alue $hereas the !ercei"ed sacrifices refer to #oth

monetary -!rice/ and non*monetary -time' effort/ considerations% -Cronin' et al%' 2.../

Other than that' consumers !ercei"ed "alue occurs at "arious sta)es of the !urchase

!rocess $hich include !re*!urchase sta)e $here consumers e7!ectation is formed'

transaction sta)e $here e"aluation is formed as $ell as !ost*!urchase sta)e $here

after*use assessment is formed -9oodruff' 133/% 0s a result' !ercei"ed #rand "aluecan #e )enerated $ithout the !roduct or ser"ice #ein) #ou)ht or used%

Consumers !ercei"ed "alue differs from !erson to !erson due to the differences on

!ersonal "alues' needs' !references and financial a#ility% -Ra"ald and ronroos'

1334'/ 9ilson -2.1./ stated that there is no o#(ecti"e !erce!tion of a sin)le reality

and there are al$ays some differences in !erce!tion% There is consensus re)ardin) the

multidimensional and su#(ecti"e nature of consumer !ercei"ed "alue as descri#ed #y

different researchers -e%)% Sheth et al%' 1331#K S$eeney and Soutar' 2..1/% 0ccordin)

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to eithaml -13>>/' $hat constitutes "alue is hi)hly !ersonal and due to its

idiosyncratic nature' it is "ery li&ely to "ary from one consumer to another% Thus'

consumers !ercei"ed #rand "alue is a "ery su#(ecti"e assessment of a #rands !roduct

or ser"ice from the consumers o$n !ers!ecti"es%

It is #elie"ed that consumers !ercei"ed "alue chan)es o"er time as eithaml -13>>/

su))ested that im!ro"ed technolo)y and increasin) com!etition lead to the

de"elo!ment of technically #etter !roducts' the features that si)nal su!eriority chan)e%

In additional to that' Sheth et al% -1331#/ stated that different "alue dimensions may

#e im!ortant de!endin) on the decision le"el and on the ty!e of !roduct or ser"ice

#ein) considered%

enerally' the more "alue a !roduct deli"ers to consumers' the more successful the

!roduct -


17/89

Consumers !urchase intention refers to their intentions of continuin) to do #usiness

$ith a com!any' !urchasin) re!eatedly and fre,uently from a com!any -eithaml'

Leonard and arasuraman' 1334/% Some researchers ar)ued that a consumer

!urchasin) re!eatedly from a com!any may not #e #ased on a !referential dis!osition

to$ards the com!any #ut on "arious #onds that act as s$itchin) #arriers -Sor#ac&a'

Strand"i& and roEnroos' 133=/%

rice insensiti"ity refers to the e7tent $hich a consumer is $illin) to !ay a hi)her

!rice for a com!anys !roduct' continue to !urchase !roduct from a com!any $ith a

!rice increase and continue the relationshi! $ith a com!any e"en if alternati"es are

less e7!ensi"e -eithaml' Leonard and arasuraman' 1334/% rice sensiti"ity is said to

differ amon) demo)ra!hic )rou!s $here female' married' older and do not $or&

outside home is the most !rice sensiti"e )rou! amon) the rest% -eithaml and Berry

13> >/

9ord*of*mouth communication of consumers refers to recommendin) a com!any or!roduct to others' encoura)in) others to do #usiness $ith a com!any and sayin)

!ositi"e comments a#out the com!any to others -eithaml' Leonard and arasuraman'

1334/% ounaris and Statha&o!oulos -2..:/ su))ested that the relation #et$een a

consumer s!readin) !ositi"e $ord*of*mouth and #rand loyalty is that the consumer

has de"elo!ed !ositi"e attitude to$ards the #rands as a result of the recei"ed #rand

"alue% Ho$e"er' Oli"er -1333/ claimed that sharin) of the e7!erience re)ardin) the

#rand may in fact !ro"ide the consumer $ith satisfaction $hich leads to #rand loyalty

and not the #rand itself% Referrin) to ihlstrom and Brush -2..>


18/89

they #elie"ed that "aria#les and lin&a)es !redictin) !ositi"e outcomes may $ell #e

asymmetrically related to those that !redict customer disloyalty% Solnic& and

Hemen$ay -1332/ found that com!lainin) consumers $ere four and one*half times

more li&ely to lea"e the com!any than non*com!lainin) consumers% They su))ested

that com!lainin) consumers intend to #e less loyal and more li&ely to s$itch to

another com!any% Ho$e"er' some researchers ta&e the o!!osite "ie$' +ay -13>:/

su))ested that the ma(ority of consumers $ith ne)ati"e #rand e7!erience $ould rather

remain inacti"e and do not underta&e any action at all% In addition' Bloemer' Ruyter

and 9etJels -133>/ stated that a lar)e e7tent of consumers #eha"ioural intentions in

res!onse to dissatisfaction is determined #y !ersonal and situational "aria#les%

2.3 Theoretical acground o* propo"ed *ra0ewor

Consumers !ercei"ed "alue is narro$ly inter!reted in terms of money !aradi)m' as

the ratio or trade*off #et$een ,uality and !rice -e%)% ?onroe' 133.K ?ath$ic&' Naresh

and Ri)don' 2..1/% These authors focus solely on "ie$in) the "alue*for*money

conce!tualiJation $hile ne)lectin) other !ossi#le "alue dimensions%

eithaml -13>>/ !ro!osed that consumers !ercei"ed "alue for money can not #e

measured sim!ly #y assessin) the ratio or trade*off #et$een a !roducts ,uality and

!rice since some consumers !ercei"e "alue $hen there is a lo$ !rice $hile others!ercei"e "alue $hen there is a #alance #et$een ,uality and !rice% Some researchers

-e%)% Batra and 0htola' 133.K Ba#in' +arden and riffin' 133:/ su!!orted that #oth

utilitarian and hedonic com!onents are im!ortant dimensions $hen it comes to

consumers !ercei"ed "alue%

Sheth' Ne$man and ross -1331a/ introduced a multi*dimensional frame$or& of

!ercei"ed "alue $hich consist of fi"e dimensions includin) functional' emotional'

social' e!istemic and conditional "alue% S$eeney and Soutar -2..1/ introduced amodified and refined !ercei"ed "alue scale called ER0L% In the ne$ model' they

decom!osed the functional dimension of "alue to ,uality "alue and !rice "alue and

deleted the e!istemic and conditional dimensions from the scale% Therefore' ER0L

consists of four dimensions $hich include ,uality' !rice' emotional and social "alue%

?easurement of consumers !ercei"ed "alues $ith their #eha"ioural intentions in

earlier times is often done #y research o!erationaliJes #eha"ioural intentions in a

unidimensional $ay -e%)% Cronin and Taylor' 1332K 0nderson and Sulli"an' 133./% It

1>


19/89


20/89

$ord*of*mouth communication -eithaml' 13>>K Bouldin) et al% 1336/ $hile it has a

ne)ati"e relationshi!s $ith consumers !rice sensiti"ity -Bloemer' Ruyter and 9etJels

133>/ as $ell as their com!lainin) #eha"iour -Sin)h' 1331 and elley et al%' 1336/%

Ho$e"er' Cronin and Taylor -1332/s findin)s su))est that a !roducts !ercei"ed

,uality does not a!!ear to ha"e a si)nificantly !ositi"e effect on consumers !urchase

intention% 9an) -2.1./s research result also !ro"ed that the !ercei"ed ,uality of a

!roduct does not ha"e a direct !ositi"e im!act on consumers !urchase intention%

Ta#le 2D

2..2 !unctional value 5Price7 9alue *or 0oney8

The functional "alue of a !roduct refers to the utility deri"ed from the !roduct due to

the reduction of its !ercei"ed short term and lon)er term costs -S$eeney and Soutar'

2..1/% It underlies o#(ect !erformance #y means of a series of salient !rice attri#utes

-LeBlanc and N)uyen' 2..1/% +ifferent researches sho$ that a !roducts !ercei"ed"alue for money has a !ositi"e relationshi! $ith consumers !urchase intention -Hui

and hou' 2..2K Bhas&aran and Su&umaran' 2..K ihlstrom and Brush' 2..>/ and

!rice insensiti"ity -ihlstrom and Brush' 2..>/% Ne"ertheless' ihlstrom and Brush

-2..>/s research result sho$s that !ositi"e $ord*of*mouth intentions are not

influenced #y the !ercei"ed monetary "alue of a !roduct%

2.


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Ta#le 6D

2..& 0otional value

The !ercei"ed emotional "alue of a !roduct refers to the utility deri"ed from the

feelin)s or affecti"e states that a !roduct )enerates -S$eeney and Soutar' 2..1/% It is

defined as !roduct !o$er to tri))er certain consumer emotions or chan)e emotional

status -Sheth' Ne$man and ross' 1331#/% re"ious study findin)s sho$ that !ositi"e

emotional "alue !erce!tion of a !roduct has a !ositi"e influence on consumers!urchase intention -S$eeney and Soutar' 2..1K ihlstrom and Brush' 2..>K 9an)

2.1./' !rice insensiti"ity -ihlstrom and Brush' 2..>/ as $ell as $ord*of*mouth

communication -ihlstrom and Brush' 2..>/% ositi"e emotions of a !roduct also

increase loyalty to the offerin) -Sierra and ?c@uitty' 2..=/ $hile creatin) !ositi"e

senses that interact $ith the #rand $hich leads to increase #rand loyalty -?orrison

and Crane' 2../% Other than that' ihlstrom and Brush -2..>/ su))ested that the

dri"er of $ord*of*mouth communication may also de!end on $hether or not there is

an in"ol"ement of an emotional use e7!erience%

21


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Ta#le :D

2..3 (ocial value

The social "alue of a !roduct refers to the utility deri"ed from the !roducts a#ility to

enhance social self*conce!t -S$eeney and Soutar' 2..1/% Consumers e7!erience

social sym#olism throu)h the !roduct and !ositi"e !ercei"ed social sym#olism leads

to )ood #rand im!ression -Rose et al%' 133:/ $hich as a result contri#utes to )ood

#rand ima)e% It is also re!orted that consumers interact $ith !roduct cate)ories that"isi#ly re!resent "alues a#out themsel"es may )uide their !roduct !urchase

-oldsmith' 5rieden and Henderson' 133/% Their findin)s re!ort that the !ercei"ed

social "alue of a !roduct does not ha"e direct effect on !urchase intention $hile

ihlstrom and Brush -2..>/s research findin)s sho$ that !ositi"ely !ercei"ed social

"alue of a !roduct has no !ositi"e influence on consumers !urchase intention%

On the contrary' some !re"ious research findin)s su))est that !ositi"ely !ercei"ed

social "alue of a !roduct has a !ositi"e influence on consumers !urchase intention

-i)neron and


23/89

communication -ihlstrom and Brush' 2..>/%

Ta#le =D

26


24/89

5i)ure 1D

The research frame$or&

H1

H2

H6

H:

H=

H4

H

H>

H3

H1.

H11

H12

H16

H1:

H1=

H14

2:

5unctional "alue-@ualityA !erformance/

5unctional "alue-riceA "alue for money/

Emotional "alue

Social "alue

urchaseIntention

rice insensiti"ity

9ord*of*mouth

Com!lainin)#eha"iour


25/89

Chapter Three: Methodology

&.1 Introduction

In this section' research !hiloso!hy' a!!roach' desi)n and the ado!ted strate)y $ill #e

discussed% The chosen o!tions are (ustified accordin)ly% 5urthermore' the method of

!rimary data collection as $ell as the research limitations $ill also #e mentioned%

&.2 Mareting re"earch

&.2.1 Re"earch philo"ophy

There are !rimarily four research !hiloso!hies $hich include !ositi"ism' realism'

inter!reti"ism and !ra)matism% Realism relates to scientific en,uiry% Since this

research ado!ts a scientific a!!roach' realism is the chosen research !hiloso!hy%

0ccordin) to Saunders -2..3/' realism refers $hat the senses sho$ us as reality astruth $here there is a reality ,uite inde!endent of the mind% 0lso' critical realism says

that $hat !eo!le e7!erience are sensations' the ima)es of the thin)s in the real $orld

#ut not the thin)s directly -Saunders 2..3/% This research a!!lies critical realisms

!oint of "ie$ to$ards Chinese consumers #rand !erce!tions and #rand loyalty%

&.2.2 Re"earch approach

In this scientific research' deduction a!!roach is ado!ted $hich in"ol"es thede"elo!ment of a theory that is su#(ected to a ri)orous test -Collis and Hussey 2..6/%

In another $ord' deduction a!!roach em!hasises on scientific !rinci!les' mo"in)

from theory to data rather than "ice "ersa as $ith induction a!!roach -Suanders

2..3/% Since #rand "alue and #rand loyalty' is $idely researched' there is a $ealth of

research literature $ith affluent theories and frame$or&s from $hich a theoretical

frame$or& can #e !roduced% Besides' deducti"e a!!roach relates to the limited

amount of time and resources a"aila#le for com!letin) this research% Thus' deduction

a!!roach is more suita#le for this research%

2=


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&.2.& Re"earch de"ign

There are three ty!es of research desi)ns $hich include e7!loratory' descri!ti"e and

e7!lanatory research%

5i)ure 2D

This is an e7!lanatory research that aims to study female Chinese consumers

!ercei"ed #rand "alue and its cause*and*effect relationshi! $ith #rand loyalty #y

collectin) ra$ data from tar)et )rou!s of res!ondents online%

&.2.3 Re"earch "trategy

This research ado!ts the sur"ey strate)y $hich is usually associated $ith the

deducti"e a!!roach% Sur"eys are useful for the collection of a lar)e amount of data

24


27/89

from a siJea#le !o!ulation in a hi)hly economical $ay -Suanders 2..3/% +ata

collected from ,uestionnaires are standardiJed' allo$in) easy com!arison% Since this

research is #ein) done under time and resources limitations' sur"ey strate)y is a

!ractical and efficient $ay for data collection%

The sur"ey strate)y also allo$s researchers to collect ,uantitati"e data $hich can #e

analysed ,uantitati"ely usin) descri!ti"e and inferential statistics -Suanders 2..3/%

The ado!tion of the sur"ey strate)y and ad"anced statistics technolo)y can hel! to

reduce time for data analysis as $ell% @uestionnaires are useful for e7!lanatory

research to e7amine and e7!lain cause*and*effect relationshi! #et$een "aria#les

-Suanders 2..3/% Hence' the sur"ey strate)y is the most suita#le o!tion for this

research%

&.2. Pri0ary and (econdary re"earch

rimary data is data collected #y the researcher s!ecifically for the !ur!ose of the

research -Hair et% al% 2..2/% rimary data collection is done #y administerin)

standardiJed ,uestionnaires to a#out t$o hundreds Chinese female consumers online%

Secondary data is data !re"iously collected and assem#led for some research !ro#lemor o!!ortunity situation other than the current situation -Hair et% al% 2..2/% Secondary

data used in this research includes $ritten materials from or)anisations re!orts'

(ournals' #oo&s' industry statistics as $ell as re)ular sur"eys% Theoretical frame$or&

and ,uestionnaire are deduced from !re"ious (ournals and literature%

&.2., 6uantitative and 6ualitative re"earch

@ualitati"e research is research used in e7!loratory desi)ns to )ain !reliminary

insi)hts into decision !ro#lems and o!!ortunities -Hair et% al% 2..2/% @uantitati"e

research is research that !laces hea"y em!hasis on usin) formaliJed standard

,uestions and !redetermined res!onse o!tions in ,uestionnaires or sur"eys

administered to lar)e num#ers of res!ondents -Hair et% al% 2..2/% This is a ,uantitati"e

research $hich collects data #y administerin) standardiJed ,uestionnaires to around

t$o hundred res!ondents% In this research' statistic techni,ues are used to e7amine

relationshi!s #et$een "aria#les $ithin the collected data and turn them into useful

information%

2


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&.& Pri0ary data collection

rimary data collection $ill #e done #y conductin) a sur"ey research% @uestionnaires

are used as a research instrument for collectin) information% Information is collected

from a sam!le of around t$o hundreds female Chinese consumers $ho are #et$een

the a)e of ei)hteen and fifty% The ,uestionnaires $ere translated into Chinese in order

to reduce understandin) !ro#lems caused #y lan)ua)e unfamiliarity% @uestionnaires

$ere sent to !artici!ants throu)h different social )rou!s' such as fans clu#s' school

alumni and friend )rou!s' from "arious online social net$or&s' such as face#oo&'

msn' renren -Chinese face#oo&/ and @@ -Chinese online messen)er/ or #y e*mail%

Res!ondents then sent the com!leted ,uestionnaires #ac& online throu)hcorres!ondin) means%

&.&.1 6ue"tionnaire de"ign

@uestionnaires are desi)ned usin) +illmans -2../ tailored desi)n method #y $hich

each res!ondent is as&ed to res!ond to the same set of ,uestions in a !redetermined

order% It is an efficient $ay of collectin) res!onses from a lar)e sam!le !rior to

,uantitati"e analysis%

In this research' e7istin) frame$or&s and scales $hich ha"e #een tested and "alidated

are used as references for the desi)n of a ,uestionnaire% 0ll items from S$eeney and

Soutar -2..1/s scale' ER0L' are used in the ,uestionnaire to determine

consumers !ercei"ed #rand "alue% T$el"e out of thirteen items from eithaml'

Leonard and arasuraman -1334/s frame$or& is used to determine consumers #rand

loyalty% One item is not included in the ,uestionnaire due to its unclear nature to

!redict #rand loyalty%

&.&.2 (a0pling

0 defined tar)et !o!ulation refers to a s!ecific )rou! of !eo!le or o#(ects for $hich

,uestions can #e as&ed or o#ser"ations made to de"elo! re,uired data structures and

information -Hair et% al% 2..2/% Since the sam!le is used to )eneralise a#out the total

!o!ulation' it needs to #e as re!resentati"e and accurate as !ossi#le -Suanders 2..3/%

Hence' a!!ro!riate female Chinese consumers #et$een the a)e of ei)hteen and fifty

are selected online% The research o#(ecti"es are also addressed to each selected

2>


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res!ondents clearly online #efore !artici!ation%

&.&.& 9alidity and Reliaility

The "alidity and relia#ility of !rimary data collected from sur"ey $ere tested #y SSS

tests% 0ll ne)ati"ely $orded items $ere re"ersed #efore conductin) the relia#ility test'

to ensure the accuracy of results !roduced%

In order to increase res!onse rates' "alidity and relia#ility of this research' different

strate)ies are ado!ted such as careful desi)n of indi"idual ,uestions #y usin) e7istin)

frame$or&s and scales $hich ha"e #een em!irically tested and "alidated' clear and

!leasin) layout of the ,uestionnaire #y ado!tin) the Li&ert*style fi"e*!oint ratin)

scale' lucid e7!lanation of the research o#(ecti"es and !ur!ose' !ilot testin) #y

distri#utin) !ilot ,uestionnaire to ten Chinese females and modifyin) the

,uestionnaire accordin)ly after$ards as $ell as carefully !lanned and e7ecuted

administration of ,uestionnaires to the tar)et sam!le%

&.&.3 Re"earch Li0itation"

There are se"eral limitations e7ist in this research% Time and financial resourcesa"aila#le to com!lete this research are limited% There is also a )eo)ra!hic limitation in

terms of reachin) the a!!ro!riate res!ondents% Since the res!ondents are located in

China' ,uestionnaires are administered to them online% +eli"ery of ,uestionnaires #y

!ost or #y hand is made una"aila#le due the a#o"e limitations% Other than that' the

researcher cannot "erify the truthfulness of the res!onses $hich may affect the

"alidity of the results%

&.3 thical con"ideration

This research is conducted under Brunel Uni"ersitys ethical )uidelines% artici!ants

are $ell informed of the research o#(ecti"es and nature #efore !artici!ation% They are

also !rotected #y their ri)ht to $ithdra$' !ri"acy and confidentiality% Since the

research is !urely "oluntary nature' no !ressure is )i"en to !artici!ants%

23


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Chapter !our: Re"earch !inding"# $naly"i" and %i"cu""ion

3.1 Introduction

0ll collected data $as tested throu)h consistency test and relia#ility test% It $as then

analysed statistically throu)h the use of SSS #y correlation' re)ression and 0NO0

analysis% By analysin) the result of research findin)s' the o#(ecti"es of this research

$ere discussed accordin)ly%

3.2 %ata con"i"tency and reliaility

Refer to 0!!endi7 :' there $ere no re!orted missin) "alues detected from the

collected data $hich im!lies no treatments for missin) "alues are re,uired%

Ho$e"er' any cases $ith standardised residual "alues a#o"e 6%. or #elo$ *6%. are

considered as unusual cases -allant' 2.1./% 5rom the collected data' there is an

unusual case detected $hich is sho$n in the ta#le titled Case$ise +ia)nostics in

0!!endi7% 0ccordin) to Ta#achnic& and 5idell -2../' cases $ith "alues for Coo&s

+istance lar)er than 1%. are a !otential !ro#lem and ha"e to #e either treated or

remo"ed% Referrin) to 0!!endi7 ' the ma7imum "alues for Coo&s +istance of all

collected data is less than 1%. $hich su))ests that no ma(or !ro#lems e7isted% Thus' itis #est to lea"e the data as it is%

Ta#le 4D

6.


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In order to test the relia#ility of the research findin)s' relia#ility tests $ere conducted%

Referrin) to ta#le 4' each construct has attained a Cron#achs 0l!ha "alue of a#o"e

.%% Since the Cron#achs 0l!ha "alue of a relia#le scale should #e a#o"e .%

-+eellis' 2..6/' the scales used in the research frame$or& are !ro"ed to #e relia#le%

This su))ests that the ado!ted scales ha"e )ood internal consistency relia#ility%

3.& %e"criptive analy"i"

+ata from this research $as collected from a total num#er of 2.4 Chinese female

!artici!ants' 6:F $ere from the a)e )rou! of 1> to 6. years old' 66%=F $ere from

61*:. years old and 62%=F $ere from :1*=. years old% artici!ants monthly income

$as di"ided into fi"e )rou!s' 1.%2F $ere less than 6...' $ith e7chan)e rate of 1

Chinese 8uan e,uals .%1.444 British ound Sterlin) -The money con"erter' 2.16/ '

1:%4F $ere #et$een 6... and =...' 16%1F $ere #et$een =... and 1....'6:%.F $ere #et$een 1.... and 2.... and 2>%2F $ere more than 2....% The

cate)ory of last !urchased cosmetic !roduct $as di"ided into four )rou!s' hair care

!roducts com!rised of 2>%2F' s&in care !roducts com!rised of :=%1F' colour

cosmetics com!rised of 1>%.F and fra)rance com!rised of >%F% The une,ual

distri#ution of !artici!ants monthly income and the cate)ory of their last !urchased

cosmetic !roducts $ere acce!ted since these factors $ere not under the researchers

control%

Ta#leD

61


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Participants) (ge

reuency Percent 4alid Percent Cumulative

Percent

4alid 1.53, *, 3/!, 3/!, 3/!,

315/, 67 33!8 33!8 6*!8

/158, 6* 32!8 32!8 1,,!,

9otal 2,6 1,,!, 1,,!,

Ta#le>D

Participants) Monthl& Income


Percent

4alid : ;3,,, 21 1,!2 1,!2 1,!2

;3,,,58,,, 3, 1/!6 1/!6 2/!.

;8,,,51,,,, 2* 13!1 13!1 3*!7

;1,,,,52,,,, *, 3/!, 3/!, *1!.

< ;2,,,, 8. 2.!2 2.!2 1,,!,

9otal 2,6 1,,!, 1,,!,

Ta#le 3D

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The categor& of last purchased cosmetics product


Percent

4alid =air care roduct 8. 2.!2 2.!2 2.!2

Skin care roduct 73 /8!1 /8!1 *3!3

Colour cosmetics 3* 1.!, 1.!, 71!3

ragrances 1. .!* .!* 1,,!,

9otal 2,6 1,,!, 1,,!,

3.3 (tati"tical analy"i" re"ult"

3.3.1 Mean and "tandard deviation

The ta#les #elo$ summarise the mean and standard de"iation score of each tested

item%

Ta#le 1.D ercei"ed #rand "alues mean and standard de"iation

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Ta#le 11D Brand loyaltys mean and standard de"iation

6:


35/89

3.3.2 $;O9$ analy"i" re"ult

SSS out!uts of 0NO0 analysis are )i"en in 0!!endi7 4% The ta#les #elo$

6=


36/89

summarise the result of 0NO0 analysis% The 0NO0 test is used to com!are the

mean scores of t$o or more )rou!s on a continuous de!endent "aria#le -allant

2.1./%

Ta#le 12D

5i)ure 6D

Ta#le 12 and fi)ure 6 dis!lay the result of 0NO0 analysis #et$een different a)e

)rou!s and !ercei"ed #rand "alue% The ta#le sho$s that !artici!ants from the a)e

#et$een 61 and :. had the hi)hest mean score of 6%= and !artici!ants from the a)e

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#et$een 1> and 6. had the lo$est mean score of 6%24 in terms of !ercei"ed social

"alue of a !roduct -!P.%.=/%

Ta#le 16D

5i)ure :D

6


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Ta#le 16 and fi)ure : dis!lay the testin) of 0NO0 analysis #et$een different

monthly income and !ercei"ed #rand "alue% The ta#le sho$s that !artici!ants $ith

monthly income less than 6... had the lo$est mean score of 6%11$hilst !artici!ants

$ith monthly income #et$een 1.... and 2.... had the hi)hest mean score of

6%4 in terms of !ercei"ed !rice "alue of a !roduct -!P .%.=/% This indicates that there

is !erce!tion difference in terms of !rice "alue of a !roduct amon) Chinese females

$ith different monthly income le"els% artici!ants $ith hi)her monthly income

inclined to !ercei"e the !roduct as more reasona#ly !rice' offer more "alue for money

as $ell as more economical%

Ta#le 1:D

6>


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5i)ure =D

Ta#le 1: and fi)ure = dis!lay the result of 0NO0 analysis #et$een different !roduct

cate)ories and !ercei"ed #rand "alue% artici!ants $ho assessed the !ercei"ed social

"alue of !roducts $hich $ere colour cosmetics had the hi)hest mean score of 6%>4'

follo$ed #y those $ho assessed fra)rances $ith mean score of 6%>1' s&in care

!roducts $ith mean score of 6%6> and hair care !roduct $ith mean score of 6%16 -!

P.%.=/% This findin) indicates that a consumers !ercei"ed social "alue of a !roduct is

hi)hly influenced #y the cate)ory of the !roduct%

3.3.& Correlation analy"i" re"ult

0s results o#tained from correlation analysis do not )i"e a stron) contri#ution to

research o#(ecti"es' this section is therefore mo"ed to 0!!endi7 >' for reference only%

63


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3.3.3 Regre""ion analy"i" re"ult

SSS out!uts of re)ression analysis are )i"en in 0!!endi7 % Ta#les #elo$ summarise

the result of multi!le re)ression analysis% The re)ression test sho$s the !redicti"e

a#ility of a set of inde!endent "aria#les on one continuous de!endent "aria#le -allant

2.1./%

Ta#le 1=D

:.


41/89

5i)ure 4D

'.+1


42/89

'.23


43/89


44/89

-'.',

'.'2

'.'+

3.3. Te"ting o* re"earch hypothe"i"

Ta#le 13D

Testin) of research hy!otheses

::


45/89

5i)ure 1.D

Testin) of research frame$or&

:=

5unctional "alue-@ualityA !erformance/

5unctional "alue-riceA "alue for money/

Emotional "alue

Social "alue

urchaseIntention

rice insensiti"ity

9ord*of*mouth

Com!lainin)#eha"iour


46/89

.%>1

.%=2

.%41

*.%4>

*.%.

.%2:

.%22

*.%.4

.%.>

*.%.=

.%..

.%.2

*.%.

.%1

.%.2

.%.>

Re)ression is si)nificant at .%..1 le"el -!P .%..1/%Re)ression is si)nificant at .%.1 le"el -!P .%.1/%

Re)ression is si)nificant at .%.= le"el -!P .%.=/%

3. Re"earch *inding" analy"i" and di"cu""ion

Ta#le13 dis!lays the testin) of the researchs hy!otheses' $hile 5i)ure1. dis!lays the

result of the research frame$or& tested #y multi!le re)ression analysis%

:4


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3..1 6uality

5i)ure 11D

5i)ure 12D

These research findin)s are consistent $ith !re"ious research studies $hich su))est

that the !ercei"ed ,uality of a !roduct has a !ositi"e im!act on consumers !urchase

intention -9oodside and Taylor 13>K eithaml et al%133. K Bouldin) et al% 1336K

Bhas&aran and Su&umaran 2../' !rice insensiti"ity -Bloemer' Ruyter and 9etJels

133>/' and $ord*of*mouth communication -eithaml' 13>> K Bouldin) et al% 1336 K

:


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Tau#e and Hein#er)' 2.11/ $hilst it has a ne)ati"e im!act on consumers com!lainin)

#eha"iour -Sin)h' 1331 and elley et al%' 1336/%

Ne"ertheless' the result of this research contradicts $ith Cronin and Taylor -1332/s

statement that the !ercei"ed ,uality of a !roduct does not ha"e si)nificantly !ositi"e

effect on consumers !urchase intention as $ell as 9an) -2.1./s statement that the

!ercei"ed ,uality of a !roduct does not ha"e a direct !ositi"e im!act on consumers

!urchase intention%

Re)ardin) Cronin and Taylor -1332/s statement' one !ossi#le reason $hy there is a

difference #et$een t$o research results may due to different cultural #ac&)rounds of

!artici!ants' different industry #ein) researched as $ell as research ta&en !lace durin)

com!letely different times% This indicates that the im!act of !ercei"ed ,uality on

!urchase intention can #e enormously affected #y these factors% The result of this

research sho$s that the !ercei"ed utilitarian as!ect of a cosmetic !roduct is a

!o$erful dri"er of Chinese consumers !urchase intention% This may also #e related to

their tradition of #ein) outcome*oriented% Thus' the !erformance of the !roduct is

hi)hly "alued $hich means the !ercei"ed ,uality of the !roduct is hi)hly "alued%

0s for 9an) -2.1./s statement' this research can only !ro"e that the !ercei"ed

,uality of a !roduct has a si)nificant !ositi"e im!act on !urchase intention #ut doesnot su))est $hether the im!act is direct or indirect%

3..2 Price

5i)ure 16D

:>


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5i)ure 1:D

The research result is consistent $ith ihlstrom and Brush -2..>/s findin) that a

!roducts !ercei"ed !rice "alue has a !ositi"e im!act on consumers !rice

insensiti"ity% Ho$e"er' research result contradicts some other researches -Hui and

hou' 2..2K Bhas&aran and Su&umaran' 2..K ihlstrom and Brush' 2..>/ findin)s

$hich state that the !ercei"ed !rice "alue of a !roduct has a !ositi"e relationshi! $ith

consumers !urchase intention% 0 li&ely reason for this result is the im!act of

!ercei"ed !rice "alue of a !roduct on consumers !urchase intention may #e affected

#y different factors' such as #rand ima)e' consumers !ersonal "alues' needs and

financial a#ility%

:3


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0ccordin) to Tau#e and Hein#er) -2.11/' $ell esta#lished #rands $ith a clear mar&et

!osition and )ood ima)e are more fa"oura#ly inter!reted #y Chinese consumers'

hence reasona#le or attracti"e !rices ha"e a !ositi"e effect on !urchase intention% This

im!lies that #rands $ith a #lurred mar&et !osition and !lain #rand ima)e' )ood

!ercei"ed !rice "alue of a !roduct may not ha"e a !ositi"e im!act on Chinese

consumers !urchase intention% Other than that' if the !ercei"ed monetary "alue of a

!roduct does not match $ith a consumers !ersonal "alue and needs' there may #e no

!ositi"e effect on !urchase intention% 5or e7am!le' a consumer $ith stron) financial

a#ility $ho en(oys !ursuin) for fine !roducts $ith the hi)hest ,uality may not

re!urchase a !roduct sim!ly #ecause it is the most economical%

The research result also sho$s contradiction to ihlstrom and Brush -2..>/s claim

that !ositi"e $ord*of*mouth intentions are not influenced #y the !ercei"ed !rice "alue

of a !roduct% Since consumers $ord*of*mouth communication can #e determined #y

"arious !ersonal and situational factors' researches conducted on !artici!ants $ith

different cultural #ac&)rounds and studied different to!ics may lead to "ery different

result findin)s% One !ossi#le reason may #e due to the fact that #y recommendin)

!roducts $hich offers )ood "alue for money to others' hel!s consumers )ain a sense

of satisfaction and self*enhancement% This may #e related to Chinese "alue fordee!enin) their !ersonal relationshi! throu)hout the !rocess of recommendin) others

somethin) they !ercei"ed as )ood "alue for money as a $ay of )i"in) #enefits to

others% Thus' )ood !ercei"ed !rice "alue of a !roduct tri))ers Chinese consumers

ur)e to recommend the !roduct to others%

3..& 0otional

=.


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5i)ure 1=D

5i)ure 14D

5indin)s from this research su))est that the !ercei"ed emotional "alue of a !roduct

does not ha"e a !ositi"e im!act on either fa"oura#le or unfa"oura#le #eha"ioural

intentions% The result of this research sho$s contradictions to the results of !rior

research studies $hich claim that the !ercei"ed emotional "alue of a !roduct has a

!ositi"e influence on consumers !urchase intention -S$eeney and Soutar' 2..1'

ihlstrom and Brush' 2..>K 9an) 2.1./' !rice insensiti"ity -ihlstrom and Brush'

2..>/ and $ord*of*mouth communication -ihlstrom and Brush' 2..>/%

0 !ossi#le reason #ehind the result differences may #e that Chinese consumers are

=1


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more focused on the utilitarian com!onents rather than the hedonic com!onents of a

!roduct% In other $ords' this research result sho$s that most Chinese consumers

e"aluate cosmetic !roducts from a utilitarian !ers!ecti"e rather than from a hedonic

!ers!ecti"e $hich may e7!lain $hy the !ositi"e im!act of a !roducts !ercei"ed

emotional "alue on a Chinese consumers #eha"ioural intentions is insi)nificant%

0nother !ossi#le reason may #e related to the fact that Chinese consumers are not

a#le to connect to #rand conce!ts that ad"ocates emotional "alue as #randin) is still a

fairly ne$ conce!t in the Chinese culture -Bruce' 2.1./% Thus' their #eha"ioural

intentions are less li&ely to #e influenced #y those hedonic com!onents of a !roduct%

3..3 (ocial

5i)ure 1D

5i)ure 1>D

=2


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The result of this research is consistent $ith !re"ious researches $hich !ro"ed that

the !ercei"ed social "alue of a !roduct does not ha"e any !ositi"e im!act on a

consumers !urchase intention -oldsmith' 5rieden and Henderson' 133Kihlstrom

and Brush' 2..>/ $hile it has a !ositi"e im!act on a consumers !rice insensiti"ity

-ihlstrom and Brush' 2..>/%

Ne"ertheless' the research findin)s contradict some research studies $hich su))est a

!roducts !ercei"ed social "alue has !ositi"e im!acts on consumers !urchase

intention -i)neron and ehavioural intention"

*urchase intention

Hy!otheses H1' H=' H3 and H16 res!ecti"ely state that a !roducts !ercei"ed ,uality'

!rice' emotional and social "alue each has a !ositi"e im!act on a consumers !urchase

intention% The !ositi"e effect of a !roducts !ercei"ed ,uality "alue -H1D Q .%>1' !P

.%..1/ on !urchase intention !ro"ed to #e si)nificant $hile a !roducts !ercei"ed

!rice "alue -H=D Q *.%.' ! .%.=/' emotional "alue -H3D Q .%.>' ! .%.=/ and

social "alue -H16D Q *.%.' ! .%.=/ !ro"ed to #e insi)nificant% This sho$s that

research findin)s only su!!ort for hy!othesis H1 #ut not hy!otheses H=' H3 or H16%

Thus' a !roducts !ercei"ed ,uality "alue is the #est !redictor of a consumers

=6


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!urchase intention% This im!lies that the most efficient $ay to increase consumers

!urchase intention is #y increasin) the ,uality "alue of a !roduct%

*rice insensiti"ity

Hy!otheses H2' H4' H1. and H1: res!ecti"ely su))est that a !roducts !ercei"ed

,uality' emotional and social "alue each has a !ositi"e influence on a consumers

!rice insensiti"ity% The !ositi"e im!acts of a !roducts !ercei"ed ,uality "alue -H2D Q

.%=2' !P .%..1/' !rice "alue -H4D Q .%2:' !P .%..1/ as $ell as its social "alue

-H1:D Q .%1' !P .%.=/ on !rice insensiti"ity' tested to #e si)nificant $hile that of a

!roducts emotional "alue -H1.D Q *.%.=' ! .%.=/ on !rice insensiti"ity' tested to #e

insi)nificant% The findin)s su!!ort for hy!otheses H2' H4 as $ell as H1: #ut not

hy!othesis H1.% Hence' a !roducts !ercei"ed ,uality "alue is the #est !redictor of a

consumers !rice insensiti"ity' follo$ed #y !ercei"ed !rice "alue and social "alue%

This result indicates that consumers !rice insensiti"ity can #e increased #y increasin)

the ,uality' !rice and social "alue of a !roduct%

*9ord*of*mouth communication

Hy!otheses H6' H' H11 and H1= res!ecti"ely state that a !roducts !ercei"ed

,uality' emotional and social "alue each has a !ositi"e influence on a consumers$ord*of*mouth communication% The !ositi"e im!acts of a !roducts !ercei"ed ,uality

"alue -H6D Q .%41' !P .%..1/ and !rice "alue -HD Q .%22' !P .%.1/ on $ord*of*

mouth communication !ro"ed si)nificant $hile that of a !roducts !ercei"ed

emotional "alue -H11D Q .%..' ! .%.=/ and social "alue -H1=D Q .%.2' ! .%.=/

!ro"ed insi)nificant% Hy!otheses H6 and H are su!!orted #y research findin)s $hilst

hy!otheses H11 and H1= are not% Therefore' a !roducts !ercei"ed ,uality "alue is the

#est !redictor of a consumers $ord*of*mouth communication' follo$ed #y !ercei"ed

!rice "alue% This indicates that the #est $ay to increase consumers !ositi"e $ord*of*mouth communication is #y increasin) the ,uality as $ell as the !rice "alue of a

!roduct%

*Com!lainin) #eha"iour

Hy!otheses H:' H>' H12 and H14 res!ecti"ely claim that a !roducts !ercei"ed

,uality' emotional and social "alue each has a ne)ati"e influence on a consumers

com!lainin) #eha"iour% The ne)ati"e effects of a !roducts !ercei"ed ,uality "alue

-H:D Q *.%4>' !P .%..1/ on com!lainin) #eha"iour tested to #e si)nificant $hile that

=:


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of a !roducts !ercei"ed !rice "alue -H>D Q *.%.4' ! .%.=/' emotional "alue -H12D Q

.%.2' ! .%.=/ and social "alue -H14D Q .%.>' ! .%.=/ tested to #e insi)nificant%

The research findin)s only su!!ort for Hy!othesis H:% Ho$e"er' the findin)s did not

find su!!ort for hy!otheses H>' H12 and H14% Thus' a !roducts !ercei"ed ,uality

"alue is the #est !redictor of a consumers com!lainin) #eha"iour% This im!lies that

the #est $ay to decrease consumers com!lainin) #eha"iour is #y increasin) the

,uality of a !roduct%

Chapter !ive: Conclu"ion

.1 Conclu"ion

Research findin)s sho$ that consumers !ercei"ed #rand "alue can #e influenced #y

different factors% 5or e7am!le' consumers !ercei"ed !rice "alue of a !roduct is

hea"ily affected #y their monthly income% Those $ith hi)her monthly income inclined

to !ercei"e a !roduct as offer more "alue for money% On the other hand' consumers

!ercei"ed social "alue of a !roduct is found to #e hi)hly affected #y the cate)ory of a

!roduct% Cosmetic !roducts such as colour cosmetics and fra)rances are found to #e

!ercei"ed as ha"in) more social "alue than s&in care !roducts and hair care !roducts%

==


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0mon) all #rand "alue dimensions' the !ercei"ed ,uality "alue of a cosmetic !roduct

is found to #e the stron)est !redictor of consumers #eha"ioural intentions%Other than

the !ercei"ed ,uality "alue of a !roduct' the !ercei"ed !rice "alue of a cosmetic

!roduct $as also found to ha"e a si)nificant !ositi"e im!act on consumers !rice

insensiti"ity and $ord*of*mouth intentions $hile the !ercei"ed social "alue of a

cosmetic !roduct $as found to ha"e a si)nificant !ositi"e im!act on consumers !rice

insensiti"ity% Ho$e"er' the !ercei"ed emotional "alue of a cosmetic !roduct $as

found to ha"e no si)nificant im!act on consumers #eha"ioural intentions%

.2 Mareting I0plication"

In order to stri"e in Chinas cosmetic mar&et' it is crucial for com!anies to maintain

consumers #rand loyalty% This research study offers some mar&etin) insi)hts in terms

of ho$ to increase consumers #rand loyalty #y caterin) to consumers !ercei"ed

#rand "alue%

Research findin)s su))est that in order to increase consumers !urchase intention and

$ord*of*mouth communication' mar&eters should mainly focus on increasin) the

,uality "alue of a cosmetic !roduct% 5or e7am!le' $hen desi)nin) an ad"ertisementfor a cosmetic !roduct' it should focus on em!hasiJin) the ,uality "alue instead of the

emotional "alue of the !roduct% To cater for Chinese female consumers !ercei"ed

#rand "alue' cosmetic com!anies should !osition themsel"es in the mar&et clearly

$hile achie"in) a #rand conce!t that focus on the utilitarian com!onent of a !roduct'

such as e7cellent !roduct ,uality' consistent !roduct ,uality and !erformance' instead

of the hedonic com!onent of a !roduct' such as #rand conce!t that ad"ocates a

distinct !ersonality' a sense of fun and e7u#erance% Since Chinese consumers #rand

!erce!tions and #rand choice are hi)hly connected to their self*conce!t -8e' Bose andelton' 2.11/' it is crucial for com!anies to #uild #rand conce!ts that are consistent to

their tar)et consumers self*conce!t and needs%

To cater for Chinese consumers needs for )ood ,uality "alue' cosmetic com!anies

may also focus more on usin) ad"anced technolo)y to !roduce !roducts $ith hi)h

,uality "alue such as !roducts made from all natural in)redients' !roducts $ith )ood

s&in !reser"in) ,ualities or !roducts suita#le for sensiti"e s&in condition% It is also

im!ortant for cosmetics com!anies to maintain )ood standard of !roduct ,uality at all

time and ensure that their !roducts !erform consistently' to a"oid consumers

=4


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com!lainin) or s$itchin) #eha"iour%

0s for increasin) consumers !rice insensiti"ity' mar&eters should try to !romote

,uality' !rice and social "alue of a cosmetic !roduct% ?ar&eters can desi)n

!romotional cam!ai)ns $hich send out a messa)e that the !roduct is of "ery )ood

,uality' at a reasona#le !rice and can hel! consumers )ain social a!!ro"al% 5or

!romotin) colour cosmetics and fra)rances' mar&eters may stress on the social "alue

of the !roduct $hile !romotin) other cosmetic !roducts' social "alue is less im!ortant%

.& $cade0ic i0plication"

This research !ro"ides a su#stanti"e insi)ht of Chinese female consumers !ercei"ed

#rand "alue and its influences on #eha"ioural intentions $hich intends to add on to

the !re"ious literature% Theoretical contri#utions !roduced from the research findin)s

also include ho$ a)e' monthly income and !roduct cate)ory affect Chinese female

consumers !ercei"ed #rand "alue of a cosmetic !roduct% This im!lies that consumers

!ercei"ed #rand "alue can #e influenced #y "arious !ersonal' conditional and

situational factors% Thus' future researches on this to!ic are hi)hly recommended to

in"esti)ate in those factors%

.3 Re"earch li0itation" and !uture Re"earch

In this research' the !ercei"ed #rand "alue of Chinese consumers and its influence on

#rand loyalty is #ein) studied% +es!ite "arious constructi"e findin)s )ained from the

research' some limitations e7isted in this research study% The selected sam!le only

included a#out t$o hundred Chinese female !artici!ants #et$een the a)e of ei)hteen

and fifty% 5uture research can #e done $ith !artici!ants from more different a)e

)rou!s and on a lar)er sam!le siJe% Other than that' this research only studied ho$

!artici!ants a)e' monthly income and chosen !roduct cate)ory influence their

!ercei"ed #rand "alue of a !roduct% Hence' it is recommended that future research

study can include more other factors into the study' such as education le"el'

=


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occu!ation and )eo)ra!hic factors' $hile ado!tin) the same frame$or&%

Chapter (i): Re*erence"

0nderson' E%9% and Sulli"an' ?%9% -133./ Customer Satisfaction and Retention

across Firms resentation at the TI?S Colle)e of ?ar&etin) S!ecial Interest

Conference on Ser"ices ?ar&etin)' Se!tem#er%

Ba#in' B%


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store #rands'M International Journal of Retail and Distribution Management' 35' !!%

62>;6:1%

Batra' R% and 0htola' O%T% -133./ ?easurin) the Hedonic and Utilitarian Sources of

Consumer 0ttitude'MMareting !etters, 2-2/' !!% 1=3;1.%

Bhas&aran' S% Su&umaran' N%-2../ Conte7tual and methodolo)ical issues in

COO studies'MMareting Intelligence and "lanning' 25' !!% 44;>1%

Bloemer' 2*11.4%

Bouldin)' 9%' alra' 0%' Staelin' R% and eithaml' %0% -1336/ 0 dynamic !rocess

model of ser"ice ,ualityD from e7!ectations to #eha"ioural intentionsVV' Journal of

Mareting Research' 6.' !!% *2%

Bruce' E% -2.1./ ChinaD $here retail dinosaurs are thri"in)M' %usiness &ee' 1

5e#ruary' !% 4:%

Burnham' T% 0%' 5rels' %

Cronin' %

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+ay' R%L% -13>:/ ?odellin) choices amon) alternati"e res!onses to dissatisfaction'M

'd-ances in Consumer Research' 11' !!% :34*33%

+ay' % -133./'Maret.Dri-en Strateg() "rocesses for Creating /alue' Ne$ 8or&D

The 5ree ress%

+eellis' R%5% -2..6/ Scale de-elo$ment) heor( and a$$lications% 2nd% CaliforniaD

Sa)e

Eisin)erich' 0%B% and Ru#era' % -2.1./ +ri"ers of #rand commitmentD a cross*

national in"esti)ation'MJournal of International Mareting' 1> -2/' !!% 4:*3%

Euromonitor International -2.11/ In*cosmetics 0sia 2.11D 0sia Beauty Trends *2.11

and BeyondM'#uromonitor International

5ran&' B%' 0#ulaiti' % and Eu&ana' T% -2.12/ 9hat characteriJes Chinese consumer

#eha"iourW 0 cross*industry analysis of the Chinese dias!ora in


61/89


62/89

?onroe' % B% -133./% "ricing) maing $rofitable decisions, 2nd edn% Ne$ 8or&D

?cra$*Hill Boo& Com!any

?orrison' S% and Crane' 5%%-2../ Buildin) the ser"ice #rand #y creatin) and

mana)in) an emotional #rand e7!erience'M Journal of %rand Management' 19' !!%

:1.;:21%

NBS -2.12/Statistical Communi,ue on the 2.11 National Economic and Social

+e"elo!ment':ational %ureau of Statistics of China%

Oli"er' R%L% -133/ Satisfaction) ' %eha-ioral "ers$ecti-e on the Consumer% Ne$

8or&D ?cra$ Hill%

Oli"er' R%L%' Rust' R% and ar&i' S% -133/ Customer deli)htD 5oundations' findin)s

and mana)erial insi)ht'MJournal of Retailing' 6-6/' !!% 611*664%

Omar' O%E%-133:/ Com!arati"e !roduct testin) for o$n*la#el mar&etin)'M

International Journal of Retail and Distribution Management' 22' !!% 12;1%

allant'


63/89

Saunders' ?%' Le$is' % and Thronhill' 0%-2..3/ Research methods for business

students' =thedn% Harlo$D earson Education%

Sheth' %

Sun)' 8%


64/89

S$eeney'


65/89

8e' L%' Bose' ?% and elton' L% -2.12/ +is!ellin) the collecti"e myth of Chinese

consumersD a ne$ )eneration of #rand*conscious indi"idualists'M Journal of

Consumer Mareting' 23-6/' !!% 13.*2.1%

eithaml' %0% -13>>/ Consumer erce!tions of rice' @uality' and alueD 0 ?eans*

End ?odel and Synthesis of E"idence'MJournal of Mareting' =2-6/' !!% 2*22%

eithaml' %0% and Berry' L% -13>/ he ime Conscious.ness of Su$ermaret

Sho$$ers'M $or&in) !a!er' Te7as 0? Uni"ersity%

eithaml' %0%' Berry' L%L% and arasuraman' 0%-1334/ The #eha"ioural

conse,uences on ser"ice ,uality'MJournal of Mareting' 4.-2/' !!% 61*:4%

eithaml' %0%' arasuraman' 0% and Berry' L%L% -133./' Deli-ering >ualit( Ser-ice)

%alancing Customer "erce$tions and #?$ectations% Ne$ 8or&D The 5ree ress%

$ppendice"

$ppendi) 1: 6ue"tionnaire@uestionnaire

Section One *artici!ants information

1% 0)e

a% 1>*6. #% 61*:. c% :1*=.

2% ?onthly income

a% P 6... #% 6...*=... c% =...*1.... d% 1....*2.... e% 2....

6% The cate)ory of last !urchased cosmetics !roduct

a% Hair care !roduct #% S&in care !roduct c% Colour cosmetics d% 5ra)rances

4=


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Section T$o *ercei"ed #rand "alue -B/

lease thin& of your last !urchased cosmetics !roduct and rate the follo$in)

statement% -Circle oneof the follo$in) o!tions that matches each ,uestion/

Item Stron)l

y

disa)ree

+isa)ree Neutral 0)ree Stron)ly

a)ree

1% This !roduct has consistent ,uality% 1 2 6 : =

2% This !roduct is $ell made% 1 2 6 : =

6% This !roduct has a )ood standard of

,uality%

1 2 6 : =

:% This !roduct $ould !erform consistently% 1 2 6 : =

=% This !roduct is one that I $ould en(oy% 1 2 6 : =

4% This !roduct is one that $ould ma&e me

$ant to use it%

1 2 6 : =

% This !roduct is one that I $ould feel

rela7ed a#out usin)%

1 2 6 : =

>% This !roduct $ould ma&e me feel )ood% 1 2 6 : =

3% This !roduct $ould )i"e me !leasure% 1 2 6 : =

1.% This !roduct is reasona#ly !riced% 1 2 6 : =

11% This !roduct offers "alue for money% 1 2 6 : =

12% This !roduct $ould #e economical% 1 2 6 : =

16% This !roduct $ould hel! me feel

acce!ta#le%

1 2 6 : =

1:% This !roduct $ould im!ro"e the $ay I am

!ercei"ed%

1 2 6 : =

1=% This !roduct $ould ma&e a )ood

im!ression on other !eo!le%

1 2 6 : =

14% This !roduct $ould )i"e me social

a!!ro"al%

1 2 6 : =

Section Three * Brand loyalty -BL/

lease thin& of your last !urchased cosmetics !roduct and rate the follo$in)

statement% -Circle oneof the follo$in) o!tions that matches each ,uestion/

Item Stron)l

y

+isa)ree Neutral 0)ree Stron)ly

a)ree

44


67/89

disa)ree

1% I $ould say !ositi"e thin)s a#out this

!roduct to other !eo!le%

1 2 6 : =

2% I $ould recommend this !roduct tosomeone $ho see&s my ad"ice%

1 2 6 : =

6% I $ould encoura)e friends and relati"es to

use this !roduct%

1 2 6 : =

:% I $ould consider this !roduct my first

choice amon) other )eneric !roducts%

1 2 6 : =

=% I $ould !urchase this !roduct more often

in the future%

1 2 6 : =

4% I $ould !urchase this !roduct less often in

the future%

1 2 6 : =

% I $ould s$itch to !urchase )eneric

!roducts from other #rands that cost less%

1 2 6 : =

>% I $ould continue to !urchase )eneric

!roducts from other #rands that cost less%

1 2 6 : =

3% I $ould !ay a hi)her !rice for this !roduct

than other #rands char)e for the #enefits I

recei"ed%

1 2 6 : =

1.% I $ould s$itch to another #rand if I

e7!erience a !ro#lem $ith this !roduct%

1 2 6 : =

11% I $ould com!lain to other consumers if I


1 2 6 : =

12% I $ould com!lain to e7ternal a)encies if I


1 2 6 : =

$ppendi) 2: 6ue"tionnaire 5Chine"e ver"ion8

@uestionnaire -Chinese "ersion/

*

-/

4


68/89

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Chinese female consumers’ perceived brand value and brand loyalty in the cosmetic industry (1).doc

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Transcript of Chinese female consumers’ perceived brand value and brand loyalty in the cosmetic industry (1).doc