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研究生:柯佳純
研究生(外文):JAVZMAA GANBAATAR
論文名稱(外文):Is Domestic Organic Skincare Brand Possible to BecomePopular in Mongolia?
指導教授:黃峰蕙黃峰蕙引用關係
指導教授(外文):FENGHUEIH HUARNG
口試委員:黃峰蕙, 王仁宏, 謝慧敏,
口試日期:2016-06-20
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:93
外文關鍵詞:organic skincare product
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Now Mongolia is a very new country in the organic skincare field. We are trying to start
producing some kind of products such as organic skincare product by ourselves in the country.
So far producing organic skin care product is a very new experience for the Mongolian young
entrepreneurs. Also one thing that much needed to have popular domestic organic skincare
brand in Mongolia calls for an academic research regarding Mongolian customer’s opinion
about domestic organic skincare products.
The major objectives of this study are to find out Mongolian customers opinion about domestic
and foreign organic skincare brands and to find out how possible domestic brands become
popular in Mongolia? Questionnaires were used to collect quantitative data through Internet
Social Network in only Mongolia. A total of 151 respondents participated in the survey and
SPSS was used to obtain statistical analysis. The questionnaire was created based on 16
respondent’s interview result. The questionnaire consists of 5 parts including demographic
characteristics, behaviors for organic skin care product purchasing intention, factors that affect
to “LHAMOUR” organic skin care product purchasing intention, factors that affect to organic
foreign skin care product purchasing intention, factors that affect to other organic domestic skin
care product purchasing intention.
Now Mongolia is a very new country in the organic skincare field. We are trying to start
producing some kind of products such as organic skincare product by ourselves in the country.
So far producing organic skin care product is a very new experience for the Mongolian young
entrepreneurs. Also one thing that much needed to have popular domestic organic skincare
brand in Mongolia calls for an academic research regarding Mongolian customer’s opinion
about domestic organic skincare products.
The major objectives of this study are to find out Mongolian customers opinion about domestic
and foreign organic skincare brands and to find out how possible domestic brands become
popular in Mongolia? Questionnaires were used to collect quantitative data through Internet
Social Network in only Mongolia. A total of 151 respondents participated in the survey and
SPSS was used to obtain statistical analysis. The questionnaire was created based on 16
respondent’s interview result. The questionnaire consists of 5 parts including demographic
characteristics, behaviors for organic skin care product purchasing intention, factors that affect
to “LHAMOUR” organic skin care product purchasing intention, factors that affect to organic
foreign skin care product purchasing intention, factors that affect to other organic domestic skin
care product purchasing intention.
ABSTRACT..................................................................................................................................i
ACKNOWLEDGEMENTS .......................................................................................................ii
TABLE OF CONTENTS............................................................................................................ iii
LIST OF TABLES........................................................................................................................v
CHAPTER ONE...........................................................................................................................1
INTRODUCTION ........................................................................................................................1
1.1 Research Background..........................................................................................................1
1.2 Research Motivation ...........................................................................................................2
1.3 Research Questions.............................................................................................................2
1.4 Research Objectives............................................................................................................3
CHAPTER TWO ..........................................................................................................................4
LITERATURE REVIEW .............................................................................................................4
2.1 Definition of the organic skincare product..........................................................................4
2.2 How is the organic skincare brands market in Mongolia? ..................................................5
2.3 Foreign organic skincare brand products............................................................................6
2.4 Domestic organic skincare brand products .........................................................................9
2.5 How brand impact organic skincare product.....................................................................11
CHAPTER THREE ....................................................................................................................14
RESEARCH DESIGN AND METHODOLOGY ......................................................................14
3.1 Research Design................................................................................................................14
3.2 Data Analysis Process.......................................................................................................14
3.3 Questionnaire Design ........................................................................................................14
3.4. Scaling..............................................................................................................................20
CHAPTER FOUR.......................................................................................................................21
DATA ANALYSIS.....................................................................................................................21
4.1 Descriptive Analysis .........................................................................................................21
4.1.1 Demographic statistics................................................................................................21
4.1.2 Descriptive statistics, One sample T-test....................................................................29
4.1.2.1 Part 2 “Behavior for organic skincare product purchasing intention”.....................29
4.1.2.2 Part 3 “Factors that affect to “LHAMOUR” organic skincare product purchasing
intention” .............................................................................................................................32
4.1.2.3 Part 4 “Factors that affect to organic foreign skincare product purchasing intention
35
iv
4.1.2.4 Part 5 “Factors that affect to other organic domestic skin care product purchasing
intention” .............................................................................................................................38
4.2 One-way ANOVA, Post Hoc Test ....................................................................................40
CHAPTER FIVE ........................................................................................................................61
CONCLUSION AND SUGGESTION.......................................................................................61
5.1 Summary of the findings...................................................................................................61
5.2. Contributions....................................................................................................................62
5.2 Limitations and Recommendations...................................................................................63
REFERENCES: ..........................................................................................................................64
Websites:.....................................................................................................................................68
APPENDICES ............................................................................................................................70
Appendix A- Questionnaire in English Version .........................................................................71
Appendix B- Questionnaire in Mongolian Version ....................................................................82
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