ABSTRACT
In recent years the issue that facial mask is beneficial to the face skin care has been noticed. Besides, many manufacturers have an optimistic view on this market. It is important for the entrepreneurs to know the consumers’ demands and characters in the expanding market. The purpose of this study was to understand the features of facial mask consumers. A self-report questionnaire of purposive sampling was carried out in a sample of females. A total of 330
questionnaires were distributed and 300 valid copies were returned. The statistic software package SPSS10.0 was employed to analyze the collected data.
The results showed that 96.3% of the female subjects had the experience of using facial masks and 21.7% of them to had used bio-fiber facial masks. The most frequently purchased brand name was E 13.9%. The most favored fragrance is Rose 42.9%. The message sources mainly came from friend’s introduction 34.3%.
External beauty was the motivation for most female customers to use the facial mask 51.6%. For the purchase channels, professional beauty salons were
dominant 29.2%. The frequencies of facial mask usage were different depending on age, education, marital status and family income. However, the frequency of using facial masks was highest for the medium demand users regardless of age, education, marital status and family income.
The top five factors which affected the usage frequency of facial mask were listed as follows in the order of their average scores: the efficacy of facial mask
(4.82±.41), the health and safety of facial mask (4.73±0.47), the manufacture date of facial mask (4.63±0.57), the ingredients of facial mask (4.54±0.54), and accredited by government (4.54±0.71scores). From the total scale on average scores of purchasing and usage consider factors of facial mask of female
customers, the lowest score were 18 and the highest score was 90. The average score was 72.02±7.54. In the scale, the higher the score, the more the purchase factors to be considered.
On the contrary, there were fewer purchase factors to be considered. Results of this study indicated that the female consumers preferred an easy-to-use non- woven piece facial mask. These consumers had less acceptability for bio-fiber facial mask because of higher expense. Therefore, there is still a need to expand the market of bio-fiber facial mask.
