康是美藥妝店滿意度調查－以台北市西湖商圈為例

本市場調查利用訪問法，以便利抽樣法於康是美台北市內湖區西湖商圈附近使用問卷調查方式做市場調查，有效樣本共150 份，並以SPSS 統計軟體做資料分析。調查發現受訪者整體消費者評估接近滿意，而最不滿意或最不同意康是美的商品價格，另外產品具有特色方面受訪者也不太能認同。而受訪者最滿意的是招牌明顯且門市地點易尋找。此外調查亦發現，不同性別、不同年齡層、或是不同職業別間，對康是美門市形象評估、整體評價、或是總評估分數並沒有顯著的差別，因此調查結論建議無須以人口統計變項進一步作市場區隔。

關鍵字

訪問法；康是美；消費者滿意度調查；門市形象

並列摘要

This study utilized survey research methods by designing a questionnaire to execute the marketing research. The researchers evaluated the scenario and selected convenience sampling approach to connect data from Xihu business area in Nehu District of Taipei. The number of effective sample is 150, with which the researchers analyzed by SPSS computer package. The survey shows that the score of 'aggregate consumer evaluation' is near 'satisfied', while the item for either 'the most dissatisfied' or 'the most disagree' is the prices of Cosmed products. Moreover, the respondents slightly dislike the 'features of Cosmed products', while they are satisfied with both the 'conspicuous shop sign' and the 'ease of finding the shop location'. The study also demonstrates that there are no significant differences among sexes, ages, and careers for three constructs of 'shop image assessment', 'general assessment', and 'aggregate evaluation scores' respectively. Therefore, the researchers conclude and recommend that Cosmed doesn't need to do market segmentation by demographic variables.