6.1 Introduction
According to the findings and analysis of previous chapter, this section would first emphasize on the results and findings, then based on the research objectives to indicate the result of the research. In the end would refer the meaning of this research in the field of marketing and the future research direction.
6.2 Conclusion
Since the aim of this research is to examine the consumers attitude toward gray market beauty products in Taiwan, literatures has been reviewed to examine the features that affects the consumers attitude of such field. Previous researchers have suggest that price consciousness, price-quality inference and risk awareness are the dominant features of the consumer that would affect their attitudes. …show more content…
In addition, when consumers choose the distribution channel authorised by original company, product warranty and service quality is also an important issue that standard goods company should take into considerations. For the original distribution channel, if they can highlight the low-risk of using genuine beauty product effectively, then consumers preference for parallel products will be reduced. On the contrary, the distribution channel of gray market will focus on reducing the risk awareness of consumers. The gray market channel often use the skill to remove consumers concern about parallel beauty product in order to maintain consumers preference for low-priced beauty products. Due to the fact of that, researcher should refer to the discussion provided by scholars and experts in order to distinguish various risks in detailed, and then include four variables in implications. In this way, the researchers can determine the empirical investigation of different factors with risk awareness, such as consumers uncertainty before making purchase decision, the severity to purchase the parallel beauty products in order to specify the situation risk …show more content…
Therefore, this study infers that the consumers having different perception of Price consciousness, Price-quality inference, Risk awareness, Service quality about gray market beauty products will have different considerations to a certain degree. This study is an exploratory research of consumer’s attitude toward gray market’s beauty products. In the further study, researcher can clarify the differences between the characteristics of the consumers who stand for standard goods and this who prefer parallel products which makes benefit for the original beauty products company to do market segment, and then develop marketing
According to the findings and analysis of previous chapter, this section would first emphasize on the results and findings, then based on the research objectives to indicate the result of the research. In the end would refer the meaning of this research in the field of marketing and the future research direction.
6.2 Conclusion
Since the aim of this research is to examine the consumers attitude toward gray market beauty products in Taiwan, literatures has been reviewed to examine the features that affects the consumers attitude of such field. Previous researchers have suggest that price consciousness, price-quality inference and risk awareness are the dominant features of the consumer that would affect their attitudes. …show more content…
In addition, when consumers choose the distribution channel authorised by original company, product warranty and service quality is also an important issue that standard goods company should take into considerations. For the original distribution channel, if they can highlight the low-risk of using genuine beauty product effectively, then consumers preference for parallel products will be reduced. On the contrary, the distribution channel of gray market will focus on reducing the risk awareness of consumers. The gray market channel often use the skill to remove consumers concern about parallel beauty product in order to maintain consumers preference for low-priced beauty products. Due to the fact of that, researcher should refer to the discussion provided by scholars and experts in order to distinguish various risks in detailed, and then include four variables in implications. In this way, the researchers can determine the empirical investigation of different factors with risk awareness, such as consumers uncertainty before making purchase decision, the severity to purchase the parallel beauty products in order to specify the situation risk …show more content…
Therefore, this study infers that the consumers having different perception of Price consciousness, Price-quality inference, Risk awareness, Service quality about gray market beauty products will have different considerations to a certain degree. This study is an exploratory research of consumer’s attitude toward gray market’s beauty products. In the further study, researcher can clarify the differences between the characteristics of the consumers who stand for standard goods and this who prefer parallel products which makes benefit for the original beauty products company to do market segment, and then develop marketing