Applying Education- based Marketing on Promoting Eyelash
| Autor: | HUANG, HSIAO- FENG, 黃小芬 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Job performance among sales representatives in eyelash beauty businesses depends on how they take action and adopt sales approaches. Traditional sales representatives of eyelash beauty products directly communicate product pricing and content with eyelash artists in a verbal way. However, consumers have gradually rejected this sales approach. This study uses an education-based marketing (EBM) model to develop a new approach that can educate eyelash artists and help them accept products. The case company in this study intends to implement the strategy that transforms their eyelash beauty sales representatives into eyelash beauty instructors who can provide professional guidance through eyelash beauty education programs to drive higher sales. Accordingly, two video copies were obtained and experiment participants were divided into two groups: highly and lowly involved professional eyelash artists, to whom the same product was marketed but through education programs in different approaches, i.e. either EBM or sales-based marketing (SBM). In this way, it was investigated how the use of the EBM approach affected purchase behavior among the two groups with different levels of involvement. This means how these consumers’message involvement, perceptive responses, attitudes towards advertising, sales acceptance, attitudes towards the product brand, and consumption intentions differed accordingly. This study confirms that messaging through EBM by this Taiwanese beauty company can easily improve all other areas compared to the SBM approach to sales, except product involvement, which shows no significant differences. Although product involvement shows no significant differences between the EBM and SBM groups, it is still evident in the graphics that EBM is very effective. The reason may be that the eyelash artists already have a certain understanding of the product. In the cross analysis of high and low involvement and EBM/SBM, we can also see that EBM has significant effects on all of the lowlyinvolved participants. Therefore, EBM can be used in eyelash beauty education and training for lower rank personnel and should be significantly effective. On the other hand, SBM, while also effective, can be represented in the form of advertising to help provide references for external parties who do not understand the product. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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