An Investigation And Study On Mary Kay Product Image

For enterprise,how to set up excellent product image,strengthen product cognition degree, expand product notability,and improve product good reputation is the important link to improve their competitiveness and decide their long-term development.For cosmetics companies,product image is more important.Mary Kay is a cosmetics company who takes the product image seriously very much and has a sense of social responsibility.In order to guide Mary Kay to improve its product image scientifically,the product image of Mary Kay were investigated and studied specially. Because of various subjective and objective restrictions,this investigation and study takes Chongqing market as example.By the way of literature,interviews,questionnaire and Mathematical statistics,product image of Mary Kay were investigated and studied.First,on the basis of literature,combining the experts' advices and individual interviews,divisions of product image factors were made preliminarily.And then basing on U & A(Usage and Attitude) study,the questionnaire about Mary Kay product image was made.After testing,the questionnaire has good reliability and validity.Finally,400 customers came from conveniently sampling in Chongqing market,Mary Kay product image were investigated by questionnaire.In the help of spssl3.0 software,the collected data were processed by frequency analysis,variance analysis and correlation analysis.The results are as follows:First,factors of cosmetics product image and their importance were confirmed.Cosmetics product image were made of external factors,quality factors and incidental factors.The most important is quality factors,followed by incidental factors,and finally the external factors. Second,the questionnaire about Mary Kay product image was prepared.The questionnaire includes basic information for samples,evaluation about the importance of every factor of cosmetics product image,and evaluation about Mary Kay product image.The questionnaire was made of three dimensions(external factors,quality factors and incidental factors) and 17 sub-factors.After testing, the questionnaire has good reliability and validity.Third,the status of Mary Kay product image were understood.Various factors of Mary Kay product image have good performance.In them,the best is quality factors,followed by external factors,once again is incidental factors.Every external factor has good performance,but in which the best is Mary Kay cosmetics brand identity and the comprehensive divisions of series.The worst is the names of the cosmetics.Every quality factor has good performance,but in which the best is product quality and the cosmetics company's service for customers.The worst is product price and. the easiness to operate products.Every incidental factor has good performance.But the best is cosmetics manual and corporate activities,the worst is cosmetics display.Fourth,the advantages and disadvantages of Mary Kay product image were analyzed.The advantage is that performing well in the quality factors and external factors.The shortcoming is that incidental factor is under-done.Among them,the advantage of external factors is performing well on the cosmetics brand,the shortcoming is that cosmetic name did not do well.The advantage of quality factors is that cosmetics quality is well,and the demerit is that the product is uneasy to operate and prices of the products are also a bit under-done.The advantage of incidental factors is that doing well on manual and corporate activities,the shortcoming is that do not do enough on the cosmetics display.Fifth,the strategies shaping product image about Mary Kay cosmetics were proposed correspondingly.Mary Kay needs to greatly enhance the image of incidental factors,and constantly improve external factors,and continue to keep good job on quality factors.Basically,this study reaches the aim of helping Mary Kay to improve product image by use of empirical research.It has practical significance.At the same time,this study makes a definition for cosmetics product image,makes factors division for cosmetics product image,and makes the questionnaire about Mary Kay product image.These enrich the theory of product image,so it has theoretical significance.