優格手工皂的產品特質與潛在客戶需求之研究－以嘉義縣市幼兒園親子為例

The Investigation of the Characteristics of Handmade Yogurt Soap Products and the Needs of Potential Customers from Family Members of Chiayi City and County Kindergartens

10.30001/JIES.201203.0006

黃昕瑀(Hsin-Yu Huang)；趙偉勛(Wei-Hsun Chao)；鄭惠苓(Hui-Ling Cheng)；黃郁歆(Yu-Hsin Huang)；張力文(Li-Wen Chang)

優格 ； 乳酸菌 ； 手工皂 ； 潛在客戶需求 ； yogurt ； lactobacillus ； handmade soap ； the needs of potential customer

美容科技學刊

9卷1期（2012 / 03 / 01）

61 - 73

繁體中文

本研究旨在探索由研究者自行研發的優格手工皂產品，在潛在客戶的需求及產品品質服務要素的重視度。分別收集供給與需求的實證資料，供給方為優格手工皂製作所呈現的產品特性，需求方來自嘉義縣市四所幼兒園親子對本產品的回饋，研究方法同時採用質化訪談及量化問卷調查。結果顯示，優格手工皂所帶來的滋潤感是家長購買手工皂產品的首要考量因素；此外，家長喜歡白色的優格手工皂，以及優格手工皂所帶來的滋潤感與氣味，較不重視優格手工皂造型和起泡性；幼兒最重視的是優格手工皂的造型和顏色，較不重視優格手工皂的起泡性和滋潤感。期許更多業者思索幼兒園親子需求，開發更多滋潤感、乳香味和多變化造型的手工皂產品，主動創造潛在客戶-幼兒園親子的需求。

The purposes of current study were to explore the potential needs of the customers and the importance for the various service elements of the researchers self-developed handmade yogurt soap products. The data were collected from both the supply and the demand side. The data collected from the supply side were the product characteristics of handmade yogurt soap. The data collected from the demand side were the feedback of the handmade yogurt soap products from family members of four kindergartens in Chiayi City and County. Qualitative interviews and quantitative questionnaires methods were both used for data collection in current investigation. The results showed that the sense of the moisture brought by the yogurt soaps was the primary considerations for the parents to buy the handmade soaps. Parents liked the sense of moisture and the aroma from the yogurt soaps. And they paid less attention to the shape and the foamability of the handmade soaps. Children cared more about the shape and the color of the soaps. But they paid less attention to the foamability and the sense of the moisture of the handmade soaps. We hope that more companies think and develop handmade soap products which can bring customers more moisturizing sense, milk flavor and interesting shape to meet the demand of the customers actively.

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