過去雖有不少文獻探討保養品，像是臉部乳液以及身體防曬乳，甚至因為市場趨勢的變化，開始出現探討男性保養品的研究，然而，關於沐浴乳的相關文獻卻不多。沐浴乳為每天洗澡時都會用到的清潔用品，過去消費者在購買沐浴乳時，考量的重點著重在清洗效果，然而隨著時代的演變，消費者開始注重其他產品屬性，像是成份是否天然、使用後的肌膚感受為何…等等，故本研究想要以聯合分析法，探討台灣的消費者對於「開架式沐浴乳」的偏好，以及最佳產品組合。
本研究根據產品屬性理論，將屬性分成「外顯屬性」與「內在屬性」，並經由探討過往文獻將「開架式沐浴乳」的產品屬性歸納為十種。接下來透過前測問卷篩選出四種產品屬性：「價格」、「品牌」、「使用後肌膚感受」以及「成份/原料」，作為正式問卷的最終產品屬性。
在正式問卷中，本研究以聯合分析法設計出九種產品水準組合，找出消費者最偏好的組合，並透過不同的人口統計變數進行統計分析，找出不同的市場區隔下，消費者偏好的產品屬性及水準。
最後，全體受測者最偏好的屬性為「成份/原料」，次偏好的屬性為「價格」，然而在不同市場區隔下，消費者偏好的屬性水準卻並不相同。因此「開架式沐浴乳」業者可以根據市場的不同，做出滿足不同需求的產品，制定不同的行銷策略，以帶給消費者更高的價值，也為自己創造更高的獲利。

SUMMARY
Many studies have attempted to identify which product attributes consumers would prefer the most. However, there is little research on the product attributes of body wash. People currently focus on different product attributes. With the trend toward environmental awareness and efforts to live a healthy life, people prefer to choose products that are made from natural ingredients. Also, according to the EOLembrain report in 2005, three times more people use body wash when they bathe as compared to people who use soap. Based on these reasons, this study is intended to find the optimal combination of open-shelf body wash attributes using a conjoint analysis.

Initially, for the purposes of this research, the product attributes of open-shelf body washes were classified into extrinsic and intrinsic attributes. Next, based on the results of the pilot test questionnaire, the final questionnaire consisted of four product attributes: price, brand, the feeling of the skin after using body wash, and ingredients. Finally, through a conjoint analysis, it was determined that consumers care about ingredients most, followed by price, the feeling of the skin after using body wash, and then brand. In addition, different customers have different preferences for body wash. As a result, the manufacturers of body wash should have different marketing strategies for different customers.

Key Words：Product Attributes, Conjoint Analysis, Market Segmentation, Open-shelf Body Wash.

INTRODUCTION
Belch & Belch (2014) pointed out that product attributes are a key point when consumers buy products. Therefore, manufacturers can attract consumers by different product attributes intended to differentiate their products. They have different preferences for different product attributes. However, body washes are not elaborate. Three times more people use body wash as compared to those who use soap. According to a report by EOLembrain in 2013, open-shelf body washes such as Dove, Johnson & Johnson’s, LUX, PONPON and Savlon are more famous than counter brands. In addition, with the trend toward environmental awareness and living a healthy lifestyle, people prefer the products made from natural ingredients. Therefore, one of the purposes of this study is determine which product attributes influence consumers choices the most. The other purpose of this study is to figure out the optimal combination of open-shelf body washes in the minds of consumers. The last purpose of this study is to analyze the different preferences under different market segmentations.

This study shows five classifications of product attributes. Sheth, Newman and Gross (1911) described five kinds of consumption values, which include functional value, social value, emotional value, epistemic value, and conditional value. Consumer behavior can be analyzed using these five values. Lo (1996) divided product attributes into basic function attributes, convenience function attributes, and psychological function attributes. Jiang (1989) divided product attributes into essential attributes, formal attributes, hedonic attributes, and augmented attributes, based on product performance. Although there are different types of classifications, not all products fit into them. However, extrinsic and intrinsic attributes are more general than other types of classification. Thus, in this study extrinsic and intrinsic attributes are used to elaborate on the attributes of open-shelf body washes.

Smith (1956) pointed out that customers with different characteristics have different needs. Manufacturers can divide customers into different segments based on different characteristics and then provide customized marketing strategies intended to satisfy their needs. Kotler and Armstrong (1997) illustrated that customers can be divide into different segments based on four variables：geographic variables, demographic variables, psychographic variables, and behavioristic variables. In order to be efficient, manufacturers should select a single or a small number of target markets and customize the marketing mix for the market to satisfy these customers’ needs. In order not to burden respondents, this study only applies the demographic variables segment.

According to previous literature and research, nine product attributes of open-shelf body washes were selected: price, brand, endorsement, promotion, packaging, the feeling of the skin after using the body wash, smell, ingredients, and capacity. After the pre-test questionnaire, there were four popular product attributes: price, brand, the feeling of the skin after using body wash, and ingredients. And then in the final questionnaire, which composed 9 different cards generated by SPSS. Finally, by using a conjoint analysis, the results showed that respondents placed the most importance on ingredients, followed by price, brand, and the feeling of the skin after using body wash, respectively. The results also showed that most of the respondents preferred card F, which was a combination of low price, natural ingredients, having a fresh feeling after use, and the Biore brand.

METHODOLOGY
This study used a conjoint analysis, which is a sort of quantitative methodology intended to build a framework. It was first used in psychology; now it is used in marketing practices. Conjoint analysis can be used to determine which product attributes influence consumers most and also to analyze market segments. Thus, this study applies a conjoint analysis to determine the reason why consumers tend to purchase a specific open-shelf body wash. The materials included a pilot test and final questionnaire, and the valid samples were 101 and 208, separately. After the pilot test, four product attributes were deemed the most preferred by respondents: price, brand, the feeling of the skin after using the body wash, and ingredients. Then, an orthogonal experimental design was used to generate the final questionnaire, which was composed of nine cards.

RESULTS AND DISCUSSION
The results showed that card F obtained the highest score. The respondents preferred a product with a low price, made from natural ingredients that makes them feel fresh after use. According to the findings, Biore is the most popular brand among available open shelf body washes. Also, the results of the final questionnaire showed that the respondents prefer a body wash that is made from natural ingredients most, and then consider price, brand, and the feeling of their skin after using the product. Thus, it is not surprising that card F got the highest score.

CONCLUSION
The results of the final questionnaire showed that consumers care about the ingredients of these product most. Owing to this, in order to attract costumers instead of using non-natural ingredients, manufacturers should use natural ingredients to produce body wash. Also, consumers are price-oriented, so manufacturers should seriously consider low price strategies. In addition, gender can be a factor in consumption behavior. According to this research, while people choose their body wash, female costumers care more about the ingredients in it while male costumers consider the price. Therefore, manufacturers should have different strategies for each gender.

In the questionnaire, half of the respondents were students. Therefore, a limitation of the study is the sample population. The sample needs to be more diversified. Furthermore, future studies can increase the number of product attributes in order to represent a real purchase situation more closely.

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