Women consumers in the china cosmetic surgery market

Case Description: The case is designed for a marketing research course or a general marketing management course. It has the difficulty level of 5 (appropriate for first year graduate level) and 6 (appropriate for second year graduate level). The major issues discussed in the case include Judgment on how income influences purchase intention and price sensitivity, Judgment on how age and marriage status affect consumers' interest in the cosmetic surgery Recommendations on marketing communication strategy Judgment on the effectiveness of advertisement The case is designed to be taught in 2 class hours and does not require outside preparation.