Taiwan Pulie - User Research on Disinfection and Sterilization Products
Company overview
Taiwan Pulie Biochemical Technology Co., Ltd. was established in 2005 and specializes in the R&D of air purification and environmental disinfection products, representing a leading enterprise in green and environmentally friendly disinfection technologies across Asia. The company is committed to providing safe and efficient air purification solutions for diverse applications including homes, medical facilities, and offices. Its product range includes virus resistance, germicidal, odor removal, formaldehyde elimination, and pesticide residue degradation functions. Its core products have been recommended by the World Health Organization (WHO) as next-generation green disinfectants, demonstrating broad application potential in public health protection and air quality improvement
Research background
As public health awareness has increased, demand for environmental disinfection and air purification products has grown rapidly, especially in household, hospital, and office settings, where consumers are demanding higher standards of safety, ease of use, and effectiveness. To further expand its market presence in mainland China, Taiwan Pulie Biochemical Technology urgently requires a systematic market research effort to accurately understand the consumption behaviors and usage needs of different user segments. This will provide a solid foundation for product positioning and promotional strategy.
Research scope
In May 2016, CEIDEA Research was commissioned by Taiwan Pulie Biochemical Technology to conduct targeted surveys among three core user groups: household users, office users, and hospital users. The research covered key aspects such as user frequency of disinfection and sterilization product use, usage contexts, brand awareness, product preference, safety concerns, purchasing channels, and price sensitivity. Through a combination of questionnaire surveys and in-depth interviews, the study systematically mapped out behavioral patterns and psychological needs across different user segments. The research further segmented user groups to identify high-value customer profiles and product function alignment points, establishing a communication foundation for product marketing based on user motivations and pain points.
Expected outcomes
This research will enable Taiwan Pulie Biochemical Technology to comprehensively understand the acceptance levels and usage habits of different user types in the Chinese market, clearly identify behavioral characteristics and consumption drivers among key user segments. The findings will provide scientific support for the company's precise market segmentation, product function definition, packaging and communication optimization, and channel distribution strategy, facilitating targeted marketing and brand deepening in mainland China, and promoting wider adoption and public recognition of eco-friendly disinfection products.
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