국내 맞춤 색조화장품에 대한 구매심리와 만족도 연구

Abstract

ABSTRACT

A Study on Purchasing Mentality and Satisfaction of Customized Color Cosmetics in Korea

Cho, Eun-jin Make-up and Special Effect Make-up Major Department of Convergence Beauty Graduate School of Convergence Beauty Sungshin Women's University

Recently, the types of cosmetic and spectrum of beauty channel have been diversified, various beauty knowledge, cosmetic texture and colors have been introduced and launched. In addition, the Cosmetic Act was announced to be revised, especially on ‘Regulations governing the customized cosmetics’ in 2016. Since then, a variety of customized cosmetics that reflect customer requirements have launched and grown. Moreover, the consumer’s preference and need when they purchase customized cosmetics as well as their satisfaction on released products were thoroughly investigated to reflect them on new product development. However, there is a lack of research on actual condition and analysis of customer satisfaction in customized color cosmetics. Thus, it’s necessary to figure out the actual condition of whether the color cosmetics have been developed according to the customer needs. Therefore, the purpose of this study was to analyze awareness of customized color cosmetics and purchasing mentality in S. Korea and suggest direction of customized color cosmetics market in Korea through the survey on customized color cosmetics and specialized service. The significance of this study could be found as it discovered the improvement plan of existing customized color cosmetics of companies and helped them to establish development strategy of new products, based upon research findings. The survey was conducted on a total of 346 female consumers in their 20s and 30s who were more likely to purchase cosmetics and major customers of color cosmetics from March 26th to April 3rd, 2018 online across the country, while limiting to especially color cosmetics among the customized cosmetics. The collected data was analyzed using SPSS(Statistical Package for the Social Science) WIN 21.0 Program. To examine general characteristics of participants, frequency and percentage were calculated for analysis. Moreover, χ2(Chi-square) verification and frequency analysis were conducted to investigate general purchase intention of color cosmetics, awareness of customized color cosmetics, purchasing mentality and satisfaction of customized color cosmetics in female consumers in their 20s and 30s.

The research findings were shown below.

First, the general purchase intention of color cosmetics discovered that if the participants had higher average monthly income, they were more likely to purchase color cosmetics that matched well with them without other’s help. The failure factors when purchasing color cosmetics by themselves differed by monthly average income and highest number of respondents answered that they purchased color cosmetics for their ‘colors.’ And 81.5% (282 respondents) answered that ‘they want to get expert advice’ when purchasing color cosmetics.

Second, the customer conception survey on customized color cosmetics in Korea indicated that younger female consumers tended to know the terms and products of customized cosmetics and also, there’s difference in recognition of customized cosmetics depending on their jobs. The necessity of customized color cosmetics was lower in female consumers who aged 20 to 24 and 35 to 39, compared to any other age group, but female consumers aged between 25 and 29 showed higher necessity of color cosmetics.

Third, the purchasing mentality survey on female consumers who purchased customized color cosmetics in Korea showed difference by their jobs. The female consumers who earned average monthly income above 1.5 million below 2.5 million had most experiences to purchase customized color cosmetics, compared to other women. Also, if their monthly average costs for color cosmetics were much more expensive, they were more likely to experience to purchase customized color cosmetics. And 92.7% of female consumers who didn’t buy customized color cosmetics before answered they’re willing to purchase them. Furthermore, if their monthly average costs for color cosmetics were more expensive, they were more likely to experience to purchase customized color cosmetics. Among those who didn’t buy customized color cosmetics before, the female consumers aged between 30 and 34 showed high intention to purchase in future.

Fourth, the satisfaction of customized color cosmetics in Korea showed that most respondents answered, ‘indifferent’ The female consumers who purchased customized color cosmetics answered that ‘they are not willing to purchase them because they want to use various, inexpensive products’ when customized color cosmetics are expensive, and most respondents answered that existing customized color cosmetics service is ‘normal.’

In conclusion, it’s required to conduct the customized color cosmetics market research again and re-establish the targeting age in the marketing strategy in order to increase the purchase and satisfaction of the customized color cosmetics. It’s recommended to invest in expert training and develop customized color cosmetics in which consumers want to boost confidence in customized service while improving product quality and selling products at reasonable price.