라이프 스타일에 따른 젊은여성의 화장품 구매형태

Abstract

ABSTRACT

The purchasing Trends of Young Women according to Lifestyle

Lee, Jae-Eun Department of Cultural Industry Skin Care and Obesity Management Major Graduate School of Cultural Industry Sungshin Women's University

A women is the subjects of consumption of modern society, and take possession of the market place. Increase of highly educated women and self-esteem, and change of lifestyle pattern have brought about a active participation in economic activity and increase of women's consumption power. As women became an agent of consumption of cosmetics, a interest in cosmetics have changed from basic cosmetic for protection of skin to method of image formation for emphasis on one's beauty and personality. Especially, 20's university women increase social activities and consumption., that is to say they are key consumer. Therefore, understanding of cosmetic purchase and using pattern according to lifestyle is very important. This study was conducted to investigate pattern of purchase and use, and satisfaction for suggestion on cosmetic marketing orientation to develop cosmetic industry. Data were collected from a questionnaire survey from 4th April to 16th April and the subjects for this study were 463 university women in 20s who live metropolitan area. The collected materials were analyzed using SPSS 15.0(Statistical Package for the Social Science ver.15.0) program. The level of statistical significance was set at p<0.05.

The results of the study are as follows.

1. The mean Korean age of the subjects was 19.3 years. 66.7% lives in one's house and 30.2% use 200,000∼300,000 won as pocket in a month, respectively the highest. In questionnaire of parental rearing attitude, “laissez faire attitude" marked 41.7% and “democratic attitude" marked 38.0%

2. After factor analysis, the lifestyle of university women consisted 5 factors (desire of display, pursuit of trend, extroverted personality, pursuit of health and equal thinking). The subjects was allocated 125 equal thinking group(ET group, 27.0%) who think equally and have extroverted personality, 178 display thinking group(DT group, 38.4%) who have desire of display and pursue trend, and 160 resonable thinking group(RT group, 34.6%) who have extroverted personality, but have less desire of display and pursuit of trend.

3. As for purchasing behavior for the cosmetics, 77.5% in RT group answered “less than 50,000 won" in the average purchasing amount per month(p<0.000). In DT group, 21.3% of the subjects answered that they purchase cosmetics in department store(p<0.05). And, the case “makeup cosmetics" was higher than ET and RT group(p<0.05). In questionnaire of the consideration of purchasing cosmetics, “quality of cosmetic products" was the highest in all group, but 3.9% of DT group answered “image of brand"(p<0.05).

4. As the results of the pattern of purchasing on on-line and off-line, “easy to purchase" was highest in all group, on either. But, in questionnaire of consideration of on-line purchasing, “comparison data on ability of others" showed 39.0% in DT group, “detail explanation on product" indicated 33.3% in RT group(p<0.05). “image of brand" was very important reason of off-line purchasing in DT group, while it was not considered in RT group(p<0.05).

5. As for using pattern on cosmetics according to lifestyle, most of ET and RT subjects answered “for social acitivity" in reason of makeup(p<0.05). In quastionnaire of motivation of makeup, the case “fashion&trend" marked 36.0%(p<0.05) and 9.8% of subjects answered “image of brand" for reason of satisfaction on makeup in DT group(p<0.05). Also, DT group was high rate of use imported cosmetics. If the domestic and imported cosmetic are same price, 47.2% of DT group answered “I will have a choice a imported cosmetics"(p<0.05). RT group answered “safety of product" as the most improvement in unselective cosmetics while DT group responded “improve of brand image"(p<0.000). The using rate of medical skin care in DT group was higher than others(p<0.05). In using pattern of functional cosmetics, the using rate of ET group was lower than DT and RT group(p<0.000). But, 42.2% of ET group responsed “safety on skin" as reason of functional cosmetics so it is high rate in comparison(p<0.05).

6. As a result of basic knowledge on skin, the score in all items ranked DT group, RT group and ET group. That is DT group was higher degree of skin knowledge(p<0.000). The score of questionnaire about lifestyle showed 4.21 point in DT group, 4.03 point in RT group and 3.71 point in ET group. There was also significantly high in questionnaire about use of cosmetic in DT group(p<0.000). DT and RT group was higher than ET group on score of ageing skin and common sense about skin(p<0.000). As a results, 20's university women preference convenience of purchasing and purchase the cosmetics based on practical information such as the exhaustion of cosmetic and use of sample, rather than suggestion by acquaintance and mass media. Also, most of subjects answered that I wear makeup, so this result reflected the stream of times that value much of looks.

In conclusion, the results of this study indicated lifestyle in 20's university women, realized as differentiated group and evaluated pattern of purchasing and using pattern and satisfaction. Furthermore, we hope that this results be made good use of based information on marketing orientation.