어머니의 소비성향에 따른 베이비화장품 구매형태에 관한 연구

Abstract

ABSTRACT

A Study on Purchasing of Baby Cosmetics According to the Mother's Consumption Patterns

kim, young bae Skincare and Obesity Management Major Department of Cultural Industry Graduate School of Cultural Industry SungShin Women's University

Due to low fertility young couple raising their children want to be special and, in particular, due to environmental pollution, such as atopic dermatitis, increasing children's baby is growing with the demand for cosmetics. Unlike adult cosmetics consumer, it is important that the mother's involvement This study, substantial buyer mother's consumption patterns and baby cosmetics purchase between the causal relationship would be, assuming it by verifying baby cosmetics purchasing behavior description, and effective marketing strategy to devise a basic data provided was to Those surveyed who live in Seoul and Gyeonggi Province to target mothers by distributing 388 questionnaires were used to call the final analysis. How to analyze the statistical program spss 12.0 package was used.

The results of this study are as follows

First, the propensity to consume, depending on the type of the result of segmentation, the first, populations of the self-display(69 cases), the second, populations of a stylish crowd(143 cases), the third, populations of the Economy(57 cases), the fourth, populations of public interest(119 cases) were classified in righteousness.

Second, consumption patterns and buying behavior based on the population characteristics identified results, showing off the 40 years of age or older type of purchase price and quality conscious products and cosmetics, baby cosmetics, baby use types include the general and the Internet, information acquisition path (cafe and the community) was higher in the purchase, had appeared as points Mart. Appeared 10,000 to 30,000 won for monthly expenses. The type to pursue fashion career at the age of 30-39 in the general office workers appeared, and product purchases of the product showed that an emphasis on design and color. The types of organic cosmetics, baby cosmetics were higher, the path information acquiring Internet access (cafe and community) This was higher points of purchase purchase comes in handy Internet, home shopping have been selected, the average monthly expenditure of less than 10,000 to 30,000 won was. The type economies as a group with low education and economic orders of the product functionality and quality-conscious and appeared to be, baby cosmetics, baby cosmetics are common examples of the types was higher, and information acquisition paths TV. The radio was higher, the place of purchase is a Supermarket, the average monthly expenditure was less than 10,000 to 30,000 won. The type of public interest career at the age of 30-39 as a housewife with bachelor's degree was higher in a educational background, Two hundred won or more monthly income also was the highest with 73.1%. Purchases of materials and product design and quality conscious courage and cosmetics, baby cosmetics are examples of the types was higher in organic baby-cosmetics learning paths of information the internet (cafe and community) This was higher. Select an Internet shopping mall was the place of purchase, the monthly expenditure was less than 10,000 to 30,000 won. That use of cosmetics, baby lotion, 59% were most prevalent, the Johnson's baby product brands in the 40.7% was the highest.

Third, the satisfaction of feeling, baby-cosmetics, and analysis of a purchase decision based on the propensity to consume regular baby cosmetic satisfaction, purchase intent showed the highest.

As more research and according to her mother's propensity to consume Baby-Cosmetics orders of their impact on purchase intent that there may be differences. Based on the needs of consumers of its product line to help identify improvements that will feed.