일반화장품과 기능성화장품에 대한 인식과 제품사용특성에 관한연구

Abstract

Abstract

A study on product characteristic and awareness of general cosmetics and functional cosmetics

SunWoo, Young Hak Department of Cultural Industry Skin care and Management Major Graduate School of Cultural Industry Sungshin Women's University

This study was conducted to investigate the consumers' awareness and product characteristic of general cosmetics and functional cosmetics. Then it is assist costumers in right and sensible choice of cosmetics. Also, it is to offer that basic data of effective marketing for new product development and sales promotion of general cosmetics and functional cosmetics.

The survey was carried out by self-questionnaires with 305 metropolitan women age 20s to 50s. Data analysis was done by using a t-test, ANOVA, cross­tabulation and frequency analysis with the SPSS program(version 12.0).

The results of this study are as follows:

First, most consumers were aware of the difference between general cosmetics and functional cosmetics. The awareness ratio of difference between general cosmetics and functional cosmetics were 4.45 points out of 8 point scale. This shows that it is difference between consumers' awareness of general and functional cosmetics and current law.

Second, on the comparison between preferences rate of functional cosmetics and general cosmetics, about 56.1% consumers preferred a functional cosmetics and 56.4% consumers commonly used general cosmetics. And then this shows that consumers strongly prefer functional cosmetics. On the comparison between fair selling price of functional cosmetics and general cosmetics for what the people surveyed consider, the fair price of general cosmetics was about 20∼30 thousand won and the functional cosmetics' fair price was about 30∼50 thousand won. Percentages of the preference of general cosmetics and functional cosmetics at a similar price were 98.3% and 87.3% in functional cosmetics and general cosmetics. The consumers using functional cosmetics preferred the wrinkle free, whitening and SPF products, but customers using general cosmetics preferred the exfoliation blackhead and pimple care. The total amount of cosmetics were 10.15 pieces and functional cosmetics was 4.85 pieces of them, in other words, customers were more likely to use a general cosmetics. In the difference of kind of used cosmetics to age, general cosmetics were used by a median age 20.58, functional cosmetics were used by a median age 28.12 and make-up cosmetics were used by a median age 22.23.

Third, in the analysis of relation with cosmetics use and buying behavior, about 36.4% of consumers say that they apply make-up on their entire face and rest of the consumers only applies partially. In consumers' purchasing behavior, about 69.2% consumers purchase Korean brand cosmetics. They usually have tendency to purchase at the store and to buy same products, and about 59.4% were satisfied with the products that they purchased, and about 1.6% says that they are dissatisfied with their produce because of the high price. Skimming through a cosmetics manual are higher, the average use period of the cosmetics are about 3∼6 months, and the most experience side effect is itchy sensation. hospital treatment is higher for solving the side effect. About 30∼80 thousand is most higher in an average price of cosmetics in month.

Lastly, in the result of research about the awareness of skin type, the skin type division result by skin type evaluation form were dry skin type 48.5%, oily skin type 19.7% and combination of dry and oily skin types were 15.4%. However, subjectuve awareness of skin type of consumer were dry 32.8%, oily 36.4%, and combination of dry and oily skin types 17.7%. These results showed that most people didn't know about their real skin types. And then customers have to know about own skin type before they buy cosmetics. In conclusion, product development and science data should provide to customers for to fill their satisfaction in the effective of cosmetics and to grow continuously of cosmetics market segment, and the data of general cosmetics and functional cosmetics through public relations have to be offered to help consumers' awareness about the characteristics of cosmetics.