女大生의 韓方化粧品 使用實態 및 購買行態 − 首都圈 居住 女大生을 中心으로 −

Abstract

The purpose of this study is to analyze the actual profile on female undergraduates' use and purchase of Korean medicinal herb cosmetics, so that it can provide basic reference materials for marketing to contribute to extending consumption basis of Korean medicinal herb cosmetics. The results of this study can be outlined as follows: First, it was found that most of respondents belonged to normal and complex type as their skin type according to general considerations on cosmetics. Second, the results of survey on female undergraduates' actual use of Korean medicinal herb cosmetics showed that 49% respondents had ever used them. Third, it was found that 45.2% respondents rely primarily on special cosmetics shops to buy Korean medicinal herb cosmetics. Fourth, it was found that relatively many respondents feel average satisfaction at general efficacy of Korean medicinal herb cosmetics. Fifth, Korean medicinal herb cosmetics showed that both experienced and non-experienced group considered reliability on the ingredients of Korean medicinal herb as the biggest advantage. Finally, the results of analysis on complementary requirements for the future competitive edges of Korean medicinal herb cosmetics in global market showed that our respondents pointed out some requirements such as R&D efforts for various products targeting a wide age of the scientific demonstrations and objective quantification of Korean medicinal herb ingredients.