방문판매 화장품의 구매실태 연구

Abstract

The purpose of this study was to examine the brand image of door-to-door selling cosmetics, to improve the brand image of those cosmetics, to step up the growth of the dull cosmetics market, and ultimately to map out differentiated marketing strategies that could ensure the prosperity of this industry. The subjects in this study were adult Korean consumers who were in their 20s to 50s and resided in and around Seoul. Those people exerted a crucial impact on the development of the cosmetics market, and their use of door-to-door selling cosmetics, their view of the symbolic and functional image of those brands and their satisfaction level with them were investigated according to their demographic characteristics. The findings of the study suggested that in terms of the buying behavior characteristics of the user groups of door-to-door selling cosmetics, they were highly satisfied with the intrinsic characteristics of those cosmetics including quality, effect and cosmetic texture. However, the price of those cosmetics wasn't as satisfactory as their quality. Therefore there was a necessity for exploring ways to lower price while retaining high quality, and successful promotion strategies that step up an advertising drive and provide more samples should be prepared.