연령별 남성들의 화장품에 대한 사용실태 및 요구도에 관한 연구

Abstract

Amid the social phenomenon that recently allows man’s metro-sexual conscious change and appearance to be ability, ‘a man’s image is changing.’ The Man’s Cosmetics market, whose entity is the male, is being influenced greatly by this change. Accordingly, this study examined a change in Man’s Cosmetics, and researched into the use realities, the purchase propensity, and the requirements for cosmetics targeting 413 men who were randomly sampled in their 20~40s as the entity of Man’s Cosmetics, thereby having examined which response and difference there are. Findings on these people, who emerge as the use entity and the consumption entity in Man’s Cosmetics, will be utilized as the substantial materials for establishing a marketing strategy in businesses related to Man’s Cosmetics, and will be further the basic data in an efficient plan for fostering and developing Man’s Cosmetics market. The results according to research are as follows. First, as a result of analysis on the use realities for Man’s Cosmetics in men, men in 82.8% were using Man’s Cosmetics with skin and lotion. Second, as a result of analysis on users in Man’s Cosmetics, men in 69.0% used the domestic brand now. However, most men were surveyed to be not so satisfactory with Man’s Cosmetics in use. And, the unsatisfactory reason was because there is no moisture after using. Third, as a result of analysis on behavior of buying Man’s Cosmetics in men, the ratio of men who directly purchase was 62.0%. Fourth, as a result of analysis on buyers in Man’s Cosmetics, men in 24.5% purchased cosmetics at cosmetics shop within large discount store. As for the criteria of being thought to be the most important given buying, the appropriateness for the skin possessed the largest ratio, and was followed by function and price & scent. Fifth, as a result of analysis on requirements for Man’s Cosmetics in men, men’s requirement level for Man’s Cosmetics was surveyed to be high. In particular, the highest requirement level were indicated on the necessity of Man’s Cosmetics that can be used depending on age (or youth/manhood/elderly).