화장품 소비자의 연령별에 따른 구매 형태 및 성향

Abstract

This study was to examine the purchasing behavior and orientation of cosmetic consumers in order of age group to contribute to market segmentation. The purpose of this study is to promote the growth of cosmetic market in the future. The findings of the study were as follows: First, concerning purchasing orientation, the women who were devoted to specific brands was the largest group(30.7%) of the surveyed population. Older women were devoted to particular brands, whereas younger women sought after a reasonable purchase. In the event of buying basic cosmetics, the first largest group of the consumers who were in the 20s was devoted to specific brands, and the second largest group of the consumers in this age pursued a reasonable purchase. However, many groups of the 30s or higher age were interested in the others. In terms of makeup cosmetics, the first largest group of the women who were in 20s sought after a reasonable purchase, and the second largest group of this age was intrested in the others. However, many groups of the 30s were devoted to particular brands or interested in the others. The first largest group in the 40s or higher age was devoted to specific brands, and the second largest group of this age chose cosmetics without being affected by the others. Second, as to buying behavior, the greatest percentage of the consumers begun to do makeup when they were a college student. The largest number of the women bought cosmetics through online shopping malls due to its convenience, regardless of age group, and the older consumers purchased them at cosmetic shops. Many of them did makeup to protect their skin. When older women bought basic cosmetics, they were significantly more intrested in cosmetic`s quality or function compared with younger women. Younger women took high consideration on the suitability of cosmetics for their skin. Third, regarding makeup style, the first largest group, 33.6 percent of surveyed population gave priority to makeup effects, and the second largest group of surveyed population did makeup to keep up with personal relations as a member of society. The third largest group of surveyed population did makeup to keep to customs, and the fourth largest group of surveyed population was fashion-oriented. In order of age, the group of 20s gave more priority to the makeup effect than the other age groups, and older women did makeup to keep up with personal relations as a member of society.