화장품 소비자의 브랜드인식과 구매행태의 변화

Abstract

The purpose of this study was to investigate the changing paradigm of cosmetics purchasers in macroscopic view, resulted from multiple marketing factors of external environment, such as brand recognition, royalty, heightened expectations of product quality, and enhanced brand value of Korean cosmetics brands thanks to unswayed boom of Hanryu, Korean Wave, in otherwise extremely slow economy. A total of 931cosmetics consumers in the age groups between 20s and 50s in Seoul, Busan, Gwagju, Daejeon in December, 2012, who were asked whether they had changed the brands of a essential serum and facial compact powder respectively. The results were summarized as follows: First, the major channel of information reception of all demographic groups in age, residence, and education have showed that words of mouth (31.4%),online media (25.95) were stronger than traditional media (19.8%) such as TV and magazine. The results showed more respondents made their purchase at brand shops(34.8%) and online shopping malls (12.5%), compared with the purchases made at department stores and duty-free shops(34.2%). And it was appeared that consumers considered effectiveness of product (68.4%) rather than the image of the brand (11.5%) as decisive factors. Second, Korean low-priced brands started as a low-end market brands with shabby products as appose to high-end luxury import brands. This study, however, indicates changed perception of consumers as they responded to the question on the quality of Korean cosmetics brands when compared with import brands; superior (9.5%), mediocre (58.1%) and inferior (27.1%). Third, more respondents changed their Essence/Compact brands from import brands to domestic brands (20.7%/17.3%) than from domestic to import brands (6.8%/6.1%). The cause of brands change mainly satisfying quality for the price(Essence/Compact 65.7%/61.0%). This study suggests changing perception of Korean consumers toward domestic cosmetics brands, and it is expected that this analysis on consumers' purchasing behavior is used as a reference for implementing flexible and aggressive marketing strategies and to enhance product quality.