중국 20대 여성들의 한국 화장품에 대한 인지도 및 선호도 연구 -북경지역을 중심으로-A Study on the Korean Cosmetic Purchase Behaviors of the 20’s Woman in Beijing, China
- Other Titles
- A Study on the Korean Cosmetic Purchase Behaviors of the 20’s Woman in Beijing, China
- Authors
- 서은혜; 김주덕
- Issue Date
- Jun-2009
- Publisher
- 한국미용학회
- Keywords
- Korean Cosmetic; Purchase Behavior; 20’s Women Resident in China
- Citation
- 한국미용학회지, v.15, no.2, pp 578 - 586
- Pages
- 9
- Journal Title
- 한국미용학회지
- Volume
- 15
- Number
- 2
- Start Page
- 578
- End Page
- 586
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/7575
- ISSN
- 1229-4349
- Abstract
- This study is to help a product development &marketing planning of 20’s women resident in
Beijing, China, and to find out and classify the normal cometic purchase pattern analyzed and
investigeted by purchase tendency. According to the result of 20’s women resident in China
normal korean cosmetic purchase pattern analysis, 83% of women were proven to use korean
Cosmetics and were highly interested in korean Cosmetics. Purchase place of cosmetic was
mostly the department store, they valued highly of the function of cosmetics. Most of women
received information for cosmetics make up upon recommendation of their acquaintances or from
people near them. Also, they deem the product price appropriate in general but the reason of
recognition of korean cosmetics give rise to side effect. Skin, lotion and foundation was
preference for basic, coloring cosmetics. The promotion headed by models who are heroines of
the Korean wave seemed effective. People are gradually wearing makeup at younger age and
their income level is going up. Therefore, it is imperative to perform marketing through a
consumer analysis. In addition, as the average personal expenses and cosmetics purchase expenses
increased, consumers were more fashion-oriented and tended to buy luxury brand products. As
they received a higher education, they preferred famous brands. In particular, married women
were likely to purchase korean Cosmetics rather than singles.
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