ScholarWorks@숙명여자대학교

초록

As economic growth has lately expedited the improvement of income and culture, there are growing needs for beauty. The ways of taking care of skin are being more diversified, specialized and sophisticated, and skin care is increasingly widespread among people in general. Consumers who use skin care services are likely to purchase cosmetics distributed by skin care clinics, and these cosmetics are being diversified and sophisticated as well, which serves to step up the growth of the market for these cosmetics. Meanwhile, many studies of cosmetics have examined the metropolitan area or large cities, and Chungcheong Provinces whose residents scarcely show their feelings aren't yet investigated a lot. So it seems worth doing to look into the unique purchasing behavior of consumers in these regions to provide information on marketing strategies geared toward these areas whose sales of cosmetics are less than those of cosmetics in the metropolitan area. The sentiment and purchasing behavior of consumers in Chungcheong Provinces are very unique, and they rarely express how they feel. Therefore a survey was conducted on 500 selected consumers in these regions who were in their 20s to 50s in order to analyze their purchasing behavior of and satisfaction level with cosmetics distributed by skin care clinics. In recent days, a lot of consumers use cosmetics distributed by skin care clinics, but most consumers don't yet use the cosmetics. These cosmetics seem to be a blue ocean for the cosmetics market, and the findings of the study are expected to provide information on how to set up efficient marketing strategies to make demand for these cosmetics as large as that for general cosmetics, and to accelerate the revitalization of the cosmetics market for Chungcheong Provinces that is smaller than that for the metropolitan area.

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