| 라이프스타일에 따른 소비자의 스킨케어 선호도에 관한 연구 -일반스킨케어와 메디컬스킨케어를 비교대상으로- |
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오수연, 이영선 |
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| Research Paper : The Study About Skin Care Preference of Consumer According to Life Style -In Comparison Between General Skin Care and Medical Skin Care- |
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Soo Yeon Oh, Young Sun Rhee |
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| Abstract |
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Modern people has grown attentive for appearance, which has been reflected in their life-style. This trend tends to polarize skin care market as market of general skin care and medical skin care. The goals of this study are to present marketing strategy for meeting needs of detailed market by doing an analysis of purchasing behavior between general skin care and medical skin care according to this customer`s changed life-style. In order to achieve the goals, a questionnaire survey was performed for randomly selected 500 customers using the skin care. These surveys were analyzed as with SPSS-WIN 19.0. and performed as frequency, factor, reliability, cluster, cross analysis and ANOVA. The customer`s 5 life-style factors, which are classified as health & economic-oriented life-style, leisure-oriented life-style, appearance & achievement-oriented life-style and convenience-oriented life-style, showed statistically significant difference. According to groups, it appeared to have a difference in preferred skin care style. Especially, appearance & achievement-oriented lifestyle was preferred from both general and medical skin care. Among the skin cares, face care in general skin care and laser therapy in medical skin care were occupied most of skin cares. In conclusion, the results of this study are to expect to be utilized as fundamental resource which plan differentiated marketing strategy for meeting of life-style of customers using skin care services. |
| Key Words:
Life-style, General skin care, Medical skin care, Buying behavior, Marketing |
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