Research Paper : A Differences in Interests by Usage and Purchasing Behavior of Korean Herbal Cosmetics

Kim, Gye Sook

Journal of the Korean Society of Cosmetology 2010;16(4):991-1003.
Published online December 31, 2010.

한방화장품 구매특성 및 사용에 따른 한방화장품의 관심도 차이

김계숙

Research Paper : A Differences in Interests by Usage and Purchasing Behavior of Korean Herbal Cosmetics

Gye Sook Kim

Abstract

The purpose of this study is to investigate the purchase behavior and use of Korean herbal cosmetic, and to use the results for the setup of Korean herbal cosmetic marketing strategy. This study was carried out through questionnaire layout, data collecting and statistical analysis. The results are as follows. 1. The interest level in Korean herbal cosmetic by information source appeared to be higher for the group gained the information through television, and purchase place ranked higher interest for the group purchasing products in department stores than other groups, the reason for choosing certain places was their satisfaction with the store atmosphere, salesperson`s kindness and purchase benefits. 2. The highest interest difference in effect and awareness showed the group that thought Korean herbal cosmetic worth for instant effect and ingredients, while the other group showed interest in fragrance, high price and use. 3. The reason for purchasing turned out as ``very concerned about skin care``, ``the brand name``, and the group responded with ``having intention to use Korean herbal cosmetic`` showed high awareness. Also, the purchaser`s interest showed to be higher in the group which compared 2-3 brands than 1 brand, and 4-5 brands than 1 brand. 4. The interest difference in satisfaction appeared in the group higher which were satisfied with the price and quality.

Key Words: Korean herbal cosmetics, Difference in the interest, Purchasing behavior