A Study on the Relevance of Consumption Propensity and Cosmetics Purchasing Propensity of Women in their Twenties

Joo, Myung Won; Lee, In Hee

Journal of the Korean Society of Cosmetology 2014;20(3):397-404.
Published online June 30, 2014.

20대 여성의 소비성향과 화장품 구매성향에 대한 관련성 연구

주명원, 이인희

A Study on the Relevance of Consumption Propensity and Cosmetics Purchasing Propensity of Women in their Twenties

Myung Won Joo, In Hee Lee

Abstract

The purpose of this study was to survey consumption propensity, cosmetics purchasing propensity and conduct a study about relevance of these. This study was conducted a questionnaire survey of women in their twenties. This data were analyzed through frequency analysis, factor analysis, reliability analysis, regression analysis, t-test, ANOVA, and Scheffe post hoc test. The result of the study was as follows. Their consumption propensity influenced their``s cosmetics purchasing propensity. This analysis showed the differences of consumption propensity and cosmetics purchasing propensity according to between domestic cosmetics preferences groups and foreign cosmetics preferences groups. Also, this analysis showed the differences of cosmetics purchasing propensity by age, cosmetics expense amount, cosmetics purchasing frequency. If beauty industry employees will understand these things in addition to improvements to the technical development of the product, they can be expected positive sales effect.

Key Words: Consumption propensity, Cosmetics purchasing propensity