Journal of the Korean Society of Cosmetology 2007;13(2):529-546.
한방화장품의 구매행태에 관한 분석 - 수도권 거주 여성 소비자를 중심으로 -
류영희, 김주덕
Research Paper : Analysis of the Purchase Behavior of Herb-Medicinal Cosmetics -The case of female consumers in and around Seoul -
Young Hee Ryu, Ju Duck Kim
Abstract
In the beginning, herb-medicinal cosmetics were geared toward aged women and distributed mostly through door-to-door selling at a high price. Lately, however, the price range and distribution channels have been diversified, and the market for those products is consequently being increased. The purpose of this study was to examine the changing trend in domestic herb-medicinal cosmetics and the response of female consumers in an effort to pave the way for market segmentation for those products. The findings of the study were as follows: First, out of the women investigated who were in their 20s to 40s, 65.5 percent had ever used herb-medicinal cosmetics, and they outnumbered those who hadn`t. Both of the user and non-user groups had a strong intention to buy herb-medicinal cosmetics, and the non-users hadn`t used those products since they found other cosmetics to be good enough. Second, regarding buying motivation, they acquired information on herb-medicinal cosmetics through people around them and purchased them mainly through door-to-door selling. As to the reason of buying the cosmetics, they found it convenient to purchase them. Third, they weren`t quite satisfied with herb-medicinal cosmetics. They expressed the most satisfaction at the brands and trustworthiness of the cosmetics, and they were least pleased with price. They didn`t consider those cosmetics effective, and as to how they felt after using those cosmetics, they didn`t think there`s any notable gap between them and other cosmetics, either. Fourth, concerning what improvements should be made in herb-medicinal cosmetics, the users believed that the reasonable price range of those products should be between 30 and 40 thousand won, and they pointed out high price as their shortcoming. Price reduction was viewed as what mattered the most. On the other hand, the non-users mentioned less than 20 to 30 thousand won as the reasonable price of herb-medicinal cosmetics. In regard to their shortcoming, they felt there was little difference between them and other cosmetics, and a diversity of products, color and fragrance was looked upon as what should most urgently be done. Thus, the users and non-users took a different view.
Key Words: Herb-Medicinal Cosmetics, Purchase Behavior, Female Consumers in and around Seoul


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