Research Paper : A Study on the University Student`s Purchasing Motive for the Domestic & Imported Cosmetics

Kim, Young Ran

Journal of the Korean Society of Cosmetology 2008;14(2):471-480.
Published online June 30, 2008.

대학생의 국산화장품과 수입화장품 구매동기에 관한 연구

김영란

Research Paper : A Study on the University Student`s Purchasing Motive for the Domestic & Imported Cosmetics

Young Ran Kim

Abstract

The purpose of this study is to examine and make a contribution to effective market segmentation and to work out marketing strategies for the cosmetics business by investigating University Students` interest in their behaviors of cosmetics purchase tendencies based on domestic and imported cosmetics. The data was collected and analyzed from 175 university Students from freshman to juniors Seoul and Daejeon. The data analysed the factors significantly related to the tendency cosmetics purchase. The data was analyzed by using SPSS for Windows. Through this study, the following conclusions could be made: First, a significant difference was found in the tendency of domestic cosmetics purchase according to brand, design, perfume, satisfaction, advertisement by gender and according design, persuasion, advertisement by place. Second, a significant difference was found in the tendency of imported cosmetics purchase according to brand, perfume, satisfaction, advertisement by gender and according to quality, convenience by place. Third, a significant difference was found in the tendency of domestic & imported cosmetics purchase according to brand, quality, design, skin suitability, price, convenience, satisfaction, advertisement.

Key Words: Cosmetic Purchasing Motive, Cosmetic Business, Domestic & Imported Cosmetics, University Student