| 코스메슈티컬 화장품 소비자의 선호도와 구매결정요인 |
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심은경, 김강련 |
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| Research Paper : Consumer`s Preference and Determinants of Purchase of Cosmeceutical Products |
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Eun Kyung Sim, Kang Ryune Kim |
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| Abstract |
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Cosmeceutical products have come in coping with satisfying the consumer`s desire longing for high quality of having dual cosmetic and therapeutic effects. They are showing high rate of growth over 20~30% a year. So this survey is aimed at preparing fundamental data for the promotion of development and sales marketing of cosmeceutical products, especially in the aspects of consumer`s preference and determinants of purchase of cosmeceutical products. The results were as follows. Workers who prefer cosmeceutical products showed intention of keeping use, and the consumers of over twenty years of age showed positive preference patterns recommending other people to use. In the consumers in junior college education, the brand image mostly affected preference for cosmeceutical products. Furthermore, the determinants of purchase affecting the preference for cosmeceutical products were the price, the brand image, the perceived quality, and the impression on a salesperson in order. But the design of the container didn`t affect the preference. It means that the redesign of the container is needed to differ the products from others. Concretely, the price beside the degree of preference for cosmeceutical products, the impression on a salesperson for consecutive use, the brand image for recommending other people, the perceived quality for effective satisfaction were the principal factors respectively. Conclusively, the important determinants of purchase of cosmeceutical products like appropriate price range with good quality, brand image for positive public relations, the trustworthy impression on a salesperson and the good quality should be managed carefully and paid more attention to. The differentiated and deliberate marketing strategies considering above determinants of purchase based upon the preference of each consumer`s age, job and educational background, are needed for the sales promotion of cosmeceutical products. |
| Key Words:
Cosmeceutical Products, Determinants of Purchase, Preference |
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