Research Paper : A Study on the Attitude and Purchase Behaviors for Silver Generation toward Makeup and Cosmetics

Jo, Seon Young; Kim, Ju Duck

Journal of the Korean Society of Cosmetology 2009;15(4):1477-1492.
Published online December 31, 2009.

실버세대 여성들의 화장에 대한 태도와 화장품 구매행동에 관한 연구

조선영, 김주덕

Research Paper : A Study on the Attitude and Purchase Behaviors for Silver Generation toward Makeup and Cosmetics

Seon Young Jo, Ju Duck Kim

Abstract

As the life expectancy of human being becomes enlarged owing to economic growth and advanced medical technology, aging population has emerged as a worldwide phenomenon. In Korea, as aging population phenomenon becomes spotlighted as a social issue, there are increasing interests in silver generation. In particular, women in silver generation are highlighted as a class with consumer impact and purchasing power owing to their changing values and improved financial capacity under the influence of changing social environment. Thus, this study targets women in silver generation at age 55 or older so as to survey and analyze their attitudes to makeup, their interests in makeup, and their actual use and purchase of cosmetics, so that it can forecast their potential purchasing and consuming impact on cosmetic industry and estimate future growth potential of silver cosmetics market in domestic cosmetics industry. Hopefully, it is expected that the results of this study will contribute to preparing effective marketing policies including product planning and promotion strategy for silver cosmetics to be developed in near future.

Key Words: Silver Generation, Silver Cosmetics Market, Cosmetics Purchase Behavior, Aging Society, Aged Society