20대 여성의 화장품 구매행동연구

Abstract

This paper investigates the current and past cosmetic purchasing behaviors of Korean women in their twenties, researches the changes, and investigates the sales types. The purchasing behaviors and brand characteristics of cosmetics that consumers pursue are also analyzed. The purpose is to provide basic data for future cosmetics marketing. A questionnaire was distributed to women in their 20s living in Korea. A total of 300 questionnaires were distributed and 298 questionnaires were used for final analysis. Data were analyzed using the SPSS 25.0 program. For the data processing analysis method, frequency analysis was conducted to find the general characteristics. A cross-tabulation was conducted to find the difference in purchasing behavior according to general characteristics. As a result of researching current and past cosmetic purchasing behaviors of women in their 20s, it was found that the purchase rate of cosmetics at road shops decreased compared to 10 years ago, and the purchase rate at drugstores (Olive Young) increased. When purchasing road shop cosmetics, it was predicted to that the product would be purchased online, but it turned out to be purchased at drugstores. Mobile Internet purchases also increased by about eight times compared to 10 years ago. The reason for the preference for drugstores was ‘convenient accessibility’ with a frequency of 50%, and the most preferred drugstore brand was Olive Young, with a frequency of 94.3%