Abstract
This study employs a mixed-methods approach to investigate the consumption behavior of Chinese high school girls toward the Korean cosmetic brand 3CE. A structured questionnaire with 20 questions collected quantitative data on brand cognition, purchasing frequency, expenditure, and product preferences from a substantial sample of participants. The findings reveal that 75% of respondents exhibit strong brand awareness, with 65% purchasing 3CE products monthly, predominantly through online channels (82%). Qualitative in-depth interviews provided valuable insights into the emotional connections and motivations driving these behaviors, revealing that factors such as social media influence and peer recommendations significantly impact purchasing decisions. The analysis underscores the importance of effective marketing strategies tailored to this demographic and highlights potential risks associated with high consumer expectations, which can lead to dissatisfaction. Additionally, it emphasizes the need for 3CE to balance online and offline retail strategies, ensuring consistent product quality while promoting responsible consumption. These insights are vital for enhancing brand loyalty and maintaining a competitive advantage in the rapidly evolving cosmetics market.
Published Version
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