Cosmetic Use and Skin Care Behavior According to Monthly Income of Middle-aged Chinese Women

Abstract

With the development of the Chinese economy and changes in cultural life, middle-aged women's desire for a healthy and beautiful life has increased, and interest in skin care has continued to increase.Pay more attention to skin care to look more attractive. In addition, investment in skin care is increasing as professional women's participation in society increases and demand for appearance. In this study, middle-aged women in their 30s and 50s living in Liaoning Province of China, were studied to find out the differences in cosmetics use and skin care behavior depending on their monthly income. A total of 205 middle-aged residents of Shenyang, Tieling and Dandong were surveyed. All 185 of them were used as the final analysis materials except for 20 inattentive or missing answers. Frequency analysis was conducted to find out the general characteristics of the survey subjects, cosmetics use, and skin care, and a case care test was conducted to find out the difference between cosmetics use management and skin care according to monthly income. This study used the SPSSWIN 21.0 program, and all empirical analyses were verified at a significance level of 5%. People with high monthly incomes have a high demand for cosmetics, and low-income middle-aged women have a lower desire to use cosmetics than working women due to a lack of income. Prices are an important factor in the cosmetics purchase process, indirectly affecting consumers' desire to buy cosmetics, and low-income middle-aged women are less willing to use cosmetics than working women because they cannot buy expensive cosmetics due to lack of income. Economic income is the basic factor that affects women's consumption behavior in beauty direction, and the basis for economic factors is that the amount of skin care expenditure of high-income people is larger depending on monthly income and facial skin care investment. Therefore, this study aims to investigate the differences in cosmetics use and skin care behavior according to monthly income for middle-aged women in their 30s to 50s living in various occupations in Shenyang, Tiering, and Dandong of China.