The Effects of Consumption Propensities On Product Preference and Purchase Decision Factors in Health & Beauty Store

Abstract

This study attempted to analyze the propensities to consume, product preferences and purchase decision factors against those in their 20s, who are the primary customers of beauty & beauty retailers, and figure out the effects of consumption propensities on product preferences and purchase decision factors. The results found the followings: First, in terms of consumption propensities, three different types were derived: Planned purchase, trend seeking, ostentatious spending. In product preferences, makeups, convenience goods and foundations were found. Lastly, purchase decision factors were divided into brand/store-specific factors and product-specific factors. Second, trend-seeking consumption propensity affected makeup preference while planned purchase propensity had an influence on the preference to face and body foundations. Third, those with planned purchase propensity tend to buy products based on product-specific factors while brand/store-specific factors were more critical among those with trend-seeking propensity. Fourth, according to a survey on consumers’ buying patterns at beauty & beauty stores, they usually put on tone makeup. When asked why thy buy cosmetics, ‘easy to buy’ was mostly responded. When asked about the source of their information, ‘friends or acquaintances’ was answered. Fifth, when differences in consumption propensities were analyzed by demographic characteristics, it was a group of those with planned purchase propensity that revealed a statistically significant difference by the degree of makeup application while those with trend-seeking consumption propensity showed a significant difference in fitness management.