Road Shops Research Articles

20대 여성의 화장품 구매행동연구

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%

20대 여성의 기초 화장품 구매행동 및 사용실태에 관한 연구

This study was conducted on women in their 20s living in the Seoul metropolitan area to learn about purchasing basic cosmetics and their use after purchasing them. As a result of the survey, there were significant differences in the basic cosmetics purchase location and location selection reasons, preferred cosmetics brands, reasons for not reading manuals, the number of basic cosmetics used, and side effects experience. 1. For places of purchase based on purchase costs, drug stores with less than 30,000 won, more than 30,000 won and less than 50,000 won, and more than 50,000 won were all found to be high at 64.0%, 58,2%, and 61.3%, respectively, but 21.9% of them with less than 30,000 won chose road shops and 22.6% of them with more than 50,000 won chose department stores. Among respondents who chose department stores, 35.5% said they could trust the quality of their products. Looking at preferred brands based on purchase costs, domestic brands with less than 30,000 won and more than 30,000 won and less than 50,000 won were 65.8% and 56.4%, respectively, while domestic and foreign brands with more than 50,000 won were both used 51.6%. 2. As for the reasons for not reading the instructions for use, the purchase cost was less than 30,000 won and the purchase cost of more than 30,000 won and less than 50,000 won was very high at 83.1% and 72.4%, respectively, while the purchase cost was very high at more than 50,000 won, which was 45.5% and 36.4% because they did not know well. Looking at the number of basic cosmetics based on purchase costs, three types of cosmetics under 30,000 won and two types were 35.1% and 36.0%, respectively. On the other hand, three types over 30,000 won, less than 50,000 won, and more than 50,000 won, were 47.3% and 51.6%, respectively. If you look at whether or not you experienced side effects after using basic cosmetics, 65.8% of people chose not to have side effects, but 50.9% and 58.1% of people over 30,000 won and less than 50,000 won, more than 50,000 won chose to make a significant difference.

국내 로드샵 화장품 브랜드에서 팬시 캐릭터 콜라보레이션 리미티드 상품에 나타난 소비 형태 분석

오늘날 화장품 시장은 화장품 브랜드의 기술 상향평준화 및 제품 기능 차이의 감소로 인해 포화상태가 되어 있다. 특히 최근 들어 개성지향이 높은 개인이나 남들과는 차별화된 욕구가 강한 소비자가 많아짐과 더불어, 활발한 SNS 활동으로 취미 생활을 전시하고 소비하는 현대 사회에서 팬시 캐릭터와의 콜라보레이션(Collaboration)으로 만들어지는 리미티드 상품의 판매는 하나의 트렌드라고도 볼 수 있다. 이에 본 연구에서는 로드샵 브랜드 제품을 가장 많이 접하고 사용하는 20대 여대생을 대상으로 온라인 설문조사를 실시하여 기존 제품과 팬시 캐릭터 콜라보레이션 리미티드 상품의 소비 형태를 비교 분석해보고자 한다. 본 연구를 통해 얻어진 연구결과를 요약하면 다음과 같다. 첫째, 팬시 캐릭터 콜라보레이션 리미티드 상품은 일반 화장품에 비해 소비자의 감정적 가치를 자극시킨다. 둘째, 일반 화장품과 팬시 캐릭터 콜라보레이션 리미티드 상품의 구매 동기 요인 차이는 감정적 가치에 영향을 받는다. 셋째, 감정적 가치가 자극될 때는 그렇지 않을 때보다 높은 구매율을 보인다. 이후의 캐릭터 산업의 발전을 고려하였을 때 캐릭터 관련 상품의 경쟁력은 더 커질 것으로 본다. 특히 최근 COVID-19 전염병으로 인해 세계 경제가 하락세를 타고 있는 요즘, 소비자들의 소비의 가치 기준과 성향을 파악하여 최저 비용 최대 효과의 마케팅을 창출할 수 있도록 유용한 자료가 되기를 기대한다.

Exploratory Study to Develop Customers’ Experience Measurement Scale of H&B Store

Purpose: Recently, Korean cosmetics distribution market has been reorganized with the H&B store. In the domestic cosmetics distribution market, existing brand road shops are decreasing, and multi-shops are leading the H & B stores, which have greatly improved their experience and content. In these environmental changes, the offline distribution channels are turning into the multi-editing shops that have introduced products of various brands and greatly enhanced experiences and contents. Nevertheless, most studies of factors and measurement items for measuring customer experience in the H&B store use Schmitt (1999)'s Strategic Experience Modules (SEMs). Therefore, the purpose of this study is to propose a measure that is practicable through consideration of the in-store customer experience components of the H&B store. Research design, data and methodology: Based on Schmitt's Strategic Experience Modules (SEMs), which are widely used in customer experience marketing, the metric pool was constructed through customer and literature research on H & B store managers. Since then, 101 preliminary surveys and 211 main surveys have been conducted in order to propose a dimension of customer experience and refine the metrics. Results: As a result of the research, H&B store's customer experience was derived from a measurement model consisting of 19 measurement items in total of five dimensions: environmental experience, intellectual experience, behavioral experience, tech experience, and relationship experience. This study analyzed that compared to the existing Schmitt's Strategic Experience Modules (SEMs), (1) emotional experience expanded to environmental experience, (2) Cognitive and relationship experiences are maintained (3) behavioral experience was subdivided into physical and technical experiences. In particular, the environmental experience has been proposed as a major component is an important point because the H&B store recently opened a large flagship store and is competitive in constructing a differentiated space. Conclusions: Related experience was seen as an important component of customer experience in the offline store, but in the process of refining the scale, interaction items with employees of the H&B store were removed, and rather, participation in the APP or SNS channel of the company, event Participation, interaction with other customers, etc. appear to be important, while suggesting the practical implications.

브랜드 이미지 연상 키워드와 CF의 중요성에 관한 연구 (국내 로드샵 브랜드를 중심으로)

브랜드 이미지 연상 키워드와 CF의 중요성에 관한 연구 (국내 로드샵 브랜드를 중심으로)

로드샵 화장품 브랜드와 패키지 간에 색채 일치도 비교분석에 관한 연구 - 20대 여대생을 중심으로 -

로드샵 화장품 브랜드와 패키지 간에 색채 일치도 비교분석에 관한 연구 - 20대 여대생을 중심으로 -

색조 화장품의 용기 기능이 구매에 미치는 요인 분석 - 베이스 메이크업을 중심으로 -

화장은 현대 여성들의 생활에 있어서 빠질 수 없는 필수 요소가 되었다. 화장은 여성에게 있어 자신을 표현하는 수단이며 결점을 감춰주는 역할을 하고 있다. 자기표현 욕구가 강한 20대와 30대를 중심으로 색조 화장품의 수요가 증가하고 있다. 이에 본 연구에서는 색조 화장품의 구매가 가장 활발한 밀레니얼 세대의 중심이 되는 20대 여성을 대상으로 구매 성향을 조사하였다. 본 연구를 통해 얻어진 연구결과를 요약하면 아래와 같다. 첫째, 사용편리성, 보관 및 저장성, 기능 및 안전성 중 사용편리성이 화장품 구매하는 데 가장 큰 영향을 미치는 것으로 나타났다. 둘째, 베이스 메이크업 제품을 펌프용기, 튜브용기, 펜슬용기 등 용기의 형태 별로 분류하였을 때 사용편리성 항목에서 메이크업 베이스는 튜브용기, 파운데이션과 파우더는 팩트용기, 컨실러는 반복꺼냄용기, 쿠션은 스펀지 타입이 구매 시 만족도를 높이는 요인임을 확인할 수 있었다. 본 연구를 통해서 색조 화장품의 용기디자인 개발에 있어 편리성이 가장 고려가 되어야 하는 기능임을 알 수 있었다. 본 연구는 향후 화장품을 개발하는데 도움이 되고자 한다.

A Study on the IPA(Importance-Performance Analysis) of the Selection Attributes of Road Shop Cosmetics

A Study on the IPA(Importance-Performance Analysis) of the Selection Attributes of Road Shop Cosmetics

Impact of Service Quality of Cosmetic Road Shop Male Sales Staff on Purchase Intention

Impact of Service Quality of Cosmetic Road Shop Male Sales Staff on Purchase Intention

AHP를 활용한 로드샵 화장품 구매 선택속성에 관한 연구

AHP를 활용한 로드샵 화장품 구매 선택속성에 관한 연구

서울 주요 패션상권의 가두점 분포 현황 분석: 2007-2014년의 변화추이를 중심으로

서울 주요 패션상권의 가두점 분포 현황 분석: 2007-2014년의 변화추이를 중심으로

한국화장품 구매 선호도에 관한 연구 - 국내 관광객을 중심으로 -

The most rapidly growing manufacturing could be cosmetics industries due to this phenomenon. In this study, the cosmetic distribution structure not to mention Korea, Asia's largest market, China and Japan are based on references. Purpose of study is to provide a basis for marketing strategy through the research process and results. Korea cosmetics market has been exerting a tremendous power of LG Household & Health and Amore Pacific as a major company. Cosmetics industry is rapidly booming around the mid-priced brand through internet shopping, TV shopping, and road shops. Cosmetics preferences were analyzed targeted at tourists by distributing questionnaire to 1500 in road shop and Myeong-dong from September 14 to October 13, 2013. The answers for the questions of the most awareness cosmetic brands in Korea are appeared in order of Laneige, Innisfree, The Face Shop. The satisfaction of the use of Korea cosmetic are 61.85% and the reasons are that in a variety of color cosmetics are 32.58%, the reaction of around that you look prettier are 29.34%. Therefore purchasing products are 49.14% of the color cosmetics and 24.93% of the functional products. Within the result of the survey, although the quality versus the price for the Korean cosmetic brands has been competitive advantage over yet from the advertising of Korea wave stars, the foreign purchasers have been willing to buy the color cosmetics and high-end performance products being the research and development of the continuously higher quality of the performance if the preceding even if being more expensive purchase price.

화장품 로드 숍 파사드의 브랜드 아이덴티티 표현요소와 브랜드 인지도의 영향관계에 관한 연구 - 명동 지역 화장품 로드 숍의 파사드 디자인을 중심으로 -

The purpose of this study was to investigate how brand identity expressional elements in cosmetic road shops' facades would affect the brand awareness of consumers while extracting those brand identity expressional elements observed in the facades of the cosmetic road shops. In order to achieve the research goal, the study used Q methodology, a method to measure subjectivity. The results have been summarized as follows. (1) The elements to express the brand identity found in the facades of the cosmetic road shops were observed to be two-dimensional expressional elements, and they should include a symbol, a logo, a signboard, materials to express an image (products, models) and a brand color. As for the three-dimensional expressional elements, they were a building (form, materials, pattern), decorations (lean-to roof, canopy, sculptures, lighting, screen) and a display window (focusing on products, visuality or the inside of a shop). (2) The findings of the analyses on the brand awareness using Q methodology have been presented as follows. (1) When multiple identity expressional elements which would be associated with each other are used, the brand awareness gets increased relatively efficiently. (2) In case of men, they would perceive a brand more easily through those formative expressional elements such as a form of a building. (3) In case of women, they would perceive a brand more conveniently through those visual expressional elements such as a brand color. (3) In conclusion, the study figured out that, among the brand identity expressional elements, the one which would influence the brand awareness most would be (1) the brand color, followed by (2) the building-form, (3) the lean-to roof, (4) the display window and (5) the logo. Based upon what has been learned so far, the study confirmed that when it comes to securing the brand awareness in the market, cosmetic companies should, first, realize how important it is to make good use of the two-dimensional (visual) expressional element, the brand color, and the three-dimensional expressional element, the form of the building, together before they even try to design facades of their shops on the streets.

시퀀스 내러티브 관점에 따른 '오설록 티하우스' 공간의 제품 전시 디자인 사례 연구

Recently, there have been increasing attempts to pursue and express feelings such as sensibilities, emotions, and impressiveness in commercial spaces. One of such methods is to apply 'storytelling' to space designs. Applicability of storytelling to a space suggests that the contents of a space can be expressed through various mediums. Portraying events and situations through a single time continuity of a story is referred to as 'narrative'. The movement of users and sequence of contents are determined by a narrative. It provides different storytelling and a sense of place to each space through various roles, such as wide association, engraving, and image formation. A narrative can lead users to engage in different perceptions and behaviors even in spaces with the same content. Thus, this study is intended to examine the impact of space marketing in line with design narratives, assuming that narratives of commercial space designs will influence the formation of brand identity. The research methods are as follows. First, the definition of narratives in space design was established by examining narrative architectures. Second, design analysis tools for commercial spaces were established from the perspective of narratives through preceding studies. Third, the design narratives of different shops under the same brand were comparatively analyzed through a case study. To carry out a case study, a commercial space of 'O'sulloc' was selected, and its brand identity was studied from the narrative standpoint. The case study involved interior designs of 7 road shops of 'O'sulloc.' Among the 7 road shops, two of them with the biggest difference in design narratives were selected, and an observation survey was done on the users as a second analysis. Through the observation survey, actual design narrative experience was analyzed in 4 steps of introduction, development, turn, and conclusion. The findings are as follows. The design method of each shop varied, and different design elements were emphasized. Among various elements, the ones that reflect the brand identity of 'O'sulloc' the best were logo, product, and shape. During the process of narratives, the characteristics of each shop and user recognition and behavior varied depending on the degree of emphasis on a particular element. It suggests that space design narratives can influence the formation of brand identity. This study provides ideal directions of developing space designs necessary for forming brand identity from the standpoint of Korean traditional culture modernization. Future studies could discuss the economic feasibility of such designs.

The Characteristics of Interaction in Display Windows for Brand Experience -Since 2010, appeared Centering on Fashion Road Shops-

The Characteristics of Interaction in Display Windows for Brand Experience -Since 2010, appeared Centering on Fashion Road Shops-

관상어 시장규모 및 인식도 분석을 통한 관상어산업의 개선과제

This study estimated the size of ornamental fish market as the basis survey for the development of the ornamental fish industry in Korea. It presents improvement projects agendas for the development of the Korean ornamental fish industry by investigating the challenges of the ornamental fish industry and consumer awareness. First, looking at the size of the ornamental fish market, calculated on the basis of survey results, the size of ornamental fish market is analysed as 231.8 billion won. The actual ornamental fish market is presumed to be much larger than this considering unclear gross sales from e-commerce and group sales, goods excluded from the ornamental fish export, expensive ornamental fish transaction from smuggling are missing. Ornamental fish industry and consumer awareness survey results can be described as follows: First, revenue structure of the ornamental fish market depends on a handful of expensive purchasing group rather than on low-cost consumption group. Second, many members of the ornamental fish producers, wholesalers, road shops are small-scale. Third, the sale of aquarium fish and aquarium fish related supplies in road shop have different market structures. Fourth, ornamental fish consumption is in the ongoing recession. Fifth, ornamental fish industry hopes for expansion of distribution and Research & Development. Sixth, satisfaction of ornamental fish consumers is generally low. As described above, ornamental fish industry in Korea are vulnerable in the market structure and industry is small and the consumer's satisfaction degree is staying in the 'normal' level. If current state will continue, future consumption can be reduced. It is necessary to increase the competitiveness by using various method including reorganization of the structure of the ornamental fish industry even though it is hard to reach conclusion only with the results of the survey.

A Study of Convergence Marketing and Spatial Design - Focused on Brand Road Shop -

A Study of Convergence Marketing and Spatial Design - Focused on Brand Road Shop -