Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Lifestyle and Cosmetics Purchasing Behavior - Focused on the Comparison of Korean and Chinese Female College Student -

소비자 라이프스타일 유형에 따른 화장품 구매행동 - 중국과 한국의 여대생 비교를 중심으로 -

  • Published : 2008.07.31
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Abstract

The main purpose of this study is to analyze how differences in lifestyle affect the consumer decision making process on Korean and Chinese consumers. We conducted a survey on 210 female college students to gather the data needed. Through this study we were able to distinguish five different type of lifestyles; the confident, the charismatic, the vogue pursuing, the competitive, and the sociable. We also found out that the consumers of Korea and China with different lifestyles act differently throughout the decision making process. Chinese consumers were more influenced by advertising than Korean consumers. Korean and Chinese consumers also showed a difference in the perception of cosmetic prices, purchasing motivations, types of cosmetics, and where it was made from. Both Chinese and Korean consumers are influenced by salesperson more than any other marketing variables at point of purchase. The findings of this study are expected to help marketer make successful marketing strategy for cosmetics business in China.

Keywords

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  3. Chinese female consumers’ lifestyle groups and consumer behavior for Korean cosmetics vol.24, pp.4, 2016, https://doi.org/10.7741/rjcc.2016.24.4.511
  4. A Study on Adult Women's-Awareness of Cosmetics Distribution Channels and Purchase Intention vol.20, pp.1, 2016, https://doi.org/10.12940/jfb.2016.20.1.1