초록
The aim of this study is to promote an appropriate consumption culture given the features of the segmented female college student group and to utilize these features as basic data at the level of consumer education. The lifestyle of female college students will be identified, along with the current use and customer satisfaction of low price cosmetics that are aimed at this group. The conclusion will be proposed on the basis of the results of this study: Firstly, low price cosmetics producers need to develop products that satisfy the needs of customers and to establish marketing strategies such as sales promotions according to the current trend. Secondly, in order to establish rational purchasing, it is necessary to promote an appropriate consumption culture by offering consumer education to college students. Thirdly, most consumers equate brands with quality. Therefore, companies need to continually produce quality products that may be differentiated from other low price cosmetics, not only in terms of price but also in terms of product quality, in order to enhance the reliability of their brand. Furthermore, it is necessary for consumers to be able to purchase products by considering product quality through searching for diverse information and not merely by depending on any particular brand.