Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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consumers' purchasing behavior of functional cosmetics and Inula based functional cosmetics merchandising research

국내 소비자의 기능성화장품 구매행태 및 선복화 활용 기능성화장품 상품화를 위한 연구

  • Han, Do-Kyung (Department of Foodservice Management and Nutrition, Sangmyung University) ;
  • Lee, Hyun-Jun (Department of Foodservice Management and Nutrition, Sangmyung University) ;
  • Lee, Eun-Hee (Department of Beauty Art, Seokyeong University) ;
  • Paik, Hyun-Dong (Department of Food Science & Biotechnology of Animal Resources, Konkuk University) ;
  • Shin, Dong-Kyoo (General Bio Co., Ltd.) ;
  • Park, Dae-Sub (Department of Foodservice Management and Nutrition, Sangmyung University) ;
  • Hwang, Hye-Seon (Department of Foodservice Management and Nutrition, Sangmyung University) ;
  • Hong, Wan-Soo (Department of Foodservice Management and Nutrition, Sangmyung University)
  • 한도경 (상명대학교 외식영양학과) ;
  • 이현준 (상명대학교 외식영양학과) ;
  • 이은희 (서경대학교 미용예술학과) ;
  • 백현동 (건국대학교 축산식품공학과) ;
  • 신동규 ((주)제너럴바이오) ;
  • 박대섭 (상명대학교 외식영양학과) ;
  • 황혜선 (상명대학교 외식영양학과) ;
  • 홍완수 (상명대학교 외식영양학과)
  • Received : 2016.06.22
  • Accepted : 2016.08.11
  • Published : 2016.08.31
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Abstract

This study was conducted to provide baseline data regarding functional cosmetics so that Inula. based cosmetics can increase its competitiveness in the market as well as to understand current trends to enable anticipation of demands for future product development. For this research, general consumers over the age of 20 residing in Seoul and the Gyeonggi district were surveyed. The results show consumers preferred serum-type products among various types of cosmetics, and that they purchased these once every 1-3 months. Consumers also preferred these products in less than 10-30ml capacity, and at costs of less than 30,000-50,000 KRW. For whitening, functional cosmetics consumers also preferred the serum type, in less than 30-50ml capacity and priced less than 30,000-50,000 KRW. Consumers preferred to purchase functional cosmetics in single units. The major purchasing location, with a high preference rate, was cosmetic stores, and the major sources of information, also with high preference rates, were 'experienced reviews from family, friends and acquaintances' and 'TV advertisements'. Respondents selected 'over 50,000 KRW' the most for all items when responding to 'Purchase Intent for Functional Cosmetics containing Inula', and responded that they were willing to pay 10%-30% more for functional cosmetics containing Inula compared to standard functional cosmetics. These results show that businesses in the cosmetics industry need to take consumer demand into account when developing new functional cosmetic products, as well as establish plans to create specialized spaces that provide better quality service and increase word of mouth effect through better utilization of various types of offline media, social media, and blogs. The study also shows a need for businesses to develop products fully utilizing the Inula flower, which has been shown to be effective as a natural skin whitener, wrinkle reducer and skin moisturizer, to appeal to the increasing number of customers interested in health and beauty.

본 연구는 수도권에 거주하는 일반 소비자를 대상으로 기능성화장품 구매행태를 파악하여 선복화 활용 주름 미백개선 신제품 개발 시 경쟁력 확보를 위한 기초자료로 활용하고자 하였다. 연구결과, 소비자는 주름개선 기능성화장품의 종류 중 세럼을 주로 선호했으며, 1~3개월에 한 번 구매하는 비율이 높았다. 용량은 10~30 ml 미만을 주로 선호했고, 구매비용은 3~5만원 미만을 주로 지출하였다. 미백개선 기능성화장품 역시 세럼을 선호했고, 용량은 30~50 ml 미만을 선호했으며, 구매비용은 3~5만원 미만을 주로 지출하였다. 기능성화장품 형태는 단품을 선호했고 선호도가 높은 주요 구매 장소는 '화장품전문점' 이었고, 선호도가 높은 주요 정보원은 '가족 친구 지인의 추천 및 경험담', 'TV 광고' 등 이었다. 선복화 활용 기능성화장품 세럼 개발시 구매의도 4개 항목 모두 제품 비용이 5만원 이상으로 나타났으며, 가격 지불의사에서도 현재 가격에서 추가로 10~30%까지 지불 할 수 있는 것으로 나타났다. 따라서 화장품 관련 기업 및 산업체는 기능성화장품 관련 신제품 개발 시 소비자의 구매시 요구도를 적용하는 방안과 신제품 판매 활성화를 위해 질 높은 서비스를 제공하는 전문화된 장소 확보 및 직접체험, 다양한 대중매체 활용 SNS 블로그를 통한 구전 효과를 높이고, 천연미백 및 주름개선, 보습효과 등이 검증된 선복화를 활용한 제품을 개발하면 건강과 미용에 관심이 많은 소비자들에게 충분히 어필(appeal)할 수 있을 것으로 사료되었다.

Keywords

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