Journal of Wellbeing Management and Applied Psychology (웰빙융합연구)

Korea Wellbeing Convergence Association (한국웰빙융합학회)
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A Study on Purchasing Behavior of Male Consumers in their 20s and 30s on Perfumes

  • Jun-Bok, LEE (Greencos co., ltd. Quality Contorl Team) ;
  • Young-Jin, SO (Dept. of Beauty & Cosmetic Science. Science College of Bio Convergence, Eulji University)
  • Received : 2023.03.18
  • Accepted : 2023.03.26
  • Published : 2023.03.30
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Abstract

Purpose: This study analyzed the perfume buying behavior of 561 men in their 20s and 30s. Research design, data and methodology: The demographic characteristics of the study subjects were analyzed frequently, the use of perfumes and chi-square tests were performed to identify differences in purchasing behavior, and the Likert 5-point scale was used to measure the importance of the reasons for choosing perfumes. Results: The most commonly used perfume product was Eau de Toilette, which had statistically significant differences with age and education (p<.05). Perfumes were most commonly purchased at health and beauty stores, with statistically significant differences by age, marital status, and education (p<.05). Conclusions: The study subjects have a high purchasing power for perfume products and are proficient in using smart devices, so they have a high level of information through beauty platforms, so they need to promote online products by introducing live commerce, etc.

Keywords

Acknowledgement

This paper was supported by Eulji University in 2022.

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