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Segmentation of the Cosmetics Market according to Shopping Orientation  

Hwang Choon Sup (Dept. of Clothing and Textiles, Kyung Hee University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.28, no.12, 2004 , pp. 1632-1643 More about this Journal
Abstract
The competitiveness of the domestic cosmetics market will improve more rapidly when efficient market segmentation is secured, qualitative information about each of the segmented markets is gathered, and adequate marketing strategies to meet the demands of each segmented markets is established. Therefore, continuous studies are needed to secure qualitative information for market segmentation. In order to find out whether the domestic cosmetics market could be segmented according to consumers' shopping orientation, the present study analyzed cosmetics purchasing behavior, complaint behavior, and demographic characteristics of each consumer group classified according to their shopping orientation. The study was implemented by a normative-descriptive survey method using a questionnaire. Three groups of consumers were identified according to their shopping orientation: price-oriented group, information-oriented group, and brand-oriented group. It was confirmed that the groups, classified according to shopping orientation, have significantly different demographic, purchasing, and complaint behavior. Therefore, shopping orientation should be carefully considered in the segmentation of the cosmetics market.
Keywords
Cosmetics; Shopping orientation; Market segmentation;
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