Browse > Article
http://dx.doi.org/10.12940/jfb.2016.20.5.30

Classification of Cosmetics Consumers who use a Department Store by the Q-Methodology  

Whang, Sangmin (Psychologist)
Shin, Saeyoung (Dept. of Beauty Art, Seokyeong University)
Publication Information
Journal of Fashion Business / v.20, no.5, 2016 , pp. 30-44 More about this Journal
Abstract
In this study, we used the Q methodology, which is considered an effective way to identify and assess the characterization of the human subjective consciousness, and we intended to carry out a scientific approach to classify cosmetics consumers in a department store. The purpose of this study is to identify the dimension of recognition and the characterization of Korean women who use a department store, as well as to classify cosmetics consumers in a department store. The analyzed data was divided into the top 10 questions and 10 sub-items, and it was then classified into six consumer types, depending on typicality of three factors. The three factors were 'effectiveness', 'goal' and 'congestion of shopping'. We named and analyzed the features of each type through in-depth Q workshops in which 22 professionals participated. This study is meaningful as it used the Q-methodology instead of statistics which had been used before to classify the consumers, so that the 'subjective' estimation was analyzed into 'objective' types. The results of this study are expected to be useful for creating a marketing strategy for the cosmetics industry.
Keywords
Q-methodology; Subjective consciousness of consumers; cosmetics consumers in a department store; consumer type;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Chun, S. (2005). Analysis of cosmetics market through benefit segmentation and perceptual mapping(Unpublished master's thesis). Yonsei University, Seoul, Korea.
2 Kang, Y., & Shin, J. (2006). An Analysis on the Determinants of Consumers" Decision to Purchase Cosmetics by their Consumption Propensity. Consumption Culture Study, 9(4), 83-103.
3 Kim, H. (2008). Q-Methodology. Seoul: Communication Books.
4 Kim, Y., & Hong, J. (2009). Market Segmentation in Family Restaurant Customer's by using the Q Methodology. Journal of Foodservice Management, 12(5), 229-248.
5 Shin, S., & Kim, Y. (2013). The Classification of Fashion Frame and Fashion Image of Korean Women in their Twenties and Thirties. The korean Society of Costume, 63(4), 118-131.   DOI
6 Simon, W., & Paul, S. (2014). Doing Q Methodological Research. (P. Baek, Trans.) Seoul: Communication Books.
7 Sunwoo, D. (1991). Research of Consumer Behavior by using the Q Methodology. Advertising Research, 11, 5-27.
8 Whang, S. (2012). President and Louis Vuitton. Seoul: Dulnyouk.
9 Whang, S., & Choi, Y. (2010). Psychological inquiry of Human Subjectivity: Studies of Human Mind in Object Manne. Journal of Human Subjectivity, 21, 5-18.
10 Yoo, M. (1999). A Study on Marketing Strategy of Korean's Color Cosmetics.(Unpublished master's thesis). Chung-ang University, Seoul, Korea.
11 Brown, S. R. (1995). Q Methodology as the foundation for a Science of Subjectivity. Operant Subjectivity, 18, 1-16.
12 Cho, K., & Chun, B. (2000). A Study on the Consuming Condition of Cosmetics of Female Students in Middle and High Schools. Journal of fashion business, 4(4), 107-122.
13 Cho, Y., & Huh, J. (2006). A application Strategy of Customer Scoring Model: Focusing on Cosmetics part of Department Store. Journal of the Korean data analysis society, 8(1), 335-348.
14 An, K., Lee, H. & Ha, Y. (2010). Consumer Behavior. Seoul:Bobmunsa.