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http://dx.doi.org/10.5762/KAIS.2013.14.10.5097

Impact of Difference in Korean Wave Awareness among Chinese Women on Quality Perception and Purchasing Behavior of Korean Cosmetic Products  

Lee, Jeong-Suk (Department of Beauty Art, Seokyeong University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.14, no.10, 2013 , pp. 5097-5104 More about this Journal
Abstract
To derive implication for marketing strategy for Korean cosmetic products in China, an analysis was conducted on the difference in quality perception and purchase behavior between two groups of Chinese women classified by their awareness of Korean Wave. Analytical methods including k-means clustering method, independent samples t-test, factor analysis were applied on the survey results of Chinese women residing in Guangzhou city. The positive impact of Korean Wave on quality perception and brand image is much stronger for higher awareness group, compared against for lower awareness group, that leads to higher product satisfaction and willingness to recommend purchases. Thus, marketing strategies need to be adjusted based on the difference in customers awareness of Korean Wave. However, the low price is the primary inducement for purchases for both groups, increased efforts to enhance brand image and product quality as premium products is strongly required, together with the utilization of Koran Wave.
Keywords
Chinese Consumers; Cosmetic Products; Purchasing Behavior; Quality Perception;
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Times Cited By KSCI : 2  (Citation Analysis)
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