• The Research Journal of the Costume Culture
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• v.18 no.6
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• pp.1211-1227
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• 2010

The purpose of this study was to examine effects of perceived cosmetic brand personality on the preference of women consumer in 20～30's who started applying adult makeup and were sensitive to cosmetics and makeup techniques to provide domestic cosmetic brands with unique personality marketing resources. A questionnaire developed by researchers was used and 538 questionnaires were used for data analysis. Data was analyzed by SPSS PC(Ver. 16.0). Factor analysis, one-way ANOVA, and muliti regression analysis were done. The findings of this study were; Domestic cosmetic brands' personality factors were aesthetics, performance, interest, competency, and boldness. In case of Isaknox, women consumers in 20-30's preferred it when they perceived its aesthetics, performance, and competency. They preferred Lacvert when they perceived its aesthetics and interest, while they preferred The Face Shop when they perceived its aesthetics, performance, and competency. They preferred domestic cosmetic brand was Hera most, followed by Laneige, Isaknox, Lacvert, and The Face Shop in a descending order. Also they preferred Laneige when they perceived its competency and Hera when they perceived its aesthetics and interest.

• Journal of Cadastre & Land InformatiX
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• v.44 no.1
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• pp.213-226
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• 2014

The objective of this paper is to investigate the factors determining the premium of coffee shops by using coffee-shop lease cases at main retail trade areas in Seoul. The focus is on analyzing that the coffee-shops' the sales, building, location and retail trade area characteristics affects the coffee shop's premium. The major findings are as follows. First, there is a high positive correlation between the premium and the sales, and the sales and the size of the shop are shown to be statistically significant variables in estimating the premium per $3.3m^2$. It means that the shop's sale is empirically important an independent variable in determining the premium and as the major costs in the process of starting the business. Second, the deposit money per $3.3m^2$ and public service officers in the retail areas are important in determining the premium. Third, the size of the shop have the effects on the premium per $3.3m^2$ negatively. In short, this study adopts the research hypothesis that retail trade area, location, building of the characteristics, which is located in the coffee shops have the effects on the premium.