• 복식
• /
• 제50권7호
• /
• pp.97-111
• /
• 2000

The purpose of this study were to segment the hair care cosmetics market according to the benefits sought, to categorize the information sources on the hair care cosmetics, and to characterize the profiles of the segmentized groups of university students. Self-administered questionnaires were distributed to 457 university students in Chonbuk province from Jul. 10 to Jul. 21, 1999. Frequencies and percentages were calculated, and factor analysis, cluster analysis, one-way ANOVA, and $\chi$$^2$-test were used. The results were: 1. University student's benefit variables on hair care cosmetics were classified into special function, fashion, practicality, brand, fragrance, styling, nutritional reinforcement, and economy. And they were segmentized into the feeling pursuit, the multi-benefit pursuit, the practicality pursuit, the benefit unconscious, and the function pursuit. The information sources were classified into marketer-dominated sources, neutral sources and consumer -dominated sources. 2. The feeling pursuit strongly sought for fashion, brand and fragrance pursuit, but considered economy less, chiefly used the marketer-dominated and neutral information sources, and showed much interests in hair care cosmetics, and were consisted of women dominantly. The multi-benefits pursuit sought for various kinds of benefits from hair care cosmetics, depended heavily on various kinds of information sources, were well aware of their hair types and instructions on the hair care cosmetics label, and were consisted of women dominantly. The practicality pursuit highly sought for practicality, but low on the fashion, were not aware of their hair style, haler care, hair health status and hair type, and almost half of them are men. The benefit unconscious showed low concern about, all kinds of benefits and hair care cosmetics, and were consisted of more men than women. The function pursuit highly sought for special function and nutritional reinforcement, mainly depended on the consumer-dominated sources. and showed low concern about their hair style and hair care.

• 복식
• /
• 제54권2호
• /
• pp.95-104
• /
• 2004

The purpose of this study was to identify benefits sought and use of the cosmetics. The results were as followes ; 1. Most women spent less than 40.000 won monthly, used basic cosmetics most frequently but used functional cosmetics least when they went out. 2. The factors of cosmetics benefits sought were self-confidence, individuality, beauty, saving appearance. and supplement defect. The respondents were segmented into the beauty pursuit, the supplement defect pursuit, the individuality pursuit, and the self-confidence pursuit. 3. The beauty pursuit used all kinds of cosmetics more than other groups, but the supplement defect pursuit used functional cosmetics more. The individuality pursuit used color cosmetics more, but spent cosmetics expenditure least. The self-confidence pursuit used all kinds of cosmetics least and spent cosmetics expenditure least. 4. The beauty pursuit was found among the older, the less educated, and jobless married women. The supplement defect pursuit was found among the late-teenagers. The individuality pursuit was found among married or unmarried working women. and the more educated. The self-confidence pursuit was found among college women. 5. The use of basic cosmitics was affected by cosmetics expenditure. age, supplement defect, and saving appearance. use of color cosmetics was by cosmetics expenditure, supplement defect, age, self-confidence, and individuality, and use of functional cosmetics was by cosmetics expenditure, supplement defect, and age.

• 대한가정학회지
• /
• 제45권10호
• /
• pp.33-44
• /
• 2007

The aims of this study were to examine the characteristics of consumer groups by distribution channel and to identify the variables that influence consumers' intentions to purchase herbal cosmetics. Self-administered questionnaires were distributed to 1,000 women between ages of 20 and 50 years who had purchased herbal cosmetics between November 6, 2006 and December 15, 2006 and currently live in Seoul, Kyung-gi, Pusan, Kyung-Nam, Daegu and Kyung-pook province. A total of 900 questionnaires were used in the final analysis. Factor analysis, $x^2$-test, t-test, frequency, one-way ANOVA and stepwise regression analysis were utilized. The results were as follows: 1. There was a correlation between the demographic characteristics of the consumers and the distribution channel they utilized. 2. There was a correlation between the benefits sought by consumers and the distribution channel they utilized. 3. There was a relationship between the sources of the consumer information leading to the purchase and the distribution channel utilized. 4. There was a relationship between the variables influencing consumers' intentions to purchase the products and the distribution channel they utilized.

• 한국의류학회지
• /
• 제31권4호
• /
• pp.551-562
• /
• 2007

The purpose of this study was to examine the influence of sex role identities on male consumers' appearance management behavior. Recently, heavy marketing efforts have been made by the cosmetics and apparel industries to cater to male consumers who seem to be increasingly interested in their appearances. This study intended to identify the relationship between male consumers' appearance management tendencies and their sex role identities and benefits sought in clothing. A survey data was collected from 321 men aged between 20 and 40 and was analyzed using SPSS. The results showed that not only the male consumers' perceived masculinity and femininity but also the discrepancies between their ideal and perceived masculinity/femininity were related to the benefit they sought in clothing. Also, individuals who identify themselves as masculine (rather than feminine) were more likely to be engaged in appearance management practices. However, a greater portion of their appearance management behavior was explainable by their pursuit of fashionability, conformity, and individuality in clothing. This seems to indicate these male consumers consider appearance management primarily as a fashion trend.

• Asia Marketing Journal
• /
• 제13권2호
• /
• pp.1-26
• /
• 2011

본 연구는 고객이 화장품을 구매할 때 지각하는 구매체험의 요인들을 Schmitt(1999)가 주창한 전략적 체험 모듈(SEM)을 이용하여 다섯 개 요인(감각, 감성, 인지, 행동, 관계)으로 분류하고, 이들 요인과 고객의 화장품 추구혜택, 소비자와 브랜드간의 관계형성에 관한 일련의 관계를 조명하여 화장품 기업에 전략적 시사점을 제시해보고자 하였다. 연구결과를 살펴보면, 화장품 추구혜택 중 기능성은 구매체험에 모두 유의한 영향을 미치는 것으로 나타났으며, 브랜드는 감각과 인지-행동-관계에 유의한 영향을 미치며, 감성에는 유행성만이 유의한 영향을 미치는 것으로 나타났다. 또한 소비자의 화장품 구매체험 중 인지-행동-관계가 소비자-브랜드 관계에 모두 유의한 영향을 미치는 것으로 나타났으며, 사랑과 열정에는 감각이 유의한 영향을 미치고, 상호몰입과 친밀감에는 감성이 유의한 영향을 미치는 것으로 나타났다. 남녀 간에는 화장품 추구혜택 요인 중 유행성, 경제성, 기능성에서 유의한 차이를 나타냈으며, 유행성과 기능성은 여자가 남자에 비해 높게 나타났고, 경제성은 남자가 여자보다 좀 더 높게 나타났다. 또한 화장품 구매체험 요인 중 감성과 인지-행동-관계에 유의한 차이를 보이고 있으며, 여자들이 남자들에 비해 높게 나타났다. 마지막으로 화장품 추구혜택 중 기능성은 여자, 남자 모두 감각, 감성, 인지-행동-관계에 유의한 영향을 미치는 것으로 나타났으며, 여자는 브랜드가 감각에 유의한 영향을 미치는 반면, 남자는 브랜드가 인지-행동-관계에 유의한 영향을 미치는 것으로 나타났다. 결론적으로, 화장품기업들은 다양한 국내외 브랜드들이 치열한 경쟁을 하고 있기 때문에 차별화된 경쟁우위를 갖기 위해서는 소비자의 피부에 적합하며 기능적인 화장품을 제공해야 하며, 소비자들이 이를 다양한 구매체험을 통해 구매할 수 있도록 하여 브랜드와의 강한 관계구축에 힘써야 할 것이다.