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Kor J Aesthet Cosmetol > Volume 10(3); 2012 > Article
Kor J Aesthet Cosmetol 2012;10(3): 531-540.
영유아기 전용 화장품의 소비자 인식도 및 만족도
김경은, 배현숙
Customer Awareness and Satisfaction of the Cosmetics for Infants
Kyoung Eun Kim, Hyun Sook Bae
ABSTRACT
With the economic development and industrial advancement, the quality of life, income level, and one-child family have increased. Accordingly, parents strongly tend to demand high-end products for their children. Also, with an increase in infants suffering from atopy and allergic diseases, the preference for atopy products and natural organic products has been on the rise. This study was intended to investigate the features of the diversified infant cosmetics market. We classified the type of infant cosmetics into general infant cosmetics, natural cosmetics (organic, eco-friendly, natural, and oriental medicine cosmetics included), and cosmetics for sensitive skin (Atopy cosmetics included), conduct a questionnaire survey on mothers with children under 6 years. We analyzed 549 copies of questionnaire to look into their purchasing type and the difference of satisfaction with products and marketing with the use of SPSS 12.0 program. Mostly used products for their children were natural infant cosmetics. Regarding the cosmetics for sensitive skin, the cosmetics for atopy, rash, and allergy were used more than others so that there were a significant difference (p<.001). Also, in the case of choosing the cosmetics for infants, the group that uses the cosmetics for sensitive skin and natural cosmetics takes into account a product’s brand further. Regarding the satisfaction with efficacy and effects, the study subjects were highly satisfied with the cosmetics for sensitive skin in terms of facial cream, body wash and UV-block cosmetics. And, with respect to body lotion, they were highly satisfied with natural cosmetics, and regarding shampoo, they were highly satisfied with general infant cosmetics. Regarding the diversity of product line and the brand image by promotion, natural cosmetics group showed the highest, and regarding the average score of price, the general cosmetics group had the highest. Recently, with the wellbeing trend, customers try to spend more and expect more effects. In the aspect, it is expected that premium cosmetics, such as natural and organic cosmetics, the cosmetics for sensitive skin, and atopy and oriental medicine cosmetics, are more popular in the infant cosmetics market. Therefore, it is necessary to develop products and distinct marketing strategy, which reflect the trends.
Key words: Cosmetics for infants, Sensitive skin, Organic cosmetics, Oriental medicine cosmetics, Marketing
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