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Kor J Aesthet Cosmetol > Volume 10(2); 2012 > Article
Kor J Aesthet Cosmetol 2012;10(2): 257-265.
어머니의 소비유형에 따른 베이비 화장품의 구매양상
김영배, 배현숙
On Survey of Baby Cosmetics According to the Mother’s Consumption Patterns
Young Bae Kim, Hyun Sook Bae
ABSTRACT
Due to low birth rate, young married couples want to raise their children specially. Atopy and skin diseases are increased by the environmental pollution. The demand for baby cosmetics is also increasing. Based on the assumption that there must be a casual relationship between the consumption pattern of mothers(the actual purchaser) and the purchase of baby cosmetics, this study aims to explain the purchase behavior for baby cosmetics and provide the basic data for establishing the effective marketing strategies. Survey questionnaires were distributed targeting the mothers residing in Seoul and Gyeonggi, and 338 questionnaires were used for the final analysis. The result are as follows. First, consumption patterns are divided into ‘showing off’, ‘following the trend’, ‘economy’ and ‘public interest’. Second, consumption patterns have significant differences according to the socio-demographic characteristics. Third, there are significant differences in selection criteria, the place of purchase, purchase cost and manufacturer for baby cosmetics, in accordance with the consumption pattern. Fourth, in respect of the satisfaction level and the purchase intention for baby cosmetics, the general baby cosmetics was the highest. As shown as the above, the consumption pattern of mothers has the effect on the purchase of baby cosmetics.
Key words: Consumption patterns, Purchasing behavior, Baby, Cosmetics, Marketing strategy
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