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Kor J Aesthet Cosmetol > Volume 12(3); 2014 > Article
Kor J Aesthet Cosmetol 2014;12(3): 345-352.
20~30대 성인여성의 바디 화장품 인식에 따른 구매행동 연구
송효정, 이명선
A Study of Purchasing Behavior Based on Body Cosmetics Recognition of Women in their 20s and 30s
Hyo-Jeong Song, Myung-Sun Lee
ABSTRACT
The purpose of this study is to identify the purchase behaviors and conditions of use in cosmetics for body by targeting on adult females between their 20’s-30’s who are currently residing in Seoul and Daejeon areas. Accordingly, 220 copies of survey questionnaires were distributed among the periods of June 11, 2013 to July 14, 2013 and 200 copies of questionnaires have applied for this study. The composition of the questionnaire consisted of questions about general characteristics and the awareness of cosmetics for the body and skin types, purchase behaviors of cosmetics for the body, and preference of cosmetics for body. In terms of the body skin type, the highest number is displayed as ‘dry skin’ with 34% and the highest number of participants have concerned with ‘dryness.’ The average score of satisfaction on their own skin condition resulted in 3.36 and this displays how participants are generally satisfied about their skin conditions. However, amongst the reasons presented by those who have not satisfied, ‘scars which remain as a form of skin troubles’ is resulted as the highest. When participants have asked about types of body products that they were aware of, they have presented in the order of body wash> body lotion > body oil. ‘Body wash’ is presented with the highest number of use amongst applied body cosmetic. In case of analysis about purchase behavior, participants encountered information about body cosmetic through the internet and it identifies that a large number of participants held preference for the ‘internet’ as the site for purchase. In terms of the condition considered as important during product purchase, ‘scent’ is displayed with the highest number. It is considered that follow-up studies should be conducted so that cosmetics for body targeted on wider age range and both gender instead of just adult females in their age of 20’s-30’s can develope in a more customized and extensive manner according to personal tendencies and preferences.
Key words: Body cosmetics, Body products, Body care, Body skin care
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