Asian J Beauty Cosmetol. 2012; 10(2): 257-265.
On Survey of Baby Cosmetics According to the Mother’s Consumption Patterns
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.
Keywords :
Consumption patterns, Purchasing behavior, Baby, Cosmetics, Marketing strategy
