| 여대생의 화장품 구매행동에 대한 범 이론적 모델을 적용한 비교 연구 |
| 박선민 |
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| The Study of Cosmetics Purchasing Behavior act according to the Transtheoretical Model of the Female University Students
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| Seon Min Park |
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| ABSTRACT |
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This study is analyzed to collect data for 472 female college students attending University in Seoul. According to the Transtheoretical model, Divided into 5 groups of female college students, we compared and analyzed the consumer response of cosmetics 4P, such as cosmetic purchase characteristics, cosmetics products, prices, advertising, point of purchase and so on. According to the results of this study, conclusions and discussion are as follows. First, the result of investigation of the use of cosmetics on the makeup of Female University Students, Using of the Color cosmetics intend to increase according to high monthly income, pin money and unmarried woman. Second, in all groups, the places of cosmetic purchase were intend to increased department store, cosmetic brand shop, and cosmetics supply. Third, in all groups, the preference in the selection of color cosmetics were high of BBcream and foundation. In addition, on the basic cosmetics selection, cleanser and toner/lotion items had high purchasing preferences. Fourth, in the color cosmetics using group, satisfaction of cosmetics were high. Fifth, in the group of preparations on color cosmetics had more impulsive cosmetic buying tendency. Finally, high income and pin money lead the purchase of cosmetics in department stores. On the other hand, the purchase of brand shops and cosmetics shops were increased in the lower income levels, and a pin money.
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| Key words:
Transtheoretical model, Cosmetics 4P, Satisfaction of cosmetics, Cosmetic purchase behavior, Income and pin money
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