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중국 일부지역 20~30대 여성의 라이프 스타일에 따른 화장품사용 특성
사루라 ( Sa Ru La ),최미옥 ( Mee-ok Choi ) 한국미용학회 2018 한국미용학회지 Vol.24 No.2
The purpose of this study was to investigate the differences in the use of cosmetics according to the lifestyles of women in their 20s and 30s in some parts of China. The survey was conducted from October 01, 2017 to November 25, 2017 through the Internet (www.wjx.cn) for women in their 20s and 30s in Inner Mongolia, China. A total of 600 copies were distributed to 575 copies For statistical analysis, SPSSWIN 21.0 program was used.As a result, life style was classified into three groups: extroversion, substance pursuit, practical and health pursuit, and 59.3% of lifestyle group was ‘extroversion’, and 'practical and health seeking type' , And 'substance-seeking type' (16.5%). In addition, in all three groups of lifestyles, skin and toner are the most commonly used in basic cosmetics. Recommendations from people around one is the primary motivation of choosing the using extroverted cosmetics. Lipstick has the highest rate of use in make-up because of product stability as the satisfied reason. Compare with domestic and imported cosmetics, lifestyle extroverted costumers pay the most attention to the brand image.Based on the above results, in order to change the consciousness of women in their 20s and 30s who prefer imported cosmetics, the Chinese basic cosmetics business has developed cosmetics with quality and function suitable for women in their 20s and 30s We need to develop cosmetics that can differentiate them from imported cosmetics. Therefore, this study needs a customer segmentation strategy according to lifestyle for 20 ~ 30 Chinese women and hopes to be used to provide basic information and effective marketing strategy for Chinese cosmetics market.
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