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최충심 대한피부미용학회 2007 대한피부미용학회지 Vol.5 No.2
This thesis is a study about purchasing behavior of whitening cosmetics, to offer basic material in whitening cosmetics market which is expanding gradually in the future through analysis on women’s general behavior about cosmetics, the actual condition of using whitening cosmetics, customer satisfaction measurement, merits and demerits, measure of improvement of whitening cosmetics. A sample of this object of study consists of survey of women in from their twenties to fifties live in Seoul and Gyeonggi Province, 327 copies of questionnaires are used as final analysis material after first preliminary research. The collection of materials on this research is analyzed by using SPSS program, crossing analysis and Anova are carried out. The results of this research are as follows. First, analysis on general behavior about cosmetics showed that a dry skin was the most in the skin type. Second, analysis on the actual condition of using whitening cosmetics showed that most women had used whitening cosmetics, purchasing whitening cosmetics to improve skin tone is the most. Women recognized the price of whitening cosmetics is high. Third, analysis on customer satisfaction measurement of whitening cosmetics showed that brand name is the highest, propriety of price is the lowest. Forth, analysis on measure of improvement of whitening cosmetics showed that reforming skin tone is the biggest merits and high price is the biggest demerits. The result of research on women’s recognition was that the most urgent change for the better is lower price and certainty of use and effect. For the constant development of whitening cosmetics in the market which is expanding gradually, to satisfy women consumer in the real use and effective side, development of products and scientific data is needed for appeal to women consumer, setting up satisfactory price should be considered.
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