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여성의 화장에 대한 욕구와 그에 따른 화장품 소비행위에 대한 심층연구
유창조(Chang Jo Yoo),정혜은(Hye Eun Jung),홍성태(Sung Tae Houg) 한국경영학회 2006 經營學硏究 Vol.35 No.1
This study synthetically analyzed several types of data collected through enthographic interviews, focus group discussions and survey questionnaires to understand women’s needs for makeup and consumption behaviors in detail. We collected various types of data according to the research purposes, put the results together, and described the key findings synthetically.More specifically, we conducted ethnographic interviews to understand consumers’ consumption experiences with ethnographic interview, conducted focus group discussions to analyze differences in consumption experiences across women’s life stages, and we developed tentative research hypotheses and models. Finally we conducted survey research to verify those quantitatively.Through these integrative research methods, we found several interesting results. First, convenience, removal of anxiety, pleasure, prestige, utility, fulfillment were found as important values pursued by consumers at purchase situations. Expression, transformation, expectation,mood change, propriety were perceived as values at usage situations. Pride, display, and reassurance were felt as important values when they carry cosmetics. We provided detailed description on each values.Second, we found that consumers’ brand choice process is very complex, because there are so many brands available in the market. Consumers have to select brand under limited knowledges from their usage experiences and as a result they tend to depend more on salespeoples’ suggestions at the store and show interests in new brands. We also found social class, economic status, and skin type as the most influencial factors on consumers’ brand choice decisions. With these results, we explored why consumres show interests in new products and why consumers have reltatively low brand loyalty (or brand confidence).Third, we found that consumers changed their makeup patterns by their life stages.Detection of woman image, embodiment of lady image, discovery of motherhood andrediscovery of woman image were found as four different stages. We provided detaileddescriptions on their body image, emotional responses, social network by stage. We also discussed their motivation, makeup style and meaning of brand evolve by life stage. With these results, we explored unique characteristics of cosmetic markets and discussed its implications.
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