化粧品消費者의 라이프스타일과 購買行動에 관한 硏究 = (A) study on the life style and purchasing behavior of cosmetics consumers

다국어 초록 (Multilingual Abstract)

The consumer's response to the cosmetics pursues the qualitative changes through the improvement of living standard, the continuous research and development of cosmetics company and the research of life style. According to such changes, the purpose of this study is to understand the change of consumer's purchasing behavior by the life style of cosmetics consumers and the theory of purchasing behavior's effects on the decision-making, conduct the positive research and provide the basic materials of establishing marketing strategy of cosmetics industry in Korea.
The life style is divided into four as follows;
First, the ego of a specific product shows the lowest trend, but the marketing strategy should be established by placing the focus on the fact that the consumers purchase the goods depending on the neighboring environment and the ego of the product is lowest as a negative type which respects the opinions of social groups such as consumer group. Second, in the purchasing behavior of cosmetics by active type consumers, the display of shop may be a major strategy by emphasizing the fact that it is the group with the strong impulsive purchasing trend and since it is the positive purchaser group with the highest satisfaction of the image of cosmetics quality and company, it has a potential as the continuous customers. Third, the vogue followers have a strong trend of pursuing a change and shows a low conservative trend and social activity, so the marketing strategy should be established in order that the purchasing is made according to the vogue. Finally, sincere and economic purchaser type who has a strong planned purchasing trend and shows a low response in consumption or change pursuit trend has a higher trend in the ego of product than other life styles, and once it is established as the consumer class of a specific product, it plays the roles as the steady consumers, but they show the lowest satisfaction of cosmetics price and then the marketing strategy is required through price differentiation.
As a result of research, there is no difference by types in the consumption of cosmetics and application types according to life style. There is no significant difference in preference of cosmetics purchasing place, factor which gives a priority in purchasing cosmetics and frequency of make-up according to life style, but the various characteristics in the type of purchasing behaviors are shown.
As the limitation of this study, first it is on the problem of the representative nature of a sample. It is difficult to examine the conditions of the whole cosmetics consumers by limiting the object of the sample to Kwangju city. In addition, since the objects of the research are the women in twenties and thirties, it cannot stand for the whole cosmetics consumers. Second, as the problem of measurement, this study uses multiple choice system and five point scale in the questionnaire and it contains the limitation of research instrument which cannot exclude the suggestion of answer items and centralization trend.

목차 (Table of Contents)

• 第1章 序論 = 1
• 第1節 硏究의 目的 = 1
• 第2節 硏究의 範圍와 方法 = 3
• 第2章 理論的 考察 = 4
• 第1節 消費者 購買行動의 影響要因 = 4
• 1. 文化的 特性 = 4
• 2. 社會的 特性 = 8
• 3. 個人的 要因 = 10
• 4. 心理的 要因 = 12
• 第2節 라이프스타일의 理論的 考察 = 14
• 1. 라이프스타일의 槪念 = 14
• 2. 라이프스타일 硏究의 特徵 = 16
• 3. 라이프스타일 分析方法 = 17
• 第3節 라이프스타일과 마케팅전략 = 22
• 1. 라이프스타일과 購買行動 = 22
• 2. 라이프스타일과 마케팅전략 = 22
• 第3章 化粧品 産業의 現況과 特性 = 25
• 1. 化粧品의 歷史 = 25
• 2. 化粧品 産業의 推移 = 26
• 3. 化粧品의 種類 = 28
• 第4章 實證的 硏究 = 31
• 第1節 假說設定 = 31
• 第2節 調査의 設計 및 分析 方法 = 31
• 1. 標木의 選定 = 31
• 2. 設問紙의 構成 = 32
• 3. 購買行動 變數의 操作的 定義 = 33
• 4. 統計的 分析 方法 = 35
• 第3節 實驗結果의 分析 및 評價 = 36
• 1. 라이프스타일 分析 = 36
• 2. 群集에 따른 라이프스타일 = 38
• 3. 라이프스타일과 化粧品 購買行動 分析 = 41
• 4. 라이프스타일에 따른 化粧品 購買行動 = 45
• 5. 라이프스타일과 製品에 대한 滿足度 分析 = 46
• 6. 라이프스타일과 市場細分化 = 49
• 第5章 結論 = 51
• 부록 = 54
• 참고문헌 = 60
• ABSTRACT = 64