한방 화장품 구매행동에 관한 실증적 연구 - 수도권 거주 여성 소비자를 중심으로 - = An Empirical Study on the Oriental Herbal Cosmetics Purchase Behaviors in Women in the Metropolitan Area

다국어 초록 (Multilingual Abstract)

Recently, the golden age of herbal cosmetics has come. Along with active introduction of oriental herbal lines, diversification of distribution channels is designated as a major feature. In this background, the present study attempts to consider the domestic market for oriental herbal cosmetics, which is growing rapidly with the introduction of various new brands, and examine the perceptions of this new type of cosmetics by women consumers based on their purchase behaviors, and search for the ways for its promotion and development. A survey was conducted to adult women consumers aged 19∼60 residing in Seoul or Gyeonggi-do. Out of a total of 430 surveys distributed, 350 answer sheets were used for the analysis Among the results, the first-hand information on the herbal cosmetics market, their usage, and the consumer needs obtained in the present study will serve as a fundamental data for planning the marketing strategies for the oriental herbal cosmetics.