남성들의 화장품에 대한 구입경로와 사용형태 = The study on why and how males buy cosmetics

다국어 초록 (Multilingual Abstract)

the increase of national income has led to the desire for quality life, and, in turn, to a great interest in beautifying appearances. In step with the stream of times, cosmetics industry, which is regarded as the highly profitable growth industry, has developed a variety of cosmetics to meet the demand of customers. This research focuses on how much informed the men in the Seoul metropolitan area are about cosmetics and what motivates them to buy the products relating to the skin care and the beauty art. Based on the survey of the man ages 20 to 50 about what kinds of cosmetics they favor or prefer, this research is intended to contribute, to some extent, to planning product designs and marketing strategies for the cosmetics industry. I came to the conclusion as follows. First, a larger percentage of the people in their 20s, 40s, and 50s buy cosmetics at the specialty store than those in their 30s, who purchase cosmetics through the internet site. Second, as for the factors that influence the people in making decisions about where to buy cosmetics, lower prices motivate most of them to favor internet shopping, while functional quality and effectiveness of the cosmetics seem to make them count on the department stores or specialty shops. Those consumers who shop at the department stores are found to be attracted by the absorptive power and the brand name of the cosmetics, and those who buy at the specialty stores are easily affected by the recommendation and the sales pitch of the salespeople. Third, most of the consumers purchase cosmetics for the purpose of protecting their skin. Lastly, of all the cosmetics consumers, those with dry skin are found to be most interested in cosmetics. Based on this survey and research, we con create the environment in which men com to have a positive attitude toward cosmetics and look upon cosmetics as essential, not as optional.