| 미백화장품의 브랜드인지도 및 만족도 조사 -서울, 경기지역 소비자를 중심으로- |
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김현숙, 윤천성 |
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| Research Paper : Survey on Brand Recognition and Satisfaction Levels of the Functional Whitening Cosmetics -Focused on Consumers in Seoul and Gyeonggi Area- |
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Hyun Suk Kim, Chun Sung Youn |
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| Abstract |
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This study is to identify the brand recognition and satisfaction levels on the functional whitening cosmetics. The target group of this study was sampled from the adults residing in Seoul and Gyeonggi Area. T-Test and One way ANOVA were used as analysis methods in order to examine the brand recognition and satisfaction levels of the functional whitening cosmetics. The findings from this study on the recognition and satisfaction levels of the functional whitening cosmetics appeared as follows. For brand recognition level, in sex factor, female showed higher brand recognition level than male, while in age factor, the age groups of 40 to 49 years old and 50 to 59 years old showed higher brand recognition level than any other age groups. In education factor, higher the education background is, higher brand recognition level showed. In occupation factor, those who work in professional, management/adminstration fields showed they have higher brand recognition level of the functional whitening cosmetics than people with other kind of occupation. Also in monthly income factor, more income class group showed higher brand recognition level of the functional whitening cosmetics. For brand satisfaction level, in sex factor, female showed higher satisfaction level than male, while in age factor, the consumers in 40s showed higher brand satisfaction level on the functional whitening cosmetics than any other age groups. In education factor, consumers with education background above the graduate school, showed higher brand satisfaction level on the functional whitening cosmetics than consumers with the undergraduate and below. In monthly income factor, higher income class over 10,000,000 won showed higher brand satisfaction level on the functional whitening cosmetics and in occupation factor, those who work in professional, management/adminstration fields showed they have higher brand satisfaction level on the functional whitening cosmetics than people with other kind of occupation. By general characteristics, in factors of sex, age, education background, occupation, monthly income, all showed statistically significant differences exist respectively in the brand recognition level on the functional whitening cosmetics. |
| Key Words:
Functional Whitening Cosmetics, Brand recognition Level, Brand Satisfaction Level |
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