Research Paper : A Study on the Korean Cosmetic Purchase Behaviors of the 20`s Woman in Beijing, China

Seo, Eun Hey; Kim, Ju Duck

Journal of the Korean Society of Cosmetology 2009;15(2):578-586.
Published online June 30, 2009.

중국 20대 여성들의 한국 화장품에 대한 인지도 및 선호도 연구 -북경지역을 중심으로-

서은혜, 김주덕

Research Paper : A Study on the Korean Cosmetic Purchase Behaviors of the 20`s Woman in Beijing, China

Eun Hey Seo, Ju Duck Kim

Abstract

This study is to help a product development & marketing planning of 20`s women resident in Beijing, China, and to find out and classify the normal cometic purchase pattern analyzed and investigeted by purchase tendency. According to the result of 20`s women resident in China normal korean cosmetic purchase pattern analysis, 83% of women were proven to use korean Cosmetics and were highly interested in korean Cosmetics. Purchase place of cosmetic was mostly the department store, they valued highly of the function of cosmetics. Most of women received information for cosmetics make up upon recommendation of their acquaintances or from people near them. Also, they deem the product price appropriate in general but the reason of recognition of korean cosmetics give rise to side effect. Skin, lotion and foundation was preference for basic, coloring cosmetics. The promotion headed by models who are heroines of the Korean wave seemed effective. People are gradually wearing makeup at younger age and their income level is going up. Therefore, it is imperative to perform marketing through a consumer analysis. In addition, as the average personal expenses and cosmetics purchase expenses increased, consumers were more fashion-oriented and tended to buy luxury brand products. As they received a higher education, they preferred famous brands. In particular, married women were likely to purchase korean Cosmetics rather than singles.

Key Words: Korean Cosmetic, Purchase Behavior, 20`s Women Resident in China