| 성인 여성의 라이프스타일에 따른 메이크업제품 구매행동에 관한 연구 |
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| A Study on the Adult Women′s Purchasing Behavior of Cosmetics Based on the Lifestyle |
| 배정숙, 류현혜, 조은영 |
| 대구대학교 패션디자인학과 |
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| ABSTRACT |
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This study was aimed to classify the consumer group according to the lifestyle, to research the characteristics and desire of the each group, and to find out the differences of the purchasing behavior of cosmetics among each group. After surveying, 611 samples were analyzed by using SPSS package program. The results of this study were as follows；1. We obtained 5 factors from 21 items by using AIO lifestyle measurement. Those 5 factors were personalityㆍmake-up preference, arance-oriented, economy and information-oriented, daily make-up, and interest in make-up. 2. We formed 4 groups from the 5 factors. Which are a make-up oriented group, a consciously daily make-up group, a unconcern of make-up group, and a resonable make-up pursuit group. 3. The demographic characteristics of each lifestyle group showed important differences according to the following variables; age, marital status, occupation, academic career and monthly averaged income. 4. We analyzed the purchase behavior, the purchase motive of make-up, the brand of cosmetics, the reason for preferring company, purchase information, product store, the reason for choosing store, important considering points, monthly averaged purchase cost. As a result, its variance showed the difference among groups. |
| Keywords:
라이프스타일, lifestyle, 메이크업, make-up, 메이크업제품 구매행동, purchasing behavior of cosmetics |
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