본 연구의 목적은 외모에 대한 관심과 호기심이 왕성한 한, 중, 일 세 국가의 여대생들의 화장품구매실태를 조사하고 화장품이용과 관련한 만족, 불만족이유에 대한 세 국가 간의 차이점을 비교 분석하여 그 결과를 국내 화장품업계의 국내외 진출시 마케팅자료로 활용하고자 함이었다. 본 연구는 서울, 베이징, 도쿄에 거주하는 남녀공학대학에 재학중인 여대생 1,200명을 대상으로 하여 자료수집을 하였다. 연구결과, 세 국가의 여대생들의 화장품구매실태와 화장품과 관련한 만족, 불만족의 차이가 있었다. 중국여대생들은 구매처의 신뢰도와 브랜들 이미지를 중요하게 생각하고 불만족 화장품에 대해서는 교환을 통해 적극적으로 대처하는 것으로 나타났기 때문에 소비자들의 불만족경험을 줄이고 고급스럽고 믿을 수 있는 품질의 제품으로 백화점에 진출하는 마케팅전략이 중국시장진출 시 필요하며, 일본여대생들은 광고와 잡지모델이 중국, 한국과 비교하여 상대적으로 구매 시 중요한 요인으로 작용하고 슈퍼마켓과 약국을 통해 저렴한 화장품구매를 하는 것으로 나타나 일본시장진출 시 광고를 통해 브랜드인지도를 높이고 슈퍼마켓과 약국으로 유통망을 확대하고 품질대비 저렴한 가격전략이 필요하며 한국여대생들은 화장품구매시 친구나 동료 등과 같은 인적네크워크를 통한 구전과 저렴한 가격을 중요하게 생각하고 있어 품질대비 저렴한 가격으로 긍정적인 구전효과를 통한 마케팅전략이 필요하다고 사료된다.
본 연구의 목적은 외모에 대한 관심과 호기심이 왕성한 한, 중, 일 세 국가의 여대생들의 화장품구매실태를 조사하고 화장품이용과 관련한 만족, 불만족이유에 대한 세 국가 간의 차이점을 비교 분석하여 그 결과를 국내 화장품업계의 국내외 진출시 마케팅자료로 활용하고자 함이었다. 본 연구는 서울, 베이징, 도쿄에 거주하는 남녀공학대학에 재학중인 여대생 1,200명을 대상으로 하여 자료수집을 하였다. 연구결과, 세 국가의 여대생들의 화장품구매실태와 화장품과 관련한 만족, 불만족의 차이가 있었다. 중국여대생들은 구매처의 신뢰도와 브랜들 이미지를 중요하게 생각하고 불만족 화장품에 대해서는 교환을 통해 적극적으로 대처하는 것으로 나타났기 때문에 소비자들의 불만족경험을 줄이고 고급스럽고 믿을 수 있는 품질의 제품으로 백화점에 진출하는 마케팅전략이 중국시장진출 시 필요하며, 일본여대생들은 광고와 잡지모델이 중국, 한국과 비교하여 상대적으로 구매 시 중요한 요인으로 작용하고 슈퍼마켓과 약국을 통해 저렴한 화장품구매를 하는 것으로 나타나 일본시장진출 시 광고를 통해 브랜드인지도를 높이고 슈퍼마켓과 약국으로 유통망을 확대하고 품질대비 저렴한 가격전략이 필요하며 한국여대생들은 화장품구매시 친구나 동료 등과 같은 인적네크워크를 통한 구전과 저렴한 가격을 중요하게 생각하고 있어 품질대비 저렴한 가격으로 긍정적인 구전효과를 통한 마케팅전략이 필요하다고 사료된다.
This study aimed to investigate differences in the purchasing patterns of and the levels of satisfaction with cosmetic products, and the method of disposing dissatisfied cosmetics for female university students among China, Japan and Korea. Survey was conducted with 1,200 female coeducational univer...
This study aimed to investigate differences in the purchasing patterns of and the levels of satisfaction with cosmetic products, and the method of disposing dissatisfied cosmetics for female university students among China, Japan and Korea. Survey was conducted with 1,200 female coeducational university students in Beijing, Tokyo and Seoul and 1,115 were used for the data analysis. Data were analysed by frequency analysis, Cronbach's ${\alpha}$, chi-square analysis, analysis of variance, Duncan's Multiple Range test. The results showed significant differences in purchasing behaviors in China, Japan and Korea. Japanese students mainly got information through objective sources, while Koreans did so through human network. Regrading the evaluative criteria for basic care items, function and effect were the most important criteria for Chinese and Korean consumers and skin compatibility for Japanese. For color make-up, Chinese, Japanese and Korean respondents respectively cared the most on brand image, convenience of purchase and the current trend. Chinese tended to shop cosmetics at department stores due to store reputation, Japanese preferred supermarkets and pharmacies and Koreans shopped at discount stores for low price. The most influential human sources were friends and colleagues for Chinese and Korean, and models on advertisements and magazines for Japanese. Korean respondents displayed the highest level of satisfaction with cosmetics followed by Japanese and Chinese. As for the methods of disposing dissatisfactory cosmetics, Chinese were the most active in exchanging for other product; Japanese and Korean were not likely to use or throw the products away.
This study aimed to investigate differences in the purchasing patterns of and the levels of satisfaction with cosmetic products, and the method of disposing dissatisfied cosmetics for female university students among China, Japan and Korea. Survey was conducted with 1,200 female coeducational university students in Beijing, Tokyo and Seoul and 1,115 were used for the data analysis. Data were analysed by frequency analysis, Cronbach's ${\alpha}$, chi-square analysis, analysis of variance, Duncan's Multiple Range test. The results showed significant differences in purchasing behaviors in China, Japan and Korea. Japanese students mainly got information through objective sources, while Koreans did so through human network. Regrading the evaluative criteria for basic care items, function and effect were the most important criteria for Chinese and Korean consumers and skin compatibility for Japanese. For color make-up, Chinese, Japanese and Korean respondents respectively cared the most on brand image, convenience of purchase and the current trend. Chinese tended to shop cosmetics at department stores due to store reputation, Japanese preferred supermarkets and pharmacies and Koreans shopped at discount stores for low price. The most influential human sources were friends and colleagues for Chinese and Korean, and models on advertisements and magazines for Japanese. Korean respondents displayed the highest level of satisfaction with cosmetics followed by Japanese and Chinese. As for the methods of disposing dissatisfactory cosmetics, Chinese were the most active in exchanging for other product; Japanese and Korean were not likely to use or throw the products away.
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문제 정의
The objective of this study was to compare and analyze differences in patterns of purchasing cosmetics and level of satisfaction and dissatisfaction with cosmetics displayed by female university students in China, Japan and Korea, therefore to provide data for marketing strategy targeted toward cosmetics consumers of each country.
This group has become an increasingly important focus as a major purchaser and consumer of cosmetics. This study aims to identify and analyze cosmetic buying patterns of female university students, who are being highlighted as the major consumers of cosmetics in China, Japan and Korea. China and Japan were chosen due to the former having great potential and the latter bein응 the most advanced market.
제안 방법
There were several limitations in this study, first, caution is required in generalizing the results of this study to all female university students of the three countries because sampling for this study was carried out only on female students of four year coeducational universities in the capital cities of China, Japan and Korea; Beijing, Tokyo and Seoul respectively. Second, cosmetic products tend to change more quickly than products in any other product category.
When looking at the results of this study, one should keep in mind that the cosmetic market has undergone many changes since this study was conducted in 2002. Third, behavioral patterns with regard to the purchase of general cosmetics were investigated and analyzed. There are, however, some risks of predicting diverse consumer patterns or trends as the study has not yet been carried out with regard to individual characteristics per each consumer product.
대상 데이터
Among the questionnaire distributed, 1, 165 copies were collected(378, 396 and 391 collected in China, Japan and Korea respectively) and 1, 115 were used in final data analysis(373, 385 and 357 from China, Japan and Korea respectively). The analysis conducted in the study with SPSS statistics package includes frequency analysis, chi-square analysis, reliability test, analysis of variance and Duncan's Multiple Range test.
1> shows theoretical framework of this study. This study was carried out among three countries of China Japan and Korea. Therefore, questionnaire in Korean was translated into Chinese and Japanese by expert translaters.
This study was carried out from March 11-April 14, 2002 on the total of 1, 200 female university students enrolled in the four year coeducational universities(hundread students per year) located in Beijing, Tokyo and Seoul, the capital cities of China, Japan and Korea respectively. The subject were selected by intercept at the universities in each country.
데이터처리
and Korea respectively). The analysis conducted in the study with SPSS statistics package includes frequency analysis, chi-square analysis, reliability test, analysis of variance and Duncan's Multiple Range test.
aThe different alphabet letters the significant difference among groups out of Duncan's multiple test.
이론/모형
As the measuring tools of this study, questionnaire based on previous studies(Jo, 2000; Jo & Yu, 1998; Kim, 1994; Kim, 2000; Lee, 1998b) and results of preliminary research were used. Questionnaire was consisted of 4 questions on demographical characteristics and 16 questions on purchase motivation(Jo, 2000), information sources (Lee, 1998b; Jo, 2000), evaluative criteria for purchasing basic skin care items and color make-up products(Kim, 1994; Kim, 2000; Lee, 1998b), store type of purchasing cosmetic product(Jo, 2000; Lee, 1998b) and reasons for store selection(Jo, 2000), persons to exert influence upon purchasing (Jo, 2000) and satisfaction/dissatisfaction(Jo, 2000; Lee, 1998b) on cosmetics purchased.
성능/효과
The result of followup verification showed similar trends in Japan and Korea with significant difference from that of China. As the result of follow-up verification, degree of satisfaction on quality, color, product diversity and user convenience was found to be similar in Japan and Korea, while there was significant difference from that of China. In terms of satisfaction on fragrance, there was significant difference among the three countries.
Results of this study indicated that, in terms of the patterns of purchasing cosmetics, the strongest motive for purchasing cosmetics in China was dissatisfaction with current products. The motivation for purchasing cosmetics in Japan and Korea was to refill used-up products.
The result of cross-tab analysis on the store type to purchase cosmetics indicated that the major store of cosmetics purchase were in the order of department stores and cosmetics specialty stores in China, supermarkets or pharmacies and department stores in Japan and discount stores and department stores in Korea. Korean students placed relative importance in purchasing cosmetics through discount stores, those of China through department stores and those of Japan though supermarkets and pharmacies(Table 6).
1% of female university students of Japan exchanged dissatisfactory cosmetics for other products, indicating relatively passive action in disposing dissatisfactory cosmetics. The results of the study showed that Korean and Japanese consumers are much more passive when confronted with a cosmetic purchase they find to be dissatisfactory and simply hold on to the product, despite well regulated return and refund policies in their respective countries. Chinese consumers, conversely, are more aggressive than their Korean and Japanese counterparts and take action to ensure that they receive value in return for their purchase price, consistently taking action to exchange dissatisfactory products for new products.
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