|
KMID : 1022120090110010127
|
|
Health and Welfare
2009 Volume.11 No. 1 p.127 ~ p.143
|
|
|
A Research Study on Collegians" Behavior of Purchasing Cosmetics - A comparison between male and female students -
|
|
Choi Eun-Mi
Sim A-Reum
|
|
|
Abstract
|
|
|
A survey was conducted to 337 students enrolled in 4 colleges and 3 universities in Jeollabuk province in an attempt to investigate their behavior of purchasing cosmetics and compare and analyze the difference in their behaviors between gender with a view to provide basic data necessary for production plans of cosmetics manufacturers and sales and marketing plans of logistic companies, and also to give guidelines for collegians to refer to for wise spending of their money for cosmetics.
From the analysis, it was revealed that there was statistically significant difference by gender in factors such as amount of purchasing cosmetics (χ2=47.655, P=.000), main decision makers for purchase (χ2=34.762, P=.000), payers for purchase (χ2=14.560, P=.006), purchasing places (χ2=16.947, P=.009), kinds of cosmetics they want to get as gifts (χ2=68.376, P=.000) and factors for selecting cosmetics.
It is therefore suggested for manufacturers and logistic companies of cosmetics to work out active and direct promotion, advertisement, presentation and provision of test products to female students who visit cosmetic shops. For male students, on the other hand, emphasis should be placed on providing basic information to ensure them to compare prices among manufacturers and also objective and versatile depth information through internet shopping malls. First of all, efforts should be made to offer precise and detailed instruction about proper usage and effects of cosmetics as they are essential products related directly to skin health in their daily living. On the part of cosmetic market, skin care-related industry and diet food market that have grown with a great volume and potential, they should join the endeavors to instruct consumers to keep their skin healthy and beautiful by focusing rather on educational activities like distribution of informative data about skin care and reasonable selection of proper cosmetics as well as field education, than focusing exclusively on sales-oriented advertisements.
|
|
|
KEYWORD
|
|
|
collegians, cosmetics, purchasing behavior, male, female, student
|
|
|
FullTexts / Linksout information
|
|
|
|
|
|
Listed journal information
|
|
|
|