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KMID : 1145120160140010030
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Asian Journal of Beauty and Cosmetology
2016 Volume.14 No. 1 p.30 ~ p.41
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Effects of Visual Images of Low-cost Cosmetics on Consumer Types and their Behaviors
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Lee Sang-Eun
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Abstract
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Purpose: This study attempted to unveil differences in the effects of the visual image parameters of low-cost cosmetics on consumer type and buying behavior.
Methods: Adult women who used low-cost cosmetics before were recruited through convenience sampling. For a validity test, factor analysis, one-way ANOVA, Scheffe’s multiple range test and multiple regression were performed.
Results: In terms of visual images, the following five factors were derived: logo color, product container design, brand logo, cosmetics poster and display. Regarding a consumer type, trendy, economic and planned types were found. The logo color and display revealed a significant difference depending on the time and place of purchase. A significant influence was partially found according to consumer type.
Conclusion: The study results propose the development of a marketing differentiation strategy using unique visual images in addition to the improvement of standardized product quality and price competitiveness, understanding the fact that the visual images of low-price cosmetics have a positive effect on consumer type and buying behavior.
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KEYWORD
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Visual image, Low-cost cosmetics, Consumer types, Buying behavior, Cosmetic industry
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