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KMID : 1145120160140040417
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Asian Journal of Beauty and Cosmetology
2016 Volume.14 No. 4 p.417 ~ p.425
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Effects of Low-price Cosmetics Experience Factors on Satisfaction with Test Products
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Lee Sang-Eun
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Abstract
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Purpose: This study investigated the effects of a strategic experience module that differentiates low-price cosmetic brands with satisfied test products.
Methods: Women who had previously visited a low-price cosmetics shop were collected through convenience sampling. The reliability of satisfaction was measured using Cronbach’s α. To measure the effects of low-price cosmetics experience factors on satisfaction with test products, correlation analysis and multiple regression analysis were conducted.
Results: In terms of correlations between low-price cosmetics experience factors and satisfaction with test products, “act” was most correlated, followed by “relate”, “think”, “feel”, and “sense”. In a low-price cosmetics experience, as “act”, “relate”, “sense”, and “think” increased, satisfaction with test products improved.
Conclusion: From this experience of factor-based marketing, the importance of promoting new service marketing in connection with diverse factors and establishing a brand image by offering consumers an opportunity to use products in person becomes evident.
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KEYWORD
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Experiential marketing, Satisfaction, Low-cost cosmetics, Experience factors, Cosmetics industry
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