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KMID : 1145120180160040569
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Asian Journal of Beauty and Cosmetology
2018 Volume.16 No. 4 p.569 ~ p.578
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Marketing Strategies and Consumer Recognition of Medical Cosmetics
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Kim Kyung-Jin
Han Hyo-Sun
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Abstract
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Purpose: The purpose of this study was to examine consumers' perception of medical cosmetics and then to be used in the future marketing strategy of medical cosmetics.
Method: The investigators classified medical cosmetics into dermatology-oriented ones and ordinary renowned ones and then collected 4P strategies carried out by 5 brands via their homepage and the Internet, thus carrying out a questionnaire survey of consumers about their perception of medical cosmetics. Study subjects were 638 women in their 20s-40s and their awareness and experience of purchase of medical cosmetics were examined. Finally, a questionnaire survey of 206 women was carried out.
Results: The investigator compared the 4P strategies, carried out by medical cosmetic companies, with the marketing strategies, consumers actually wanted to be carried out. As for the product, women who buying medical cosmetics mainly used toner, lotion and essence. As for the price, they mainly purchased products of which price was less than 30,000-50,000 won, except cleansing. As for the place, they preferred the department of dermatology at hospitals/clinics. However, at the time of repurchase, they used Internet shopping malls, for the convenience's sake. As for the promotion, different from ordinary cosmetics, samples or discount products didn't arouse customers' interest in buying the medical cosmetics. They attached weight to the oral transmission via acquaintances.
Conclusion: When women purchased medical cosmetics, they attached greater weight to its quality and reliability and were sensitive to its price. In the survey of their intention of purchase on the assumption that the ingredients of medical cosmetics were the same, they wanted to buy dermatology-oriented brands too. Therefore, dermatology-oriented brands or medicinal brands had greater influence upon consumers' preference than the ingredients or efficacy of medical cosmetic products did.
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KEYWORD
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Brand image, Consumers' perception, Marketing, Medical cosmetics, 4P strategies
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