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KMID : 1160120140030020023
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Journal of the Korean Society of Beauty Cultural Arts
2014 Volume.3 No. 2 p.23 ~ p.37
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A Study on Purchasing Behavior, Usage and Satisfaction of Medical Skin Care Cosmetics
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Park Ji-Hyoung
Soung Yeon-Sook
Lee Keun-Kwang
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Abstract
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This paper aims to provide the basic data for the basic marketing in medical skin care cosmetics market which has been gradually expanding by identifying the perception of consumers on medical skin care cosmetics and investigating the purchasing behavior, usage and satisfaction on medical skin care cosmetics. In accordance with the analysis on purchase factors or patterns, female respondents(89.8%) had more purchase experience than male respondents(61.5%) by gender. For jobs, professionals, service industry workers, self-employed, housewives, others including students and officer workers showed higher purchase experience in that sequence, with the significant difference(p<.05). The survey on the satisfaction on medical skin care cosmetics found that the average satisfaction was 3.45 points indicating slightly higher satisfaction. The service industry workers demonstrated the highest satisfaction on the effects after usage with the significant difference (p<.05). With 42 respondents who weren`t satisfied with medical skin care cosmetics, the reason why they weren`t satisfied was examined. The answer "because of expensive price" had the highest point, 33.3% followed by "because the brand currently using is better", "because of inferior effects" and "because of no confidence on it". The analysis results pointed out the necessity of improvement of medical skin care cosmetics. The analysis in this paper will be the basis to find out the approach to improve medical skin care cosmetics.
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KEYWORD
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Medical skin care cosmetics, purchase factor, usage, satisfaction
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