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KMID : 1160120150040020040
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Journal of the Korean Society of Beauty Cultural Arts
2015 Volume.4 No. 2 p.40 ~ p.55
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A Study on Cleansing Perception, Degree and Purchasing Behavior of Cleansing Products of Adult Men`s
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Kim Sun-Young
Lee Keun-Kwang
Soung Yeon-Sook
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Abstract
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This study investigated cleansing perception, degree and purchasing behavior of cleansing products of adult men``s. Then, the results found the following; regarding the purpose of face washing by age, keeping the facial skin clean was most responded. In terms of martial status and occupation, no satistically significant difference was found. Even though interest in skin was low, the importance of face washing was highest with 77.9%. when asked if they thought face washing would improve their skin, more than half of the respondents said Yes. Just like the common characteristics of men``s skin by age, improvement of acne symptoms and sebum control was the highest. In 50S or older, improvement of coarse and dry skin was the highest with statistically significant difference. In terms of the effect of face washing on skin improvement, more than half of the respondents(67.5%) said that it is effective in improving their skin while only 32.5% responded no effect on skin improvement. In terms of improvement effects, sebum control was high with 34.6%, revealing different results by gender. In terms of a type of facial cleanser, soap was the highest with 42.7%, followed by form cleansing product(21.2%). When asked if the facial cleanser they currently used was good to them, the average scores(2.98) were obtained. in fact, the results which differ from the actual face washing behavior were shown. in terms of purchase behavior for the facial cleanser, 61.7% responded I don``t buy it in person. In term of the percentage of actual purchasers, there was a significant difference depending on age and martial status. Among those who answered I don``t buy it in person, my family or friend gets it for me was most responded with 38.7%, followed by it``s just boring to buy this kind of product926.9%).
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KEYWORD
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cleansing perception, cleansing product, purchase behavior
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