Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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A Study on Brand Trust of Color Cosmetics According to Lifestyle of 20~40s Woman Consumer

여성 소비자의 라이프스타일에 따른 색조화장품의 브랜드 신뢰에 관한 연구 -20~40대 소비자를 중심으로-

  • Kim, Mi-Hyun (Dept. of Beauty Design, Tongmyong University) ;
  • Lee, Hye-Joo (Dept. of Clothing & Textiles, Chung-Ang University)
  • Published : 2008.10.31
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Abstract

This study explores the attributes of the color cosmetic products and prices, and their effects on the brand trust. In doing so, our sample population has been segmented according to their lifestyle on color cosmetic to understand the group differences. Based on the previous researches, we have chosen four important characteristics of the customer's lifestyle. The number of iteration on factor analysis revealed that our sample population can be formed into three different groups. The significant group differences resulted on the following study variables; the product functionality, the product fragrance/color, the product vessel design, the price value, the price information, the price rationality. Also, from the product aspect, the product functionality, the product fragrance/color, the product vessel design, explained the significant portion of the Y variance. While, on the aspect of price, the value, the rationality, and information in order, significantly contributed on the brand trust.

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Cited by

  1. Chinese female consumers’ lifestyle groups and consumer behavior for Korean cosmetics vol.24, pp.4, 2016, https://doi.org/10.7741/rjcc.2016.24.4.511