Abstract
The purpose of this study was to identify the differences in cosmetics brand selection by product type, and the differences in ambivalent cosmetics consumption attitude by ambivalent clothing consumption attitude. The subjects of the study were females aged 20 plus, living in Seoul and Gyeonggi Province between January and February 2008, and 427 questionnaires were used for analysis. For data analysis SPSS 17.0 statistical program was used, and principal component analysis, paired t-test and t-test were conducted. The results and conclusions of this study are as follows: firstly, the differences in cosmetics brand selection by product type were investigated. The results showed that domestic high-priced brands of skincare products were selected most often, that foreign high-priced brands of base products and color products were selected most frequently, that domestic low-and medium-priced brands of hair products were selected most often, and that foreign low-and medium-priced brands of body products were selected most frequently. In particular, foreign high-priced brands of color products were most favored, followed by domestic low-and medium-priced brands. The subjects selected foreign high-priced brands, which are the most expensive, and domestic low-and medium-priced brands, which are the least expensive, at the same time. They displayed ambivalent consumption patterns. Secondly, the differences in cosmetics consumption attitude by ambivalent clothing consumption attitude were examined. Groups high on ambivalent clothing consumption attitude had a higher cosmetics consumption attitude than groups low on ambivalent clothing consumption attitude.
