The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Chinese female consumers' lifestyle groups and consumer behavior for Korean cosmetics

중국 여성 소비자의 라이프스타일 유형별 한국 화장품 소비행동 비교

  • Park, Jee-Sun (Dept. of Fashion Industry, Incheon National University) ;
  • Yu, Haekyung (Dept. of Fashion Industry, Incheon National University) ;
  • Kim, Chanju (Dept. of Fashion Industry, Incheon National University)
  • 박지선 (인천대학교 패션산업학과) ;
  • 유혜경 (인천대학교 패션산업학과) ;
  • 김찬주 (인천대학교 패션산업학과)
  • Received : 2016.08.03
  • Accepted : 2016.08.29
  • Published : 2016.08.31
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Abstract

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

Keywords

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