Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Use of Beauty Products and their Consumption: A Behavioral Research in the Higher Grades of Elementary schools

초등학교 고학년의 뷰티제품 사용실태와 소비행동

  • Barng, Keejung (Dept. of Beauty Health Management, Daejeon University) ;
  • Kim, Youn (Dept. of Beauty, Seawon University)
  • 방기정 (대전대학교 뷰티건강관리학과) ;
  • 김윤 (서원대학교 뷰티디자인학과)
  • Received : 2016.07.30
  • Accepted : 2016.09.13
  • Published : 2016.09.30
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Abstract

This study is conducted in grades 4, 5, and6 of Elementary schools located in Seoul. The results would be recognized by the Consumer Behavior Survey and the Use of Beauty. Students in the higher grades of elementary schools are exposed to beauty products for the first time. This is a crucial age, where they start becoming interested in their appearance. This behavior is being exploited to increase the desire to use beauty products. Although the initial use is self-motivated, choosing a quality product is highly influenced by peers, reasonable pricing, and internet impact. The higher the grade of the elementary school, we observed an increase in this trust and impulsiveness in the consumer behavior. More than 2 million students spent considerable amounts of money, and showed trends of consumer behavior of the impulsive type. The results of this study can provide a significant base to further study trends of beauty usage in higher grades of elementary schools, and give an indication of the consumer behavior based on the beauty culture and use of health products.

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