Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Purchase Decision Factors in Cosmetics Shopping

화장품 쇼핑성향에 따른 구매결정요인 차이 연구

  • 김채영 (서경대학교 미용예술학과) ;
  • 신세영 (서경대학교 미용예술학과)
  • Received : 2019.10.21
  • Accepted : 2019.11.20
  • Published : 2019.11.30
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Abstract

The objective of this study is to provide basic marketing data that is useful for domestic cosmetics companies by investigating purchase decision factors in cosmetics shopping. To this end, a mobile survey was conducted with a total of 300 men and women, aged 20-30, residing in Seoul and the surrounding Gyeonggi province. The collected data was analyzed by using SPSSWIN 21.0. Next, frequency analysis, factor analysis, reliability analysis, descriptive statistical analysis, correlation analysis and multiple regression analysis were performed. The results outlined consumer's purchase decision factors and suggest retailers should focus on services, such as additional events and samples, convenience of the shop itself, training salespeople to be kind and informative, promotion and services by carefully choosing models and celebrities to advertise and encourage impulse purchases, increasing product quality, improving their reputation in SNS, improve the perceived reliability of the shop by stocking famous brands prominently, advertisement, promotion and being reliably trendy and being reliably trendy. However, product loyalty was not an important factor consumers aged 20-30, these people are using SNS a lot so buy a wide variety of products. In this way, the cosmetics companies should establish marketing strategies in line with consumer habits.

Keywords

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