• Fashion & Textile Research Journal
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• v.7 no.6
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• pp.617-623
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• 2005

The purpose of this study was to examine the consumers' purchasing behaviors of budget-priced cosmetics. Questionnaires used for this study were composed of 44 questions including 9 questions about budget-priced cosmetic purchasing behavior, 15 questions about satisfaction, 15 questions about repeat purchasing intention, 1 question about the reason of satisfaction or dissatisfaction, and four questions about demographic variables. Questionnaires were administrated to 317 people who were Daegu & Kyungpook region residents and had shopping experience on budget-priced cosmetics during 2 weeks from March 2005. Respondents' age was limited from 20 to 40. Data were analyzed by using correlation, crosstabulation analysis, and frequency analysis utilizing SPSS/WIN. The results were as follows. Consumers went to budget-priced cosmetics' shops 'for low price', 'for trial' and 'for curiosity'. The best purchased products among the budget-priced cosmetics were basic cosmetics, and the second purchased products were make-up cosmetics. 41.4% of the whole respondents answered that they spent 5,000~10,000won per one time visit, and 65% of those answered they visited once or twice per a year and once per two or three months. In this study a level of satisfaction for the entire products, consumers neither unsatisfied nor fully satisfied. For the question of the intention to repurchase for the budget-priced cosmetics, the respondents answered that they will not positively purchase again. A level of satisfaction and the intention to repurchase had positive correlations. The reason which consumers satisfied with the products was chiefly related to price and that which consumers unsatisfied the products was related to products themselves.

• Fashion & Textile Research Journal
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• v.7 no.6
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• pp.624-632
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• 2005

The purpose of this study was to examine the consumers' purchasing behavior of budget-priced cosmetics according to the shopping orientation. Questionnaires used for this study were composed of 57 questions including 21 questions about cosmetic shopping orientation, 32 questions about budget-priced cosmetic purchasing behavior and four questions about demographic variables. Questionnaires were administrated to 20 to 49 aged 317 women who have shopping experience on budget-priced cosmetics. Data were analyzed by using factor analysis, cluster analysis, ANOVA, ${\chi}^2$-test, correlation, crosstabulation analysis, and scheffe test utilizing SPSS/WIN. The results were as follows. First, shopping orientation of cosmetics were classified into 5 factors: 'interest and impulsive purchasing tendency', 'price-oriented purchasing tendency', 'ration-oriented purchasing tendency', 'famous brand-oriented purchasing tendency' and 'brand royalty- oriented purchasing tendency'. According to the shopping orientation of cosmetics, the respondents were classified into 4 groups: 'passive shopping group', 'rational shopping group', 'active shopping group', 'neutral shopping group'. Second, when comparing each group's purchasing behavior of budget-priced cosmetics with shopping orientation of cosmetics, there was not significant difference in one time purchasing cost and the number of shop visits. In case of demographic variables concerning purchasing behavior of budget-priced cosmetics, there was significant differences in one time purchasing cost according to age, level of education and employment status. The number of shop visits had also difference according to age, level of education and monthly family income. Based on these results, marketing strategies for demographic characteristics of target market rather than the shopping orientation are needed.