여대생의 색조화장품 구매행동 및 사용실태

Abstract

This study performed descriptive research using a questionnaire in order to figure out female undergraduates’ general types of makeup, color cosmetics purchase behavior, and actual status of use. 247 female undergraduates residing in Seoul or Gyeonggi were collected through convenience sampling for the survey. This article has its significance in that it provide data to help develop color cosmetics products meeting female undergraduates’ buying needs and build marketing strategies. First, according to the result of analyzing the study subjects’ general characteristics, their average age is ±20.53 (2.54%). They usually put on makeup, and the purpose of makeup is for self-contentment and blemish cover. They usually care about their skin makeup, and they get information about how to put on makeup from the internet. Second, according to the result of examining the subjects’ color cosmetics purchase behavior, they consider their skin type the most at the purchase of color cosmetics. And the result also shows that they buy cosmetics easily from cosmetic stores referring to the reviews posted on internet blogs, and the purpose of buying is for refreshment. According to the result of analysing color cosmetics brands they use, most of the female undergraduates use both domestic and foreign brands. Third, according to the result of examining the subjects’ actual status of using color cosmetics, after buying color cosmetics, they sometimes read the information written on the product package, and as color cosmetics to express skin, they tend to prefer BB cream to makeup base. The foundation they prefer is the liquid type, and when using eye shadow, they prefer two tones, beige/brown colors.