여대생들의 메이크업 화장품에 대한 사용실태 및 구매행동에 관한 연구

Abstract

In 21st century, it is mandatory for modern people to take care of their own appearance to lead a successful social life. Make up exerts a growing influence on women's social life and interpersonal relationship, and there are increasing needs for makeup cosmetics that could help consumers display their own individuality and beauty as much as possible. The purpose of this study was to examine use of makeup cosmetics and the purchase behavior among female college students who took the initiative in a makeup trend. The subjects in this study were 421 female students at four-year universities in Seoul and Gwangju. The findings of the study showed that the majority of female college student is using the make-up cosmetics. Most of a college student started make-up after entering college for the first time, and the purpose of the make-up, it was found that in order to cover their own shortcomings. To buy cosmetics, they are using specialty stores, and at the time of purchase, the most college student considered the type of their skin for the highest priority. In this study, the majority of female college students were using both domestic brands and imported brands. Among them, the reason for a college student to use the domestic brands using the brand, it was found to be superior in quality. In addition, in this study, it has become a matter of reliability and brand quality improvement should be improved on a priority basis in the domestic brands.