뉴 시니어 여성의 라이프스타일과 색조 화장품 소비 행동 특성
Lifestyle and Color Cosmetic Consumption Behavior of New Senior Woman
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The senior shift phenomenon in major consumer markets is increasing due to the rapid aging of the population; therefore, the purpose of this study was to obtain an in-depth understanding of elderly consumers. In this study, an analysis of the color cosmetics consumption behavior according to the lifestyle of new seniors was performed in order to provide suggestions for a practical strategy in the cosmetic market for new seniors. The subjects of this study were females living in Seoul and Gyeonggi, born between 1955 and 1963, and the survey was administered through conduct of an online survey in May 2019. Regarding the method of analysis, SPSS23.0 was used in performance of factor analysis, reliability verification, ANOVA, Duncan-test, and cross-analysis. The results of the research were as follows: The results of analysis of the difference in cosmetic consumption behavior according to new senior lifestyle showed that all differences were statistically significant. Prime seniors were highly involved in color cosmetics, potential seniors and rational seniors were potential customers in the cosmetics market, and slump seniors were indifferent to color makeup. The findings of this study can be used as basic data in the lifestyle-based beauty and fashion fields through analysis of differences in the characteristics of cosmetics consumption behavior according to the lifestyle of new seniors, and it will be valuable for use as marketing data targeting the elderly market.
Abstract
The senior shift phenomenon in major consumer markets is increasing due to the rapid aging of the population; therefore, the purpose of this study was to obtain an in-depth understanding of elderly consumers. In this study, an analysis of the color cosmetics consumption behavior according to the lifestyle of new seniors was performed in order to provide suggestions for a practical strategy in the cosmetic market for new seniors. The subjects of this study were females living in Seoul and Gyeonggi, born between 1955 and 1963, and the survey was administered through conduct of an online survey in May 2019. Regarding the method of analysis, SPSS23.0 was used in performance of factor analysis, reliability verification, ANOVA, Duncan-test, and cross-analysis. The results of the research were as follows: The results of analysis of the difference in cosmetic consumption behavior according to new senior lifestyle showed that all differences were statistically significant. Prime seniors were highly involved in color cosmetics, potential seniors and rational seniors were potential customers in the cosmetics market, and slump seniors were indifferent to color makeup. The findings of this study can be used as basic data in the lifestyle-based beauty and fashion fields through analysis of differences in the characteristics of cosmetics consumption behavior according to the lifestyle of new seniors, and it will be valuable for use as marketing data targeting the elderly market.
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