소비자 특성에 따른 아로마 화장품 구매 인식
Analysis of Purchasing Perception of Aroma Cosmetics According to Consumer Characteristics
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초록
Aroma oils, which are mainly used as alternative medicine, have a great potential to be successful in cosmetics market. This is because aroma oils have certain factors to satisfy consumers’ needs. To explore such prospects, the perception of aroma oils as a cosmetic and the purchasing perception of aroma cosmetics were analyzed according to consumer characteristics. To classify the consumer characteristics, first, the demographic characteristics of the survey subjects were investigated, and next, the consumers’ cosmetic purchasing styles were categorized into 3 groups, namely innovative group, conservative group, and frequenter group. The results of this study revealed that many consumers made decisions to purchase a general cosmetic depending on its efficacy. Also, about a half of the consumers were willing to purchase aroma cosmetics, and 33.7% of the consumers expressed interest to buy depending on the efficacy of the aroma cosmetics. Therefore, as observed from this study, to trigger aroma cosmetics in cosmetics market excellent marketing approach is necessary. Such approach would be informing people about the efficacy of aroma oils in terms of their preferences and interests, such as anti-aging and deep moisturizing properties of aroma cosmetics.
Abstract
Aroma oils, which are mainly used as alternative medicine, have a great potential to be successful in cosmetics market. This is because aroma oils have certain factors to satisfy consumers’ needs. To explore such prospects, the perception of aroma oils as a cosmetic and the purchasing perception of aroma cosmetics were analyzed according to consumer characteristics. To classify the consumer characteristics, first, the demographic characteristics of the survey subjects were investigated, and next, the consumers’ cosmetic purchasing styles were categorized into 3 groups, namely innovative group, conservative group, and frequenter group. The results of this study revealed that many consumers made decisions to purchase a general cosmetic depending on its efficacy. Also, about a half of the consumers were willing to purchase aroma cosmetics, and 33.7% of the consumers expressed interest to buy depending on the efficacy of the aroma cosmetics. Therefore, as observed from this study, to trigger aroma cosmetics in cosmetics market excellent marketing approach is necessary. Such approach would be informing people about the efficacy of aroma oils in terms of their preferences and interests, such as anti-aging and deep moisturizing properties of aroma cosmetics.
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