H&B스토어에서의 화장품 구매실태에 관한 연구

Abstract

This study was intended to help you understand the current situation of purchasing cosmetics for women in their 20s and above at the H & B store, a Korean drug store. As a research method, using the SPSS (Statistical Package for the Social Science) WIN 23.0 program, and the frequency and percentage were calculated to examine the general characteristics of the subjects. In addition, χ2 (Chi-square) verification and frequency analysis was conducted to find out the general condition of women's purchase of H & B store cosmetics. This study confirmed that the H & B store has established itself as a cosmetics distribution channel in the 20s and 30s that emphasizes affordable prices. H & B stores have a higher percentage of purchases due to store locations or price discounts or loyalty of a particular brand, which are easier to access. In order to secure continuous purchasing customers, it is necessary to secure a product line suitable for customers of various ages. Most researchers thought that H&B store products were reasonably priced with high-quality products. It was found that the H & B store purchases a lot of mask packs among basic cosmetics, cushions among base makeup products, lipsticks among point products, and hair essences among hair products. It was confirmed that overall purchase satisfaction was high. In addition, it was found that the influence of SNS has a large influence on the purchase decision. Through which we hope that this research data will be of practical help in establishing effective promotion and effective marketing of the brand in H & B store.