직장인 여성들의 직업이 색조제품 구매행동, 메이크업 사용실태, 메이크업 선호컬러에 미치는 영향

Abstract

This study aimed to examine howthe occupations of working women influence their purchasing behavior regarding color cosmetics, makeup usage patterns, and preferred makeup colors. A survey was conducted in April 2018 with 401 working womenaged20 to60 across the Republic of Korea. The collected data were analyzed using frequency analysis and cross-tabulation through SPSS 21.0. The findings revealed significant occupational differences in purchasing channels, reasons for product selection, and average monthly spending on color cosmetics. Professional women prioritized convenience and product quality, whereas those in sales and service-related occupations placed greater emphasis on price affordability. Distinct variations were also observed in makeup application habits and color preferences depending on occupation. These results suggest that makeup serves not only as a tool for appearance enhancement but also as a means of self-expression and personal development for working women in South Korea. The study emphasizes the necessity for structured and practical makeup education programs, as well as the development of high-quality, diverse cosmetic products tailored to the preferences and lifestyles of this demographic. These findings provide a valuable foundation for targeted product development and marketing strategies aimed at female consumers in the workforce