실업계 남자 고등학생의 화장품 사용 및 구매 양상

Abstract

This study was conducted to prepare fundamental data on the study of cosmetics and to assess the purchasing behavior and use of cosmetics among male business high school students, a demographic that has shown recent significance in the cosmetics market. This study was performed with 800 male students of business high schools using structured self-administered questionnaires from April 5th to 16th,2010. The contents of the questionnaires were composed of 5 items regarding general characteristics, 12 items regarding usage of cosmetics, and 5 items regarding purchase behavior of cosmetics. The collected data were analysed using the statistical package for SPSS. The results were as follows: The use rate of cosmetics was 83.0% total; 48.2% for acne treatments, 31.9% for hair care cosmetics, etc. The rate of hair coloring experience was 57.3%. The reasons for the use of make-up included covering of freckle(33.3%), appealing , and sun protection(24.1%), etc. Regarding purchasing behavior, the method of purchase was via a family member(64.4%), the route of purchase was through a specialty store and beauty salon(53.5%), the cost of purchase items was less than 20,000 won monthly(88.4%), and expenses were born by parents(54.6%), Factors considered in the purchase of cosmetics goods were price(54.4%), quality(54.4%), and recommendation(43.8%). The use rate of cosmetics increased according to an increase in grade level, an increase in family income level, and an increase in interest by features. As the above results indicate, this study can recommend the supply of cosmetics with high quality and low price for male students of business high schools, the reinforcement of advertising of basic cosmetics, cosmetics for acne and cosmetics for hair care.