20대 여대생의 발효화장품 구매특성과 소비가치에 관한 연구

Abstract

In the craze over healing and well-being, fermented materials with excellent safety are favored for manufacturing products that are skin-safe and are excellent in performance. Furthermore, the fermented materials are known as producing less side effects on diverse skins than other materials. This study subjected college girls in their 20 s who have strong demands in pursuing the value of beauty in the rapidly changing cosmetic market, and analyzed their purchasing behaviors and consumption values of fermented cosmetics to provide basic data for the invigoration and development of fermented cosmetic market in the future. The research method was implemented by subjecting college girls in their 20 s, who were residing in South Korea, and using self-administered questionnaires for the period from Aug. 25 to Sep. 15 2013. The study result showed that the consumers pursue the performance and effect in purchasing cosmetics, and that the consumers with no experience of fermented cosmetics had an understanding on the fermented cosmetic as a product that offers excellent performance. However, the consumers who experienced fermented cosmetics refused to repurchase them because the performance and effect fell short of their expectations. To the question ‘have you heard fermented cosmetics?’, many respondents answered ‘no’, thus appeared as they put emphasis on the usefulness and environmental value. As to the information path of the fermented cosmetics, TV and media sources were the highest, and the respondents appeared concerned about the pleasure. Therefore, it is considered necessary to make fermented cosmetics more popularized, to improve consumers’ understanding, and to introduce customized products in order to satisfy consumers’ demands on the usefulness. In addition, it is also necessary to promote frequent events and functions where the advantage of the fermented cosmetic that can satisfy the environmental and hedonic values can be emphasized and experienced, and to launch marketing plans that advertise information of fermented cosmetics via TV or media sources.