몽골인들의 화장품 이용 실태 분석 및 한국 화장품 제품 이미지와 브랜드 충성도에 관한 연구

Abstract

This study investigates and analyzes the usage of general cosmetic products among Mongolian; also, finds a correlation between the Korean cosmetics product image and brand loyalty. Despite the noticeable increase in the imports of Korean cosmetics in Mongolia, studies or researches on the current status of Korean cosmetics in the Mongolian People’s Republic can be evaluated in an very early stage. Therefore, this study conducted a survey targeting on Mongolian living in a capital city, Ulaanbaatar, to make a discussion about a usage of Korean cosmetic products and take a differentiated strategy. Moreover, we wanted to approach to build a sophisticated marketing point in line with increasing demands. This survey was conducted from May 24 to May 25, in 2024, to the participants at the International Beauty Art Competition held in Ulaanbaatar. 345 copies of the questionnaire survey were used as the final analysis data. The collected data was analyzed using the SPSS 25.0 statistical program. In order to find out the correlation between the product image and preference of Korean cosmetics, and to find out whether there is a difference according to the general characteristics of the survey subjects; independent sample t-test and one-way ANOVA were performed, and Scheffe test was performed as a post-test method. Finally, correlation analysis and regression analysis were conducted to find out the relationship between the product image and preference of Korean cosmetics. From the results, it was found that among Mongolians, the product image of Korean cosmetics had a statistically significant positive (+) correlation with Korean cosmetics brand loyalty. This result indicates the higher the product image for Korean cosmetics, the higher the loyalty of Korean cosmetics brands. Therefore, based on the results of this study, it is necessary to understand the awareness and the usage of Korean cosmetics in Mongolia and take a differentiated strategy and insights to approach differentiate Korean cosmetics in accordance with the increasing demand.