ABSTRACT

This study examined the influence of “benefits sought” by female college students on cosmetics consumption to provide insight into efficient marketing strategies within the cosmetic market. Research was conducted using a convenience sampling survey of female college students (in Seoul and capital area) who purchased cosmetic items within the previous 6 months. A total of 500 samples were used for the final analysis. Data analysis consisted of Cronbach’s alpha, one-way analysis of variance (One way ANOVA), an exploratory factor analysis and Duncan test as post-test. Additionally, correlation analysis was performed to investigate the correlation between variables, and regression analysis was conducted for hypothesis testing. The consumption propensity for cosmetics was derived from 5 factors, including resource saving, planned purchase, value orientation, perception of others, and impulse buying tendency. The benefits sought of cosmetics were derived from 5 factors: brand popularity, trend, appearance improvement, product performance, and scarcity. As a result, the cosmetics consumption propensity has a significant effect on the benefits sought of cosmetics. Particularly, value orientation and impulse purchasing factors have statistically significant effects on the brand popularity, trend, appearance improvement, product performance and scarcity factor of benefits sought.

KEYWORD

Benefit of pursuing, Consumption propensity, Cosmetics, Female college students

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