自營 피부미용실의 화장품 판매촉진을 위한 소비자 선호도 연구

서지정보

· 발행기관 : 한국미용산업학회
· 수록지 정보 : 미용산업연구 / 1권 / 1호
· 저자명 : 권영랑, 김민정

목차

Abstract
I. 연구의 필요성 및 목적
II. 연구방법 및 연구도구
III. 연구결과 및 고찰
IV. 결론 및 제언
참고문헌

영어초록

To identify the ways of promoting cosmetics sales of the independent skin beauty
shop for its management strategy, the survey was carried out from January 11, 2010 to
February 10, 2010 targeting on 400 middle-aged women over 40 years old who resided
in Daegu, and as the result of 395 data finally analysed, the information aquisition
about the cosmetics was by family, friends, and acquaintances, including that the
domestic brand was preferred, and the purchasing place of the highest reliability was
department store, but its cosmetics discount corner was the most place of purchasing.
The reason why consumers purchase the cosmetics at the independent skin beauty
shop was that it diagnosed the skin type exactly and the opposite reason why
consumers don't purchase the cosmetics was the unsatisfaction about its price and
service. It turned out that sorts of essence having the function of elasticity and wrinkle
were mostly considered for purchasing, and they responded that they wanted to firstly
purchase the whitening product and product mixed with more than 2 functions. In home
care, they responded that the mask sheet pack was the most effective, and as long as
the function was excellent, they highly tended to purchase it in spite of the financial
burden(49.7%). In purchasing the cosmetics, the degree of sufficient oral explanation
about ingredients, function and effect turned out to be an important factor, and beauty
material and beauty diet product were also preferred to purchase at the independent
beauty shop. As a result, this study is suggested as the basic data to build up themanagement plan for promoting cosmetics sales of the independent beauty shop by
developing the service item in levels under the purchasing degree, and by a systematic,
thorough and regular product education for the staff, equipping the products with a
good brand image that the reasonable price and effects are proved for the cosmetics
sales strategy of the independent beauty shop.

참고자료

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