충청지역 여성소비자의 화장품 구매행동연구

A Study on Cosmetics Purchasing Behavior of Female Consumers in Chungcheong Area

&nbsp;&nbsp;The purpose of this study is to propose some valuable data for strategic marketing of cosmetics through analyzing customers&quot; behavior especially focusing on purchasing patterns of cosmetics.<BR>&nbsp;&nbsp;Both theoretical study and experimental research have been performed in this paper. For theoretical study, general theories of consumers&quot; purchasing behavior have been reviewed. For experimental research, I performed an enquete survey for female customers in Chungcheong-Do area. The efficient ways for marketers to cope with the problems found from experimental analysis are as following.<BR>&nbsp;&nbsp;First of all, quality improvement through continuous R&amp;D investment should be achieved. Quality is the most important factor in purchasing. There are still many customers who think immported products are better in quality than those of domestic ones. In order to change this concept, companies should make their R&amp;D efforts and develop the well-suited products to domestic customers, which are differentiated from other foreign products.<BR>&nbsp;&nbsp;Second, pricing and distribution mechanism of cosmetics should be improved. Most people think the price of cosmetic products is high. It is recommended for each company to propose the price that matches the quality.<BR>&nbsp;&nbsp;Third, a way of consumer satisfaction after sales services should be strengthened. As customers become more important and they make more effect to mass media, Fast and trustable after service system is needed. To do so, the product makers are to build the reaction process for customers&quot; complain and periodically train the members of their distributers for guiding customers to proper product items and for giving correct knowledge of cosmetics. Fourth, more specific marketing strategy for new customers should be established. The strategic advertising and sales plan should be exist for targeting beginners because purchasing of the manufactured goods was caused by psychic factor and people are not willing to choose other ones.