화장품 상표충성도에 관한 요인구조 분석

A Factor Analysis on the Cosmetic Brand Royalty

&nbsp;&nbsp;This paper is designed to look into customers&quot; loyalty to brands at a time of making a purchase of cosmetics with cosmetics customers as the subjects, and to identify variables affecting their loyalty to brands in the perspective of demographic variables.<BR>&nbsp;&nbsp;This paper works on the following questions.<BR>&nbsp;&nbsp;[What is band loyalty to cosmetics?]<BR>&nbsp;&nbsp;This paper resorts on the random sampling of women aged 20 and above residing in Gwangju, who makes use of cosmetics, analysing a total of 555 questionnaires. I bank on frequency and percentage, Cronbach&quot;a, correlation, factor analysis, GLM ANOV, T-test, Duncan&quot;s test, and multiple regression analysis and so on.<BR>&nbsp;&nbsp;The results of this study can be summarized like the following.<BR>&nbsp;&nbsp;The scores involving brand loyalty stand high and those in relation to the questions &quot;Do you buy discounted cosmetics regardless of brands?&quot; turn out to be low. The component analysis of the brand loyalty of cosmetics consists of &quot;brand-related&quot; components and &quot;price-related&quot; components. Among the demographic variables, there is a significant difference in accordance with the level of education, which means that the more educated one is, the higher the scores of brand loyalty stand.