라이프스타일에 따른 방문판매 화장품 소비자의 특성과 구매시 평가기준

Evaluative Criteria in Purchasing the Door-to-Door Selling Cosmetics by Lifestyle

The purpose of this study was to profile consumer characteristics of cosmetics for door-to-door sales among females who were in their 20s to 50s, classify into four segments of lifestyle, and examine differences in evaluative criteria for cosmetics according to their demographic variables and lifestyle segments. The subjects in this study were 500 women, on whom a survey was conducted. The answer sheets from 424 respondents were analyzed with a SPSSWIN 14.0 program. The women investigated mostly got to use cosmetics for door-to-door sales after they used the samples through the recommendation of salespeople or relatives. And they often acquired information from salespeople as well. As for purchase evaluation criteria, they placed significance on the substantial characteristics of cosmetics such as effect, quality, skin compatibility and use and the convenience of return and exchange when they purchased cosmetics. Their lifestyle made differences to the evaluation criteria.