저가화장품의 브랜드 이미지에 따른 만족도와 브랜드충성도에 관한 연구

A Study on Satisfaction and Brand Loyalty According to the Brand Image of Low Price Cosmetics

This study surveyed the level of satisfaction and brand loyalty according to the brand image of low price cosmetics. The subjects were 281 women (20∼50 years old) who used low price cosmetics in Kimhae city of Kyungsangnamdo using self-administered structured questionnaire from Feb. 1st to 10th, 2011. The collected data were analysed by the statistical package for the SPSS program (Ver. 18.0). The result is as follows. The purchasing characteristics of low price cosmetics were determined via information gathering through friends and mass media, and purchases at department stores and roadside shops. This showed that high purchasing rate was related to body/hair products, small cosmetic items, and makeup products. In the research of the effect of brand image on consumer satisfaction, the subordinate items of brand image, such as product quality and design, had a positive effect. High brand loyalty, which was typified by the repurchase of previous brand products instead of changing to another brand, was formed in the case of satisfaction in brand image, such as product quality and design, because consumer satisfaction significantly affects brand loyalty. As a result of analyzing the effect of brand image on brand loyalty, brand recognition and product design had positive effects on brand loyalty. This would indicate the need for the development of product quality and the improvement of design to advance brand image.