화장품 산업의 마케팅 믹스 전략이 소비자 구매행동에 미치는 영향

The Effects of Cosmetic Industry Marketing-mix Strategies on Consumers’ Purchasing Behaviors

This study investigated the effects of 4P’s of marketing on purchase motivation, customer satisfaction and customer loyalty for the purpose of analyzing the influence of the marketing mix for cosmetics on consumers’ purchase behavior. For this, a questionnaire survey was conducted on a total of 350 customers living in Busan, Ulsan and Gyeongnam. The customers surveyed had all bought cosmetics before. Results were gathered from July 1 to August 30, 2014. The collected data was examined using frequency analysis, exploratory factory analysis, reliability analysis and correlation analysis using SPSS 18.0. The results were the product of the marketing mix factors appeared significantly lower impact on the factors of preference, quality and functionality of purchasing behavior, facilitating factors influence the relative ease of purchase was higher on the action. The product of the marketing mix factors were significantly impact on customer satisfaction. And influential factors of the marketing mix products on the loyalty of the cosmetics were relatively large. The study results found that 4P’s of marketing had an influence on consumers’ cosmetics purchase behavior. In addition, it is expected that the study results would be available as strategic data for the development of the cosmetics industry, for unique and creative cosmetics marketing and as basic data for further studies on the marketing mix.