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웰빙융합연구(JWMAP) Vol.6 No.1.jpg
KCI등재 학술저널

A Study on Purchasing Behavior of Male Consumers in their 20s and 30s on Perfumes

A Study on Purchasing Behavior of Male Consumers in their 20s and 30s on Perfumes

Purpose: This study analyzed the perfume buying behavior of 561 men in their 20s and 30s. Research design, data and methodology: The demographic characteristics of the study subjects were analyzed frequently, the use of perfumes and chi-square tests were performed to identify differences in purchasing behavior, and the Likert 5-point scale was used to measure the importance of the reasons for choosing perfumes. Results: The most commonly used perfume product was Eau de Toilette, which had statistically significant differences with age and education (p<.05). Perfumes were most commonly purchased at health and beauty stores, with statistically significant differences by age, marital status, and education (p<.05). Conclusions: The study subjects have a high purchasing power for perfume products and are proficient in using smart devices, so they have a high level of information through beauty platforms, so they need to promote online products by introducing live commerce, etc.

1. Introduction

2. Research Methodology

3. Result and Discussion

4. Conclusion

References

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