國産化粧品과 輸入化粧品의 選好度에 關한 硏究

Abstract

This research studies on the preference to domestic brands and imported brand in cosmetics with the object of the Korean women from their twenties to thirties. First of all, to make understood the differences between Korea and western countries in cosmetic industry comparing the process of the development in Korea and western comtries. To understand the present condition of Korea in cosmetic industry on the base of this. Hereupon, to recognize the flow of trend on Make-up in these days and analysis accurately the preference of the customers as researching the make-up patterns which domestic and imported cosmetic brands present in this spring season. 1. Differences in cosmetic industly between Korea and the West and problems in Korean cosmetic industry As examine the development of cosmetic industry in Korea, there is much weakness in the industry comparing to the West. First, some senior European countries including France have supported cosmetic industry as a national industry. On the other hand, Korean cosmetic industry has been up to several companies. Second, almost all of imported cosmetic brands now launching in Korea are already well-known in the world. But domestic cosmetic brands don't have brand power, and many consumers do not choose them even though the quality is satisfied. Third, delayed distribution structure like visit sale and discount store also disturbs the development of cosmetic industry. 2. Analytic results An object of this research is 58.8% of the twenties, 41.2% of the thirties, single 57% and married 43%. 50.3% was graduated from university and 61.2% has a job among them. Many purchase eyeshadow and lipstick in discount store every 3 to 6 month and they consider the color the most important factor. Although consumers are positive about national makeup brands, they are yet eager to have a imported cosmetics, and the marketing of the imported cosmetic brands is much more effective to the consumers. Besides, Korean women from their twenties to thirties make an big effort for the skin care. Cosmetic brands offer two kinds of advertising-brand image AD and goods information AD. Imported brands prefer image advertising and national brands prefer goods information advertising. Even though consumers like goods information AD, the preference is very different from the sale. It shows that most important part of consumer purchasing is the image of the cosmetic brand. 3. Trend analysis on makeup in spring of 2001 The trend of this spring season in makeup emphasis on the variety and expansion of luster. With the keyword, sensibility, activity, and single gentleness of women, making a point to group the color. Warm, soft and romantic colors will become popular in this season. The color of pink, orange, green and blue which means 'Clarity' and 'Moisturizing', key word of spring 2001 makeup, is a large majority. Above all, pink shows the season of spring and it will be more gorgeous and various.