Chinese female preference of cosmetic products information channels

Abstract

Purpose Understanding the customers’ habits of getting cosmetic products information is of great importance to enhance the effectiveness of advertising and marketing strategy of cosmetics. In China, as females are the major target customers of cosmetics, this paper aims to analyze the information behaviors of obtaining cosmetics information of different women groups, including the preferences of information channels and the corresponding means of getting information. Design/methodology/approach This research is based on a questionnaire survey. A total of 419 effective questionnaires were collected from females who had bought cosmetics in China. Descriptive statistics and chi-square analysis were used to analyze the data. Findings According to the result of the questionnaire survey, women preferred to get information through social platforms and physical stores. And the primary reason of the choice was that they believed the information from the channel they chose was reliable. The survey also revealed that age, educational level and occupation would significantly affect their preferences of information channels. Originality/value There was no previous research which analyzed Chinese women consumers’ information-seeking behaviors about cosmetic products information as well as the influence factors of the behaviors.

Aspek Bahasa dalam Peraturan Kepala Badan Pengawas Obat dan Makanan (BPOM) tentang Persyaratan Teknis Klaim Kosmetika

“…Mereka beralasan bahwa informasi yang disampaikan melalui media sosial lebih menarik, baik dari sisi visual maupun bahasa yang digunakan, sedangkan mendatangi langsung toko atau gerai kosmetik bertujuan untuk memperoleh informasi yang lebih valid yang biasanya disampaikan oleh petugas toko atau gerai. Di sisi lain, usia, tingkat pendidikan, dan pekerjaan juga mempengaruhi preferensi media atau saluran yang dipilih untuk mengakses informasi tentang produk kosmetik tersebut (Lu & Liu, 2018).…”

Analisis Pemenuhan Kebutuhan Sumber Informasi Kecantikan pada Generasi Z

“…Jika diurutkan, sumber informasi yang sering digunakan oleh Generasi Z yaitu platform media sosial, platform e-commerce, search engine, orang lain, beauty stores/toko fisik, forum online, organisasi/kursus kecantikan, media cetak, dan urutan terakhir media penyiaran. Hampir semua Generasi Z sering menggunakan lebih dari satu sumber informasi dalam Lu & Liu (2018) dari 419 orang, hampir dua per lima orang lebih suka mencari informasi di platform sosial dan alasan utama pilihan tersebut adalah karena mereka yakin informasi dari saluran yang mereka pilih dapat diandalkan. Sohn et al, (2019) juga melakukan penelitian tentang hubungan antara perilaku pencarian informasi kosmetik konsumen dengan kepuasan dan niat merekomendasikan.…”

Marketing Strategies of Chinese Cosmetic Brands in Local Market

“…For example, Lu and Liu found that Chinese women preferred to gain product information through both social platforms and offline stores because they believed these two sources are reliable. Moreover, age, education and job would have a strong impact on their choices of information sources [3] . An empirical study done by Ma and Yang revealed that among price, quality of products and delivery time, price is the most influential factor in female e-shopper's satisfaction with cosmetic products in north-western China [4] .…”