Purchasing Behavior for Skin Care Products by Distribution Channel

Abstract

Purpose: The purpose of this study was to explore the purchasing behavior for skin care products by distribution channel. Methods: Following a literature review, a questionnaire was distributed to women who live in Seoul and Kyeonggi-do in August 2018. 107 questionnaires were analyzed using Statistical Package for the Social Sciences. Chi-square (χ 2) cross and ANOVA analysis were performed to determine the preferred distribution channel differences by respondent age. Results: Overall, respondents prefer online shopping because the price is reasonable. Respondents in their 20s answered in favor of road shops while those in their 30s, 40s, and 50s answered in favor of online shops. In terms of preference, reliability, satisfaction, and loyalty by distribution channels, the online shop was considered the best for preference and reliability while the department store was considered the best for satisfaction and loyalty. Conclusion: The findings in this study provide implications for marketing skin care products based on purchasing behavior by distribution channel and can be used as basic research data for the industrial marketing of skin care products.

Cosmetology Field and It’s Significance for Education and Industry Sector

“…Before they start to make-up their customers, they have to examine their customers' contra indications to avoid the negative effects on the customers' skin. Nowadays, the online shop was considered the best for preference and reliability for customers to buy skincare products [15] but they still attached greater weight to its quality, price and ingredients [16]. Other than that is cosmiatric where this term of career is given by [6].…”

Effects on Oil/Moisture Changes Using Commercial Brand Cosmetics versus DIY Cosmetics in Women in their 20s and 30s with Dry Skin

“…http://dx.doi.org/10.20402/ajbc.2020.0047 워 주름, 피부 건조, 색소침착 등이 발생한다 (Baek, 2018). 이처럼 피부에 대한 관심이 높아짐에 따라 화장품의 소비시장도 함께 급성 장하며 소비자들은 최적의 판단으로 소비를 결정하며, 자유로운 구 매 환경을 원한다 (Jeong, 2018). 계절이나 연령별 화장품의 용도와 종류가 매우 다양해지고 유통의 세분화로 구매의 다양성이 추구되 어 화장품전문점이 아닌 일반 생활용품점, 약국, 면세점, 병원, 피부 관리실 등에서도 유통이 되어 지고 있다 (Park & Lee, 2015).…”