20대 남성소비자의 라이프스타일에 따른 화장품속성평가와 구매 및 사용 행동 차이 연구

Abstract

This research provides the basic data necessary for the production and sales plan for the cosmetics manufacturers and retailers, by classifying the male cosmetics market targeting males in their 20s by the lifestyles, and by analyzing cosmetics purchase pattern of the categorized groups. Questionnaires data of 267 men who had purchase experience of cosmetic product in recent 6 months through on, off line were analyzed. Based on the previous researches, we have chosen five important characteristics of the customer's lifestyle. The number of iteration on factor analysis revealed that our sample population can be formed into three different groups. The significant group differences resulted on the following study variables. First, according to male lifestyle patterns, the group is subdivded into ‘egocentric/interest/challenge-oriented group’, ‘appearance/IT interest-oriented group’, and ‘trend-oriented group’. Second, there were meaningful differences in the practicality attribute from the cosmetics attribute evalution by each male lifestyle groups. Third, there were differences in the cosmetics purchase and usage among the groups of male lifestyle patterns.