Asian J Beauty Cosmetol. 2010; 8: 0.

Comparative study on behavior related to purchase of cosmetics by Korean women and American women

Se-Ja Ryu, Hyo-Kyung Ro, and Dong-Kgun Seo

In modern life cosmetics are no more regarded as products of luxury and vanity but they are viewed as products essential for life of the people. Furthermore cosmetics are products of high value addition through union of science and art. It is image products with aspect of sensitivity generating beauty and hope for man and it is attracting attention as one of future industries in 21st century. More recently along with trend of globalization of world market internationalization of enterprises became more brisk. Accordingly for the purpose of establishing more effective international marketing strategy through identifying characteristics in consumers behavior in the milieu of diverse cultural environment in overseas market and also through analysing cause of such characteristics the need for studies addressing such purpose is increasing. In this treatise this author attempted to compare behavior related to purchase of cosmetics between Korean women and American women and also undertook to analyse such behavior. This author expects the theme addressed in this treatise may contribute to globalization of cosmetic industry and for employing strategy for differentiation of marketing activity which is targeted to some markets in specific area.

Keywords : Behavior related to purchase of cosmetics