Asian J Beauty Cosmetol. 2014; 12(1): 55-67.
Effects of Women’s Cosmetics Shopping Tendency according to Age on Brand Attitude
ABSTRACT
For the purpose of examining the effects of women’s cosmetics shopping tendency according to age on brand attitude, 630 copies of questionnaires were used for women in their 20s and 50s for statistical analysis. As for the composition of questionnaire, it was composed through 5-point Likert scale and SPSS 20.0 statistics program was used for data analysis. In shopping tendency, they were deduced into five factors of impulsive, sympathetic, loyal, store exploratory and planned, while cosmetic brand attitude were deduced into five factors of container design, function, price, brand name and ingredient stability. Among women in their 20s, sympathetic factor was found to be high in the container design factor, while impulsive factor was high in function factor. In the brand name factor, sympathetic factor was found to be the highest. Among women in their 30s, sympathetic and planned factors were found to be the highest in the container design factor, while impulsive factor was the highest in price. Among women in their 40s, store exploratory factor was found to be high in the container design factor, while loyal factor was high in the function factor. In the price factor, store exploratory factor was found to be the highest. Among women in their 50s, sympathetic factor was the highest in the container design factor, while loyal factor was the highest in the function and brand name factors. The analysis result showed that the tendency of women in their 20s and 30s was not significantly different and it was found with women in their 40s who have much financial burden that they considered price most importantly. Women in their 50s showed the tendency of choosing high-function luxury brand cosmetics appropriate for their skin based on experience of use. The purpose of this study is to examine the effects of cosmetics shopping tendency of women in their 20s and 50s on brand attitude to assist women consumers for reasonable shopping according to age and provide basic information for corporate brand marketing strategy.
Keywords :
Age, Cosmetics, Shopping tendency, Brand attitude
