화장품 산업의 마케팅 믹스 전략이 소비자 구매행동에 미치는 영향

• 영문명: The Effects of Cosmetic Industry Marketing-mix Strategies on Consumers’ Purchasing Behaviors
• 발행기관: 한국인체미용예술학회
• 저자명: 서현주(Hyeon-Joo Seo) 신영식(Young-Seek Sheen) 오수연(Soo-Yeon Oh)
• 간행물 정보: 『한국인체미용예술학회지』한국인체미용예술학회지 제17권 제3호, 131~147쪽, 전체 17쪽
• 주제분류: 예술체육 > 예술일반
• 파일형태: PDF
• 발행일자: 2016.09.20

영문 초록

This study investigated the effects of 4P’s of marketing on purchase motivation, customer satisfaction and customer loyalty for the purpose of analyzing the influence of the marketing mix for cosmetics on consumers’ purchase behavior. For this, a questionnaire survey was conducted on a total of 350 customers living in Busan, Ulsan and Gyeongnam. The customers surveyed had all bought cosmetics before. Results were gathered from July 1 to August 30, 2014. The collected data was examined using frequency analysis, exploratory factory analysis, reliability analysis and correlation analysis using SPSS 18.0. The results were the product of the marketing mix factors appeared significantly lower impact on the factors of preference, quality and functionality of purchasing behavior, facilitating factors influence the relative ease of purchase was higher on the action. The product of the marketing mix factors were significantly impact on customer satisfaction. And influential factors of the marketing mix products on the loyalty of the cosmetics were relatively large. The study results found that 4P’s of marketing had an influence on consumers’ cosmetics purchase behavior. In addition, it is expected that the study results would be available as strategic data for the development of the cosmetics industry, for unique and creative cosmetics marketing and as basic data for further studies on the marketing mix.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 고찰

Ⅴ. 결론

키워드

Cosmetics Marketing-mix Purchasing Behaviors 화장품 마케팅 믹스 구매행동