중국 대도시 20·30대 소비자의 라이프스타일 유형에 따른 화장품 구매행동에 관한 연구
(A) Study on the purchasing activity according to lifestyles of 20·30s consumers living in the matrotolice of China
중국 대도시 소비자 라이프스타일 화장품;
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Currently, interest about China has been growing. Importance of China is getting increased. The change of economic environment in China leads to change Chinese consumers' trend of consume. Therefore, China should establish the appropriate strategy to meet Chinese consumers' needs and should be sensitive to the change of market environment as well. The purposes of this study were to identify the Chinese consumers' purchasing behavior according to their lifestyle. Questionaires developed by researcher were distributed and collected from 118 Chinese consumer living in the matrorolice of Chinese from Apr.1 to Apr.20 The data were analyzed with Frequency Analysis, Factor Analysis, Cronbach's Alpha, Clustering Analysis and Analysis of Variance. The results of this research are summarized as follows: 1. The fashion pursuit group: The consumers of this group considered the price most important when they purchased the cosmetics. And their cosmetics purchasing motivation is to get more beautiful. 2. The society folk group: The consumers of this group consider that the recommendation of others most important when they purchase cosmetics. And they think the price of the product is the most important for them. 3. The traditional conservative group The consumers of this group usually purchase cosmetics with their using experience. And they think the most important factor is the function of the product when they buy the cosmetics. 4. The achievement pursuit group: The consumers of this group also consider the function of the product the most important. And this group is combined with the students and the functionaries mostly. 5. The passive stagnated group: The motivation of their cosmetics purchasing is to get more beautiful. And they consider the price most important.