ABSTRACT

The purpose of this study is to investigate those variables that can explain the characteristics of preference group and non-preference group of foreign products, through the examination of their attitudes toward the foreign cosmetics and beliefs on the attributes of those cosmetics, their demographic variables, life-style factors, an consumer behavior variables.

For this purpose the respondents were classified into two groups by their preference toward the foreign versus domestic cosmetics. the data were collected through the questionnaires from Korean woman who are 20 year and 30 year old by the convenience sampling method, and 235 samples were analysed by statistical methods. the major findings of this study are summarized as follows.

First, there were significant statistical differences bewteen the 2 groups in the attitudes toward the domestic cosmetics.

Second, there were significant statistical differences between the 2 groups in beliefs on attributes of the domestic cosmetics. the group preferring the foreign cosmetics believes that the foreign ones are better than domestic ones with respect to quality, package, color, fragrance and brand name.

Third, significant statistical differences between the two groups were found in life style factors. and there were differences between them in demographic factors as an age, expenditure level, and expenditure on cosmetics level.

In summary, preference group and non-preference group of domestic cosmetics have statistical differences in the attitudes, believes toward domestic cosmetics, life-style factors and demographic characteristics.

´ÙÀ½ ÆäÀÌÁö·Î