earticle

영어

The purpose of this study was to classify women consumer group according to the well-being lifestyle, to examine characteristics, needs and want of each group, and to find out differences of cosmetics purchasing behavior among each group segment.
The improbability sampling method was used on aged from 20s to 40s, and the survey was performed over a one month period. A total of 266 were valid and analyzed for this study. Based on the previous researches, I have chosen seven important characteristics of the well-being lifestyle. The number of iteration on factor analysis revealed that our sample population can be formed into four different groups. The significant group differences resulted on the following study variables; popular fashion-oriented, social relationship-oriented, environmental awareness-oriented, reality relationship-oriented, material pursuit-oriented, self centered-oriented, health-oriented.