earticle

영어

This study examines the effect of purchase price by type of popular cosmetics on consumer purchase behavior. In the popular cosmetics market, which is divided into basic cosmetics, color cosmetics, and functional cosmetics, price acts as an important variable in consumer choice and satisfaction. As a result of analyzing the existing literature, it was confirmed that consumers’ price sensitivity and purchase motivation were different according to the type of cosmetics. This review provides basic data for establishing price strategies in the cosmetics industry and proposes the necessity of future empirical research.