초록 열기/닫기 버튼
The purpose of this study was tried to provide basic data of perfume industry marketing by analyzing the status of perfume use and perfume purchase behavior of high school girls. The results of statistical analysis of the questionnaire data of 178 high school girls who are currently using perfume are as follows. The use of perfume and purchasing behavior of high school girls differed from that of adults due to the limited allowance amount and the consumption characteristics of teenagers. The high school girls' perfume purchase tendency was extracted as sub-factors of conspicuous brand type, impulsive trend type, and economic benefit type, and classified into conservative and passive consumption group, conspicuous and impulsive consumption group, and economic trend-seeking consumption group. As a result of analyzing the satisfaction, attitude, usage, and purchasing behavior of perfumes among consumption groups, statistically significant differences were found. The conspicuous and impulsive consumption group and the economic trend-seeking consumption group showed positive attitude toward perfume consumption, but there was a difference in purchasing cost and brand pursuit, and the conservative and passive consumption group showed low satisfaction and attitude toward perfume overall. These results suggest that the marketing of perfume suitable for high school girls, who are the potential consumers of the perfume market, is required and furthermore, differentiated strategies for each consumer group are needed according to the tendency to purchase perfume.
