Low Cost Cosmetic and Power Effectiveness on Advertising Model

초저가 화장품의 브랜드 친숙도와 광고모델이 구매의도에 미치는 영향

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초저가 화장품의 브랜드 친숙도와 광고모델이 구매의도에 미치는 영향

신규희ㆍ공차숙 성균관대학교 대학원․부산여자대학 피부미용과

The Influence of Familiarity with Low-Price Cosmetics and Advertisement Models on the Purchasing Intention

Shin, Kyu-HeeㆍKong, Cha-Sook

SungKunGawn University Graduation School Dept. of Cosmetology, Pusan Women's College

ABSTRACT

The purpose of this study is to analyze how the familiarity with a low-price cosmetic brand and the fame of the advertisement model influence the consumers' purchasing intention in the Korean cosmetic market. In fact, studies on low-price cosmetic brands in the Korean cosmetic market are rather insignificant at present and barely any looks into the influence of brand recognition and famous models on the consumer's purchasing intention. The experimental design of this study is made up of 2(brand familiarity: high vs low) X 2(advertisement model: famous vs non-famous), a two-way mixed factorial design which has brand familiarity as a between-subject variable and advertisement model as a within-subject variable. Creating an advertisement especially for this study, I carried out a questionnaire survey to female university students and career women in downtown Seoul and conducted a two-way ANOVA. Based on the analysis of how brand familiarity and famous model each influenced the consumer purchasing behavior, I found that when it came to low-price cosmetics, a famous model had greater effect on the purchasing intention than a non-famous model if the consumers were familiar with the brand. This shows that brand familiarity mainly influences the purchasing intention leading to greater purchase. As a result, low-price range cosmetic companies should pursue aggressive sales activity to increase the image of the company products and then establish advertisement strategies that will lead to greater consumer purchasing behavior. This study is meaningful in this sense providing useful marketing data.

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