| abstract |
| Background With increase in the number of kidults, character sales have recorded high growth rates. In fact, it`s been hard to have quality differentiation in already saturated cosmetics market. Under these circumstances, products have been developed and released through collaboration between characters and cosmetics package, stimulating consumers` design to buy. Therefore, this study was performed in that it appears to be meaningful to investigate the effects of kidults` preferred color and cosmetics package color on consumers` purchase.
Methods A questionnaire survey was conducted against women who are leading kidult industry between 20 years and 40 years old, and the data were analyzed using SPSS v. 21.0.
Result First, kidults search for and buy the goods they want. For them, price is not important. What matters is personal preference. Second, they prefer character items. In terms of color, `Red` was most preferred, followed by `Yellow` and `Red Puple` Third, satisfaction with cosmetics package color was high. Fourth, in terms of difference between purchase linkage and actual buying by kidults` preferred color, `collection purpose` was observed. In this case, the products were bought within a short period of time. Regarding the source of the cosmetics information, the respondents mostly obtained it through the Internet and street stores. In terms of response factors when buying cosmetics, `color` was mostly found when `Red` `Yellow` and `Red Puple` were preferred. In terms of importance in buying cosmetics depending on preferred color, `color` was the highest, followed by `illustration,` `pattern` and `shape.` Fifth, after-sales satisfaction was high, and statistically significant difference was observed in package satisfaction by kidults` preferred color.
Conclusion The study results found that if satisfaction with cosmetics package by kidults` preferred color is high, buying satisfaction increases. When satisfaction with cosmetics package is low, on the contrary, buying satisfaction declines. |
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| Key Words |
| 키덜트, 화장품패키지, 구매행동, Kidult, Cosmetics package, Purchase behavior |
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