오송화장품·뷰티 세계산업박람회 방문객 동기와 시장세분화 연구

The purpose of this study is to identify motivations of domestic visitors who attended the 2013 Osong Cosmetics·Beauty Expo and segment the Expo market using a cluster analysis based on delineated motivation factors. This study also aims to examine differences in demographic characteristics and the effect after attending the Cosmetics and Beauty Expo among segmented groups by motivations. To this end an onsite survey was conducted to attendees at the Osong Expo. The results of factor analysis delineated four underlying dimensions: Buying or seeing beauty products, Getting advices for improving physical appearance, Interest in knowledge about beauty, Interest in the theme of Expo. The results of cluster analysis identified four segments: High-level motivators, Attendees focusing on beauty products, Attendees interested in the theme, and Medium-level motivators. The results of current study provided detailed profiles and differences in consumer behavior and the effect after the Expo among the identified segments.