Thus, our team decided to study about cosmetic market in China. We found that foreign companies like L’Oreal, Procter & Gamble Co and Shiseido have large portion of the China’s cosmetics market share while Korean companies have little portion of that. However, Korean beauty products also have high quality and Chinese people are favorable to Korean products. In other words, it is hard to under
4) Reason of selecting targets
-female college students
By analyzing the propensity to consume of female college students who are main consumers, it offers the information about cosmetics market segmentation and production of goods which are satisfying needs and interests of modern people. By attracting female college students as an early buyers, it will get long-term benefits because of inc
Ⅰ. Introduction
■ The purpose of this report
The modern society can be told that it is a standardization society in aspects of the products' qualities and functions by reduction of the production cost and innovation of technology from building mass-production up. Therefore, it is difficult to have the competitive power in goods' quality and price in this society. For these reasons, in
increased 3 times
(3) Student movement
(Jeongongto movement)
2. Characteristics of
Dankai generation
(1) Living & consumption trend
Independent: prefer solving problem by themselves
Propensity to enjoy their old age life with husband or wife
Over half of Dankai generation well knows their retirement allowance scale
prefer high quality (designer brands), variety, and well-being products. According to an interview, Park Soo Yun (27) responded that the measuring rule in her selection for ice cream is the health aspect. Ms Park prefers nonfattening, healthy, and low calories ice cream.
These propensities are what Natuur needs to consider in their products to appeal to their target market. Consumers do not vis