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Importance-Performance Analysis(IPA) of the selection attributes of functional cosmetics
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Importance-Performance Analysis(IPA) of the selection attributes of functional cosmetics
Han, Do-Kyung; Lee, Hyun-Jun; Paik, Hyun-Dong; Shin, Dong-Kyoo; Park, Dae-Sub; Hwang, Hye-Sun; Hong, Wan-Soo;
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This study aims to generate baseline data for vitalizing the sales of functional cosmetics through an Importance-Performance Analysis (IPA) of the selection attributes of functional cosmetics. From the analysis of consumers` selection criteria, the study will assist functional cosmetics companies in reflecting consumer demands and therefore securing competitiveness. For this, general consumers aged over 20 years were surveyed for 5 weeks from Feb 23 through Mar 30, 2015, and 447 empirical data (response rate 88.9%) were processed through SPSS WIN 21.0 program for analysis. To conduct gender difference analysis on the IPA of the selection attributes of functional cosmetics, 17 selection attributes were categorized into 4 factors: functionality, labeling, popularity, and product. Cronbach`s alpha for all factors was 0.5, proving the internal consistency and reliability of the survey. The survey results showed that while the entire average came out significantly higher for females (5.89/7points) than for males (5.66/7points) (p<0.001), the selection attributes `anti-wrinkling`, `whitening function`, `functionality`, `expiration date`, `full ingredient labeling system` and `various promotional events` showed significant gender differences. IPA results pertaining to gender showed `price`, `functionality`, `spreadability` and `full ingredient labeling system` as 2nd quadrant attributes, whereas female consumers selected `price`, `whitening function`, `anti-wrinkling`, `functionality` and `full ingredient labeling system` as attributes. Results show that businesses in the field of cosmetics and related areas need to prioritize improving the following factors that received low satisfaction from all consumers: `price`, `functionality`, and `total labeling.` In particular, the `price` aspects are considered to require reasonable and affordable pricing.
Functional cosmetics;Importance-Performance Analysis;selection attributes;
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