- Volume 19 Issue 2
This study conducted an importance-satisfaction analysis on choice attributes of cosmetics targeting consumers of road shop cosmetics and suggested improvements needed to increase consumer satisfaction. A summary of the study's results is as follows. First, as to the importance of choice attribute items of road shop cosmetics, skin compatibility appeared to be the highest. For satisfaction as well, skin compatibility appeared to be the highest. Second, when the differences between importance and satisfaction of choice attributes of road shop cosmetics were analyzed, among a total of 15 choice factors, differences appeared in 6 factors. Among them, 5 attributes such as the product function and skin compatibility, excluding the salesperson's service, appeared to have higher importance than satisfaction. Third, based on the IPA results, the study analyzed which factors should be maintained or improved and accordingly suggested efficient resource allocation strategies and marketing strategies that can be practically applied.
Road Shop Cosmetics;Choice Attributes;Importance-Performance Analysis