Towards the 21st century, the whole world is regarded as one market. Globalization is spreading all over the world as many cosmetics companies pioneering new market abroad, overcoming relatively limited domestic markets. Korean cosmetics companies are not the exception and they are aiming Chinese consumer market, the largest one in Asia, which is growing steadily since government’s open door policy. So, the necessity to compare and figure out the difference between Korean and Chinese consumer’s cosmetics buying behavior is very high for those companies that have their eyes on the Chinese Market.

Therefore, the purpose of this study is to compare buying behavior between Korean and Chinese female consumers related to Korean cosmetics brand level. Cosmetics buying behavior is examined in 4 areas; purchasing motives, information sources, purchasing criteria, and the level of satisfaction.

Subjects were selected through a convenient sample technique and a questionnaire was developed in Korean and Chinese by translation and back translation method. Data were collected from the sample of 187 out of 233 in Beijing for Chinese female consumers, and 188 out of 200 in Pusan for Korean female consumers. Respondents’ age varied from 20’s to 50’s. Korean cosmetics brands were divided into high /low levels; low brand level included Micha, The face shop, and Laneige while high brand level included Sulhwasu, O’hui, and The history of who. Among many types of cosmetics, this study focused on the basic types of cosmetics product such as lotion, moisture cream, nutrition cream, mask pack with the exception of color based cosmetics products.

Data were analyzed by ANOVA and cluster analysis using SPSS 20.0. Respondents were divided into 4 groups: Korean high brand purchasing consumers, Korean Low brand purchasing consumers, Chinese high brand purchasing consumers, and Chinese low brand purchasing consumers.

1. For purchase motives, Chinese consumers affected by Korean celebrities and had more motives to experience Korean cosmetics. To relax and to relieve from stress was the main reasons to buy Korean cosmetics for Chinese high brand consumers. Price was the main
reason to buy Korean cosmetics for both low brand purchasing groups.
2. For information sources, Chinese consumers had tendency to collect information from personal relations such as friends and family. Korean and Chinese low brand consumers used internet advertising. Chinese high brand consumers collected information from department salesman. Korean high brand consumers showed lowest use of any kinds of information sources.

3. Korean high brand group put on importance on color and scent as cosmetics purchase criteria. Chinese high brand consumers showed importance on brand image, ingredients, containers/packing, skin fit, and feeling. Korean and Chinese low brand groups have importance on brand image, ingredients, and skin fit.

4. Concerned satisfaction level, Korean high brand group showed lowest satisfaction level. Chinese consumers had satisfied with container design and feelings.

• Jin-Hwa Lee(Pusan National University)
• Yuan-Yang Bi(Pusan National University)
• Meng Yu(Pusan National University)