남자 대학생의 화장품 소비현황 및 메이크업 인식에 관한 연구

This study aimed to provide basic data needed to develop marketing strategies for men’s cosmetics. The results found the following: Male University students tend to spend KRW 100,000-200,000 to buy cosmetics semiannually. When asked how much they spend to buy cosmetics per month for appearance management, ‘KRW 30,000-50,000’ was the most responded. In terms of perception of men’s makeup, ‘importance of appearance’ was the highest factor. According to analysis of differences in the perception of men’s makeup, respondents were mostly favorable to it as they were older. As dating experience and monthly allowance increased, perception of makeup utilization and makeup purchase was higher. As expenses for cosmetics increased, perception of men’s makeup, makeup utilization, acceptance of makeup and purchase of makeup increased. When the expenses for cosmetics were ‘KRW 100,000-200,000’, however, perception of the importance of appearance was relatively high. As average monthly expenses for cosmetics increased, perception of men’s makeup, makeup utilization, acceptance of makeup and purchase of makeup was high.