ABSTRACT

Consumer behavior of cosmetic products can vary with customer demographics. Young people tend to favor personality creation, skin protection, and quality in Korea (Hyun and Choo, 2005). However, price sensitive is increasing rapidly because of the recession and the growth of TV home shopping, Internet shopping, and discount store has provided low-priced cosmetic brands with an opportunity to develop. When comparing high-and low-priced cosmetic brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced in Korea (Bae and Sung, 2014).