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1 () 2006

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6 Research on selection criterion of cosmetics that use the consumer's Eras analysis Consideration change by bringing up child Fukuda Eri 1.Background, purpose, and meaning of research Cosmetics are investigated about consumer's environmental consideration and purchasing in this research. What is the consumer requesting among four of the "Beauty, safety, price, and environment", and? is it related to the purchasing of cosmetics what factor and is S standard clarified..that....the choice..? The criterion for selection in cosmetics clarifies whether there is a difference by experiencing bringing up a child. It is understood at what position the make-up is in the lifestyle. It will propose the method of cosmetics' that consider the environment spreading to the cosmetics manufacturer in the future. 2.Investigation technique When cosmetics are bought by using the Conjoint analysis that leads the part like the element and the price, etc. from the entire the result to clarify the standard what kind of commodity liked in the market actually, the consumer feels for the product and chooses and feels for S point..the choice... S of the consumer is choosing analyzed by presenting the testee information on cosmetics of fictitious, executing the questionnaire survey that looks for the Eras order, and using the Conjoint analysis. Moreover, it compares according to which attribute at the age, and the preference tendency to each consumer group that does the same answer is considered. 3.Choice analysis of cosmetics that uses Conjoint analysis The frame such as students and the child festival participant was removed because a clear result of the change in consideration by bringing up the child had not appeared, and it classified it by child's presence. Because the change in consideration by the child's giving birth is seen, is it in its twenties?total 108 of the groups of the child having of ten years or less was analyzed among those in one's thirties who answered as Atsma..no....child.. drinking.. group. 4.Consideration and conclusion Summary of consumer's Eras 1) Consumer's it the environment considers and purchasing for cosmetics. The relation between consumer's environmental consideration and purchasing concerning cosmetics is thin. 2) Eras standard of purchasing of cosmetics It was "Safety. " that the chosen reason was assumed to be the most important. But it is thought by potential that it values "Beauty". 3) Difference of Eras standard of cosmetics by bringing up a child "Beauty" is assumed to be importance in the person who doesn't marry, there are neither a consort nor a child, and can get some time to oneself. Not only I but also the family can do by marrying by the family and the child, and is regarded that it becomes an idea angle and it comes to value "Safety" and "Environment" from a social obligation. It is thought that it is important that the cosmetics manufacturer takes not only an essential attribute like the quality and the function, etc. but also consideration to the global environment to the product concept, and tell it to the consumer as environmental preservation comes to valued more and more in the future. The approach on environmental problems is wide and it is recognized by the consumer, and therefore, the commodity it that considers the environment understands and should devise it as possible to be understood at once. v

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28 17 Foundationpowdermakeup No.1 Foundationpowdermakeup No.2 Foundationpowdermakeup No.3 Foundationpowdermakeup No.4

29 18 Foundationpowdermakeup No.5 Foundationpowdermakeup No.6 Foundationpowdermakeup No.7 Foundationpowdermakeup No.8

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