Young Female Consumers Consumption Value And Cosmetics Buying Behavior In China And South Korea

China and korea has maintained the close relationship from the past until now and the volume of business between china and south korea. At this situation companies need to understand countpart conutry’s consumer behavior. Especially the generation born since the1980s and1990s. they will be the future leaders of consumption. the cosmetics industry is one of the a lot of female consumers interested industry. Nowadays China’s cosmetics market formed156billion yuan cosmetics market scale, the ranked third in the world cosmetics market. Also south korea’s cosemetics industry is developed and that is one of main industry in south korea.This study aimed to investigate differences in the female consumers behavior with cosmetic products. This study start point is compare consumers behavior and consumption values of Chinese consumer and Korean consumers. More than this study deep into a subject how will the consumption value have an effect upon the consumers behaviorThe method of disposing for female consumers(age:18-32) among china and south korea. Survey was conducted with400female consumers in Hangzhou city and soul city and321were used for the data analysis. Data were analysed by SPSS18.0.The results showed consumer behavior have significant differences that purchase frequency, purchase price, purchase channels, purchase motivation, brand requirements.The results showed consumption value have significant differences Chinese consumers and south Korean consumers. The other-oriented and economic value is south Korean consumers more than Chinese consumers. But utilitarian value, social ostentation value, popular value is Chinese consumers more than south Korean consumers. But hedonic value doesn’t have some difference resulted Chinese consumers and south Korean consumers. Finally this study found other-oriented, hedonic value, economic value, utilitarian value, social ostentation value, popular value that all of consumption value effect upon the consumer behavior.