A Comparative Analysis on Discourse Reviews about Differentiated Semiotic Value Consumption Brand Groups in Cosmetics Consumers: Focusing on Text Mining

Abstract

Purpose: This study began by investigating the similarities and differences among segmented markets within the color cosmetics industry, which are subdivided into low-cost color, high-priced, and imported color cosmetics, positioned as differentiated identities, and what are the similarities and differences between the segmented markets of the color cosmetics brand group.Methods: To perform this study, we used Python version 3.10.6 to crawl discourse from attracting value-driven consumers in the color cosmetics category on Naver Shopping Mall. After that, we completed the pre-processing steps and then conducted Word Cloud analysis, N-gram analysis, Topic Modeling analysis, Similarity analysis, and Sentiment analysis.Results: The text mining analysis showed several interesting findings. Notably, we found a new distribution channel where innovative consumers make purchases through live broadcasts performed within a short period. Furthermore, the analysis indicated that while low-priced and imported color cosmetics submarkets showed different logical results, they utilized similar discourse patterns. Furthermore, each segmented submarket was observed to possess a distinct positioning strategy.Conclusion: The consumer groups that utilized the taste value, the subject of comparative analysis, and used the low-cost, high-value, and imported color cosmetics have different identities. Consequently, the market segmentation and positioning of these brands differ, and consumer preferences vary. This allows us to outline the direction of the domestic color cosmetics industry and provide basic theoretical materials for marketing strategies. According to the research results obtained from each comparative research group, it will be possible to present a wide range of practical implications for management and marketing strategies to strengthen the market competitiveness of color cosmetics brand segments.