Consumer Agency Purchase Behavior Pattern Survey
Comparing Quality and Price Through Information Search
Most consumers in Korea prioritize price and quality when purchasing products and tend to consume mainly cost-effective products.
On the 24th, the Korea Consumer Agency announced that a survey on product purchasing behavior patterns was conducted targeting 15,000 consumers aged 20 to 60 in Korea, revealing these results. In the survey, the majority of consumers (71%) responded that they search for and collect information related to products before selecting and purchasing them.
The main reason was "price comparison (30.3%)," followed by "cost-effectiveness (checking performance relative to price) (23.5%)" and "quality and performance comparison (23.0%)."
When asked about the channels consumers use to gather information before purchasing products, a significant number answered "online shopping mall purchase reviews (71.4%)." This was followed by "internet cafe and blog reviews (60.4%)" and "videos on YouTube, TikTok, etc. (46.7%)," indicating a preference for channels that provide actual product usage experiences, reviews, and the latest trend information rather than company advertisements.
The Korea Consumer Agency provides product comparison information through the comprehensive consumer information portal site "Consumer24." The agency stated, "Based on the consumer behavior patterns revealed in this survey before purchasing products, we plan to expand the provision of cost-effective excellent products and real-use quality comparison information." Additionally, they added, "We intend to reprocess and provide purchase and selection guides in various content formats (videos, infographics, etc.) so that consumers can more easily check comparison information."
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