| 여성 고객의 라이프스타일에 따른 미용서비스 구매행동의 차이 |
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서선옥, 고경숙 |
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| Research Paper : Differences of Purchasing Behavior on Female Customers` Lifestyle for Beauty Services |
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Seon Ok Seo, Kyoung Sook Ko |
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| Abstract |
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The beauty services industry is developing along with diverse aspects such as politics, economy and culture, and growing as women try to change their looks by their advancement in society. It`s, however, been a hard time because of the excessive competition among beauty shops, a reduction of the rate and the change of customer preference, demanding more reasonable management paradigm. The purpose of this study, by the lifestyle of those surveyed, is to figure out differences in demographic characteristics of classified groups, purchasing motives, information resources and shop choice of beauty services by classifying women who use beauty services. According to the results of this study, the women`s lifestyle was classified into 4 groups. The difference in demographic characteristics showed that the economy-oriented group is made up of often women in their 20s, the personality-oriented group often women in their 30s, and the fashion- and conspicuous consumption-oriented groups often women in their 40s, which there was a difference in demographic characteristics. By academic background, women of two-year college enrollment/graduation had the highest rate of economy-oriented group, and women under high school graduation had the highest rate of personality-, fashion- and conspicuous consumption-oriented groups. By occupation, female students had the highest rate of economy-oriented group, and working women had the highest rate of personality-, fashion- and conspicuous consumption-oriented groups. By monthly average income, the income of economy-oriented group was low, while that of conspicuous consumption-oriented group was the highest. The difference in purchasing behavior for beauty services showed that for the using motives of beauty services, a change of image or mood is the highest, followed by regular hair care, and recreation or stress relief. For information resources of beauty services, all each types had their general experience in using beauty shops in the past. For beauty services selection attributes, the proficient beauty skill was the highest, followed by the friendly service of employees, fashionable style, trend, and employees` enough expertise in products for beauty treatments. By above-mentioned findings, there is a close relationship between purchasing behavior for beauty services and women`s lifestyle. Consequently, this study aims to put forward basic data for the establishment of marketing strategies. |
| Key Words:
Beauty services, Women`s Lifestyle, Purchasing behavior, Selection attributes, Information resources |
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