헤어에 대한 소비자 의식에 관한 연구

A study on the Consumers" Consciousness on Hair

&nbsp;&nbsp;A hair-style and costume are cultural outcome to reflect the phases.<BR>&nbsp;&nbsp;Therefore, the women&quot; desire about beauty has changed the hair-style a lot and an interest about the various hair-style is rising gradually.<BR>&nbsp;&nbsp;As a participation of women in public affairs become bigger and bigger, hair-style becomes more important as a tool to reflect social personal desire and express various personality.<BR>&nbsp;&nbsp;Also, a qualitative and quantitative growth of a beauty industry and an opening of the domestic beauty industry cause to the change of consumers&quot; consciousness on hair-style.<BR>&nbsp;&nbsp;A political ideology, a religious ideology, sense of value are expressed through a hair-style, and the hair-style that is close to a social life is diversified and changed by various factors.<BR>&nbsp;&nbsp;In this paper the consciousness on the various factors to affect the a hair-style is studied by factor analysis.<BR>&nbsp;&nbsp;Among 400 copies of questionnaire, only 331 copies are used for the data analysis.<BR>&nbsp;&nbsp;The results of analysis are as follows;<BR>&nbsp;&nbsp;1. More than 80% of consumers tend to maintain the hair-style which becomes their personality well rather than the vogue.<BR>&nbsp;&nbsp;2. The hair-coloring is assessed a generalized hair-style regardless of sex, but the long-hair and wavy-hair of male are assessed negative.<BR>&nbsp;&nbsp;3. More than 90% of consumers want to get the right information to protect damage of the scalpe and hair<BR>&nbsp;&nbsp;4. More than 80% of consumers feel to get rid of stress when their the hair-style is changed.<BR>&nbsp;&nbsp;5. The factors to affect the a hair-style are analyzed to be &quot;stress&quot;, &quot;sociality morality&quot;, &quot;scalpe and hair care&quot; and &quot;price&quot;.