자기감시와 브랜드 인지도, 판촉유형에 따른 모발 화장품의 호의도와 구매의도에 관한 연구

A Study on the Preference and Purchasing Intention of Hair Products According to Self-Monitoring, Brand Recognition and Sales Method

&nbsp;&nbsp;In the late 20th century, the social participation of women increased greatly which lead their interest in cosmetics to shift from basic skin care products to various hair products, including hair styling, coloring and treatment. The consumers&quot; purchasing pattern for hair products has changed accordingly.<BR>&nbsp;&nbsp;This study focuses on the university students. I looked into how much they monitored themselves and how different purchasing benefits affect their choice in hair product. The goal of this study was to find out how this influenced the purchasing intention and preference.<BR>&nbsp;&nbsp;The results showed that regardless of high or low brand recognition, price discount lead to greater preference rather than the offer of gifts. Analysing the sales method and purchasing intention, the group with high self-monitoring behavior showed higher purchasing intention according to different sales method than the group with low self-monitoring behavior. In addition, looking at the purchasing intention in brand recognition and sales method, price discount led to higher purchasing intention than free gifts.<BR>&nbsp;&nbsp;The purpose of this study is to understand the purchasing intention and preference of the consumer according to self-monitoring and purchasing benefits and provide companies with useful data on marketing strategy.