미용실 고객의 소비성향에 따른 미용서비스 구매 특성

Beauty service buying behaviors according to shopping orientations

&nbsp;&nbsp;This study aims at providing basic data for the beauty industry to establish more reasonable marketing plans for woman in identifying their shopping orientations, observing and analyzing their beauty service buying behaviors.<BR>&nbsp;&nbsp;The subject people were 375 women in their 20s and 30s living Seoul and Kyung-ki-do, and the study was performed by the questionnaire survey. Responses were analyzed with the SPSS 11.5 program for factor analysis, frequency analysis, cluster analysis, χ²-test.<BR>&nbsp;&nbsp;Women were classified into four types: fashion trend oriented, extroversion oriented, brand oriented, fashion indifferent types. The result of the differences between&nbsp;&nbsp;their shopping orientations, and beauty service buying behaviors is as followed. Brand oriented type prefers the franchise hair salon and they spend more momey on hair cutting and they use hair salon service more often than other types. but there was not much difference among four types in expense for permanent waving and hair coloring. Fashion indifferent type tend to use one particular hair salon.