라이프스타일에 따른 미용소비 행태에 관한 연구

A Study on Beauty Consumption Behavior According to Lifestyle

&nbsp;&nbsp;Beauty is to beautify and or improve one’s skin, hair, and appearance through various physical and chemical methods other than clothing.<BR>&nbsp;&nbsp;Therefore the role of beauty industry is magnified and the size of the beauty industry expands with tougher competition.<BR>&nbsp;&nbsp;In such reality, it is necessary to have a right strategy to correctly catch and to speedily respond to customer’s need.<BR>&nbsp;&nbsp;In order to accurately analyze customers who are unique individuals with ever-changing needs, it is important to understand the overall changes in customers’ lifestyles. In addition, it is vital to discover the impact of such lifestyle changes on consumer behavior.<BR>&nbsp;&nbsp;The target group consist of 269 adult males and females over the age of twenty who live in cosmopolitan area with beauty salon visit experiences.<BR>&nbsp;&nbsp;whether lifestyle is conservative, assertive, or practical. Conservative lifestyle customers visit beauty salon alone once in 2~3 months and spend less than 10,000 KRW. Assertive lifestyle customers visit beauty salon with friends once a month and spend between 10,000 KRW~30,000 KRW. Similarly with conservative customers, practical lifestyle customers visit beauty salon alone once in 2~3 months and spend less than 10,000 KRW.<BR>&nbsp;&nbsp;In conclusion, there is slight difference in beauty consumption behavior according to each lifestyle. However, the overwhelming choice among many beauty manual is ‘cut’ which make it more essential to further study this technique than others.