미용실 서비스 구매 선택요인에 있어 소비자 관여도와 정서적 동기 분석에 관한 연구 - FCB Grid 모형을 중심으로

A study on Strategy of Advertisement in Purchasing Attitude of Beauty Service － Utilizing FCB GRID Model

  This study is implemented for four product categories classified based on the FCB Grid. Furthermore, the ultimate objective of this study is to newly establish advertisement strategy by utilizing the main features of FCB Grid model. Since the direction of advertisement strategy can be established by analyzing the difference on the value system of 4 products groups divided into the axis of intervention, reason and emotion in the existing FCB Grid model, it is expected that innovative advertisement strategy can be established for beauty shop service, the subject of this study, by analyzing consumer"s purchasing attitude. For this study, both theoretical and empirical researches had been performed. The former included theories as well as previous studies on FCB Grid theory and characters of beauty service industry. The subject people were 255 living Seoul and Kyung-ki-do, and the study was performed by the questionnaire survey. Responses were analyzed with the SPSS 12.0 program for factor analysis, frequency analysis, χ²-test, correlation analysis. Costumers were classified into four types according to FCB Grid theory.