여대생의 네일 컬러링 구매행동

A Study of College Women's Purchase Behavior toward Nail Coloring - Gyeonggi Province Centrally -

This study has performed multiple response analysis, factor analysis, cluster analysis and ANOVA using SPSS 20.0 in order to determine the difference between college women’s use pattern of nail services and their awareness of nail color by consumer type with a total of 214 college women living in Gyeonggi-do. First, according to the analysis of their perception of nail color, ‘it makes me feel better’ had the most responses, followed by ‘it is a way to invest in myself.’ Second, in terms of susceptible perception toward nail color, they responded that transparent and see-through color felt natural while pink felt feminine. In addition, they said that red felt sexy while orange, gold brown, silver and blue felt refined and stylish. Third, to segment consumers by the characteristics of nail-related fashion lifestyle, five factors – interest in fashion, showing off fashion, awareness of others, fashion innovation and egoism – were obtained. In addition, consumers have been classified into four clusters; trendsetting, trend-oriented, showing off self-worth and self worth-oriented. In Cluster 1, ‘fashion innovation’ was high while ‘awareness of others’ was low. In Cluster 2, ‘interest in fashion’ was the highest while ‘fashion innovation’ was the lowest. In Cluster 3, ‘awareness of others’ was the highest while ‘self-oriented’ was the lowest. In Cluster 4, ‘self-oriented’ and ‘showing off fashion’ were high while ‘interest in fashion’ was the lowest.