40대 여성의 헤어행동과 미용서비스 만족도에 관한 연구

A Study of Hair Behavior and Satisfaction with Services of Beauty among Women in their 40s

This study has attempted to investigate hair behavior and satisfaction with hair salon services among women in their 40s, analyze problems, and come up with response strategies. For this, a questionnaire survey has been conducted amongst 400 women in their 40s living in the Seoul and Gyeonggi areas. A total number of 347 questionnaires were collected and analyzed using SPSS 15.0, frequency analysis, t-test, ANOVA, and cross tabulation analysis. The following results were obtained. In terms of demographic distribution, housewives aged 40-43 (high school graduates) living in the Gyeonggi area were the highest. In terms of monthly income, ‘KRW 3 million or more’ was the highest at 27.7%. When asked what kind of hairstyle they prefer, ‘natural look’ was listed the most often, followed by ‘stylish,’ ‘elegant’ and ‘dynamic style.’ Permed hair was most common. A straight hairstyle was popular as well. In terms of dyeing, brown color was common. When asked what was most influential for current hairstyle, ‘shape of face’ was listed the most often. Among groups with high interest in hair, satisfaction with both their hairstyle and beauty salon services was high. Most respondents seemed satisfied with their hairstyle because a hairdresser has covered up their defects. Since most respondents said that they were willing to use a beauty salon for middle-aged women if there was one available, it would be necessary for beauty salons to have space for middle-aged women only. In other words, it would a good idea to provide customized hair services for women in their 40s by properly responding to their needs and demands.