고령임산부의 가치관에 따른 뷰티관심도 변화에 관한 연구

A Accordin to the values of the elderly pregnant women A Study on the Chang of Beauty lntereststudy

The purpose of this study was to analyze the interest of older pregnant women, beauty care selected according to the type of values we want to provide information for a wide range of program development and marketing strategies for pregnant women. As the result of stereotyping value view factor, it was classified into 6 types, ‘achievement oriented type’, ‘material oriented type’, ‘amusement oriented type’, ‘practicality oriented type’, ‘relationship oriented type’, and ‘other consciousness oriented type’. Beauty Interest appeared in order of ‘professional management concern’, ‘appearance concern’, ‘management tool concern , while in respect of Beauty Interest along with value view type, achievement oriented type displayed high Beauty Interest, appearance concern per subordinate factor, and professional management concern, however relationship oriented type appeared the lowest. This research has a significance that it contributed to marketing area establishment by anticipating consumption pattern and purchase behavior of pregnant women per value view type through the theoretial consideration of value view, psychological variable, in further study, it is necessary to continue various program research per pregnant woman type based on various value view factor by value view criterion.