Q 방법을 활용한 네일 미용 서비스 소비자 유형

Classification of Nail Beauty Service Consumers by the Q-Methodology

Nail-care services are more diverse than other common services in terms of the motive for using these services. A nail-care service includes expressive and psychological motivations as well as a practical motive. To analyze these psychological motivations, it is necessary to have a better understanding of customers, to discover the elements that caused their interest in the services and to understand and predict their consumption patterns. Therefore, this study adopted a consumer subjectivity-based approach to analyze consumers’ subjective choice behavior in an in-depth manner and have a better understanding of consumers. The results found the following: Respondents were divided into nail-care service consumption sentiments in positive and negative concepts ‘self-expression tool’ and ‘act to hide’ and three different consumer types were obtained. These were ‘self-care orientation’, ‘relationship formation-oriented type’, ‘personal preference-oriented type’. If the preferred design in each type is studied based on the said types, this would provide a guide for marketing in nail-care services.