As average life expectancy gradually rises, middle-aged people's have been active in preparing for their physical, economic and emotional changes. In terms of such preparedness for later life, they have also worked hard to take good care of their appearance. In particular, because hair salons can bring the greatest satisfaction and changes with low time and money investments, they have shown a lot of interest in haircut, hair coloring, perm and hairstyling. Under these circumstances, this study attempted to investigate the influence of preparedness for later life on hair salon selection attributes and hair care behavior against middle-aged people's and develop differentiated marketing strategies with a goal of providing basic data needed to for the growth of hairstyling industry. For this, an offline self-administered questionnaire survey was performed. A total of 655 copies were used and collected for final analysis. The collected data were analyzed, using SPSS 22.0. Specifically, reliability and factor analysis were conducted to examine subjects’ general characteristics, preparedness for later life, hair salon selection attributes and hair care behavior. In addition, regression analysis was performed to analyze the influence of preparedness for later life on hair salon selection attributes and hair care behavior, and the results found the followings: The preparedness for later life had a partial effect on hair salon selection attributes and hair care behavior with statistical significance. Then, a differentiated marketing strategy was suggested. Consequently, the above results confirm that preparedness for later life, hair salon selection attributes and hair care behavior are related to each other and that this study is necessary in developing a differentiated marketing strategy according to middle-aged people’s preparedness for their later life. It is hoped that the results of this study will be used as basic data in the future to help in the growth of the hair beauty industry.
Ⅱ. 이론적 배경
Ⅳ. 결과 및 고찰