DISC 행동유형에 따른 네일 소비인식이 소비가치 추구에 미치는 영향

Impact of Nail Service Consumers’ Awareness on Consumption Value Pursuit Depending on DISC Behavior Types

Nail and beauty industry requires the approach for stable management and attraction of customers due to quantitative expansion of the industry and market competition becoming more fierce. This study aims to identify the impact of nail service consumption awareness on consumption value pursuit depending on DISC behavior types and to supply the information useful for nail and beauty industry as well as to establish the marketing strategies for sustainability and continuing growth in the nail and beauty market. Data (total 342 questionnaires) was collected from customers in 20s to 50s using nail art shops in Seoul and analyzed using SPSS WIN 20.0 statistics package program. The analysis identified the significant difference between the nail service consumption awareness and consumption value pursuit depending on DISC behavior types of consumers and the correlation between nail service consumption awareness and consumption value pursuit. Furthermore, DISC behavior types (Dominance, Influence, Steadiness, Conscientiousness) showed difference per variable and nail service consumption awareness (functionality, mentality, popularity, individuality) and consumption value pursuit (functional, social, emotional, rare). In conclusion, the analysis results of this study may help enhancing customers’ satisfaction and continuing growth of nail and beauty industry as being used for establishing the differentiated marketing strategies and custom services.