| abstract |
| Background The objective of this study is to understand the influence of beauty salon clients beauty consumption value on the current status of beauty salon usage and the store choice criteria, also to examine differences between beauty salon clients usage motivation and store choice criteria depending on their age. The significance of this study is to suggest useful data necessary to establish marketing strategies to vitalize the beauty salon sales.
Methods Targeting female adults(20-more than 50 year) residing in Daegu. Total 460 questionnaires were used for the final analysis. And then the survey data was analyzed usage SPSS 23.0.
Result First, social, emotional, and functional values of priority made a significant impact on the regular visits. Second, As basic choices were made, emotional and practical values became important. As physical choices were made, a practical value increased. Third, in case basic choices were chosen, regular visits and special usages increased. Also, as for physical and luxurious choices were made, physical usages were higher than the regular visits. Fourth, so far as the age difference goes, social and practical biases were observed; women in their 40`s revealed that they prioritize social and practical values as they make their choices.
Conclusion beauty consumption value has deeply influenced their choosing of a specific beauty shop. Particularly, customers in their 40`s showed the most distinctive preference. The future study needs done to delve into the difference among the age groups in depth. Furthermore, the ways to implement these findings to actual business plan should be ventured. |
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| Key Words |
| 미용소비가치, 미용실 이용동기, 점포선택기준, beauty consumption value, motivation of Beauty Salon Usage, store choice criteria |
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