| 소비자의 가치관에 따른 미용서비스 구매동기, 정보원, 점포선택 속성에 관한 연구 |
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서선옥, 강세일, 김영주 |
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| Research Paper : A Study on Consumers` Purchasing Motives, Source, and Shop Choice Attributes of Beauty Service According to Their Values |
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Seo Seon Ok, Se Il Kang, Young Zoo Kim |
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| Abstract |
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The needs of consumers of new values and sensibility are also diversified in the 21st century fast-paced surrounding environment. Although the development in the beauty industry with economic development have formed a big market, more rational and scientific marketing strategies are needed because beauty shops have trouble changing preference, securing talented people, and lowering the charge. Because there is a close connection between consumers` values, and social and cultural products, beauty services, this study was carried out to help plan more efficient marketing strategies in the beauty service market by figuring out characteristics of consumers`s diversified values and their beauty service-purchasing characteristics affecting their beauty service buying behaviors. |
| Key Words:
Beauty Service, Consumer, Values, Buying behavior, Marketing |
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