A Study on the Impact of Hair Condition and Socio-demographic Variables on Consumer Purchase Behaviour of Shampoo

Choi, Jae Young; Shin, Jung Woo; Hyun, Ji Won

Journal of the Korean Society of Cosmetology 2013;19(1):46-53.
Published online February 28, 2013.

모발상태 및 인구통계학적 요인이 샴푸선택에 미치는 영향 분석

최재영, 신정우, 현지원

A Study on the Impact of Hair Condition and Socio-demographic Variables on Consumer Purchase Behaviour of Shampoo

Jae Young Choi, Jung Woo Shin, Ji Won Hyun

Abstract

The purpose of this research is to comprehensively analyze consumer purchasing behavior of Shampoo. Based on the survey data obtained from conjoint survey method for 500 consumers who live around Seoul, Gyeonggi and Incheon area, consumers` information channel and purchasing place of Shampoo is firstly analyzed with the current trends of hair loss. Moreover, the impact of hair condition and socio-demographic variables on consumer purchase behaviour of Shampoo is analyzed by using multivariate probit model. Bayesian estimation method is used to estimate the research model. Based on the estimation results, consumer purchasing behavior of Shampoo is analyzed depending on the socio-demographic such as sex, gender and income level, and depending on scalp type such as dry scalp, oliy scalp, combined scalp and others, and depending on hair and hair loss condition. Additionally, correlation relationship among Shampoo products is examined through the results of variance-covariance matrix. Thus, the results of this study provide useful information to establish marketing strategy such as bowling alley strategy and to suggest product line design in related store.

Key Words: Shampoo, Multivariate probit model, Consumer purchase behaviour, Hair condition