| 20,30대 남성들의 라이프스타일 유형에 따른 헤어미용서비스 이용행동 |
|
서원숙 |
|
|
| Research Paper : Beauty Services Acts in according with the Lifestyles of the 20`s and 30`s Men |
|
Won Sook Seo |
|
|
| Abstract |
|
There are fewer studies on lifestyles of men as the market for male consumers has the lower potential for growth compared to the counterpart for female consumers but most of those studies deal with demographic variables such as ages and occupation. More recently, however, men in their 20``s and 30``s have benefited from economic growth and enjoyed consumption in line with the development of IT industry, which has allowed them to be more familiar with sensible and emotional consumption. They consider grooming an important means of achieving goals and view it positively for the purpose of improving their social position and developing career. The lifestyle of men in their 20``s and 30``s has diversified their consumption, even creating new types of consumption, which calls for a study on segmentation of the market for male consumers with their lifestyle as an independent variable. Most of the previous studies on beauty, especially related with lifestyles, are focused on skin care and cosmetics consumption, and few of them deal with consumption behaviors at beauty salons. And those preceding studies show a change of lifestyles over time. In addition, most researches target female consumers. Thus, this study aims to categorize male consumers in their 20``s and 30``s according to their lifestyles and verify their consumption behaviors related with beauty services. |
| Key Words:
Male, 20`s and 30`s, Lifestyles, Consumption behaviors, Beauty services |
|
PDF Links
Download Citation
