Difference of Beauty Interest and Consuming Behaviors according to Personality Types

Eo, Kyung Sun; Jin, Yong Mi

Journal of the Korean Society of Cosmetology 2016;22(3):499-506.
Published online June 30, 2016.

성격특성유형에 따른 뷰티관심도와 미용 소비행동 차이

어경선, 진용미

Difference of Beauty Interest and Consuming Behaviors according to Personality Types

Kyung Sun Eo, Yong Mi Jin

Abstract

This study is to suggest basic materials for marketing strategy that can give a dominant position among the intense competition of beauty salons by researching the difference of beauty interest and beauty consuming behaviors according to personality characteristics of consumers. For the study, the survey was done on beauty salon users residing in Chungcheongbuk-do area along with preliminary survey, and the collected 286 copies were used as final analysis materials. The data was used for frequency analysis, factor analysis, reliability analysis, group analysis and variance analysis with the use of SPSS 21.0. The groups based on factors of personality characteristics were divided into three types of self-centeredness, art-importance and others-behaviors, and the three groups showed significant differences in beauty interest and beauty consuming behaviors. This result means that it is very important to observe customers` behaviors and the way of speaking, to understand their personality characteristics through intensive conversation during procedures and to provide customized services based on the above results for successful management of beauty salons. Besides, if beauty salons offer the best follow-up services after providing services, the customers will be loyal to the salons with enhanced customer satisfaction.

Key Words: Personality, Beauty interest, Beauty consuming behaviors