라이프스타일에 따른 피부관리실 선택행동에 관한 연구

Abstract

Considering the skin care market of esthetics service area is getting bigger and more competitive, this study tried to make a better understanding of characteristics of customers by their life styles and by identifying how those life styles impact the selection of skin care shop, which will be definitely helpful to management skill for skin care business. The theoretical analysis and experimental research of this study lead to the following conclusions. The first one is the fact that the life style of customers can be used as an effective marketing tool for skin care business. There were poor studies for making use of customer's mind to the marketing of skin care area so far. However this study suggested the life style of customers can be a good marketing point by showing that the selection of the shop is related by the life style of the customers. The second conclusion is that each characteristics classified from life styles can contribute to an appropriate marketing strategy of the management of skin care shop. As a result, this study proposed the conceptual changes, which will enable more proactive and qualified marketing strategies to cope with the current market changes of popularization in quantity and variation in quality. This study can be complemented by a better statistics of more various target customers and also needs to be improved by more marketing oriented analyses.