현대인의 모발화장품 구매행동 연구 ; 부산지역을 중심으로

Abstract

The concerns about healthy scalp and hair management are increased by improvement in living standard, which various hair cosmetics consumption is on the rise. The purpose of this study is to inquire into the relationship between general characteristic and hair cosmetics buying behavior. The results of this study were as follows: It showed that hair cosmetics buying behaviors and intentions were high with high age. And it also showed that women were frequently using the possessing hair cosmetics such as rinse, treatment, essence, ampoule for scalp and ampoule for hair, while men were frequently using the possessing hair cosmetics such as shampoo, gel, mousse, wax and spray. Consequently, it is necessary for cosmetics companies to lead the hair cosmetics buying behavior by providing male consumers with information on hair cosmetics. In addition, hair shops have need of selling hair health products and providing information for customers.