피부미용의 소비수준에 따른 인식도 차이: 강원도 소재 여성을 중심으로

Abstract

The purpose of this study is to examine the limitations in attracting customers and increasing sales of skin care salons. Therefore, this study analyzed the perception and consumption level of skin beauty of skin care salon customers of all ages in Gangwon-do. The survey for this study was conducted from April 2 to April 27, 2018, and a total of 243 surveys were used for analysis. The following conclusions were obtained in the study. The following conclusions were obtained in the study. For information on skin care salons, younger customers received information through the Internet and mobile platforms, while the older customers were inclined to receive information through hospitals and skin care salons. The younger the age range, customers were concerned with skin pigmentation and spots, and received skin care services for confidence in relationships and for self-satisfaction. The higher the age range, customers were receiving skin care services for wrinkles, anti-aging and health reasons. The higher the age range and the average monthly income, the higher the consumption level of skin care service, and greater the concern about wrinkles, anti-aging and health. The lower the consumption level of skin care, customers received information through the Internet and mobile platforms, and were concerned about spots and skin pigmentation. The higher the consumption level, customers received information through visiting hospitals and skin care salons, and they were concerned about wrinkles. The lower the consumption level, customers received services for self-satisfaction and for satisfaction in relationships, while the higher the consumption level, customers received services for wrinkles and anti-aging. It was found that customers with higher consumption level felt less pressure about the costs of skin care services, and customers with lower consumption level felt more pressure about the costs of services. Therefore, it has been confirmed that the awareness of skin care customers vary according to their consumption level, and it is hoped that this result will help effectively apply customized consultations and service methods to assist in the increase of sales and attraction of customers.