염색장소에 따른 주관적안녕감 및 모발염색만족의 차이 연구

Abstract

These days, with the growth of beauty market, the colors which are harmonized with the unique color of a human body are applied to human hair, expressing individual personality. Hair coloring allows customers and beauty salons to take care of their hair without spending too much time and money. Recently, proactive response for consumer benefits has been popular. Therefore, it is required to recognize customers’ taste, consumption propensities, health and mood instead of just meeting their needs. Under these circumstances, this study attempted to provide proper services and make customers visit a beauty salon for hair coloring by preventing them from doing it on their own at home through marketing with a goal of suggesting a plan to make a contribution to the growth of beauty industry. For this, a self-administered questionnaire survey was performed against married people in Seoul. The collected data were analyzed, using SPSS 22.0. Specifically, frequency analysis was conducted to examine subjects’ general characteristics and place of hair coloring. For analysis of validity and reliability of subjective wellbeing and hair coloring satisfaction, factor analysis and reliability analysis were carried out. To examine subjective wellbeing and satisfaction by place of hair coloring, one-way ANOVA was performed. For post-hoc testing, Duncan’s test was implemented. It is anticipated that the above results would suggest a direction for marketing on consumers’ tastes, consumption propensities, stability and satisfaction, making sure that hair coloring at a beauty salon is better than self-hair coloring. It is also expected that they would be effective in enhancing consumers’ beauty consumption.