중년 전업주부와 직장여성의 헤어스타일 인식

Abstract

Middle-aged women who have been active in consumption as the leading figure of economic activities emphasize quality in their lives and concentrate on taking care of their look. This study attempted to figure out how the consumption-oriented, middle-aged housewives and working women see their hairstyles and give the beauty salons targeting these middle-aged women help in their marketing. In terms of analysis techniques, frequency and percentage were estimated to investigate the general characteristics of the subjects. To examine the factors which change middle-aged women’s hairstyles, their perception on hairstyles and current hairstyles, t-test, one-way ANOVA, χ² (chi-square) and frequency analysis were performed. The study results found the followings: First, both middle-aged housewives and working women were highly aware that a hairstyle has a significant effect on a person’s image. In addition, a slight difference was found by age, marital status, educational background, occupation and monthly income without statistical significance. Second, in terms of middle-aged women’s current hairstyles, a short wavy hairstyle was most popular in both middle-aged housewives and working women, followed by a medium wavy hairstyle. In both middle-aged housewives and working women, a significant difference was found in terms of monthly income. Third, according to middle-aged women’s perception of hairstyles, both middle-aged housewives and working women loved short hair in average with significant difference by age, marital status and occupation. In terms of preference of a perm, it was average in both middle-aged housewives and working women with statistically significant difference.