라이프스타일에 따른 헤어디자이너 이미지에 대한시장세분화 연구

Abstract

The purpose of this study is to analyze the IPA of hair designer image according to lifestyle. For the purpose of research, the study was conducted with 200 customers. The results are summarized as follows. First, as a result of a descriptive statistical analysis of lifestyle, reasonable consumption, luxury, and fashion trends were somewhat higher. Digital orientation and global orientation were somewhat lower. In the case of hair designers' images, the importance was in the order of boldness, body satisfaction, individuality, professional refinement, professionalism and intellectual attractiveness. Satisfaction was in the order of boldness, individuality, professional refinement, body satisfaction, professionalism, and intellectual attractiveness. Second, a cluster analysis of lifestyle showed six clusters. The digital rational consumer groups, global rational consumption groups, luxury fashion groups, digital luxury fashion groups, global digital groups, and unspecified groups. Third, intellectual attractiveness in all lifestyle needs to be very improved. Digital rational consumer groups should focus on improving their physical reputation, global rational consumption, professionalism, luxury fashion group and global digital specialty. The global rational consumption group must maintain the status quo in favor of the body. All the images in the Lyish group seem to have to be kept alive. To sum up the results so far, the image of the hair designer was different according to the lifestyle of the customer. In order to improve the image of the hair designer, it is important to understand the lifestyle of the customer first. It is also important to enhance the intellectual appeal of hair designers in all lifestyles.