여대생의 라이프스타일과 헤어 추구혜택에 대한 시장세분화 연구

Abstract

The analysis of the market segmentation of hair benefit pursuits by female college students’ lifestyle found the following: First, according to a cluster analysis of hair benefit pursuit, the market was divided into a digital rational consumption group, global rational consumption group, premium fashion group, digital premium fashion group, global digital group and uncertain group. In terms of the hair benefit pursuit, it was classified into a social recognition-oriented group, problem correction-oriented group, appearance improvement-oriented group and non-pursuit-oriented group. Second, according to analysis of the hair benefit pursuit group by lifestyle, a statistically significant difference was observed. In a digital rational consumption group, the problem correction-oriented group was the highest while a social recognition-oriented group was the largest in the global rational consumption group. In the premium fashion, global digital and uncertain groups, on the contrary, the non-pursuit-oriented group was the highest. In the digital premium fashion group, the appearance improvement-oriented group was the largest. According to the analysis above, hair benefit pursuit differed depending on female beauty salon customers’ lifestyle. Further study of consumer lifestyle is required to find out more about women’s hair benefit pursuit.