네일관리 고객의 성향과 네일아트 선호도 분석연구

Abstract

It is important to understand the trend of the consumers according to their life style while satisfying their various needs in the beauty shop which changes faster than any other thing with fashion and sensitive to the vogue nowadays. So to grasp the features of the consumers who use nail shop, this study grasped the consumption behavior, the difference in purchase behavior according to lifestyle, and the feature of population statistical variable and wanted to access and analyze in the viewpoint of nail art.

The objects of this study, by the convenient abstraction, were the 50 consumers and 142 consumers in 20s to over 30s who use nail shops where are departments and road shop in kwang-ju and we collected data while using questioning form. The collected data were analyzed of propensity and preference for nail care and nail art customer

The summary of this study is as follows. The population statistical variables of the users of nail shops who are the population statistical variable of nail art of nail shops who are the objects of this study was that consumers in their 20s and who were students and workers at job-place and lived in Apartment building and whose revenue was about 1~2 million won and who graduated over high-school were shown to use nail shop frequently and they were served about 1~2 times in a month and they consumed below 20~40 thousand won and they used nail shop to pursue their outer beauty and they thought the quality of the product as the most important thing in choosing the nail shop. they regarded also the professionality as the important factor and they didn't think the fare of the service that much. This can be interpreted that for pursuing outer beauty, the rice doesn't matter that much. The users of the nail shops were feeling much satisfaction in the attitude in usage such as the facility, the service and education of the staff and the offering of service.

The lifestyle of customers who visit nail shop showed much noticeable difference in factors inclined toward economy. They can be charactierized as groups who collect information of goods, make use of a sale to purchase high costly goods, even make a list of shopping. In vital statistical quality for each type of lifestyle, it showed outstanding difference in factors inclined toward progressivism according to a distribution of age, and in factors inclined toward economy, conservatism, progressivism, according to jobs.

As a result of analysing age, marriage or not, job, shape of residence, average monthly income of home, according to the average monthly frequency of use of visitors to nail shop.

As a result of examining customer's behavior quality according to frequency of visit of users to nail shop, it showed noticeable difference in price, and it showed that they think the convenience of traffic, name value of nail shop, facilities and environment, kindness of employees, specialization of employees as important considerations when they choose nail shop.

This research results, which suggest importance of understanding about consumer's behavior of using nail shop for women consumer, main users in barbering & beauty service market which has limited to grasping about the present condition of barbering & beauty business, duty satisfaction degree, expression technique and so on, can be utilized as very important basic data in grasping consumer market about nail market, and will give helps to establish service development, marketing strategies for satisfying customers.