earticle

영어

As living standards of the individual is improved with rapid economic developments, importance of visual image of the individual is being magnified, along with change in consumption pattern of consumers around 2000. Hair is a part representing beauty, called as ‘the second face’, and standard of health. After exploring reasons and difference of consumers’ purchasing hair cosmetics in hair salons and major supermarkets and analyzing patterns of purchasing route according to general features of consumers, this research is to present a direction for developing marketing in the hair cosmetics market based on the analysis. For the purpose, a survey was conducted over male and female respondents in 20s and 30s living in Gyeonggido and Chungcheongbukdo. As a result, respondents put value on ‘cosmetics effect’ as a primary reason for purchase in both hair salons and major supermarkets. Considering general features of consumers, there was a meaningful difference in purchasing reasons by gender, marital status, occupation, and education level in hair salons, while a meaningful difference was found only by occupation in major supermarkets. For viable marketing strategies in the hair cosmetics market, active activities are needed to improve sales by means of development of specialized hair cosmetics and diagnostic apparatus and other tools for scalp and hair. Also, by cheap price and various products, consumers’ selective shopping and reasonable consumption should be induced from major supermarkets.