earticle

영어

The purpose of this study is provision of information and basic data required for the vitalization of hair-dyeing beauty market and establishment of marketing strategy by learning the extent of awareness and satisfaction of females in 20s dependent on the existence of hair-dyeing experience. 204 questionnaire answer sheets were collected from females in 20s and the result of the study is as following. Females in the age range from 20 to 24 had most hair-dyeing experience among the females in 20s. More than 90% of them had hair-dyeing experience and they dyed hair 3 to 4 times a year. On the other hand, most females who do not have hair-dyeing experience answered that they did not dye hair because it is not necessary. Awareness to improve image was the highest in overall hair-dyeing awareness. Regarding the awareness-difference dependent on experience, the sub-factor of fashion awareness was the highest. Satisfaction on hair-dyeing was asked only to 196 females with hair-dyeing experience. They said that they are satisfied if image has been improved. They are also satisfied with harmony (concord). According to the result of correlation study on the variables of satisfaction dependent on the hair-dyeing awareness, fashion awareness had significant correlation with 2 factors of harmony (concord) satisfaction and image improvement satisfaction. In conclusion, females in 20s had high fashion awareness among hair-dyeing awareness and they are satisfied if their desire on harmony of trend color and image improvement are met. Therefore, friendly communication of a specialist considering the characteristic of 20s, development of various fashionable colors and developing various hair-dyeing techniques would be required in the hair-dyeing market. The limitation of this study is that it took only females in 20s as study subjects. It is hoped that there would be more extensive studies involving various job groups and lifestyles in the future.