네일샵 이용고객의 네일화장품에 대한 구매행태와 사용실태에 관한 연구

Abstract

Nail industry began to be supplied to the country in the latter half of 1990, and is being highlighted as new growth engine source in beauty industry with rapidly growing just in about 10 years. Nail industry already reached the phase of settlement in our society, is becoming important part in finishing and completing total fashion, and is being generalized as steady care, not one-time care. Thus, consumers' buying nail cosmetics is also growing. According to a rise in customers of using nail shop and to diversity in a desire, even a nail shop will need to strive to offer service for satisfying customers and to possibly give a sense of reliability in nail cosmetics. Accordingly, the purpose of this study is to offer important data to positive publicity and marketing strategy for consumers by examining customers' using realities of nail shop, and by grasping the recognition on nail cosmetics and the purchasing and using realities. The following are the major results of this study according to this. First, women's interest in nail care tended to be high. They were indicated to primarily receive hand and foot care much at nail shop. It was indicated that there are many women who receive care once a week.Second, as for factors of being thought to be important given selecting nail shop, there were the largest women who recognize service and kind level importantly. Third, as a result of examining about the purchasing behaviors of nail cosmetics in women who receive nail care, it was indicated to be possessed mostly with 79.1% by women who have ever bought product at a shop while receiving nail care. A reason for buying product was the largest in women who purchase owing to recommendation of nail-shop employee. Fourth, as a result of examining about women's recognition of nail cosmetics, many female customers were recognizing nail cosmetics to be expensive. They were recognizing that it is not what the expensive nail cosmetics leads to good efficacy in product. Improvement point in nail cosmetics was indicated to be product diversity and cheap price in order. It can be known that customers of using nail shop are indicated to have high interest in nail care and are buying and using diverse products for health of nail as well as what is external. Accordingly, nail shop is desired to offer the differentiated service with professional knowledge and information. Nail cosmetics company is desired for paying attention to developing diverse products and to competitive price and quality and for contributing to development in nail industry with excellence in domestic products.