모발상태 및 인구통계학적 요인이 샴푸선택에 미치는 영향 분석A Study on the Impact of Hair Condition and Socio-demographic Variables on Consumer Purchase Behaviour of Shampoo
- Other Titles
- A Study on the Impact of Hair Condition and Socio-demographic Variables on Consumer Purchase Behaviour of Shampoo
- Authors
- 최재영; 신정우; 현지원
- Issue Date
- Oct-2013
- Publisher
- 한국미용학회
- Keywords
- Shampoo; Multivariate probit model; Consumer purchase behaviour; Hair condition
- Citation
- 한국미용학회지, v.19, no.1, pp.46 - 53
- Indexed
- KCI
- Journal Title
- 한국미용학회지
- Volume
- 19
- Number
- 1
- Start Page
- 46
- End Page
- 53
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/161697
- ISSN
- 1229-4349
- Abstract
- The purpose of this research is to comprehensively analyze consumer purchasing behavior of Shampoo. Based on the survey data obtained from conjoint survey method for 500 consumers who live around Seoul, Gyeonggi and Incheon area, consumers' information channel and purchasing place of Shampoo is firstly analyzed with the current trends of hair loss. Moreover, the impact of hair condition and socio-demographic variables on consumer purchase behaviour of Shampoo is analyzed by using multivariate probit model. Bayesian estimation method is used to estimate the research model. Based on the estimation results, consumer purchasing behavior of Shampoo is analyzed depending on the socio-demographic such as sex, gender and income level, and depending on scalp type such as dry scalp, oliy scalp, combined scalp and others, and depending on hair and hair loss condition. Additionally, correlation relationship among Shampoo products is examined through the results of variance-covariance matrix. Thus, the results of this study provide useful information to establish marketing strategy such as bowling alley strategy and to suggest product line design in related store.
- Files in This Item
-
Go to Link
- Appears in
Collections - 서울 기술경영전문대학원 > 서울 기술경영학과 > 1. Journal Articles
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.