The Beauty article have been known to let women make use of them to apply make-up to their appearance, so that most of beauty industries have produced the article for women. However, as social recognition about men change and men's concern about appearance increase, do in the social phenomenon of me...
The Beauty article have been known to let women make use of them to apply make-up to their appearance, so that most of beauty industries have produced the article for women. However, as social recognition about men change and men's concern about appearance increase, do in the social phenomenon of men's beauty article's diversification, ramification and specialization. This study are survey of male beauty market expanded quickly, and male consumer's beauty article recognition and purchase intention by their lifestyle The study is conducted in the period from 15th through the 30th of 11, 2007 and 170 male university students, living in seoul metropolitan area, participated in this survey. The statistic analysis of the data collected is dealt with by the SPSSWIN 12.0. Data were analyzed by factor analysis, t-test, ANOVA and Duncan test, regression analysis. The Male university students were classified into three lifestyle, such as fashion orientation, economic orientation, famous brand orientation. This paper measured the participant's appearance management behavior and appearance satisfaction, classified them based on the measurement. Out of the total 170 respondents, 28% were classified into the group with high appearance management behavior, 43.4% into the group with medium appearance management behavior, and 28.6% into the group with low appearance management behavior. In realtion with appearance satisfaction, Out of the total 170 respondents, 27.6% were classified into the group with high appearance satisfaction, 4o.6% into the group with medium appearance satisfaction, and 32.4% into the group with low appearance satisfaction. Regarding the Male consumer's life style differences in the appearance management behavior and appearance satisfaction, the fashion orientation life style showed more appearance management behavior and appearance satisfaction than economic orientation, famous brand orientation. Multiple regression analysis were conducted to identify the effect of Recognition and Purchasing Intention of Beauty Article. The Recognition of Beauty Article was influenced positively by appearance management cost, appearance satisfaction, fashion orientation life style. Purchasing Intention of Beauty Article was influenced positively by appearance management cost, appearance satisfaction, fashion orientation life style, famous brand orientation life style. This research result could serve basic information about consumer type according to lifestyle, and basic data of marketing strategy making for segmentation of male beauty article market
The Beauty article have been known to let women make use of them to apply make-up to their appearance, so that most of beauty industries have produced the article for women. However, as social recognition about men change and men's concern about appearance increase, do in the social phenomenon of men's beauty article's diversification, ramification and specialization. This study are survey of male beauty market expanded quickly, and male consumer's beauty article recognition and purchase intention by their lifestyle The study is conducted in the period from 15th through the 30th of 11, 2007 and 170 male university students, living in seoul metropolitan area, participated in this survey. The statistic analysis of the data collected is dealt with by the SPSSWIN 12.0. Data were analyzed by factor analysis, t-test, ANOVA and Duncan test, regression analysis. The Male university students were classified into three lifestyle, such as fashion orientation, economic orientation, famous brand orientation. This paper measured the participant's appearance management behavior and appearance satisfaction, classified them based on the measurement. Out of the total 170 respondents, 28% were classified into the group with high appearance management behavior, 43.4% into the group with medium appearance management behavior, and 28.6% into the group with low appearance management behavior. In realtion with appearance satisfaction, Out of the total 170 respondents, 27.6% were classified into the group with high appearance satisfaction, 4o.6% into the group with medium appearance satisfaction, and 32.4% into the group with low appearance satisfaction. Regarding the Male consumer's life style differences in the appearance management behavior and appearance satisfaction, the fashion orientation life style showed more appearance management behavior and appearance satisfaction than economic orientation, famous brand orientation. Multiple regression analysis were conducted to identify the effect of Recognition and Purchasing Intention of Beauty Article. The Recognition of Beauty Article was influenced positively by appearance management cost, appearance satisfaction, fashion orientation life style. Purchasing Intention of Beauty Article was influenced positively by appearance management cost, appearance satisfaction, fashion orientation life style, famous brand orientation life style. This research result could serve basic information about consumer type according to lifestyle, and basic data of marketing strategy making for segmentation of male beauty article market
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