The needs of consumers of new values and sensibility are also diversified in the 21st century fast-paced surrounding environment. Although the development in the beauty industry with economic development have formed a big market, more rational and sci...
The needs of consumers of new values and sensibility are also diversified in the 21st century fast-paced surrounding environment. Although the development in the beauty industry with economic development have formed a big market, more rational and scientific marketing strategies are needed because beauty shops have trouble changing preference, securing talented people, and lowering the charge. Because there is a close connection between consumers` values, and social and cultural products, beauty services, this study was carried out to help plan more efficient marketing strategies in the beauty service market by figuring out characteristics of consumers`s diversified values and their beauty service-purchasing characteristics affecting their beauty service buying behaviors.