미용실 콘셉트 제품에 대한 소비자의 브랜드 인식이 브랜드 신뢰 및 제품구매의도에 미치는 영향 = The Influence of Consumer's Brand Perception on Brand Trust and Product Purchase Intention for Hair Salon Concept Products

다국어 초록 (Multilingual Abstract)

This study was carried out to know the effects of marketing mix 7Ps on switching mutual personal relation, attraction of alternatives and converting cost of barriers intentions. Based on the result, the purpose of this study is to suggest the ways to prevent customer separation and increase sales consistently. secure new customers. As for the subject of this study, 731 customers of hair salons in Seoul and Kyonggi Province were selected to respond to and analyzed the self-administered questionnaire. Collected data was analyzed using SPSS 22.0. Analytical analysis was carried out on the data in the form of frequency analysis, factor analysis, reliability analysis, and regression analysis as a result, the effect of marketing mix on mutual personal relation has partly significant result in recognizability, quality, price and promotion. Secondly, influence of marketing mix on attraction of alternatives has partly significant result in all of 6Ps, except people.
Thirdly, the effect of marketing mix on converting cost has partly significant result in promotion and people. In conclusion, on the basis of this research, it can be seen that the beauty manager should notice continuous use and strengthen marketing which leads to the number of frequenter and sales.