Journal of the Korean Society of Fashion and Beauty (한국패션뷰티학회지)

The Korean Fashion and Beauty Society (한국패션뷰티학회)
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Market Segmentation Strategy of Beauty Shop based on Life Style Variable

라이프스타일 변화에 따른 미용업체원 시장세분화 전략

  • An, Hyun-Soon (Dept. of Skin & Beauty, Kwangju Health College) ;
  • Park, Joon (Dept. of Internet Information, Kwangju Health College)
  • 안현순 (광주보건대학 피부미용과) ;
  • 박준 (광주보건대학 인터넷정보과)
  • Published : 2005.03.31
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Abstract

As the size and the diversity of the beauty industry grow, the need for systematic marketing strategy in beauty shop also increases. This study aims at finding 1)how to segment the market of beauty industry based on lifestyle variable and 2)how to set up the corresponding mix strategy on target market. The case of 'B beauty shop' shows that the validity of lifestyle-based segementation model is verified as the shop has posted a drastic financial outcome during last 5 years. In addition, this study implies that the corelation research between lifestyle variables and marketing mix strategy should be included as an important factor in launching a beauty-related business in segmented market.

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