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http://dx.doi.org/10.15207/JKCS.2018.9.10.415

A study on the scalp, hair care according to DiSC behaviors of cosmetic consumer in their 20s  

Jo, Min-Hye (Beauty Art, Graduate School of Seo Kyeong University)
Yang, Eun-Jin (Beauty Art, School of Seo Kyeong University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.10, 2018 , pp. 415-421 More about this Journal
Abstract
The purpose of this study is to analyze the difference of scalp and hair care behaviors according to DiSC behaviors of beauty consumer. For the study, 251 questionnaires were analyzed using the SPSS v.18.0 statistical package program. First, there was statistically significant difference in psychological stability, favorable image, and maintaining state of scalp and hair management according to DiSC behavior type. In case of Shin Jung - hyung (C), psychological stability, Positive images, and maintaining good condition. Second, DiSC and hair management behaviors according to DiSC behaviors showed statistically significant difference in state cognition management and product use management. In the case of cognition type (C) and social type (I) Product use management. The results of this study suggest that hair management awareness and behavior, which is dependent on DiSC behaviors of consumers, are provided as basic data for corporate marketing strategy.
Keywords
DiSC behavior type; scalp.hair care recognition; scalp.hair care behavior;
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