국내·외 산화염모제에 대한 미용사들의 인식정도 및 선호도에 관한 비교연구

다국어 초록 (Multilingual Abstract)

The purpose of this study is to make a comparative study on beauty artists' recognition and preference about domestic and foreign branded permanent hair dyes, The results are as follows; For an item on recognitions about actual components of hair dyes, it was found that 71.7% respondents knew about them somewhat, while 21. 9% respondents understood them well. For an item on possible effects of hair dye's components upon human body, it was found that 71.2% respondents knew about them somewhat, while 20.5% respondents understood them well.
For items on the actual purchase channel and use of hair dyes, it was found that majority of respondents(92.7%) relied on beauty care and cosmetics salespersons to buy them, and almost half of all respondents(49.3%) used 3 brands of hair dyes as of survey. For an item on net weight of hair dyes in use, it was found that 42.0% respondents used 120g domestic branded hair dyes, while 39.7% used 100g foreign branded hair dyes. That is, it is estimated that over the half of all beauty artists prefer larger volume of hair dyes.
For an item on price of hair dyes purchased, it was found that most respondents(45.2%) purchased and used domestic branded hair dyes at ￦ 3 to 4 thousand per 100g, while 40.2% respondents purchased and used foreign branded hair dyes at ￦5 to 6 thousand per 100g, and 28.3% respondents used them at ￦7 to 8 thousand per 100g. For an item on considerations before purchasing hair dyes, it was found that 73.1% respondents allowed for quality of hair dyes.
For items on hair dyes usage and preference, 38.8% respondents answered that beauty shop customers comprised 20% of all hair dye users, and 37.9% respondents answered that beauty shop customers comprised 30% of all hair dye users. Overall, customers comprised higher percentage of hair dye users than anyone else.
For an item on why to use domestic branded hair dyes, it was found that 66.2% respondents used them due to their affordable price, and 16.4 % used them just due to domestic goods. For an item on why to use foreign branded hair dyes, it was found that over half(56.2%) of all respondents used them because of good quality, and 23.7% used them because of good brand awareness. That is, our customers recognize better quality and images of domestic brand than before.
For an item on post-dyeing color endurance, it was found that 57.5% respondents recognized foreign brands more endurable in color than domestic ones, and 55.7% respondents considered foreign brands to keep hair more silken and smoother than domestic ones. On the contrary, only 3.2% respondents preferred domestic brands in terms of color endurance.
Also, 51.6% respondents considered foreign brands better in color development than domestic ones. For an item on scalp sensitivity to hair dyes, it was found that 55.7% respondents considered domestic brands to have stimulation equivalent to foreign ones, while 23.3% considered foreign brands to have stronger stimulation, and 18.3% considered domestic brands to do so.
For an item on distinctions of brightness and chroma, it was found that 36.1% respondents felt it to easily distinguish brightness and chroma in both domestic and foreign brands, while 22.4% felt it to do so in domestic brands, and 20.5% felt it to do so in foreign brands. That is, it is found that domestic brands are more easily distinguishable in brightness and chroma. For an item on the onset frequency of allergy, it was found that 63.5% respondents had ever undergone allergy. 15.5% had undergone allergy in domestic brands, while 10.5% in foreign brands. That is, it is found that domestic brands are a little higher allergy-inducing than foreign ones.
For an item on type of future preferences for hair dyes, it was found that most respondents(45.2%) preferred 10 or less color types in hair dye brands, while 39.7% preferred 10 to 20 color types. For an item on desired volume, it was found that 43.8% respondents preferred 120g, which was followed by 120g(33.8%) and 100g(15.1%) respectively. According to comparative survey on general factors like hair dye quality and price, it was found that almost half respondents(49.8%) would choose to use foreign brands in terms of their preference of hair dye brands, while 27.4% would choose to use domestic brands. This indicates that our beauty artists prefer foreign brands to domestic ones.
Summing up, it is found that our beauty artists have much better awareness about hair dyes than before, but domestic brands have not yet met their needs fully.
Based on these findings, it is important that domestic hair dye producers recognize emerging marketing methods, foreign renowned brands' sense of prestige and proprietary value, and their conventional high pricing policy. In addition, it will be necessary to find out subtle psychologic characteristics of beauty artists and implement repositioning into promising hair dyes with better quality and reputation.
Furthermore, it will be necessary for our academic world to extend research project into wider sphere in the future by investigating hair dyes on the basis of possible associations among beauty artists, hair dye customers and producers. If so, it is expected that our domestic hair dye brands will be developed to meet needs of both beauty artists and customers and exceed the quality of foreign brands.

목차 (Table of Contents)

• I. 서 론 1
• II. 이론적 배경 4
• A. 산화염모제의 개요 4
• B. 국내∙외 브랜드 염모제의 성분 및 특성 13
• C. 산화염모제 처리특성 및 모발과 인체에 미치는 영향 17
• D. 염모제의 시장분석 21
• Ⅲ. 연구방법 27
• A. 연구 대상과 조사자의 일반적 특성 27
• B. 자료분석 28
• Ⅳ. 결과 및 고찰 29
• A. 미용사들의 성별, 연령별, 경력정도에 따른 산화염모제 인식정도 29
• B. 미용사들의 성별, 연령별, 경력정도에 따른 산화염모제모제 사용정도 및 국내∙외 산화염모제의 비교 52
• C. 미용사들의 성별, 연령별, 경력정도에 따른 향후 산화염모제에 대한 기대정도 및 선호도 73
• Ⅴ. 결 론 86
• 참고문헌 90
• 영문초록 95
• 설 문 지 103