미용실 선호도에 따른 체험마케팅 효과 연구

Abstract

This study aimed to explore variations in the five senses of sensory marketing across beauty salon preferences. To achieve this, a questionnaire survey was conducted among 330 beauty salon customers. The results revealed the following findings: The selection criteria, preferred forms, and service types, which constitute the three elements of preference for a hair salon, displayed notable distinctions in every aspect of sensory marketing, encompassing visual, olfactory, gustatory, and tactile experiences. Nevertheless, no significant differences were observed in the auditory element. Consumers who prioritize skilled expertise and amicable service tended to be particularly attuned to visual, gustatory, and tactile experiences. Conversely, those who select hair salons based on factors like pricing, word-of-mouth referrals, and social media promotion were more responsive to olfactory sensations. In general, auditory aspects were found to play a minor role in overall preferences. This study is significant as it opens new avenues for research on sensory experiences in the beauty industry, where emotional factors often influence decision-making. The findings are anticipated to be valuable in leveraging the strategic importance of incorporating all five sensory elements in the field of hair salons.