A study of preferences of instrumental cosmetology consumers

Abstract

A high demand for cosmetology among patients of various ages encourages the study of consumers’ needs and queries regarding instrumental cosmetology procedures. Aim of the work was to study the structure of consumers’ preferences of instrumental cosmetology procedures and to determine the factors of preferences in a group of young people for further use in the work of cosmetology facilities for shaping their marketing strategy. Materials and methods. Methods of information retrieval, synthesis, generalization, formalization, and questioning were used in the study. Research articles by domestic and foreign scientists regarding the instrumental procedures, the formation of consumer characteristic of cosmetology procedures, and the results of a consumer survey were used as the material for the study. Results. The consumers were surveyed using a specially designed online questionnaire, with the respondents’ consent and confidentiality compliance. 202 consumers of instrumental procedures took part in the survey. Respondents answered 11 questions regarding their attitude, awareness, trust and frequency of using various cosmetology procedures. A careful examination of the survey results revealed that in the “youth” group, a small part of the segment belongs to men, which encourages further research on reasoning, preferences, etc. of the male segment. Conclusions. The research enabled to study the structure of the consumers` preferences in instrumental cosmetology procedures and to determine the factors of their advantages in the study group. The priority information channels are the most trustworthy for the “youth” segment – social networks and communication with a cosmetologist. The results obtained are planned to be implemented in the work of cosmetology facilities to improve the quality of care and service.

Keywords

• instrumental cosmetology procedures
• consumer behavior
• marketing research