RESEARCH ARTICLE Kor. J. Aesthet. Cosmetol., 피부미용종사자의전문화장품판매인식연구 이동희, 윤천성 * 서울벤처대학원대학교융합산업학과 A Study on Skincare Workers Perception about Sales of Professional Cosmetics Dong-Hee Lee, Chun-Sung Youn* Department of Convergence Industry, Seoul Venture University Abstract The beauty industry in Korea, thanks to the country s advanced technology as well as the rising popularity of the Korean Wave, is recognized as a new player in such areas as tourism and exports, and has a huge potential for growth. Nevertheless, while the local skincare industry boasts world-class technology, most of skincare shops in Korea are small in scale in terms of their business and labor management and their rate of returns. Consequently, this study aims to suggest that skincare workers seek an increase in sales by selling more products in the shop in an attempt to boost sales as well as to change the profit structure that rests solely on technology. Since most skincare shops carry professional cosmetics, this study explores whether skincare workers in Seoul and Gyeonggi Province perceive sales of professional cosmetics as a source of profit. The results show that, unlike in the past when skincare workers were not active in selling professional cosmetics, they now have positive perceptions of selling a wide range of products for the increase in sales and the proportion of sales. This change in the perception clearly indicates that, in order to boost sales in skincare shops, skincare workers are required to establish themselves as skincare experts by obtaining necessary professional skills. This study shows a change in skincare workers perception. In other words, skincare workers thinks that they are required to sell professional products so that the skincare industry can grow into a professional from its current low-budget status. Therefore, it is the right time to consider various methods, including professional training for workers, education, etc., in order to promote sales of professional cosmetics. Keywords: Skincare shop, Skincare workers, Professional Cosmetics, Sales, Perception, Profit, Revenue 뷰티산업은우수한기술과한류등기술과문화의결합에힘 입어새로운관광및수출컨텐츠로인정받고높은성장잠재력 을보유하고있다. 2011 년통계청사업체조사자료를바탕으 로파악된뷰티서비스산업분야의 2009 년기준시장규모는약 5 조 2 천만원이며, 2011 년식품의약품통계연보를통해파악된 *Corresponding author: Chun-Sung Youn, Department of Convergence Industry, Seoul Venture University, 37-18 Samsungdong, Gangnam-gu, Seoul, Republic of Korea Tel.: +82 2 3470 5268, Fax: +82 2 3470 5267 Email: staryoun@svu.ac.kr Received June 20, 2015; Revised August 31, 2015; Accepted September 10, 2015; Published October 30, 2015 국내화장품산업총생산규모는 6조 146억원으로전년대비약 16% 가성장하는등높은부가가치를창출하는산업이라는것이확인됐다. 그러나산업전체의이러한가능성에도불구하고, 개별피부미용실은영세한자영업위주의낮은노동생산성에기반하고있다 (Cha, 2015). 취약한산업구조는뷰티산업의양극화를불러오고있다. 일부기업중심으로피부미용실이규모화, 대형화가이루어지고있는반면, 1~3인규모의피부미용실은수익창출의어려움에직면하고있다. 기술적인면에서는세계적인수준이나경영및인사관리, 수익률면에서는영세성을벗어나지못하고있는피부미용실이많은것이다. 따라서본연구는뷰티산업내에서도특히시장진입이상대적으로용이하여영세성이심화되고있는피부미용실분야의매출확대및기술에만의존하는수익구조의변화를위해매장내에서판매율을높이는방안에대해어떻게인식하고있는 www.kosac.or.kr 587
Kor. J. Aesthet. Cosmetol., 지조사하고자한다. 전문화장품은피부미용실매출증대와밀접한관계가있으므로이연구에서는전문화장품을수익창출의도구로인식하고있는지, 전문화장품판매증대필요성에대해어떻게인식하고있는지알아보고자한다. 이를통해기술서비스매출과함께제품판매로인한수익창출의가능성확대가필요함을제시하고자한다. 1. 피부미용종사자피부미용은피부가지닌모든기능을완전히유지시켜미용상의문제점들을방지하고젊고아름다우며깨끗한피부를가꾸게해주는관리를말한다. 이러한관리를위해여러가지미용기구와미용방법및미용기술들이이용된다. 1971년 미가람피부미용 에서 피부관리사 라는호칭이처음사용되고, 1981년서울 YWCA 여성근로회관에서신직업종목으로공식적으로피부관리사라는호칭이직업분야로시작된이래, 현재까지약 30만여명의피부관리사와 14만 8천여개의피부관리실및스파가전국에서영업을하고있다. Heo (2013) 2012년통계청자료에따르면 2009년피부미용업체수는 11,276개, 관련종사자수는 20,165명이었으나이는해마다증가했다. 2011년에는업체수 14,232개로 26.2% 증가했고, 종사자수는 24,301명으로 20.5% 증가했다. 2012년피부미용종사자수는 25,845명이다. 이는 2011년 24,301보다 6.35% 가량증가한수치다. 2. 전문화장품 Kim (2003) 은피부미용실전문화장품이란피부미용목적으로피부미용실에서만유통되는화장품이라고정의했다. 즉피부미용에대한전문적인지식을갖춘피부미용종사자가고객을관리할때효과를보기위해사용하는화장품이라는의미를담고있다. 피부미용실에서는효율적인고객관리를위해전용유통망을가진화장품을사용한다. 피부미용종사자가전문적인지식으로고객의피부타입을진단하고, 이에따라적합한화장품을추천한다. 이런신뢰를바탕으로피부미용실이용고객들은관리받는매장에서화장품을구입하는것으로나타났다. 피부미용실을이용하는고객들은피부타입에맞는화장품을사용할수있고, 피부문제를해결해줄수있을것이라는생각으로전문화장품을구입하는것으로나타났다 (Jin & Lee, 2010). 피부미용실에서사용하는전문화장품은고급화, 전문화추세를보이고있으며, 앞으로도피부미용실전문화장품시장은발전하고더커가는추세다 (Jin, 2011). 1. 연구대상 본연구는피부미용실종사자들이전문화장품판매와제품판 매로인한수익창출에대해어떻게인식하고있는지를알아보 는데목적이있다. 이러한목적을달성하기위해서서울및경 기지역에서피부미용실을운영하거나근무하는종사자를연구 대상으로선정했다. 선정된연구대상자들에게 2015 년 4 월 1 일 부터 5 월 25 일까지약두달에거쳐총 150 부의설문지를돌렸 으며, 불성실한응답지 10 부를제외한 140 부를분석했다. 2. 연구도구 본연구를위한설문지구성은기존의화장품관련인식조사 연구를기반으로구성하였다. 본연구에서필요한인식과관련 된선행연구 Kim (2014), Song (2013) 의연구에서사용된설 Table 1. The general characteristics of the subjects Last school Total Experience Store Employees average sales Self-development plan Dinision Frequency (N) Percent (%) Less than 30 years 21 15.0 30-40 years 44 31.4 40-50years 59 42.1 More than 50 16 11.4 High School 40 28.6 2 3-years college 46 32.9 4-year university 32 22.9 Graduate or higher 22 15.7 Less than 5 years 29 20.7 5-10 years 45 32.1 10-15 years 33 23.6 More than 15years 33 23.6 Director 93 66.4 Mamager 23 16.4 Skin hairdresser 24 17.1 Less than 3 116 82.9 More than 3 24 17.1 Less than 15flat 25 17.9 15-25flat 44 31.4 25-35flat 39 27.9 More than 35flat 32 22.9 Less than 5 million won 28 20.0 5 million-10 million won 59 42.1 10 million-15 million won 36 25.7 More than 15 million won 17 12.1 Yes 88 62.9 No 52 37.1 Total 140 100.0 588 www.kosac.or.kr
피부미용종사자의전문화장품판매인식연구 문문항중신뢰성과타당성을확보한문항을선택해본논문에맞게수정보안해사용했다. 연구자가설문문항을재구성한결과, 일반적특성 12문항, 피부미용종사자의전문성질문 4문항, 전문화장품판매인식 21문항, 전문화장품판매를안할경우이유를묻는 9문항, 전문화장품외피부미용관련건강기능식품판매의향 2문항으로구성하였다. 피부미용관련건강기능식품의판매는이연구의목적이피부미용실수익창출을위한전문화장품판매에있으므로, 매출증대를위해피부미용실종사자들이광의의의미의피부미용관련상품판매에도관심이있는지알아보고자추가로구성했다. 3. 자료처리및분석수집된자료의통계처리는데이터코딩 (data coding) 과데이터크리닝 (data cleaning) 과정을거쳐, SPSS (Statistical Package for Social Science) v. 18.0 통계패키지프로그램을활용하여분석하였다. 본연구에서는구체적으로다음과같은분석을실시하였다. 첫째, 조사대상자의일반적특성을알아보기위하여빈도분석을실시하였다. 둘째, 피부미용에대한인식, 매장내화장품판매에대한인식, 매장내피부미용관련건강기능식품판매에대한인식을알아보고, 조사대상자의일반적특성에따라차이가있는지를알아보기위하여교차분석을실시하였다. 1. 조사대상자의일반적특성다음 Table 1은조사대상자의일반적특성에대해알아보 Table 2. Professional Cosmetics store sales *p<.05 Last School Total Experience Store Employees average Sales Self-development plan Dvision Professional Cosmetics store sales Sales Non Sales Less than 30 years 15 (71.4) 6 (28.6) 30-40 years 40 (90.9) 4 (9.1) 40-50 years 55 (93.2) 4 (6.8) More than 50 years 16 (100.0) 0 (.0) High school 32 (80.0) 8 (20.0) 2 3-year college 41 (89.1) 5 (10.9) 4-year university 31 (96.9) 1 (3.1) Graduate of higher 22 (100.0) 0 (.0) Less than 5 years 19 (65.5) 10 (34.5) 5-10 years 42 (93.3) 3 (6.7) 10-15 years 33 (100.0) 0 (.0) More than 15 years 32 (97.0) 1 (3.0) Director 84 (90.3) 9 (9.7) Manager 23 (100.0) 0 (.0) Skin hairdresser 19 (79.2) 5 (20.8) Less than 3 103 (88.8) 13 (11.2) More than 3 23 (95.8) 1 (4.2) Less than 15flat 18 (72.0) 7 (28.0) 15-25flat 42 (95.5) 2 (4.5) 25-35flat 38 (97.4) 1 (2.6) Mote than 35flat 28 (87.5) 4 (12.5) Less than 5 million won 18 (64.3) 10 (35.7) 5 million-10million won 57 (96.6) 2 (3.4) 10 million-15 million won 35 (97.2) 1 (2.8) More than 15 million won 16 (94.1) 1 (5.9) Yes 81 (92.0) 7 (8.0) No 45 (86.5) 7 (13.5) Tatal 126 (90.0) 14 (10.0) ² (p) 10.546* (.014) 8.608* (.035) 25.318*** (.000) 5.696 (.058) 1.095 (.295) 13.073** (.004) 25.843*** (.000) 1.101 (.294) www.kosac.or.kr 589
Kor. J. Aesthet. Cosmetol., 기위하여빈도분석을실시한결과이다. 분석결과연령은 30세미만 21명 (15.0%), 30-40세미만 44명 (31.4%), 40-50세미만 59명 (42.1%), 50세이상 16명 (11.4%) 으로나타났고, 최종학력은고졸 40명 (28.6%), 2~3년제대학졸업 46명 (32.9%), 4 년제대학졸업 32명 (22.9%), 대학원졸업이상 22명 (15.7%) 으로나타났다. 경력은 5년미만 29명 (20.7%), 5-10년미만 45명 (32.1%), 10-15년미만 33명 (23.6%), 15년이상 33명 (23.6%) 으로나타났고, 직책은원장 93명 (66.4%), 점장 / 실장 / 상담실장 23명 (16.4%), 관리사 24명 (17.1%) 으로나타났다. 매장종업원수는 3명미만 116명 (82.9%), 3명이상 24명 (17.1%) 으로나타났고, 매장규모는 15평미만 25명 (17.9%), 15-25평미만 44명 (31.4%), 25-35평미만 39명 (27.9%), 35평이상 32명 (22.9%) 으로나타났다. 매장월평균매출액은 5백만원미만 28명 (20.0%), 5백-1천만원미만 59명 (42.1%), 1천-1천5백만원미만 36명 (25.7%), 1천5백만원이상 17명 (12.1%) 으로나타났다. 2. 전문화장품판매여부다음 Table 2는매장내화장품판매여부를분석한결과이다. 분석결과전체적으로볼때, 126명 (90.0%) 은매장내화장품을판매가이루어지고있는것으로나타났고, 14명 (10.0%) 은매장내화장품을판매가이루어고있지않은것으로나타났다. 조사대상자의일반적특성에따라서는연령, 최종학력, 경력, 매장규모, 매장월평균매출액에따라통계적으로유의미한차이가나타났다 (p<.05). 먼저연령에따라서는비교적연령이많을수록매장내화장품을판매가이루어지고있는것으로나타났고, 최종학력에따라서는비교적최종학력이높을수록매장내화장품을판매가이루어지고있는것으로나타났다. 또한경력에따라서는 5년미만에비해 5년이상의경우상대적으로 Table 3. Revenue contribution of cosmetics sales Last School Total Experience Store Employees average sales Self-development plan *p<.05 Division Revenue contribution of cosmetics sales Not much else Not so Usually Agree Strongly agree Less than 30 years 0 (.0) 2 (13.3) 4 (26.7) 9 (60.0) 0 (.0) 30-40 years 0 (.0) 2 (5.0) 19 (47.5) 15 (37.5) 4 (10.0) 40-50 years 0 (.0) 7 (12.7) 18 (32.7) 20 (36.4) 10 (18.2) More than 50 years 0 (.0) 0 (.0) 7 (43.8) 6 (37.5) 3 (18.8) High school 0 (.0) 6 (18.8) 12 (37.5) 8 (25.0) 6 (18.8) 2 3-year college 0 (.0) 2 (4.9) 17 (41.5) 22 (53.7) 0 (.0) 4-year university 0 (.0) 2 (6.5) 10 (32.3) 11 (35.5) 8 (25.8) Graduate of higher 0 (.0) 1 (4.5) 9 (40.9) 9 (40.9) 3 (13.6) Less than 5 years 0 (.0) 3 (15.8) 6 (31.6) 9 (47.4) 1 (5.3) 5-10 years 0 (.0) 7 (16.7) 15 (35.7) 16 (38.1) 4 (9.5) 10-15 years 0 (.0) 1 (3.0) 18 (54.5) 9 (27.3) 5 (15.2) More than 15 years 0 (.0) 0 (.0) 9 (28.1) 16 (50.0) 7 (21.9) Director 0 (.0) 9 (10.7) 31 (36.9) 29 (34.5) 15 (17.9) Manager 0 (.0) 1 (4.3) 9 (39.1) 12 (52.2) 1 (4.3) Skin hairdresser 0 (.0) 1 (5.3) 8 (42.1) 9 (47.4) 1 (5.3) ² (p) 10.788 (.290) 19.025* (.025) 17.216* (.045) 6.580 (.361) Less than 3 0 (.0) 9 (8.7) 41 (39.8) 39 (37.9) 14 (13.6).908 More than 3 0 (.0) 2 (8.7) 7 (30.4) 11 (47.8) 3 (13.0) (.824) Less than 15flat 0 (.0) 3 (16.7) 8 (44.4) 5 (27.8) 2 (11.1) 15-25flat 0 (.0) 5 (11.9) 18 (42.9) 14 (33.3) 5 (11.9) 25-35flat 0 (.0) 2 (5.3) 14 (36.8) 17 (44.7) 5 (13.2) Mote than 35flat 0 (.0) 1 (3.6) 8 (28.6) 14 (50.0) 5 (17.9) Less than 5 million won 0 (.0) 4 (22.2) 8 (44.4) 6 (33.3) 0 (.0) 5 million-10million won 0 (.0) 6 (10.5) 18 (31.6) 23 (40.4) 10 (17.5) 10 million-15 million won 0 (.0) 0 (.0) 20 (57.1) 11 (31.4) 4 (11.4) More than 15 million won 0 (.0) 1 (6.3) 2 (12.5) 10 (62.5) 3 (18.8) 6.901 (.647) 20.493* (.015) Yes 0 (.0) 8 (9.9) 31 (38.3) 30 (37.0) 12 (14.8) 1.037 No 0 (.0) 3 (6.7) 17 (37.8) 20 (44.4) 5 (11.1) (.790) Total 0 (.0) 11 (8.7) 48 (38.1) 50 (39.7) 17 (13.5) 590 www.kosac.or.kr
피부미용종사자의전문화장품판매인식연구 매장내화장품을판매가이루어지고있는것으로나타났고, 매장규모에따라서는 15평미만에비해 15평이상의경우상대적으로매장내화장품을판매가이루어지고있는것으로나타났다. 매장월평균매출액에따라서는 5백만원미만에비해 5백만원이상의경우상대적으로매장내화장품을판매가이루어지고있는것으로나타났다. 조사대상자의일반적특성에따라서는최종학력, 경력, 매장월평균매출액에따라통계적으로유의미한차이가나타났다 (p<.05). 먼저최종학력에따라서는고졸에비해 2~3년제대학졸업이상의경우상대적으로매장에서화장품판매가매출에기여한다고생각하는것으로나타났고, 경력에따라서는비교적경력이많을수록매장에서화장품판매가매출에기여한다고생각하는것으로나타났다. 또한매장월평균매출액에따라서는비교적월평균매출액이많을수록매장에서화장품판매 가매출에기여한다고생각하는것으로나타났다. 4. 매장매출극대화를위한제품판매필요성다음 Table 4는매장내화장품을판매하는 126명을대상으로매장매출극대화를위한제품판매필요성을분석한결과이다. 분석결과전체적으로볼때, 매우그렇다 28명 (22.2%), 그렇다 63명 (50.0%), 보통이다 29명 (23.0%), 그렇지않다 5명 (4.0%), 매우그렇지않다 1명 (0.8%) 으로나타나전체 72.2% 가매장매출극대화를위해제품판매가필요하다고생각하는것으로볼수있다. 조사대상자의일반적특성에따라서는직책, 매장월평균매출액에따라통계적으로유의미한차이가나타났다 (p<.05). 먼저직책에따라서는비교적월평균매출액이높을수록상대적으로매장매출극대화를위해제품판매가필요하다고생각하 Table 4. The need of selling products to maximize sales Last School Total Experience Store Employees average sales Self-development plan *p<.05, **p<.01 Division The need of selling products to maximize sales Not much else Not so Usually Agree Strongly agree Less than 30 year 0 (.0) 1 (6.7) 4 (26.7) 9 (60.0) 1 (6.7) 30-40 years 0 (.0) 2 (5.0) 11 (27.5) 19 (47.5) 8 (20.0) 40-50 years 1 (1.8) 2 (3.6) 9 (16.4) 26 (47.3) 17 (30.9) More than 50 years 0 (.0) 0 (.0) 5 (31.3) 9 (56.3) 2 (12.5) High school 0 (.0) 0 (.0) 6 (18.8) 16 (50.0) 10 (31.3) 2 3-year college 0 (.0) 2 (4.9) 12 (29.3) 21 (51.2) 6 (14.6) 4-year university 1 (3.2) 1 (3.2) 7 (22.6) 14 (45.2) 8 (25.8) Graduate of higher 0 (.0) 2 (9.1) 4 (18.2) 12 (54.5) 4 (18.2) Less than 5 years 0 (.0) 1 (5.3) 3 (15.8) 9 (47.4) 6 (31.6) 5-10 years 0 (.0) 2 (4.8) 12 (28.6) 21 (50.0) 7 (16.7) 10-15 years 0 (.0) 2 (6.1) 7 (21.2) 18 (54.5) 6 (18.2) More than 15 years 1 (3.1) 0 (.0) 7 (21.9) 15 (46.9) 9 (28.1) Director 0 (.0) 2 (2.4) 15 (17.9) 41 (48.8) 26 (31.0) Manager 0 (.0) 2 (8.7) 6 (26.1) 14 (60.9) 1 (4.3) Skin hairdresser 1 (5.3) 1 (5.3) 8 (42.1) 8 (42.1) 1 (5.3) ² (p) 9.116 (.693) 9.918 (.623) 8.079 (.779) 21.065** (.007) Less than 3 0 (.0) 3 (2.9) 23 (22.3) 53 (51.5) 24 (23.3) 6.713 More than 3 1 (4.3) 2 (8.7) 6 (26.1) 10 (43.5) 4 (17.4) (.152) Less than 15flat 0 (.0) 1 (5.6) 1 (5.6) 10 (55.6) 6 (33.3) 15-25flat 0 (.0) 3 (7.1) 12 (28.6) 20 (47.6) 7 (16.7) 25-35flat 0 (.0) 1 (2.6) 9 (23.7) 22 (57.9) 6 (15.8) Mote than 35flat 1 (3.6) 0 (.0) 7 (25.0) 11 (39.3) 9 (32.1) Less than 5 million won 1 (5.6) 0 (.0) 0 (.0) 13 (72.2) 4 (22.2) 5million-10million won 0 (.0) 4 (7.0) 10 (17.5) 28 (49.1) 15 (26.3) 10million-15million won 0 (.0) 1 (2.9) 13 (37.1) 15 (42.9) 6 (17.1) More than 15 million won 0 (.0) 0 (.0) 6 (37.5) 7 (43.8) 3 (18.8) 13.772 (.315) 21.363* (.045) Yes 0 (.0) 3 (3.7) 19 (23.5) 39 (48.1) 20 (24.7) 2.637 No 1 (2.2) 2 (4.4) 10 (22.2) 24 (53.3) 8 (17.8) (.620) Total 1 (.8) 5 (4.0) 29 (23.0) 63 (50.0) 28 (22.2) www.kosac.or.kr 591
Kor. J. Aesthet. Cosmetol., 는것으로나타났고, 매장월평균매출액에따라서는비교적월 평균매출액이적을수록매장매출극대화를위해제품판매가 필요하다고생각하는것으로나타났다. 록매장에서기술서비스외제품판매비율향상에대해긍정적 으로생각하고있는것으로나타났다. 5. 기술서비스외제품판매비율향상에대한긍정적인식다음 Table 5는매장내화장품을판매하는 126명을대상으로매장에서기술서비스외제품판매비율향상에대한긍정적인식을분석한결과이다. 분석결과전체적으로볼때, 매우그렇다 28명 (22.2%), 그렇다 57명 (45.2%), 보통이다 34명 (27.0%), 그렇지않다 7명 (5.6%), 매우그렇지않다 0명 (5.6%) 으로나타나전체 67.4% 가매장에서기술서비스외제품판매비율향상에대해긍정적으로생각하고있는것으로볼수있다. 조사대상자의일반적특성에따라서는직책에따라통계적으로유의미한차이가나타났으며 (p<.01), 비교적직책이높을수 본연구는기술서비스만으로는매출극대화의한계가있는피부미용산업분야에서제품판매로인한매출확대를모색할수있는가능성을제시하고자, 피부미용실내에서전문화장품판매현황및제품판매에대한인식을알아보는데목적이있다. 연구결과대다수피부미용실에서전문화장품을판매하고있으나이로인한매출비중이크지않았다. 이러한결과는 Park (2014) 의연구와도일치하는것으로, 전문화장품매출액은평균적으로전체매출액의 20~30% 미만이었다. 대부분의피부 Table 5. Positive perception of other product sales ratio improved technical services Last School Total Experience Store Employees average sales Self-development plan **p<.01 Division Positive perception of other product sales ratio improved technical services Not much else Not so Usually Agree Strongly agree Less than 30 year 0 (.0) 1 (6.7) 7 (46.7) 6 (40.0) 1 (6.7) 30-40 years 0 (.0) 2 (5.0) 14 (35.0) 18 (45.0) 6 (15.0) 40-50 years 0 (.0) 3 (5.5) 8 (14.5) 26 (47.3) 18 (32.7) More than 50 years 0 (.0) 1 (6.3) 5 (31.3) 7 (43.8) 3 (18.8) High school 0 (.0) 1 (3.1) 7 (21.9) 13 (40.6) 11 (34.4) 2 3-year college 0 (.0) 3 (7.3) 15 (36.6) 18 (43.9) 5 (12.2) 4-year university 0 (.0) 1 (3.2) 9 (29.0) 13 (41.9) 8 (25.8) Graduate of higher 0 (.0) 2 (9.1) 3 (13.6) 13 (59.1) 4 (18.2) Less than 5 years 0 (.0) 2 (10.5) 5 (26.3) 8 (42.1) 4 (21.1) 5-10 years 0 (.0) 3 (7.1) 13 (31.0) 19 (45.2) 7 (16.7) 10-15 years 0 (.0) 2 (6.1) 7 (21.2) 16 (48.5) 8 (24.2) More than 15 years 0 (.0) 0 (.0) 9 (28.1) 14 (43.8) 9 (28.1) Director 0 (.0) 5 (6.0) 17 (20.2) 35 (41.7) 27 (32.1) Manager 0 (.0) 1 (4.3) 7 (30.4) 15 (65.2) 0 (.0) Skin hairdresser 0 (.0) 1 (5.3) 10 (52.6) 7 (36.8) 1 (5.3) ² (p) 11.978 (.215) 10.075 (.344) 4.791 (.852) 20.090** (.003) Less than 3 0 (.0) 5 (4.9) 26 (25.2) 49 (47.6) 23 (22.3) 1.816 More than 3 0 (.0) 2 (8.7) 8 (34.8) 8 (34.8) 5 (21.7) (.611) Less than 15flat 0 (.0) 3 (16.7) 2 (11.1) 7 (38.9) 6 (33.3) 15-25flat 0 (.0) 3 (7.1) 12 (28.6) 20 (47.6) 7 (16.7) 25-35flat 0 (.0) 1 (2.6) 9 (23.7) 22 (57.9) 6 (15.8) Mote than 35flat 0 (.0) 0 (.0) 11 (39.3) 8 (28.6) 9 (32.1) Less than 5 million won 0 (.0) 2 (11.1) 4 (22.2) 7 (38.9) 5 (27.8) 5million-10million won 0 (.0) 5 (8.8) 13 (22.8) 27 (47.4) 12 (21.1) 10million-15million won 0 (.0) 0 (.0) 11 (31.4) 18 (51.4) 6 (17.1) More than 15 million won 0 (.0) 0 (.0) 6 (37.5) 5 (31.3) 5 (31.3) 16.583 (.056) 8.811 (.455) Yes 0 (.0) 4 (4.9) 23 (28.4) 37 (45.7) 17 (21.0).488 No 0 (.0) 3 (6.7) 11 (24.4) 20 (44.4) 11 (24.4) (.921) 0 (.0) 7 (5.6) 34 (27.0) 57 (45.2) 28 (22.2) 592 www.kosac.or.kr
피부미용종사자의전문화장품판매인식연구 미용실원장은피부관리를통한매출액을더중요하게생각하고있었으며그렇기때문에실제로피부미용실에서전문화장품판매를통한매출액이 30% 미만으로낮은수준을유지하고있음을확인할수있었다. 피부관리실이전문가의상담과처방을통해제품을판매하고피부관리의효과를증대시키기위해제품판매가필요하다는유리한점이있음에도불구하고실제로는제품판매에있어소극적인점에있어서는피부관리사나고객이나모두에게인식전환의필요성을느꼈다 (Lee, 2007). 그러나이번연구에서는피부미용종사자들은장기적으로는품목확대등매출확대의필요성을인지하고있는것을확인할수있었다. 또기술서비스로인한매출외에판매로인한수익증대비율을높여야하는것에도긍정적으로인식하고있는것으로나타났다. Lee (2007) 는피부미용종사자들이전문화장품판매를강화해매출의 30% 를유지해나갈것이라고밝힌바있어, 이번연구결과의매출확대인식과같은결과를보였다. Seo (2014) 는피부미용실에서전문화장품매출을극대화하기위한방안을모색해야한다고분석하기도했다. 본연구는기존의전문화장품관련인식조사와비교해 매출증대 의가능성에초점을뒀다는것이기존전문화장품연구와차이가있다. 또한전문화장품에만국한되지않고피부미용관련제품의판매에도피부미용종사자들이관심을갖고있다는것을보여주고있다. Lee (2007) 의연구에서도피부미용종사자들은전문화장품판매에관심을보였으나, 소극적이므로인식전환이필요하다고하였다. 그런면에서본연구결과는피부미용종사자들이전문화장품판매로인한매출비율의증가및매출증가를위해다양한제품의판매에대해긍정적으로인식하고있다고나타나과거에비해피부미용종사자들의인식이변했음을확인할수있다. 이런인식변화에따라피부미용실에서의매출확대를위해서는피부미용분야종사자들이전문성확보로피부관리에있어전문가로서자리매김하는것이필수요소로여겨진다. Park(2014) 은전문화장품판매를증대하기위해서는피부미용종사자들의전문화장품에대한전문적인지식과친숙한상담사로서의능력, 새로운지식함양을위한교육훈련이필요하다고했다. 이런연구결과는전문화장품매출증대를위해선행되어야한다는점에서피부미용종사자들이전문지식함양과충분한상담능력을갖춰야할것으로사료된다 (Seo, 2014). 화장품을이용한매출증대는 Cho (2012), Heo (2011), Jung (2010), Kim (2014), Lee (2009) 등의연구를볼때약국에서도고민하고있는부분이다. 피부미용산업이영세성을벗 고당당한전문분야로발전해나갈수있기위해제품을판매해야한다는인식의전환이이뤄진것을이번연구를통해확인한바, 전문화장품판매증진을위해전문인력양성및교육등다양한방법이모색돼야할시점이다. Cha YR, Youn CS. A Study lf cognition on the Skin Beauty Shops s Welfare Benefits System. Kor. J. Aesthet. Cosmetol., 13: 135-137, 2015. Cho SM. Analysis on awareness of hospital employees and consumers toward hospital-supplied cosmeceutical brands. Master s thesis, Chung-ang University, 2012. Choi SY, Park HJ, Lee MJ, Yang JY, Park EJ, La WH, Kang UM, Cho WJ, Kim YH, Kim KL. 30-50 Man and Woman Skin Management use state and study regarding Satisfaction. J. Kor. Beauty Art Soc., 6: 246-247. 2012. Heo SH, Analysis on mediation Effect of Trust on the relation of satisfaction recovery of complaint factors in skin care service quality and performance. Doctoral thesis, Seoul Venture University, 2013. Heo YR. A comparative study of recognition and satisfaction for fermentation cosmetic and cosmeceuticals. Master s thesis, Konkuk University, 2011. Hwang YH. Factors of purchasing decisions for the consumers buying clinics-supplied cosmetics. Master s thesis, Chung-ang University, 2009. Jin RH. A study of comparison between professional cosmetics used by skin care parlors and ordinary cosmetics in terms of their usage and consumers satisfaction with them. Master s thesis, Seokyeong University, 2011. Jin RH, Lee IH. A Study of Considerations Which Women in Their 30s and 40s Choose Between Professional Cosmetics of skin Care Parlors and Ordinary Cosmetics and of Satisfaction with Cosmetics Depending on Their Life Style. J. Kor. Beauty Art Society, 4: 211-212. 2010. Jung YH. Perception and Using Behavior of Cosmetics in Publics and Beauty Professional Groups. Doctoral thesis, Wonkwang University, 2012. www.kosac.or.kr 593
Kor. J. Aesthet. Cosmetol., Jung YS. A Study concerning Consumers Behavior for Medical Cosmetics. Master s thesis, Sookmyung Women s University, 2010. Kim HJ. A study on the purchasing pattern of cosmetics in the skin care centers. Master s thesis, Konkuk University, 2003. Kim HK. A Study on Purchasing Behavior of Cosmetics Distributed by Skin Care Clinics and Satisfaction Level. Master s thesis, Sookmyung Women s University, 2013. Kim HY. Customer satisfaction and perceived quality of the product of the Influence on Repurchase:Focusing on skin care cosmetics. Master s thesis, Seokyeong University, 2011. Kim JH, Youn CS. A Comparative Analysis of Corporate Performances before and after Cosmetics Companies IPO. Kor. J. Aesthet. Cosmetol., 12:725, 2014. Kim MJ. A Study on Service Motivations at Skin Care Salon and Post-Service Satisfaction of Skin Care. Kor. J. Aesthet.Cosmetol., 8:44-45, 2010. Kim MR. A Study on the Decision Factor of the 20s Female Customers in their in the Cosmetics Purchase Behavior of Drug Store Cosmetics. Master s thesis, Dongduk Women s University, 2013. Kim NY. A Study on Purchasing Behavior of Cosmetics in Skin Care Shops. Master s thesis, Sookmyung Women s University, 2013. Kim SH. Consumer Awareness and Purchase Factors regarding Medical Cosmetics. Master s thesis, Dongduk Women s University, 2013. Kim YJ. Consumers perception about health functional foods and cosmetics sale in drugstore. Master s thesis, Chung-ang University, 2014. Kim YS. Consumers Satisfaction Level with the Cosmetics after Purchase according to Perceived Risk and Information Source Utilization Viewed by the Type of Distribution Channel. Doctoral thesis, Kyunghee University, 2012. Lee IH, Jin RH. A Study of Considerations Which Women in Their 30s and 40s Choose Between Professional Cosmetics of skin Care Parlors and Ordinary Cosmetics and of Satisfaction with Cosmetics Depending on Their Life Style. J. Kor. Beauty Art Society, 4:211-212. 2010. Lee HM. A Study on Marketing Strategy for Cosmetics Exclusive to Skin-Care Clinics. Master s thesis, Sookmyung Women s University, 2007. Lee JY. Consumer profile for purchasing pharmacysupplied cosmetics based on decision making factor analysis. Master s thesis, Chung-ang University, 2009. Park MN. A Study on the Service Condition and Customer Satisfaction for the Reinforcement of Cosmetics Purchase and Brand Preference - Focusing on Skin Care Services in Cosmetics Shops of Department Stores. Master s thesis, Dongduk Women s University, 2015. Park HS. Perception of Skin Care Practitionerson Professional Cosmetics in Skin Care Parlors, Master s thesis, Chung-ang University, 2014. Park HW. Study on the purchase factors and marketing strategies of medical skin care cosmetics. Master s thesis, Chung-ang University, 2009. Seo YH. Study on Current Use Status of Special Skin Care Salon Cosmetics and Improvement of the Cosmetics. Master s thesis, Konkuk University, 2014. Sim EK. Comsumer s Preference and Determinants of Purchase of Cosmeceutical Products. Master s thesis, Kosin University, 2008. Song MR. A study on pharmacists distribution, awareness and cosmetics buying behavior. Master s thesis, Sookmyung Women s University, 2013. Sung IS. A study on the choice criteria and use of cosmetics in the skin beauty shop. Master s thesis, Konkuk University, 2012. 594 www.kosac.or.kr