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The purpose of this study was to find out the difference between preferred hairstyleand pursued-image of hairstyle according to demographic characteristics. The methodof this study is a content analysis and survey research using a questionnaire, whichconsisted of items of pursued-image of hairstyle, preferred hairstyle and demographiccharacteristics. 450 women were selected as subjects of this study; they wererandomly selected from hair salon located in Seoul, Inchon and Bundang. For thematerial analysis, We used the statistical program of SPSS 12.0; frequencies, factornalysis, one-way ANOVA and Duncan’s multiple range test, T Test and χ2 Test werecarried out as the methods of analysis. The research findings were as follows. First, theresults of hairstyles according to the content analysis usually resulted 5 hairstyles, suchas cuts and crew cut, bobbed hair, long layered hair styles and nonelayered long hairstyles. Second, under the survey regarding the difference of preferred hairstyle andpursued-image of hairstyle according to demographic characteristics. variety of hairstyles due to the subjects were more willing to try a consciousness about other'ssuggestions and how they are portrayed. Moreover a low level of education was ralatedto a attempting a variety of styles, considering their social life.
67Subjects with higher age, education level and salary preferred a glamorous image aswell as crew cuts. Which made them look younger. However, when they were younger,they preferred long nonelayered hair styles. In conclusion, age, average monthly incomeand education level are important variations affecting the property of change inhairstyles and pursued-image of hairstyles.
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