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The purpose of this paper is to measure attitudes towards cosmetic surgery services among women and to determine the potential segments of women according to their…
The purpose of this paper is to measure attitudes towards cosmetic surgery services among women and to determine the potential segments of women according to their attitudes towards cosmetic surgery services and discover the main differences among them.
The research was implemented on a sample of 258 women in Slovenia. A quota sample was chosen for this research following the age characteristics of the Slovenian female population. The data collection method used was personal interviews. Convergent validity for the attitudes towards cosmetic surgery services was assessed with exploratory factor analysis. The segmentation analysis procedure was implemented in two phases. First, hierarchical clustering with Ward’s method was deployed, and in the second step K-means cluster analysis was used.
The results show that four clusters were clearly distinctive according to three dimensions, namely, intrapersonal, social and consider component. In further analysis, four segments of women were analysed regarding the fear of ageing, the importance of appearance, body image and self-esteem. Results show that all four segments are unique and distinguish one from another.
Through segmentation analysis, authors of this study indicate two segments (target groups) that are possibly interesting for providers of cosmetic services. Marketing communication activities should mainly be focussed on the woman’s appearance.
Based on a theoretical hypothesis and use a quantitative method, the aim of this paper is to provide a deeper analysis and understanding of attitudes and views of different woman profile regarding cosmetic surgeries. It presents a more structured view on differences that exist among segments of female consumers while also adding new insights into the factors that influence attitudes towards cosmetic procedures.
Perceived value is an extremely important concept in marketing and many authors have dealt with it in recent years. In Slovenia perceived value of product is a rather…
Perceived value is an extremely important concept in marketing and many authors have dealt with it in recent years. In Slovenia perceived value of product is a rather neglected aspect of the research. Moreover, nobody has empirically researched the impact of individual factors on perceived value of a product. The researched target group was students – the fastest growing segment among the users of mobile phones in Slovenia. In their research the authors focused on two of the perceived value impact factors: perceived product quality and perceived risk. Based on literature and our own findings, their main researched objective was to design the model of relationships among perceived value, perceived quality and perceived risk. After the model had been tested with the method of structural equation modeling (LISREL 8.0), the authors found that statistically significant relationships (positive and negative, direct and indirect) among the concepts researched exist.