Salon Hair Coloring in the United States: A Consumer Perceived Value Analysis of Gen Y Consumers
School of Business
How do Generation Y (Gen Y) consumers in the United States perceive the value of salon hair coloring? A literature review on consumer perceived value (CPV) reveals that little attention has been given to this topic. Based on the findings from a qualitative study and previous findings in the literature, a survey was developed to measure Gen Y consumers’ perceptions of quality value, emotional value, epistemic value, social value, monetary cost, time/effort cost, and health risk cost of salon hair coloring in the United States. We find that emotional value and monetary cost are the most important dimensions for US Gen Y consumers. Although this research was designed to be product specific, it has important implications for general consumer perceived value research. Its results suggest that the proposed model for CPV in this study may be usefully applied to investigate other product categories, other age demographics, and other cultural settings.
International Journal of Arts and Commerce