Consumer Behavior in the Beauty Services Market: A Sociological Analysis

The article presents a sociological analysis of consumer behavior in the beauty services market (hairdressing saloon, nail service studios, spa centers, and beauty parlours). The relevance of the topic is substantiated in the context of industry growth (global market $247 billion in 2023, forecast to $400 billion by 2030). It examines motives for using beauty services, selection factors, customer loyalty, and the influence of social norms. A comparative analysis encompasses four regions (USA, Europe, Russia, and Ukraine) and is based on theoretical approaches including rational-utilitarian, demonstrative, cultural-status, postmodernist, gender, and ritual interpretations of consumption. The empirical study is grounded in an online survey conducted from March to May 2023, involving 2,000 respondents (500 from each region). Four motivational consumer groups are identified: rational (30%), emotional (25%), status-oriented (10–15%), and ritualistic (25%). Conclusion presents findings regarding the role of the beauty sector in consumer society and offers recommendations for salons, marketers, and regulators.