This research surveyed women living in Busan and the results are as follows. For women in their 20s, the trend was long hair style and hair dye. It has been shown short hair styles, such as chin length, and various perm styles are favored by those in their 30s and above. The reason given by women in their 20s for changing their hair styles was to be attractive. Interpersonal relationships are one of the main reasons given by women in their 30s and above for changing their hair style periodically. It would appear that changing hair styles seems to offer both psychological satisfaction and to relieve stress. Hair style also appears to affect the individual¡¯s self-image. More income and expenditure at a hair salon correlated with higher satisfaction following a change of hair style.
Based on the above, it could be said that women try to change their hair style for their image, mood and psychological satisfaction as their social participation period expands. Undoubtedly, a change of hair style not only contributes to peace of mind and relieving of stress, but also restores self confidence in social activities and has a positive effect on interpersonal relationships. This study will be a helpful resource in meeting customer hair style needs by contributing to the understanding of female customer psychology in the hair beauty industry.