The Study of Pretty Life Cycle

  • วิรดา ศักดิ์ศิริรักษ์ Faculty of Business Administration and Accountancy Khon Kaen University 123 Moo 16 Mittraphap Rd., Nai-Muang, Muang District, Khon Kaen 40002,Thailand.
Keywords: Pretty, Pretty Life Cycle, Product Life Cycle


This study on pretty life cycle was a qualitative research and aimed to evaluate pretty life cycle and compare differences between pretty life cycle and product life cycle. The inclusion criteria were persons who works as a pretty for at least five years. The study population were selected by a purposive method with snowball sampling. An in-depth interview and focus group discussion with a semi-structured questionnaire were used. The focus group discussion was performed until saturation of data. There were 15 participants in this study. The results revealed that pretty life cycle was different from product life cycle. The pretty life cycle comprised of five stages including Pre-Beginning Phase, Beginning Phase, Growing Phase, Maturing Phase, and Declining Phase, while the product life cycle consisted of only four stages; Introduction Stage, Growth Stage, Maturity Stage, and Decline Stage. In conclusion, pretty life cycle was comprised of five stages and different from product life cycle which consisted only four stages.