Preferences on Beauty Salon Attributes in Tuguegarao City

TITLE: “PREFERENCES ON BEAUTY SALON ATTRIBUTES IN TUGUEGARAO CITY”

 NAME:        NICKAEL L. CAPILI

                 JOHN EMIL A. EUGENIO

CHRISTINE T. IBAY

RALPH ALBERT T. MISA

JENNIFER P. PAGULAYAN

SHARMAINE P. ALCAIDE

JULIUS B. LUCAS

  SUBJECT:        MARKETING RESEARCH

  INSTRUCTOR: WAYLYN MAY T. MENDOZA, MBA

  SCHOOL:        CAGAYAN STATE UNIVERSITY – ANDREWS CAMPUS

TUGUEGARAO CITY, CAGAYAN  

ABSTRACT

This study attempted to determine the strike of customer dissatisfaction and its implication on the beauty salon establishments and to its management by collecting data from the management and of course from their respective customers. The data gathered from the management serve as the basis of the researchers to connect it from their problems which is the customer dissatisfaction on the different services provided by them despite of giving all their efforts to do the service in proper for their customer satisfaction. This brief summary is the data collected only from the 400 respondents of beauty salon establishments involved in this study

The study was conducted within Tuguegarao City particularly to the different establishments of “Beauty Salon Industry”, respectively. The involved establishments are Retokelly Salon and Spa, Brilliantes Salon, Cut Encarnacion Salon, The Medispa, David Salon and Body Spa beauty industry. The basis in determining these establishments is based on the responses of the respondents who are concerned in their personal beautification and this is the highest establishments we gathered to them. The main instrument used by the researchers to gather needed data or information were the questionnaires and interviews among the respondents.

The study has a total respondent of four hundred (400) people on the side of customers who experienced already the services provided by these establishments and determine it using the Slovin’s Formula ( n= N / ( 1 + Ne2).

The results and discussion of findings regarding on the different services the beauty salon establishments provide, the promotional tools that they are using, in terms of their salon settings, in terms of pricing and in terms of complaining dissatisfaction.

As the general weighted mean is 3.00 which means that the following attributes in terms of services provided by the beauty salon establishments involved has a satisfactory adjectival description. They preferred different services offered by the beauty salon. They tend to be satisfied in terms of availing beauty salon services.

The result shows regarding on pricing, that the mean is 2.86 which means that the different pricing of the different beauty salon in terms of their services contributes an unsatisfactory adjectival description on customers. This implies that most of them are not willing to spend this preferred amount for their personal looks and appearances

It shows also that the general mean is 2.92 in terms of promotional tools which indicate that it has an adjectival description of unsatisfactory. Customers tend to not patronize the different promotional tools used by the beauty salon establishments involve. As preferences in choosing their salon establishments, this different promotional tools as attributes of beauty salons are not mainly the reasons why they keep on coming for their personal beautification.

In terms of settings, it shows that the mean is 3.21 which have a satisfactory adjectival description. This means that in terms of the setting of the involved beauty salon establishments, they prefer to avail different services because the salon setting attributes can contributes for the satisfaction of customers.

The result shows that the general mean is 2.75 which have an unsatisfactory adjectival description when it comes on how frequent the respondents go to their salon establishments. This means that most of them tend not to go to beauty salon for their personal beautification.

Customer preferences may vary depending on the different attributes of beauty salon establishments involved in this study but one thing in common which can be a basis for them to choose a beauty salon for their personal beautification is the setting of the salon which includes the facilities, ambiance and the complete tools they used in the different services they offered.

INTRODUCTION

Before leaving the house each day, people have a tendency to undergo a personalized beautification ritual. Included in that ritual are the daily shower and shave, the weekly nail trim, and the monthly haircut. (Sena 2014) According to Lopaciuk & Loboda (2013), the beauty industry has been expanding dramatically over decades. Therefore, it offers a diverse range of opportunities for the interested entrepreneurs. As a women, just like the other women in the world, the author always keeps in mind the importance of taking care of herself and a good appearance. As a business student, she is among entrepreneurs-to-be who has much interest about the beauty industry. Especially during her third year studying in university, she took part in an exchange program in South Korea, a country where beauty industry is acknowledged as a hub for cosmetic innovation in Asia and is fast becoming a role model for the global cosmetics industry (Incosmetics Asia 2013). Beauty has been seen as a significant element in life among other ultimate values like goodness, truth, and justice. Hence it is a universal desire of people to take good care of their beauty and appearance in any occasion. Consequently, it creates huge opportunities for entrepreneurs within the beauty industry all over the world. Today’s definition of beauty is relative. Beauty in its traditional notion refers to the attribute of being physically attractive. However, this does not seem to be essential yet insufficient condition.