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CONSUMER BEHAVIOUR
CONSUMER BUYING BEHAVIOUR AND DECISION MAKING PROCESS
TERM REPORT
SUBMITTED BY :
ABEER SALIM
HIRA WAHEED
MEHREEN ABBAS
NAZNEEN ZUBAIR
SANIYA IKRAM
SUBMITTED TO:
Maam Ambreen Bashir
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Consumer Behaviour:
Consumers or the Customers are valuable assets for any organisation as they are the ultimate
destination of any products or services. Since, they are the ultimate end users of any product or
services, thus, the success of any organisation depends upon the satisfaction of the consumers, if
not they will switch to other brands. Due to this reason, the satisfaction of the consumers
becomes priority for any organisations. For satisfying the consumers, one has to know about
what consumer buy, why they buy it, when they buy it, how and how often they buy it and what
made them to switch to other brands.
Our term report is an attempt to study the buying patterns among the individuals with relevance
to hair care services. The study also examines the various factors which influence the consumers
to choose a particular brand for hair care service and reasons for their switching to other
brands.
Product Service Category : Hair Care
INTRODUCTION
Consumers or the Customers are valuable assets for any organisation. Consumer is an individual
or group of individuals who select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires. In other words, Consumers are the ultimate destination
of any products or services. The study of these individuals, groups, or organizations is what we
call Consumer behaviour. The processes by which these organisations select, secure, and dispose
of products, services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such asdemographics and behavioral variables in an attempt to understand people's wants. It also tries to
assess influences on the consumer from groups such as family, friends, reference groups, and
society in general. Customer behavior study is based on consumer buying behaviour, with the
customer playing the three distinct roles of USER, PAYER AND BUYER.
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In the present competitive global market, it has been seen that organisations are increasingly
focusing on the retention of their existing customers. Thus, Gaining knowledge about customers'
switching behavior is substantively important for the sustainability of any organisation.
Customers' switching behavior is the process exhibited by a customer, behaving differently to a
particular brand and undergoes alteration in the preference of the existing product or services.
Since, customers are the ultimate end users of any product or services, the success of any
organisation depends upon the satisfaction of the consumers, if not they will switch to other
brands. When any organisation loses a customer they are not only losing future earnings but also
incurring the cost of finding new customers. Over time loyal customers become less price-
sensitive therefore, losing loyal customer means giving up high margins. Considering the
technological advancements and its easy access to every individual, customers are becoming
intolerant and they can dissolve the relationship as soon as any problem arises. Thus, customer
retention is the core concern of each and every organization.
OBJECTIVES:
To highlight the reasons behind the first choice of the consumers for a particular service Reason for switching the brand Level of satisfaction with the current choice and why.
Product/Service Category: HAIR CARE SEVICES
Salon 1: Mona J Salon
Respondent 1: Natasha Tarique switched over from Rush Salon
Natasha Tarique was a consumer of the hair highlighting
Salon 2: Saqib & Sabihas
Respondent 2: Amber switched over from Saminas
Amber was a consumer of Hair Rebonding
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Name Service Experienced Switched
Natasha Tarique Hair Highlighting Rush Salon Mona J Salon
Amber Hair Rebonding Saminas Saqib & Sabihas
Rush Salon: Situated in London, with over 30 branches in London this Salon is considered to be
the competition to the renowned Toni & Guy in London.
Mona J Salon: An upscale makeup artist who has done ramp and print shoots plentiful, has a
medium setup with services matching top notch salons of Karachi.
Saminas : The salon was placed in the category of reliable salons where the quality of products
was not bad but the profile was low and not much highlighted.
Saqib & Sabihas: The salon has a long list of loyal clients who prefer a more pampered
environment with attention from the owner couple. Not much known for makeup skills but other
services offered match other best salons of Karachi.
Competition
Since the target market is such who have a need of looking more appealing. The competition of
the category 1 can be classified as
Other high end Salons Freelance beauty consultants
For category of hair rebonding the competition is as below
Other high end Salons Freelance beauty consultants DIY Hair straightening kits Hair iron manufacturing companies
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MARKEING MIX STRATEGIES :
Rush has competitor salons such as Tony & Guy, Headmasters, Sean Hannah all expensive and
upper class salons.
Rush gets an edge over its competitors as its environment is more friendly. Here small talk is
encouraged with the client unlike its high end competitor salons. The productin terms of quality,
styling, setup of the salon which is all chrome and glass is highly impressive and places t as a
high end salon.
The prices are negligibly less than the competitor and most services have the same prices in the
category of salons.
Rush has plenty of branches and it takes pride that anyone be it in Kensington or Canterbury,
thereforeplace is a benefit to rush that is ahred with other Salons of UK as well.
Since the digital media is mammoth sized abroad Rush and its likes have major presence not
only on facebook and twitter but also well managed websites and blogs where online
appointments are possible
Saminasmain competitors were Rose, Depilex Mahrose, Kashees beauty parlour.
The individual attention of the owner with few clients at a time was an attraction for clients who
were not happy in over crowded over rated salons like Rose and Depilex. The products used
were of a good quality which gave the clients much comfort and guarantee of no damage.
The prices were similar to the other good parlours of the area. Many good salons resort to
penetration pricing, Saminas Salon did the same in order to compete with established bigger
names had kept a little less margin for more consumers. Since the area is a densely populated
zone of Karachi the location andplace was good for building clientele.
Thepromotion can be labeled as personal selling since the owner herself spoke to clients hence
became the active spokesperson for the services.
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MARKETING MIX OF SWITCHED OVER SALONS:
Mona J Salon
Mona J Salon has competitor salons such as Tony and Guy, Bina Khan, Sabs, Alle nora, Aliya
Tippu Shaheen etc.
Their Unique selling proposition in comparison to others is affordability of an experienced stylist
in comparison to new more expensive fashion makeup artists. This salon is a well established
name hence their productand service offered is established as safe and they extend support to
their client.
They have good prices that are a bit less than the competitor brands as they resort to bundled
prices and get maximum benefit out of it. Since high quality products are used the guarantee of
the manufacturer automatically is passed on.
Since the loyal clientele belongs to the SEC A the place of Salon is in DHA. Therefore,
attracting most people to the safe and convenientplace.
This salon has a thriving page on facebook and no paid promotions. Appearances on morning
shows have done immense benefit for the public relationing therefore the promotion though
limited has been done well.
Saqib and Sabihasmain competitors based on their offered services is Dressing table, Neelos,
Blo, Mahvish Hasan Salon etc.
The salon has renowned products used for all service. Since both owners are qualified Vidal
Sasoon students the quality and service expected and given by the salon is really good.
This salon follows a skimprice method as they want to enlarge their image as high end salon and
resorting to lesser margin can change the image of the salon. In six months they do come up with
a short discount scheme for their loyal and regular clients.
The salon is located in Defence, again a good place to capture the target market that is status
conscious; they see the prices reflecting their buying powers.
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Saqib and Sabiha are active on facebook and constantly promote their new work. Since they are
established, their bestpromotion also comes from morning shows and magazine interviews.
MARKETING MIX SALON 1
MARKETING MIX RUSH SALON:
Product/ Service: Highlights Place: London
Price: 60 Pounds Promotion: Various electronic media like
facebook, through its website, magazines
like She and Visage
MARKETING MIX SALON 2
MARKETING MIX SAMINAs:
ProductService: Hair Rebonding Place: Near Time Medicos, Karachi
Price:Rs.20000 Promotion: word of mouth
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Research Methodology:
The Selection of both the consumers was based on non probability convenience sampling. The
research design was qualitative, where interpretivism being the dominant paradigm. While
conducting the interview, discussion guide (attached as annexure) was used to direct the
interview toward a pre defined objective. Out of 15 questions in total, 8 questions were related to
the current service for both the consumers, while the remaining 7 focused on behaviour and
consumption pattern that led to the switch of the service.
The main focus was to understand the consumption patterns of both the consumers, their
motivation to consumer a particular service and/ or switching to another service.
Following are the questions asked in order to direct the interview for both the consumers:
1) How did you first come to know about Hair highlight/Re-Bonding?2) What was the motivation for you to go through this procedure?3) Which salon did you choose and why?4) Time/ year when service was taken?5) Were you a client at the salon before you took this service?6) Did you become a client later at this salon after the service?7) How much research did you put into this research?8) How much did you pay?
Questions after the switch
1) Why did you switch?2) Reasons for the switching?3) What was your research this time?4) Where you a client at this salon before?5) Did you become a client after this service?6) How much did you pay?7) Why less than last time?
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Customer Profile:
RESPONDENT 1:
Basis for Segmentation:
Facts:
Demographics:
The consumer is a 24 years old female, who was single when she consumed the service, got her
highlights done from Rush. She lives in Clifton and belongs to a high social class. She is a
working woman who did her MBA from London and is currently associated with a media/
advertising agency. Her monthly income is around Rs.30000, which she spends on herself.
Cognition:
The consumer is an independent individual, who is the decision maker of her family. She is very
much outgoing and loves experiencing things around and is high on innovation having high
resources. She is particularly interested in photography and partying out with friends and family,
in which she is engaged very frequently.
Consumption Specific:
Facts:
The consumer is independent in making decisions. She consumes such grooming services on
monthly basis. She got her highlights done for her sisters wedding. She is a loyal customer of
Mona J to which she switched after Rush. She believes that at Mona J, the results are promising,
i.e.; the results of a particular service shown in catalogue are exactly the same when consumed.
The quality is also one of the most promising elements of Mona J.
Cognition:
This consumer looks for quality and promising result when it comes to self enhancing activities.
Her involvement was very high because she is very much conscious about her looks and
appearance and believes that enhancing her outlook gives more self-confidence and admiration.
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The benefits that she looked for were quality, promising end results, i.e., health, shinny hair with
voluminous appearance and the colour that goes with her personality.
RESPONDANT 2:
Basis for Segmentation:
Facts:
Demographics:
The consumer is a 28 years old female, who is single who got her rebonding done at Saminas,
located near Time Medicos, opposite AKUH. She lives in Gulshan , and belongs to upper middle
social class. She is a working woman who has done her BBA from Pakistan and is currently
associated with private organization. Her monthly income is around Rs.15000, which she spends
on herself.
Cognition:
The consumer is a kind of individual who takes decision after having a careful research done and
then having a joint decision and opinion of her family. She is introvert and does not take risk.
She is high on innovation having high resources and is a Thinker. She is particularly interested in
reading books and outings with family and friends.
Consumption Specific:
Facts:
The consumer makes decision a careful analysis. She consumes such grooming services on
monthly basis. She got her rebonding done because she wanted her a solution to her
unmanageable, frizzy hair instead of compromising her hair length and playing with cuts. She
was a loyal customer of Saminas but had to switch to Saqib and Sabihas because the previous
saloon got closed and shifted to USA. She was quite satisfied with the service she consumed and
got various procedures done.
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Cognition:
This consumer looks for quality and reliability when it comes to self enhancing activities. Her
involvement was very high because she is very much concerned about the outcomes of whatever
she does. She does not like taking risk and so finds out first hand information from people who
have experienced things personally. She is also very much conscious and concerned about her
hair and cant afford to cause any damage. She likes long yet manageable hair and did not want
to compromise the length. The benefits that she looked for were quality, reliability, positive and
desired outcome, health, shinny, silk and smooth hair.
CUSTOMER PERCEPTION DUE TO MARKETING MIX USED BY THE SERVICE
PROVIDERS:
Consumer 1:
Rush is perceived to be a hair dressing saloon which delivers quality, creativity and consistency
in whatever they offer. It is a London Based saloon that is well known and appreciated among
consumers and is a competitor to Toni and Guy. Most of its clientage belongs to the higher class
society. Visiting Rush and getting your things done here is itself an experience.
Marketing Mix:
Service: Highlights
Price: 60Pounds
Place: London
Promotion: Their services are worldwide promoted through various electronic media like
facebook, websites, magazines like She and Visage.
Along with the services being promoted through various channels and experiences of the people
who come here, the consumers also get attracted to it because of the its Fame and Brand Equity.
The staff their demonstrate consumers the real pictures of various procedure performed
previously and guide customers by giving their experts opinion about what would suit them.
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CUSTOMER 2:
Saminas is a local hair dressing saloon that is perceived to be reliable having quality products
and satisfied customers. Most of its Clientage belongs to Middle-middle and upper middle class.
It is a competitor to Farseen, which again is a Karachi based saloon located in similar area
The products used are of good quality.
Marketing Mix:
Service: Hair Rebonding
Price: Rs. 20000
Place: Near Time Medicos, opposite AKUH, Karachi
Promotion: No definite strategy, word of mouth
Since the consumers get the first hand information by the customers who regularly visit Saminas
and are satisfied, people are often attracted by the results and the positive feedback. The live
examples draw people to get their beauty treatments and services done here.
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CUSTOMER PROFILE AND SEGMENTATION BASES
Customer 1:
Consumer Rooted Consumption specific
Fact Age: 24 years old Gender: female Marital Status: single. Income: Rs. 30000/ month Education: Masters Occupation: Media/ advertising Social Class: Upper Address: Clifton
Usage Rate: Varies but average-monthly basis
Usage Situation/ occasion:Sisters Wedding
Brand Loyalty: good Psychographics: Out going,
frequently engaged in outing
with friends and families,
experiences new things, is
interested in photography.
Cognition Personality Traits: Extrovert, out going,independent, decision maker
VALS: High resources, high innovation,experiencer.
Lifestyle: The consumer is an independentindividual, who is the decision maker of her
family. She is particularly interested in
photography and partying out with friends
and family, in which she is engaged very
frequently.
Believes that enhancing her outlook givesmore self-confidence and admiration
Benefits Wanted: quality and
promising results that enhances
her personality.
Level of involvement: veryhigh.
Awareness About theAlternatives: Yes
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CUSTOMER 2
Consumer Rooted Consumption specific
Facts Age: 28 years old Gender: female Marital Status: single. Income: Rs. 15000/ month Education: Bachelors Occupation: HR co-ordinator Social Class: Upper Middle Class Address: Gulshan-e-Iqbal
Usage Rate: Varies but average-monthly basis
Usage Situation/ occasion: Getrid of unmanageable hair
Brand Loyalty: good Psychographics: Interested in
reading books, information
seeker, likes watching TV and
photography.
Cognition Personality Traits: Introvert, Carefull in makingdecisions, reserved, considers family members for
opinion
VALS: High resources, high innovation, thinker. Lifestyle: The consumer seeks opinion of her
family members while making decisions.
Frequently engaged in family gatherings
Believes in looking simple yet presentable.
Benefits Wanted: quality, reliability,
healthy, shinny, silky, smooth hair
Level of involvement: very high. Awareness About the
Alternatives: Yes
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CUSTOMER MOTIVATION:
In reference to the Maslows hierarchy of needs, our customers fall in the category of satisfying their Ego
needs and self- actualization needs.
Customer 1:
The underlying motivation for this customer is her unsatisfied needs to secure a position of an achiever.
As this customer is high innovator and also have high resources to satisfy her needs. She is outgoing,
sophisticated, and a mix of ideal private self-and ideal social self.
She has a goal oriented life style focusing on both her professional carrier as well as her family. She
wants to brand herself in social gatherings with a premium brand in order to be proud of using premium
services from well-established and expensive brands to show her success among her peers and social
circles.
According to the model of motivation the underlying need of the customer is to have noticeable hairs
among social circle. She wanted to have a combination of satisfying her needs to have fun as well asbeing centre of attention possessing different hair color shades. Since hair highlighting is a new trend to
go for having different hair color look. She wanted to make her hair color more interesting but that could
not directly affect her personality. Since the customer have already took services from Rush, London and
later changed her geographical location, now she desired to have the same level of satisfaction to go for
highlights that would have same result as previously. This anxious attitude made her to search for a hair
care service having same attributes and possessing both functional and emotional benefits. This is the
tension and drive that was imposed on her and she went for searching. Her traits of egoistic approach has
rendered her to identify the hair care service of Mona J from her contacts, friends, family, and colleagues
and her perception of attaining the same fulfillment of her satisfaction in getting her hair highlights done
made her to achieve the goal. She has accomplished the product specific goal and took hair highlights
from Mona J. in this way, customer has fallen under the model for motivation.
Functional
consequences
Psychosocial
consequencesAttributes Value
Indifferent
beauty
Admiration
from people
& Self-
confidence
Highlighted
hair colors of
own choiceSelf-esteem
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Customer 2:
Our second customer is a believer. She is conservative and tends to select the brands which are well-
established and within her resources. But yet she is outgoing and knows very well how to manage her
resources and underlying deeds effectively. She is less risky and traditional but also wants to move well in
her social circle and have super egoistic approach towards using services or brands. She is believer, and
makers.
She is also focused on reliability and quality of brand and took opinion from her peer. She wanted to
achieve the same level of satisfaction and underlying motivation from Saqib and Sabihas as she used to
with Saminas. As this customer is less on innovation but has strong emotional affect as she wants to look
good and wants free from frizzy hairs. She is less caring about brands but wants similar quality of
services as her past experience. She also wants to gain fame in her surroundings, her friends, and
colleagues and is keen to hear appreciation from others.
According to the model of motivation the underlying need of the customer is to have noticeable hairs
among social circle. She wanted to get her frustration out by permanent straightening of her hairs as she
could not manage her frizzy hairs well at her workplace. Earlier the customer took services from
saminas but ultimaletly she had to switch to another service centre as saminas has moved to foreign
country. She heard from her fellows that For saqib and sabihas offer similar quality of services and
beautiful lon-term hair straightening as that saminas in high prices. Her passionate approach towards
goal accomplishment drives her to use the saqib and sabihas services to obtain her optimim level of
satisfaction. Hence the customer was delighted thru the achieving goal and thereby reduction in her
tension which has brought customer delight.
Considering the means-ends chain model,
Functional
consequences
Psychosocial
consequencesAttributes Value
Silky soft hairs
Sensual look
Social acceptance
Well managed
hairs & time
self confidence
Free from
frizzy hairs
Self-esteem
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Decision-making process:
Consumer 1
-24 year female
MBA, earning
30,000, Sec A,
independent,
decision-maker,
innovator, risk taker,
media exposure,
status conscious
- Personality-Ego,
extrovert
-Emotional appeal
(arousal & Pleasure
seeker)-Product attribute
driven by cognitive
component
-sophisticated
- Problemidentification-
Need for same
quality highlights
as from Rush
London- Information
Search-Peer
review, internet
search
- Evaluation ofexpected outcome
risk taking
- Purchase-servicesof highlights taken
- Post purchasebehavior-looksforward for
repeat purchase
External influence
Internal influence
Life styles
Decision process styles
Desire/
Needs
Experiences
Acquisitions
Experiences
Acquisitions
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Consumer 2
CUSTOMRER BEHAVIOUR:
This research explores the relationship between customers' loyalty and satisfaction with their hair
care professionals. Although the marketing literature is stuffed with studies that examine the
interaction between service providers and customers, the extant literature is almost silent
regarding hair care service providers and their clients' loyalty and satisfaction.
Research indicates that hair care providers need advanced salon skills to provide their diverse
customers with the latest styles. Therefore, basic knowledge about hair care is a necessary but
insufficient condition for customer satisfaction in the hair care industry. We also found that after
-28 year female BBA,
earning 15,000, Sec
upper middle class,
decision-maker, less
innovator, less risk
media exposure,
peer reviews, quality
conscious , believer
and maker
- Personality-Super
Ego,
-Emotional appeal
(arousal)
-Product attribute
driven by effectivecomponent
-sophisticated
- Problemidentification-
Need for same
quality hairs
rebounding
highlights as from
Saminas
- InformationSearch-Peer
review, internetsearch
- Evaluation ofexpected outcome
based on peers
experiences
- Purchase-servicesof hairs
rebounding
- Post purchasebehavior-very
satisfied and
repeat purchase
attitude
External influence
Internal influence
Life styles
Decision process styles
Desire/
Needs
Experiences
Acquisitions
Experiences
Acquisitions
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clients have had several visits to the salon, customers and hairdressers develop a bond of trust
that may lead to customer satisfaction. Both parties enact authoritative stances by raising
questions, making suggestions, and ratifying or objecting to hair-care recommendations.
However, it is our observation that some hair care providers resent negative verbal customer
feedback and do not feel appreciated for the time and energy required to achieve and maintainspecific hairstyles or services. This relationship is described as client-stylist negotiations. Often
clients may want to choose a look or style that may not promote healthy hair or will not suit
them, since some customers may be more concerned with instant gratification than long-term
hair care and healthy hair considerations.
Although brand loyalty is a well-researched inquiry, in this study we define brand loyalty as "a
deeply held commitment to rebuy or repatronize a preferred service consistently in the future,
thereby causing repetitive same-brand or same brand-set purchasing, despite situation influence
and marketing efforts having the potential to cause switching behavior. Thus, consumers
continue to buy services that provide them some degree of satisfaction and utility. We havefound that consumers switched brand (or service providers) due to the influence of price variety
and product-related features.
MARKETING IMPLICATIONS:
Brand performance is dependent upon utilitarian value, hedonic value, brand trust, brand affect,
purchase loyalty, attitudinal loyalty, market share and relative price. Based on the previous
discussion, we propose the following:
1) There is a positive relationship between customer loyalty and satisfaction, therefore haircare service providers should maintain a good relation ship with their clients which willhelp to promote customer loyalty.
2) They should also focus on client comfort. Service provider interaction is positivelyrelated to customer loyalty and satisfaction. Consequences of client comfort can includeincreased disclosure, confidence, trust, commitment, self-esteem, reduced perceived risk,
satisfaction and improved relational exchange.
3) Service quality has been defined as a form of attitude, related to but not equivalent tosatisfaction that results from the comparisons of expectations with performance. In order
to produce quality service, hair care providers must have the required skills and
knowledge to perform the service. Hair care providers must be consistent in theirperformance.
4) Hair quality is positively related to customer loyalty and satisfaction. The hair careatmosphere is defined as an enjoyable service environment that is experienced by thecustomer "servicescape" and it may have a profound effect on customer satisfaction,
especially if clients spend a substantial amount of time at the facility, which is true of
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barbershops and hair salons. We conjecture that atmosphere, timeliness, and scheduling
will be positively related to loyalty and satisfaction.
5) In addition, we also advance that customer satisfaction may mediate the relationshipbetween customer loyalty and its antecedents. Thus, we will evaluate the following
hypotheses:
6) Timeliness will be positively related to loyalty and satisfaction.7) Scheduling will be positively related to loyalty and satisfaction.8) Satisfaction will mediate the relationship between customer loyalty and its antecedents
(a. provider interaction, b. hair quality, c. timeliness, d. scheduling, and e. atmosphere).
DISCUSSION
Consistent with our research we found that the antecedents (provider interaction, hair quality,
timeliness, scheduling, and atmosphere) and loyalty and satisfaction were positively related.
Loyalty was positively related to satisfaction . We also found that hair quality, scheduling, and
satisfaction positively influenced loyalty.
We found that satisfaction mediated the relationship between customer loyalty and two
antecedents, hair quality and scheduling. Thus, the level of satisfaction may enhance the hair
quality-loyalty and scheduling-loyalty relationships among customers. Satisfaction did not
mediate the relationship between loyalty and the other antecedents (provider interaction,
timeliness, and atmosphere) in the model.
In today's fast-paced world, appearance is important to both men and women. Hair care
providers are well aware of the importance of great service and customer loyalty; however there
is little empirical information from the customer's point of view.
In the hair care profession it seems that verbal feedback is more readily accepted as opposed to
more formal surveys and questionnaires, this study provides empirical evidence demonstrating
the importance of hair quality for women and scheduling for women.
PROMOTIONAL STRATEGIES:
Since the respondents have the personality as status conscious, innovators/believers our
promotion should not focus on fancy and extravagant promotions rather focus should be on
product features which content with the need of the customers which are trying to keep the basic
values system intact at the same time going out and achieving what one desires.
Targeting should be done through word of mouth, social networking sites and uploading
procedure videos.
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Promotion should focus on complete hair care solutions and not specific to the particular service.
The brand name and logo should bare a modern and trendy appeal which will strike the target
market. This will also help in building better perception of the brand.
Since the customer have the self concept of Actual private self the promotional campaignshould show a confident, independent women with attractive shiny hair proclaiming it the best.
The customers also have the self concept of Ideal social self we can also make a promotional
campaign which shows friends/collegues/envying admiring the hair quality of the central
character.
CONCLUSION
Using the current research we investigated the mediating effects of customer satisfaction on the
relationship between customer loyalty and its antecedents. Satisfaction mediated the relationship
between customer loyalty and two of its antecedents, hair quality and scheduling in our model.Customer satisfaction did not mediate the relationship between customer loyalty and three other
antecedents (provider interaction, timeliness, and atmosphere).
This study represents one of the first to examine the mediator effects of customer satisfaction on
the relationship between customer loyalty and its antecedents in the hair care provider industry.
Another contribution of this study is that it provides additional evidence on the importance of
examining mediator models, which may provide a sensitivity analysis at the individual level.
Findings from this study have important and practical implications. Salon owners may need toconsider hair quality and scheduling in order to better satisfy customers, generate customer
loyalty, and maximize profits.
In addition, to be satisfied our findings indicate that women customers are more concerned with
quality and scheduling flexibility. The hair care service industry is evolving in a very dynamic
market and client retention is critical. Identifying the primary factors that encourage customer
satisfaction, loyalty and retention can make a very important contribution to the financial success
of hair service provider organizations as well as individual hair care professionals.
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