APPLICATION
OF MARKETING CONCEPT IN MARKETING OF HAIR DRESSING SERVICES
(A
COMPARATIVE ANALYSIS OF MAGIC FINGERS BEAUTY HOME AND ULTIMATE BEAUTY SALON)
ABSTRACT
This
research project is a very crucial study for the entire public that makes use
of salon within Enugu metropolis. The
researcher in this work tried to find out the extent the application of
marketing concept can help in the effective and efficient running of an
organization with particular reference to beauty salons.
The researcher
also tried to find out how the application of marketing concept helped in
motivating the users of the beauty salons compared to others that knew nothing
or little about marketing concept and its application.
The
researcher limited the scope of the study to the users of these salons at new
haven independence layout and G.R.A Enugu.
The work
specially addressed the following issues:
i.
Determine
the level of the application of marketing concept by Magic Fingers Beauty Home
and Ultimate Beauty Salon.
ii.
To determine
the quality of services rendered by magic finger beauty home and ultimate beauty salon
iii. To determine the level of disparity in terms of consumers
satisfaction with services render by magic fingers beauty home and ultimate
beauty salon.
iv. To ascertain the services provided by ultimate hair
dressing salon.
v.
To
ascertain the degree of consumer satisfaction with the current sate of beauty
salons I Enugu metropolis.
To ensure successful completion of
this work, the researcher used some research instruments, which includes
questionnaire, oral interview and personal observation for data
collection. The relevant data were
collected form respondents, which comprises of the users of the beauty homes.
Data interpretation and analysis
were done putting into
consideration the following;
i.
Age
ii.
Reaction
to new hair styles and latest beauty treatments.
iii. Reasons for choice of service provider
iv. Salons preferred and reason in percentage
Finally it was found out that:
i.
The
salon or beauty home that adopted marketing concept does better than the one
that ignores the concept.
ii.
Customer
feel more comfortable to patronize beauty homes that adopt the marketing
concept.
iii. The researcher further discovered that saloons that are
ignorant of the marketing concept record a very high degree of low patronage.
So putting the customer first and
seeing him as the king pays better in business.
TABLE OF CONTENTS
Title page
Approval page
Dedication
Acknowledgment
Abstract
Table of contents
CHAPTER
ONE
INTRODUCTION
Background of the study
Statement of problems
Objective of study
Hypothesis
Significance of the study
Need of the study
Scope of the study
Delimitations of the study
Definitions of terms
CHAPTER
TWO
LITERATURE REVIEW
CHAPTER
THREE
RESEARCH METHODOLOGY
Source of data
Population of study
Determination and selection of sample size
CHAPTER
FOUR
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
TESTING OF HYPOTHESIS
CHAPTER
FIVE
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
Summary of findings
Conclusion
Recommendation
Bibliography