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.
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.
researcher limited the scope of the study to the users of these salons at new
haven independence layout and G.R.A Enugu.
specially addressed the following issues:
Determine the level of the
application of marketing concept by Magic Fingers Beauty Home and Ultimate
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
iv. To ascertain the services provided by ultimate hair
To ascertain the degree of
consumer satisfaction with the current sate of beauty salons I Enugu
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;
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:
The salon or beauty home
that adopted marketing concept does better than the one that ignores the
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
Table of contents
Background of the study
Statement of problems
Objective of study
Significance of the study
Need of the study
Scope of the study
Delimitations of the study
Definitions of terms
Source of data
Population of study
Determination and selection of sample size
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
TESTING OF HYPOTHESIS
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
Summary of findings
BACKGROUND TO STUDY
history moves towards the year 2005 with its awe inspiting problems and
opportunities, the subject of marketing is attracting increasing attention form
companies, institutions and nations.
an old, as well as a new profession. It
existed in the olden days or since the beginning of man. That was the time of barter. Marketing started evolving in earnest when
small producers began to manufacture their goods in large qualities in
anticipation of future orders.
The concept of divide on of layout and the ensuring
specialization gave rise to this production of surpluses.
of marketing lies in the fact that it acquired distinct status at the turn of
Chewe (1987; p;10) “The marketing era dawned as manufactures finally recognized
that they should first find out the needs and wants of consumers and then
produce godds that would meet those needs and wants”.
recent business groups to take an interest in marketing are professional
service providers such as physicians, consultants, beauty service provides etc.
service rangers from those that support products to those that exist on their
own as object of exchange. It is
essentially intangible and does not result in the ownership of anything. It s production may or many not be tied to a
physical product. Beauty salons belong
to that group that can be categorize as a major service with accompanied minor
goods. Its is people based.
beauty saloon like most salons in Enugu metropolises is characterized by low
capital, numerous but atomized sellers imperfect competition arising mainly
from impact knowledge by service providers and consumers of the service. Its is also characterized by poor educational
background ultimate beauty salon is situated at o. 21 N29 street independence
layout, Enugu, in the garage of a duplex building. It is a sole propretoship type of business
without employees. The owner miss Ijeome
Nwosu is a S.S.C.E holder that lack professional training on cosmetology,
dermatology and other professions that are associated with beauty salon
operation. Her service is restricted to
only hair treatment whereas there are many unadventured areas in beauty
salon. She has no plan for expansion
neither has she learnt about marketing concepts less it’s application.
fingers beauty home located at No. 24 Queen’s Drive, Victoria Island Lagos is a
foreign like beauty salon that makes use of the marketing concept.
It has an exotic, beautifully designed building. The calm and relaxing atmosphere is quiet
wonderful. It has a frontal large expose
of land. The beauty salon is staffed
with first graded therapists. They have
every possible treatment including carthiodemine aromatherapy, seaweed bath,
manicures, a medium size Olympic swimming pool, a new light diet room, sauna
baths, hair treatments, hydrotherapy, thalgo body treatments, spa bath, sauna
and steam rooms, G.S vibro message etc.
are properly dressed, courteous and seems to imbibe all the qualities required
in a service provider. There is about a
hundred staff, ranging from unskilled professionals like gardeners, security
men etc. to beauty specialists or experts.
Because of competitors like shribland hall health clinic spring hydro,
sopwell etc. they make use of the marketing concept to remain the market leader in beauty industry.
D’Engy Smith by Cosmopolitan magazine says “this is the perfect break for the
stressed working women”.
that have been to magic fingers or other sophisticated salons in Lagos and have
also been to Ultimate Hair Dressing Salon or ay other toddling stage salon
within Enugu metropolis can see that there. Is a great need for the application
of marketing concept for the current world standard I the marketing of hair
STATEMENT OF PROBLEM
women get involve, educated sophisticated, widely exposed and try to meet up
with their counterparts in other states, the need for upgrading our beauty
salons raised. T the increasing cases of acid victims, over bleached skins,
increase in number of foreigners, beauty conscious albinos, the quest for a
modernized beauty saloon is on the
salon industry in Enugu harbours the greatest number of confident
tricksters. There is no legal body that
monitors or investigates compatibility of the service providers. There are no rules or regulations as to the
basis educational requirements for people setting up beauty saloon like
qualifications in dermatology, cosmetology etc.
their level of performance is frustratingly below trends.
is continuously made with little or no notification to notification to the
consumers. Some dabble into services that hey do not have the necessary skills
and training to perform like pedicure, facial treatment, manicure etc.
location, elaborate facilities and other conveniences (example air condition,
fan, and sweet sound), external appearances, tasteful interior decorations etc.
are not taken into consideration when citing service business location.
mentioned problem is noticed with ultimate saloon but in the contract they have
been already taken care of by magic fingers beauty home. As a result, this study is undertaken to find
out if there is need for the application of marketing concept in beauty salons
in Enugu metropolis.
OBJECTIVE OF THE
To determine if the level
of the application of the marketing concept by magic fingers beauty home and
ultimate beauty salon.
To determine if the
quality of services rendered by magic fingers beauty home is higher than that
offered by ultimate hair dressing salon.
To determine the level of
disparity in terms of consumer satisfaction with service rendered by magic
fingers beauty home and that of ultimate hair dressing salon.
To ascertain if there are
areas consumers would like the services provided by ultimate hair dressing
To ascertain the degree of
consumers satisfaction with the current state of beauty salons in Enugu
1. There is
higher consumer satisfaction on the quality of service rendered by magic
fingers beauty home than that of ultimate hair dressing salon.
2. Magic fingers
beauty home covers wider areas than ultimate hair dressing salon.
SIGNIFICANCE OF THE
usefulness of this study will be seen in three categories.
It’s benefits to:
A. CUSTOMERS: When the marketing concept is applied or used by
proprietors in marketing the service of their beauty salon, consumers will be
better satisfied. The quality of service
will be higher. Consumers will be
offered a wider range of quality services.
The service will now be received form experts in a cleaner environment
and the customer will have a sense of belonging.
B. THE SERVICE PROVIDER/SALON: This study is necessary so that the proprietor of
ultimate hair dressing salon will know areas she is lacking and offer services
that carter to current and anticipated needs.
One can equally start producing, pricing, distributing, promoting and
processing her services in a way that customer’s value.
Ultimate can now start using marketing led strategies and
desire to meet needs better than competitors.
She can with the aid of result form this research study increase her
market share and profit and it will also guide her in employee selection.
C. GOVERNMENT: From this study,
the government would make provisions for courses like dermatology, cosmetology,
beauticology etc. in our institutions of higher learning.
It will also increase gross nation profit and also
increase employment then reduce quest for government paid jobs.
NEED FOR THE STUDY
If we look
at what is happening in the Enugu business sector, we see that they don’t make
use of the marketing concept and this is true of beauty salons.
Again if we
consider the class of people that operate salons – school dropouts, illiterates
etc. you see that none of them is aware what the marketing concept is all
They leant by merely watching their boss do it. There are many areas salonists ought to
operate like facial and skin surgeries, thalgo body treatment etc. which are
current not being practiced.
of people especially those that use medicinal creams like demovate and
tempovate just to become fair incompletion need salonists to advise them on
more suitable product for their skins.
SCOPE OF THE STUDY
lovers all the users of magic fingers beauty home which is a foreign like based
salon. Because of the distance very few
people are involved. The study also
covers the users of ultimate hair dressing salon, here in Enugu. Again since
ultimate hair dressing salon is ran by a sole proprietor, there will be no need
talked of personnel. So in the two case studies
being studied, only the users of this salon within Enugu metropolis will be
DEFINITION OF TERMS
SAUNA BATH: - Steam
bath (house) originated in Finland
SPA BATH: - Spring of mineral water having medicinal
COSMETOLOGY: - Study
of cosmetics while Cosmetics is a
preparation substance, especially one that adds colour,
designed to make the skin or hair beautiful
DERMATOLOGIES: - Experts
in dermatology which also
means the study of the skin and it’s diseases.
HYDROTHERAPY: - Use
of water in treating skin problems.
BEAUTY SALON: - An
establishment in which women receive
treatment of the skin, hair etc. to increase their
LIMITAION OF THE
limitations of the study can be analyzed under the following sub-headings: -
limit given for the completion of this work is to short for an effective
completion of this work coupled with other academic leads which the researcher
level of most of the service providers are considerably very low that some of
them shy away from being asked for information which they are supposed to give
3. SCOPE OF THE
The scope of
this study is too wide that the researcher cannot be able to reach the whole of
the service receivers in order to get their views and opinions concerning the
beauty industry taken cognizance of their problems and prospects.
effectively cover the scope of this research, the researcher need to travel to
various areas concerned and bearing in mind the high cost of mobility the
researcher was unable to completely tackled these constraint.
Ho: Both magic finger beauty
home and ultimate beauty salon offer the same level of satisfaction
Hi: magic fingers beauty home satisfied the customers more
than ultimate salon.
Ho: Magic fingers beauty home and ultimate beauty salon
covers equal areas in relation to beauty services
Hi: Magic fingers beauty home covers wider areas than
ultimate salon relation to beauty services.