Application Of Marketing Concept In Marketing Of Hair Dressing Services

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 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.

Title page
Approval page
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


Summary of findings

 As known 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.
 Marketing is 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.
 The newness of marketing lies in the fact that it acquired distinct status at the turn of this century.
 According to 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”.
 The most 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.
 Ultimate 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 sis a sole propretoship type of business without employees.  The owner misss 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.
 While magic 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.
 The girls are properly dressed, courteous and seems to imbibe all the qualities required in a service provider.  There are 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.
 Mercelle D’Engy Smith by Cosmopolitan magazine says “this is the perfect break for the stressed working women”.
 All those 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 dressing services.
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