1. Have you ever gotten your nails done at a salon?

Have you ever gotten your nails done at a salon? Yes

No

2. What is the main reason that prevented you to go to a nail salon?

What is the main reason that prevented you to go to a nail salon? Price
Service (staff, hygiene, waiting time, etc.)
I prefer to do my own
Location

3. How often do you usually get your nails done at a salon?

How often do you usually get your nails done at a salon? Once a week
2-3 times a month
Once a month
Less than once a month

4. Would you consider visiting a salon for free professional advice and
tailored treatment recommendation?

Would you consider visiting a salon for free professional advice and tailored treatment recommend
No

5. Do you usually make an APPOINTMENT or just WALK IN and wait to

be served?

Do you usually make an APPOINTMENT or just WALK IN and wait to be served? I make an APPO
I use the WALK IN service

6. What nail services do you get done regularly? (please select all that
apply)
What nail services do you get done regularly? (please select all that apply) Manicure

Pedicure
Nail art
Acrylic nail

7. How important is for you the quality and the brand of the products
used?
How important is for you the quality and the brand of the products used? Very important - I prefer
Sort of important - I don't choose salons based on products used
Not very important - I don't know brands

8. Would you be willing to pay more for a premium service (eg.

appointment only, no waiting, tailored treatments, drinks and a personal
touch)?

Would you be willing to pay more for a premium service (eg. appointment only, no waiting, tailored
No

9. Would you be willing to pay more for natural/eco products that do not
harm your nails or skin?

Would you be willing to pay more for natural/eco products that do not harm your nails or skin? Yes
No

10. Would you buy retail items, from the salon, that your nail technician
recommends?
Would you buy retail items, from the salon, that your nail technician recommends? Yes
No
Done

Powered by SurveyMonkey
Check out our sample surveys and create your own now!

RESEARCH PROJECT REPORT

ON
CONSUMER BEHAVIOUR TOWARDS
SALON MARKET
SUBMITTED FOR THE PARTIAL FULLFILLMENT OF THE DEGREE OF BACHELOR OF
BUSINESS ADMINISTRATION
OF
University Name
BY
Student Name
UNI.ROLL NO.000000
BBA 5TH SEMESTER
UNDER THE SUPERVISION OF
Guide Name
LOGO
College Name

CERTIFICATE OF SUPERVISOR

This is to certify that the project titled Study on consumer behaviour towards salon
market in chd. is academic work done by Student Name submitted in the partial
fulfillment of the requirement for the award of the degree of Bachelor of Business
Administration from College Name , under my guidance & direction. To the best of my
knowledge and belief the data & information presented by her in the project has not been
submitted earlier.
STUDENT DECLARATION
I, hereby declare that I have completed the Project titled Study on cosumer behavior
towards salon market in chd. under the guidance of (Teacher Name) in partial
fulfillment of the requirement for the award of degree of Bachelor of Business Administration
at (College Name). This is an original piece of work & I have not submitted it earlier
elsewhere.
PREFACE
For management career, it is important to develop managerial skills. In order to achieve
positive and concrete results, along with theoretical concepts, the exposure of real life
situation existing in corporate world is very much needed. To fulfil this need, this practical
training is required.
I took training in fast growing Tress Lounge Academy located in Sector- 8 Chandigarh. It
was my fortune to get training in a very healthy atmosphere. I got ample opportunity to view
the overall working of the company.
This report is the result of my six weeks of summer training in Tress Lounge Academy. The
subject of my report is about consumer behavior.
Theoretical knowledge without practical knowledge is of little value. In order to achieve
positive & concrete results along with theoretical concept the exposure of real life situation
existing in corporate is very much needed. To fulfil this need the management course has a
provision for the practical training program. I thank my institute to provide us such
opportunity having training period in our course so that students can have real feeling of
industrial life.
I took my summer training in Tress Lounge Academy Sector -8 Chandigarh. It was my
fortune to get training in very healthy atmosphere In the coming pages an attempt has been
made to present a comprehensive report is concerning different aspects.
INDEX
Sr. No. Particulars Page No.
1. Consumer Behaviour
a. Consumer v/s Customer
b. Factor influence consumer behaviour
c. Applications of consumer behaviours
2. Industry Profile
a. Introduction
b. Saloon industry in India
c. History of Beauty salon in India
3. Company Profile
a. About Tress Lounge
b. Foreign Collaboration
c. Services offered by company

d. 3C- Report of company

e. Competitors
4. Research methodology
a. Data Collection
5. Objective of the study
6. Limitations of the study
7. Data presentation, analysis and interpretation
8. Conclusion
9. Recommendations
10. Bibliography
11. Questionnaire Design
a. Questionnaire
6|Page
CONSUMER BEHAVIOUR
Consumer behavior is defined as activities people undertake when obtaining, consuming
and disposing of products and services.
Consumer behaviour is the behaviour that consumer displays in searching for purchasing,
using, evaluating & disposing of the products and services that they expect will satisfy their
needs.
Defination by C.G.WalterConsumer behavior is the process where by individual decides whether, when, what, how
and from where purchase goods and services.
A persons behavior changes from place to place and situation to situation or, say it is very
inconsistent. The person when has a need, is willing and able to satisfy the need is called a
CONSUMER. The consumer would go different ways to satisfy its needs depending on his
social, cultural, family, economic and educational background. Consumer is the principle a
priori of business. The efficiency with which a free market system of enterprise operates,
depends upon the extent of consumer understanding possessed by the business
community. A business community that is ignorant of consumer preferences cannot possibly
fulfill its obligations in a meaningful and responsive manner.
So here comes the need to prepare project report on CONSUMER BEHAVIOUR. Consumer
Behavior is broadly defined as the behavior the consumer displays in searching for,
purchasing, using and evaluating products, services, and ideas which they expect will

satisfy their needs. Consumer Behavior is not only the study of what people consume, but
is also the study of who the consumers are, why they consume, how often they consume,
and under what conditions they consume.
CONSUMER BEHAVIOUR refers to the buying behavior of ultimate consumers, those
persons who purchase products for personal or household use, not for business purpose.
There are Psychological Theories that help us to understand and predict the effect of all
external and internal factors on a consumer. External factors include Culture, Society,
Reference group and family etc. Internal factors comprise in a consumer mind and how
consumers learning, memory, attitude, personality, lifestyle and motivation levels affect
consumer behavior. What would initiate a buying process and how a buying decision would
end is all covered under the study of consumer behavior. This all further helps relate
product / service, price and promotion etc. with consumer behavior. Thus organization can
place marketing mix so as to propagate their product/services.
The present study on Salon market is also trying to find Consumer Perception about
different brands of beauty, quality of service and how offers, discounts, promotional offers
affecting the sale of services, the brand image of company.
PSYCHOGRAPHIC
In psychographic segmentation buyers are divided into different groups on the basis of
lifestyle and \ or personality. People within the same demographic group can exhibit very
different psychographic profiles. These psychographic bases are often difficult to measure,
but they offer potential rewards in terms of providing management with a more relevant
basis for differentiating between segments of a market.
LIFESTYLE
People exhibit many more lifestyles than are suggested by the seven social classes.
Peoples product interests are influenced by their lifestyles. In fact the goods they consume
express their lifestyles. Marketers are increasingly segmenting their markets by consumer
lifestyles. Companies making cosmetics, alcoholic beverages, and furniture are always
seeking opportunities in lifestyle segmentation.
PERSONALITY

Personality affects the consumption of many goods, particularly those consumed publicly.
An aggressive personality for example, may be reflected in the choice of ostentatious
clothing, furniture, and automobiles. Preferences are frequently so different that it is
impossible to serve all personality types with the same product or brand. A recognition of
important personality types can help management position it s towards a profitable
segment or segments.
Marketers have used personality variables to segment markets. They endow their products
with brand personalities that correspond to consumer personalities.
Consumer vs Customer
ConsumerA consumer is anyone who typically engages in any one 0r all of the activities. It is one who
consumes/uses the product.
CustomerIt is one who actually purchases a product or service from a particular organization or shop.
A customer is always defined in terms of a specific product or company.
Factor influence consumer behavior
External Influence
Culture
Sub-culture
Social status
Reference Groups
Family
Marketing Activities
Self-Concept & Lifestyle
Internal Influence

 Perception
Learning
Memory
Motives
Personality
Emotions
9|Page
Applications of Consumer Behavior
Analyzing market opportunity
Selecting the target market
Determining the product mix
Product
Price
Distribution
Promotion
Use in non-profit and social marketing
10 | P a g e
COMPANY PROFILE
Introduction
Fast growing and prolific, the beauty salon industry is focusing on developing talent to grow
a loyal customer base willing to spend on expanded products and services. The industry felt
declines during the economic downturn, but still remained one of the strongest performing
within personal care. The industry is now even one of the fastest growing industries in the

U.S. Barriers to entry to the industry are minimal, creating intense competition for the
consumer spending dollars available. The main draw for beauty salons is the stylists they
employ.
In the 21st century, beauty and make up are like the wheels of a cart or the two sides of a
coin. Women are beautiful in themselves; but a little make-up does help a lot and it keeps
one to make the day better and happier. Every woman wants to be pretty whether she s
young or old so the beauty salon is the place to go. Beauty salons are also like a temple;
however, the difference is that we go to worship in the temple and in the beauty salon we go
to be worshipped by the beauticians and by the other people around. The beauty salon has
become an almost iconic figure in Western culture and Southeast Asian culture as well as in
modern generation. The beauty salon is where a woman goes to have their hair and nails
done, but is also a center for community news confessions and general hen parties. As
such, choosing a beauty salon is a process most women (and even men) will undergo.
The first thing to start in choosing a salon is to evaluate what needs to be done. A woman
who just wants her hair trimmed might go to a beauty salon than women who wants a
permanent coloring, or more extensive services. If a woman wants her hair cut promptly and
that day, she might be better off visiting to a walk-in salon, more willingly than trying to find
her regular stylist. For other kind of services, a woman might want to think about a fullservice in by-appointment-only beauty salon. This signifies that she will have a stylist who is
expecting her and definitely knows what she wants to be done.
Women should also choose a beauty salon based on their ethnic background. This may
sound strange, but different ethnic groups have different hair needs. A salon that has a
primarily Filipino-Korean clientele, for instance, will be much better versed in working with
the unique needs of black hair. A white stylist may not be as familiar with these needs.
Salons also may carry different products, depending on the ethnicity of their clients
Scenario of Salon Market- In India
The beauty business in india is growing phenomenally with the cosmetics market growing at
15-20% annually, twice as fast as that of the united states and European markets.
The retail beauty and cosmetics market in India currently estimated at USD, 950 million is
pegged at USD 2.68 billion by the year 2020.

Over the last few years cosmetic products have seen a growth of 60%,salons have see a
growth rate of 35%,cosmetic treatments are seeing a growth rate of 5%.
The hair and beauty industry is seeing a per capita annual spend of USD 1.2 which is
expected to grow to USD 6.2 by 2015.
India has about 10,00,000 no. of salons this no. is constantly growing.
Basic grooming and hair care seems to spend of Rs.200-Rs.1000 from the salon goers.
Women contribute to over 85% of the salon industry revenue.
Mens hair is the next wave set to hit the Indian salon industry.
The spa and body treatment segment is estimated to grow approximately USD 772 million
over the next five to eight years.
.
History of Beauty Salon In India
If you arent aware of it yet, the history of beauty salons is not relatively new to the world.
Back in the days of the ancient Egyptians, people from
the upper classes would normally have their hair clipped very close to their heads. This is
so they could wear full and fancy wigs on top of their heads for special occasions,
ceremonies and public outings. Back then, the beauty salons were the places where wigs
were being made and ordered. While many beauty salons could be found inside the palaces
of the rich and noble, there were also a few on the streets which the commoners
frequented.
As a result of this history, many people had become accustomed to having their hair styled
for them throughout the years. Now beauty salons are not only limited to styling hair. Almost
all Beauty Salons now are offering many different beauty services. These services include
colour, perms, facial treatments, massages, manicure/pedicure, waxing, tanning and many
more. Indeed, beauty salons throughout history have progressed
SALON PROFILE

Introduction
About Tress Lounge
Tress Lounge is distinguished chain of beauty salons spearheaded by spirited Leaders Mr
Munish Bajaj & Ravi Midha (Executive Directors) . The self madeMunish Bajaj combined his
determination, efforts and entrepreneurial acumen to successfully branch out into beauty
salon ventures in 2003. Ever since then, this brilliantly done beauty venture called Tress
Lounge has been in full bloom. At present they own a chain of saloons in Chandigarh,
Panchkula, Mohali and Ludhiana.
Working in Collaboration with L'Oreal, Tress Lounge offers a whole raft of bang up beauty
Services to make you look just the way you want. Tress Lounge boasts some of the finest
L'Oreal trained beauty experts who are the masters of their craft. Whats more: Tress
Lounge is the regions exclusive sale point for L'Oreal Beauty products.
Oozing with the top rate services and products, Tress Lounge has become a preferred
choice of the people of this region. And as always, they are pulling out the stops to ensure
that they keep all their clients happy, peppy and beautiful.
Tress Lounge is pleased to offer you massage to help you relax, detoxify and uplift and
stimulate your body. Ease stress, increase circulation, smooth muscles soreness and pain
with this traditional massage customized to your needs. With following brands we facilitate
newer concept of the life
Tress Lounge Prive (the private lounge) offers all Hair and Beauty services with a
luxurious pampering ambience. The lounge is created for people who like to relax and
rejuvenate themselves.The Seven Sea Spa is well equipped with ancient ayurvedic
therapeutics blended with modern rejuvenating techniques. One can expect for an oriental
ride while enjoying the blissful benefits of revitalization and relaxation.
The multispecialty gymnasium, the Oxy Gym, is equipped with imported Johnsons
machines and has latest facilities of approved Cardio and advanced weight training under
expert supervision. Subsequently, comprehensive set of rejuvenation amenities including
Thai Spa, Steam Sauna and Jacuzzi facilities have also been introduced.

Hair Raiserz, A flagship Salon of Matrix.Those vying for a glowing sheen to the flowing
Ladies, the salon is nothing less than a bliss. Besides, it houses a complete bridal studio
and nail art techniques workshop. While the latest bridal concepts are enough to leave the
would be bride blushing, the masters of nail art technique at their best while portraying their
exotic nail art designs with unique colour patterns.
A mesmerizing ride to soulful pleasures is all oneA mesmerizing ride to soulful pleasures is
all one can summaries at Tress Lounge, as a visit to the Tress Lounge seems enough for a
complete recharging. With a potential to pamper all senses at one place, Tress Lounge is
coming up as a future trendsetter for the city residents whose cravings for perfect sensual
pleasure. What more you can ask for, the rates at the Tress Lounge have been kept quite
reasonable. In short, a visit to the Tress Lounge is must.
Working in collaboration with LOreal, Tress Lounge offers a whole raft of bang up beauty
services to make you look just the way you want.
Oozing with the top rate services and products.Tress Lounge has become a preferred
choice of the people of this region and as always,they are pulling out the stops to ensure
that they keep all the clients happy, peppy and beautiful
Tress Lounge boasts some of the finest LOreal trained beauty experts who are the
masters of their craft. Whats more: Tress Lounge regions exclusive sale point for L Oreal
beauty
Foreign Collaboration
Working in collaboration with LOreal,Tress Lounge offers a whole raft of bang up beauty
services to make you look just the way you want.LOral is the worlds largest cosmetics
company; present in over 130 countries with 66,600 employees world-wide. The company
had a turnover of 19.5 billion Euros in 2010.
The company has been present in India for close to 20 years and in 2009 celebrated its
global centenary. Today, LOral India is one of LOrals fastest growing subsidiaries and
employs over 1000 people across six sites including: four regional offices, a factory in
Chakan, Pune and its headquarters in Mumbai.

LOrals leadership is achieved through cutting-edge technology with a portfolio of wellknown brands that answer all beauty needs and are distributed in all channels. Each brand
benefits from considerable investments in research made by the L'Oral Group. The
Group's research efforts, unique in the beauty industry, permit each brand to benefit from
formulas specifically adapted to the needs of men and women worldwide, within each
market or distribution circuit that is present.
In India, L'Oral brands are present in the following four main categories:
Consumer Products
LOral Paris
Garnier
Maybelline New York
Luxury Products
Lancme
Kiehls
Ralph Lauren
Giorgio Armani
Diesel
Professional Products
LOral Professional
Matrix
Krastase
Kraskin Esthetics
Active Cosmetics
Vichy
La Roche Posay
Services Offered By Salon

Hair Cutting
Wax
Bleach
Threading
Skin Care
Combs
Nail Bar
Makeup etc.
3C-Report of company Company-LOREAL
Salons-Tress lounge& Hair raiserz
Competition Lakme
Wella
Cleopatra
Customer
COMPETITORS
Lakm is an Indian brand of cosmetics, owned by Unilever and run by CEO Anil Chopra.
Lakme started as a 100% subsidiary of Tata Oil Mills(Tomco), part of the Tata Group; it was
named after the French opera Lakm, which itself is the French form of Lakshmi, the
goddess of wealth, also renowned for her beauty. Indian cosmet Lakme was started in
1952, famously because the then Prime Minister, Jawaharlal Nehru, was concerned that
Indian women were spending precious foreign exchange on beauty products, and
personally requested JRD Tata to manufacture them in India.Simone Tata joined the
company as director, and went on to become its chairman. In 1996 Tata sold off their stakes
in Lakm Lever to HLL, for Rs 200 Crore (45 million US$), and went on to create Trent and

Westside. Even today, when most multinational beauty products are available in India,
Lakme still occupies a special place in the hearts of Indian women.
Wella Wella is a German company, and one of the world s largest cosmetics suppliers.
Founded in 1880 by Franz Stroher, with its headquarters inDarmstadt, Germany, the
company is represented in over 150 countries. It directly owns three business divisions Professional, Consumer, Cosmetics and Fragrances. In 2003 Procter & Gamble acquired a
controlling interest in Wella AG
RESEARCH METHODOLOGY
Keeping in view the Salon Market in INDIA which is very broad and becoming Competitive
day by day, we decided to study the current scenario of the market.
DATA COLLECTION
The following techniques were adopted for data collection :
PRIMARY DATA
Primary data was collected through face to face interviews while filling up questionnaires.
(100 RESPONDENTS)
SECONDARY DATA
Relevant information was gathered from magazines, newspapers and project reports that
formed the secondary data.
COMMUNICATION APPROACH
Face to face interviews was taken as the communication approach since it is a better
method in cases where slight probing is required
SAMPLING
SAMPLE SIZE
A sample size of 104 customer was chosen, but due to incompletely filled questionnaires
and unwillingness and carelessness on the part of the respondents, we were forced to

reduce the sample size to 100. This sample size was based upon time and affordability
approach.
SAMPLING TECHNIQUES
Disproportionate stratified random sampling technique has been used in sampling due to
the following reasons :
1.

It provides information about parts of the universe.

2.

It provides help in gaining precision through stratification.

Questionnaire Design
The questionnaire used was a printed, well structured formalized schedule to obtain and
record specified and relevant information with fair accuracy and completeness.
The questioning process was face to face interviews and the questionnaire was designed
in such a way that it could be understood and answered easily by the respondents. The
questionnaire contained both close and open ended questions. The close ended questions
were dichotomous and multiple choice in nature. Since some of the questions were probing
in nature and required answers on the basis of memory of the respondent. In such type of
questions there is a risk that the respondents will answer whatever comes to their minds,
thereby reducing the impact of the study. Keeping these considerations in mind, firstly the
period of time in which respondents were asked to respond was reduced, since it has been
found that the longer the reporting period, the less accurate the reporting.
Secondly, to help respondents to think deeper and clearly more questions in a way that
stimulated association, thereby assisting the recall process about the event.
METHDOLOGY
Survey Method
I have chosen the exploratory research method for the research. In this method all the
questions are close ended. Except for few questions that needed to be known as in
question 10 of asking the satisfaction and dissatisfaction level and know their problems with
respect to the brand they have used. The options in the form of yes or no, Ranking &

choosing one alternative out of various alternatives, I could not take the open-ended
questions in the Questionnaire because of time constraint. The time given for this research
is very short to analyze the survey in Depth. The number of question related to consumer
behaviour research is 16. Out of which 4 Related to personal details.

Sample size: 100

SRSWR

Sex ratio: 1:1

The studies were conducted in localities

Mainly Students were covered and 10 % others considered for the study.

[College/school/Univ./inst./housewives]

Sample coverage 50 male and 50 girls

Other questions were asked about the personalities of the salon products with the brand
image they perceive.
Factors concering choose a salon
Services
Products
Staff
Ambience
Cleanliness & hygiene
. OBJECTIVE OF THE STUDY
To study the current salon market of Tri-city.
To analyze the relationship b/w a specific brand & its buying behavior
To assess whether discounts/promotional offers influencing the buying behavior of the
customer

 To study the impact of quality of service on the consumer buying behavior

LIMITATIONS OF THE STUDY The probable limitations of this study are as under :
1. The first and foremost limitations was time constraint which was only one months, but still
efforts have been made to put the picture as clear and candid as possible.
2. Samples were randomly selected as per convenience so error is bound to creep in the
observation.
3. The conservative attitude of the respondents was a limiting factor in gaining information
DATA PRESENTATION,ANALYSIS,INTERPRETATION
DATA PRESENTATION,ANALYSIS,INTERPRETATION