CONSUMER BEHAVIOUR

Study on consumers availing salon services

Term 4
2015-2017

Group
Banala Sai Siva Prasad (15F513)
Debpratim Sarkar (15F516)
Poulomi Roy (15F534)
Praveen Kumar Singh Balendra(15F536)
Sushmitha Shankar (15F555)

Background
Increase in beauty consciousness supported by growing income levels has
triggered a change in aspirations and behaviour of the consumer needs for
wellness products and services. Beauty and wellness industry has come a
long way and gained acceptance among the masses which earlier catered to
a niche segment. Consumers today want to take control of how they look and
feel, and this is driving purchase decisions across categories such as food,
beverages, personal care products and services. In response to this,
marketers have launched products and services that today constitute the 590
billion INR wellness market in India.

Objectives
To analyse the consumer decision making purchase and post purchase
behaviour while availing salon services.
Approach to the problem
The analysis would be focused on 2 areas.- Hair care segment and Skin care
segments of the beauty industry.
The theoretical model used to capture the consumers buying pattern is the 5 staged
purchase decision model.

Need Recognition
Information search
Evaluation of Alternatives
Purchase Decision
Post Purchase Behaviour

Research Design
An exhaustive process would be followed to extract primary data of qualitative nature
to yield accurate results to fulfil the projects objective. We will start with exploratory
research in which two FGDs will be done. In the FGDs we will involve students from
our college who visit these Beauty centres regularly. A literature review will be done
for the Indian geography to understand the consumer behaviour trends. In-Depth
interviews of the customers will be taken in the beauty centres during field work.
Before the In-Depth interview we will also observe the consumer behaviour of whose
In-Depth interview will be taken. Based on all this research we will identify and
present the trends in the consumer behaviour for Indian Beauty industry.

Scope and Limitations

Due to logistics and geographical constraints our scope of this project is limited to
Mangalore, Manipal and Udupi. The report focuses on the unisex salons frequented
by the middle and upper middle classes.