Demography, personality, lifestyle and culture related questions:

1 1. Name
2 2. Age
3 3. Occupation
4 4. If working, annual income
5 5. If not working, family income
6 6. Native
7 7. Family background
8 8. About yourself (hobbies, interests, dreams)
Intro questions:
9 9. Do you visit salons?
9.1 9.1. How frequently do you visit salons?
9.2. What are the services you avail in your visits? (Reasons and variations
9.2 if any)
9.3. Which are the salons youve vsited so far? [Make note of branded and
9.3 local player names]

If combination of both: Reasons and when they choose one over the other

{Phase 1: Need arousal and recognition]

10

10. Please share a past experience which affected your decision to

visit/not visit a salon.

10.1. If ve experience leading to not visiting prev salon, then: Which salon
10.1 did you shift to after that? Why?

11

11. What are the key benefits you seek while deciding to avail services at
a salon? (Price/ambience/waiting time)

12

12. What is the one thing that drives you to the salon you visit
frequently? (key drive)

13

13. Do you visit salons alone or in a social group?

13.1. If in a group: With whom do you visit? Who decides which salon to
visit? What are the parameters considered while deciding which salon to
visit? (past experiences of family/friends; past marketing communication
13.1 from the salon)
14

14. Do you decide which salon to visit well in advance?

14.1. If yes, based on what do you decide? (Personal factors/offers by

14.1 brand/new offerings by brand/ social groups)
14.2. How much time do you generally take in making a decision to visit
14.2 the salon?
{Phase 2: Consumer information processing}
15

15. Do you gather information regarding the services offered by the

salon?

15.1 15.1. If yes, from where? What sort of information?

16

16. Do you decide on the services you want to avail before/after going to
the salon?

16.1 16.1. If after, how?

17

17. Share any commercial/conversation that made you feel good about
your decision to have visited that salon.

18

18. Do you think there is a difference in the services offered by different

salons? On what parameters do you find them different?

[If the customer has visited both branded and local, ask specifically within
each and between the two as well]

{Phase 3: Brand evaluation}

19

19. Do you tend to decide to visit the same salon immediately after
availing the service, or is it that every time you want to visit a salon, you
decide which one to visit?

20

20. How do you decide if your experience at the salon was good/bad?
Any specific criteria?

21

21. Are there any basic criteria failing which you would never want to
visit that salon?

{Phase 4: Purchase}
22

22. Has there been an instance where you decided to visit a particular
salon, but later changed your decision?

22.1. If yes, did you visit another salon or ended up not visiting any salon?
22.1 Reason?
{Phase 5: Post-purchase evaluation}

23

23. Do you ask for updates regarding new services and offers from the
salons you visit? Through which channel do you wish to stay in touch?
Please share if any.
24. Do you complain/appreciate during/after availing the services at the
salon? Do you follow up if your feedback has been implemented? Share
any incident.

24

General questions:
25. Are you comfortable visiting a unisex salon (where services are
25 offered for both men and women)?
25.1 25.1. If no: Why?
26. Are you comfortable visiting a salon where services are offered by
26 both men and women?
26.1 26.1. If no: Why?
26.2 26.2. If yes: Did you find any difference?
27 27. Do you have any aspirational salon brands?

27.1 27.1 If yes, which ones and why?

28

28. Would you fear visiting a new salon ? If yes, why?

Response-3

Debpratim
26
Student
None
8.5 lakhs
Kolkata
Working Professional
Football, Photography
Yes
Once in a month

Only haircut
Trendz and Zamzam in kolkata; Naturals in
Manipal

The barber was unable to understand the

style which was expected and in the
process gave a dull haircut.

Shifted to Zamzam; it was recommended to

me by a friend who also looks into intricate
details while getting a haircut and it proved
to be worthy.

Response-4

Response-5

Response-6

Ambience, waiting time, the skill of the

barber(incl. up to date with the latest
trends), hygiene

perfection of the barber, hygiene

Alone as well as with a friend
The place is always pre decided and it is
generally the same salon. Past experiences
like styling and service is considered.
Yes

Styling consultant availability-call the

person before going

it is pre decided hence no time req to think

Yes
offers, new products, what to do to keep my
hair in a better condition, which style which
look good

Yes

If I feel I really need it. Generally it is

recommended by the stylist

Nothing

skill of the stylist, ambience, engagement

Local saloons-used to go as a kid; decision

made by father
Branded salons-Started going after
completing high school; decision taken due
to influence of peers and recommendations
from friends

I am loyal to one salon

Expected style=Actual style; skillset of the
stylist
If the stylist lacks in meeting my
expectations

No

No
Yes. If I feel that the haircut is not proper I
address It immediately and try to make it
proper then and there. I constatntly keep on
guiding the stylist how to do the styling

Yes I prefer unisex only

yes
Hygiene factor, profile of cst, skill set of
stylist
Yes

AnJohn; to find out what diiference in

service they offer

No

Response-7

1
2
3
4
5
6
7
8
9

1.
2.
3.
4.
5.
6.
7.
8.
9.

Name
Age
Occupation
If working, annual income
If not working, family income
Native
Family background
About yourself (hobbies, interests, dreams)
Do you visit salons?

9.1

9.1. How frequently do you visit salons?

9.2

9.2. What are the services you avail in your visits?

(Reasons and variations if any)

9.3

9.3. Which are the salons youve vsited so far? [Make

note of branded and local player names]
If combination of both: Reasons and when they choose
one over the other

10

10. Please share a past experience which affected

your decision to visit/not visit a salon.

10.1

10.1. If ve experience leading to not visiting prev

salon, then: Which salon did you shift to after that?
Why?

11

11. What are the key benefits you seek while

deciding to avail services at a salon?
(Price/ambience/waiting time)

12

12. What is the one thing that drives you to the salon
you visit frequently? (key drive)

13

13. Do you visit salons alone or in a social group?

13.1
14

13.1. If in a group: With whom do you visit? Who

decides which salon to visit? What are the parameters
considered while deciding which salon to visit? (past
experiences of family/friends; past marketing
communication from the salon)
14. Do you decide which salon to visit well in
advance?

14.1

14.1. If yes, based on what do you decide? (Personal

factors/offers by brand/new offerings by brand/ social
groups)

14.2

14.2. How much time do you generally take in making

a decision to visit the salon?

15

15. Do you gather information regarding the services

offered by the salon?

15.1

15.1. If yes, from where? What sort of information?

16
16.1

16. Do you decide on the services you want to avail

before/after going to the salon?
16.1. If after, how?

17

17. Share any commercial/conversation that made

you feel good about your decision to have visited that
salon.

18

18. Do you think there is a difference in the services

offered by different salons? On what parameters do
you find them different?
[If the customer has visited both branded and local,
ask specifically within each and between the two as
well]

19

19. Do you tend to decide to visit the same salon

immediately after availing the service, or is it that
every time you want to visit a salon, you decide which
one to visit?

20

20. How do you decide if your experience at the

salon was good/bad? Any specific criteria?

21

21. Are there any basic criteria failing which you

would never want to visit that salon?

22

22. Has there been an instance where you decided to

visit a particular salon, but later changed your
decision?

22.1

23

24

25

22.1. If yes, did you visit another salon or ended up

not visiting any salon? Reason?
23. Do you ask for updates regarding new services
and offers from the salons you visit? Through which
channel do you wish to stay in touch? Please share if
any.
24. Do you complain/appreciate during/after availing
the services at the salon? Do you follow up if your
feedback has been implemented? Share any incident.

25. Are you comfortable visiting a unisex salon

(where services are offered for both men and women)?

25.1

25.1. If no: Why?

26
26.1

26. Are you comfortable visiting a salon where

services are offered by both men and women?
26.1. If no: Why?

26.2

26.2. If yes: Did you find any difference?

27
27.1

27. Do you have any aspirational salon brands?

27.1 If yes, which ones and why?

28

28. Would you fear visiting a new salon ? If yes, why?

Polo Mom

Y
once in 1.5 months
once in 1 month- free lancer

parlor- hair treatement, hena, trimming, pedicure

home-waxing, facial; facial-products bought by me
Salon close to home
Local- for emergency purpose
Salon which removed my eyebrows I will never go
there

Facial leading to rashes

Hygiene, competency, brand name, reputation

Prod usage is proper and lot of use of pdts, trust in
service,
Alone/ with daughter

I Decide if I go with daughter; recommendation from

friend
Pre-decided

As per need, and during occassions like Puja

No

Decide before

Compliment, influenced by friends

Yes
Package/offers, skill set of stylist, visible differences
felt

touch up, color, go to person

Based on the service provided, effect of hair cutlongivity

lakmenot worth risk..dont use herbal pdts,shehnaz

uses better pdts

no

Yes

massage better done by guys, take care while doing

it; facial waxing by girls

Affinity, Toni n Guy

Yes, might use bad pdts

Polo Dad

Y
Once in 2 months

Haircut, color, moustache trim and color, once a year pedicure

Prince n princess, shehnaz, habib

Depends on how they treat cst

If there is a queue they try to fit me as soon as possible, provide tea/coffee

ambience, AC, refreshment

Dont want to change the stylist-coz he knows my preferences
Alone

Mooch indicator, hair turns white

Only Sunday

Yes

Hair massage, foot massage

Before

Competency, products
Branded-pdts used are branded
Local- hygiene is not proper

convinience
satisfaction
If haircut is not proper, no extra services-free service like head massage

No

yes- in shehnaz, the massage they gave they charged 2000 bucks, poured oil on forehead

oil on forehead