FACTORS INFLUENCING THE BEAUTY PARLOR CHOICE

DECISION

A Project Work Report

Submitted By:
Sandhya Khanal
P.U Registered No.:2016-2-03-2037
Exam Roll No.:17032326
Atlantic International College

Submitted To:
Office of the Controller of Examination
Pokhara University
Lekhnath-Kaski

In Partial fulfillment of the requirement for the Degree of

Bachelor of Business Administration (BBA)
Kathmandu, Nepal
2019
 Declaration

I hereby declare that the project work entitle “Factors Influencing the Beauty Parlor Choice
Decision” submitted to the faculty of management, Pokhara university, Lekhnath-Kaski is an
original piece of work under the supervision of Prakash Kumar Gautam , Atlantic International
College, Samakhushi, Kathmandu and is submitted in partial fulfillment of the requirements for
the award of the degree of Bachelor of Business Administration (BBA). This project work report
has not been submitted to any other university or institution for the award of any degree or
diploma.

………………..

Sandhya Khanal

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 Acknowledgements

The central objective of this project report writing is to meet the partial fulfillment of the
requirement for the degree of Bachelor of Business Administration and integral part of BBA
programme designed by faculty of management, Pokhara University.
This work is the result of dedication and assistance rendered by certain personalities to
whom I am debited to. First of all, I would like to thank Pokhara University for providing us
this opportunity to gain practical knowledge on the field of interest. I would like to extend my
sincere gratitude to our principal sir Mr. Shankar N. Adhikari and supervisor sir Prakash Kumar
Gautam for their valuable suggestions and inspiration to prepare this project report.
I would also like to show appreciation to library and administrative staff of Atlantic
International College for their proper guidance and help to complete the project report. I also
would like to thanks to all my friends and my teachers to make research and to prepare this
report.

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 Executive Summary

My research topic is "Factors Influencing the Beauty Parlor Choice Decision" to understand how
customers takes service at beauty parlors, and background of the problem has been studied.
Background of the problem includes studying factors influencing parlor choice decision and
customer's habit of taking service.

To meet the objectives of this study, descriptive research design is used. Data is collected from
the customer who visits beauty parlor. 100 customers are taken as sample under the study.
Primary data are collected through structured questionnaire. For this study, questionnaire was
used as a tool for data collection on a five point Likert scale. The broad objective of the research
understands the factors influencing the beauty parlor choice decision made by the customers. The
broad objective has been broken down into a number of specific objectives such as examining
the impact of price, quality, techniques used, perception of customers towards hygiene, testing
the influence of proximity in beauty parlor choice decision.

I have performed my project report on this topic because at present context, almost all the
women visit beauty parlor in order to enhance their physical appearance. During project report I
found that most of the women focus on the quality of service provided by the parlor, hygiene
maintained in the parlor and proximity. Beauty parlor is emerging day by day along with various
services and treatments according to the changing environment as per the need of the customers.

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Table of Content

Declaration ....................................................................................................................................... i
Acknowledgements ......................................................................................................................... ii
Executive Summary ....................................................................................................................... iii
Table of Content ............................................................................................................................ iv
List of Table ................................................................................................................................... vi
List of Figure................................................................................................................................. vii
CHAPTER 1: INTRODUCTION ................................................................................................... 1
1.1 Background of the study .................................................................................................. 1
1.2 History of Beauty Industry ............................................................................................... 2
1.3 Statement of the Problem ................................................................................................. 3
1.4 Objectives of the Study .................................................................................................... 4
1.5 Significance of the Study ................................................................................................. 4
1.6 Review of literature .......................................................................................................... 4
1.7 Conceptual Framework .................................................................................................... 7
1.7.1 Operational Definition of Variables ............................................................................. 8
1.8 Hypothesis ........................................................................................................................ 8
1.9 Methodology .................................................................................................................... 9
1.9.1 Research Design ........................................................................................................... 9
1.9.2 Population ..................................................................................................................... 9
1.9.3 Sampling Design........................................................................................................... 9
1.9.4 Sample Size ................................................................................................................ 10
1.9.5 Data Collection Methods ............................................................................................ 10
1.10 Limitations of the Study ............................................................................................. 10
1.11 Organization Structure of the Study ........................................................................... 10
Chapter 2: Data Presentations, Analysis and Major Findings ...................................................... 11
2.1 Introduction .................................................................................................................... 11
2.2 Data Analysis ................................................................................................................. 11
2.3 Background Information from Respondents .................................................................. 11
2.4 Frequency Analysis ........................................................................................................ 11

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 2.4.1 Frequency Analysis of Age ........................................................................................ 12
2.4.2 Frequency Analysis of Occupation............................................................................. 13
2.5 Descriptive Analysis ...................................................................................................... 14
2.6 Reliability Test ............................................................................................................... 15
2.7 Correlation Analysis ....................................................................................................... 16
2.8 Regression Analysis ....................................................................................................... 19
2.9 Coefficient Analysis ....................................................................................................... 20
2.10 Major findings ............................................................................................................ 22
Chapter 3: Summary, Conclusion and Recommendation ............................................................. 23
3.1 Summary ........................................................................................................................ 23
3.2 Conclusion...................................................................................................................... 24
3.3 Recommendation ............................................................................................................ 24
Bibliography ................................................................................................................................. 26
APPENDIX I ................................................................................................................................ 28

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 List of Table

Table 1 Classification of respondents on the basis of Age………………………………….12

Table 2 Classification of respondents on the basis of Occupation…………………………13
Table 3 Descriptive Statistics…………………………………………………………………14
Table 4 Reliability test as a whole.................................................................................................15
Table 5 Correlation Analysis between Customers Choice Decision and its Factors……….. 16
Table 6 Model Summary and ANOVs………………………………………………………..19
Table 7 Coefficient table……………………………………………………………………....20

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 List of Figure

Figure 1 Theoretical Framework………………………………………………………………...8

Figure 2 Classification of respondents on the basis of Age……………………………………12
Figure 3 Classification of respondents on the basis of Occupation…………………………...13

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 CHAPTER 1: INTRODUCTION

1.1 Background of the study

Physical beauty is an advantage as being beautiful gives a person much more confidence. It has
become significant importance at personal, social and professional level. Lifestyle have changed,
people have more access to information and media like Instagram, Facebook, Whatsapp and
other social media application which makes them more conscious about their well-being, leading
to a change in perception, people are realizing the importance of good look and thus becoming
more concerned about their look and thus becoming more concerned about their beauty. Beauty
parlor is a beauty shop to make the people good looking by application of cosmetic treatment of
hair and nourishment of skin by various methods. Beauty is based on what the viewer feels and
getting attraction towards a person look and personality. It is differing from person to person. So,
it cannot be denied that looks and appearance is a part of self actualization to make people have
self-confidence. Women fulfill their wishes to look beautiful by frequently visiting a beauty
parlor.
The market for beauty parlor has been growing quite significantly over the last few years. The
availability of cosmetic products has increased appreciably and the consumption ratio too has
increased with each passing year. The market has grown such that the beauty parlor business is
becoming a whole big industry. While choosing a beauty parlor, they mostly follow the rhythm
of fashion and this changing preference affects their choice pattern. Customers collect
information about the parlor before visiting it through various sources. It has become very
critical for the beauty parlors to identify the dimensions of services on which the clientele give
most emphasis in order to decide on the quality and thus work harder to excel on those ground in
order to attain the competitive edge. Beauty parlor offers a wide variety of services. Some of the
services include hair cut, eyebrows shaping, waxing, manicure, pedicure, facial make up, nail
arts, body massage, hair extensions, etc. Customer's choice towards beauty parlor is now
becoming a complex process.
Unlike all other growing industries, there is a mushroom growth of small beauty care service
providers all around the cities. Now, major portion of the women are educated and they are
working in different organization. They are getting more access to information and media, which

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makes them more conscious about health and beauty. Beautification is not a luxury now, it is a
necessity. Beauty parlor is fast growing in line with the economic growth and changes in modern
life style. Increase in the knowledge of grooming made increase in technology, and sanitation
levels, the contribution of beauty parlors in people's life has also increased.
Women are beautiful in themselves; but a little make-up does help. In the 21st century, beauty
and make-up are like the wheels of a cart or the two sides of a coin. Every woman wants to be
pretty whether she is young or old. So, the beauty parlor is the place to go. In Nepal beauty
parlor culture has been in existence for approximately three decades and is centralized in the
urban areas and its popularity has become rampant over the last 10 years. In Nepal, many
cosmetics are imported from European countries like France, England, and Germany. However,
quality products are only available if the customers are able to pay for them. Among modern
housewives in urban areas beauty parlor have made an impact. Now they go there seeking
independence and individuality. Customers tend to spend time, energy and money on
beautification by visiting beauty parlors. As globalization intensifies, the concept of beauty and
necessity of being beautiful have gone through an evolutionary change.

1.2 History of Beauty Industry

Historians can trace the use of beauty products and cosmetics back to 4,000 BC, and the ancient
Egyptians who used kohl to create dramatic eyes. Early beauty and cosmetic relied heavy upon
natural ingredients, including berries, bugs, and charcoal to create a variety of colors, and many
products were used for more than one purpose. Early beauty treatments also utilized the area's
natural resource, locally sourcing natural ingredients for scrubs, pastes, and exfoliates. This
pattern of using local, natural ingredients is an ongoing trend throughout the history of the beauty
industry.
In the late 19th and early 20th century, the beauty industry became an important and viable career
path for women, especially African-American woman, who created products designed
specifically for differently textured hair. Madame CJ Walker and Marjorie Joyner were two
African-American entrepreneurs who used their expertise to create a new standard of beauty for
their communities. During the "roaring 20's" the beauty industry took off in leaps and bounds. In
New York, Elizabeth Arden opened her signature salon and began offering "makeovers" to her
clients. On the west coast, Max Factor created the first foundation for film stars, and Greta Garbo

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ushered in the era of sophisticated eyebrows and the need for eyebrow pencils and mascara was
born.
In the 1960's, women went "Mad" for mod, mirroring the wide-eyed, matte look of supermodel
Twiggy, while the 1970's brought a more natural look to women's beauty choices. Everything
was bigger in the 1980's, and more complicated hairstyles and treatments brought stylists to the
forefront of the beauty industry. The 1990's saw a return to a more natural look, with pop culture
influences like Grunge and hip-hop dictating beauty trends. Towards the end of the decade, deep,
dark lips, nails, and eyes were in vogue- and in Vogue.
Today, the beauty industry has returned to its roots, with science based product doing double and
triple duty. Women not only want to look beautiful, they want their makeup and hair care
products to benefit them as well.

1.3 Statement of the Problem

Customer prefers different beauty parlor based on their benefits for different reasons. Beauty is
considered as seemingly frivolous, superficial and it is expected that beautification would be a
women's trait. Customers tend to spend more time, energy and money on beautification by
visiting beauty parlors.

Review of literature on this context clearly revealed that this context should be examined further
because nobody clearly defined the factor influencing the choice of beauty parlor. There are few
researchers who conducted research to identify the factors influencing the choice of beauty
parlors in other countries, but they are quite inconsistent in their findings to come to a conclusion
with regard to this. Most of the researcher only focused on the price, atmosphere of the parlor
and quality of service factors and have not much focused on the other factors like hygiene,
proximity and techniques used in the parlor. Owing to the growing fashion of visiting a beauty
parlor in Nepalese context, there is need to find out the factors that influence customers to make
a beauty parlor choice decision and what are the factors that are highly considered by the
customers while making a beauty parlor choice decision. In Nepal, no research is conducted
which addressed the above issues and only a few research work have been done regarding the
use of various beauty products in the beauty parlor. This study aims to explore the factors
influencing the beauty parlor choice decision.

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1.4 Objectives of the Study

 To explore the factors influencing the beauty parlor choice decision.

 To examine the impact of quality of service in beauty parlor choice decision.
 To examine the impact of price in beauty parlor choice decision.
 To test the influence of proximity in beauty parlor choice decision.
 To examine the perception of customers towards hygiene in beauty parlor choice
decision.
 To examine the impact of techniques used in beauty parlor choice decision.

1.5 Significance of the Study

Today, beauty parlor is defined as such place where people comfortably visit, sit and
communicate about their necessary beauty treatments. It is a place where customers get their hair
styles, cut, facial treatments, manicure, pedicure for attractive personality and to develop good
attitude in life. The need of beauty parlor is emerging day by day along with creative styles and
treatments as per the need of the customers.
It will help to understand the emerging need of beauty parlor and factors that customers consider
while making beauty parlor choice decision. It will help the beauty parlor owners to understand
about the customer need which can help in bringing changes to their parlor in order to satisfy the
customers need. It will help other researchers to conduct further research on the relevant topic
and explore it further in an effective way.

1.6 Review of literature

Demographic profile, service consumption and spending pattern assess the importance of
different attributes that the customer consider while choosing a parlor (Khan & Tabassum, 2010-
2011). The study was carried out on the beauty care service industry to measure the service
quality and customer satisfaction level at high-end women's parlors of Dhaka city. Both primary
and secondary data were used for the research. This study includes in-depth interviews of the
beauticians and customer care executives and questionnaire survey of 260 customers of high-end
beauty parlors of Dhaka city. The non-probability, convenience sampling technique had been

4
used to collect the primary data from the respondents. The descriptive statistics were used mainly
to analyze the collected data. It concluded that, when choosing a specific beauty parlor, the
customer gave importance to the service provider's behavior and knowledge, the environment of
the parlor, affordability and hygiene issues.

In the survey regarding women's perception about brand personality with respect to women's
facial image and cosmetic usage, found that the consumer preference for any service is depended
on the factors associated with service quality (Guthrie, Kim, & Jung, 2008). An electronic survey
was administered to a sample of 225 female participants at a mid-Atlantic university in the USA.
Multiple regression analyses were conducted to determine the relationship among variables. This
study found that consumers' facial image influenced the total quantity of cosmetics used but not
the variation in quantity in different situations.

The consumer preference on parlor varies according to the service engrooved (Catherine &
Magesh, 2014). In the study of brand identification and consumer preferences towards branded
salon services in Chennai, 120 customers were taken as a sample. Survey method is used to
collect the data whereas primary data was collected through questionnaires from the customers.
The data have taken from customers those getting service from all top 10 salon brands. It is
concluded as transparency is everything. Atmospherics of a salon are important because they
help customers relax as they enjoy the services a salon has to offer.

Beauty has been a dominant theme in western art, in which an "ideal beauty" is a person who is
admired, or possesses features widely attributed to beauty in a particular culture. After the end of
prolonged war, purchase intention towards cosmetic products has been improved, and need to
have a clear picture on the factors influencing the parlor choice decision and purchase of beauty
care products. This study collected data from 200 women customers on the influence of factors
on parlor choice. Factors influencing on beauty parlor choice decision were identified from the
literatures and explored to a special context. Such variable, as age, civil status, income,
education, product knowledge, price and quality were explored through EFA analysis in SPSS.
This study revealed that the education, price and civil status are mostly influencing on beauty
parlor choice decision (Janany & Shivany, 2018).

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A study was conducted in Dhaka, Bangladesh on 482 respondents who were customers of beauty
parlors in which non-probability sampling methods were used. It was concluded through the
study that customers gave highest preference to service quality. The implications for marketers
and managers of beauty parlors was that they should increase the range of their services, provide
the necessary facilities and equipments for servicing customers, provide effective
communication, pricing system, provide the right environment and ambience for their customers
(Shahbazi & Akareem, 2013).

Beauty parlors are mainly considered a place for grooming and that the main needs of customers
have shifted from the basics, to more stress relieving services such as facial and massages. The
findings are based mainly on a survey of 197 women between the age of 15-60 years of age from
all income segments of Karachi. The data were collected through the structured questionnaire
and the sampling technique used in the study is stratified sampling. It concluded that the women
are not price conscious in terms of bridal services; however price does factor in, albeit at second
place, as far as other services are considered. Women who are working and professional are
generally assumed to be regular parlor visitors (Ahmed & Siddiqui, 2013).

Beauty parlor is an establishment dealing with cosmetic treatment for women. Beauty parlor
provides generalized services related to skin health, facial aesthetic, foot care and enumerable
other services (Schwer & Daneshvary, 2000). In the study, data were collected from a sample of
245 respondents residing in a southwestern metropolitan area. It was found that appearance could
influence job performance and identified that maintaining an overall good appearance as very
important part in women's life.

Women like to visit a beauty parlor for every makeover for enhancing their physical appearance.
In this study, the data was collected from 200 respondents using questionnaire method.
Purposive sampling method was used to collect the data from respondents. Simple percentage
analysis, descriptive statistics, ANOVA and t-test were used for data analysis. The study
revealed considerable difference between the service preference of beauty parlor in terms of
reliability, service quality, assurance and responsiveness dimensions (Jayasathya & Priya, 2018).

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Physical facilities attracts customers more now a days and people are tend to take service in
appealing environment (Sultana, Islam, & Das, 2016). The survey was conducted among 100
respondents in 5 most popular beauty parlors in Chittagong. A structured questionnaire was
developed on SERVQUAL model. The statistical tools SPSS was used to calculate the mean and
linear regression analysis. Random sampling method was used in this study in which both
primary and secondary data were used for the research. The findings shows that tangibility has
the highest mean score in which it has significant influence on customer preference towards
particular beauty parlor. Physical material, beauty techniques attract customers most in beauty
parlors.

In a study conducted in Western Mumbai on 220 women respondents to understand as to which

factors influences women to visit beauty parlors, it was concluded that women belonging to
different age groups vary with respect to their perceptions regarding visit to beauty parlor.
Research information is collected through structured questionnaire method and is processed by
SPSS. Women of Western Mumbai is considered as customers of beauty salons for the study and
referred to as respondents. It is found that, very young women do not give importance to
professional salons where as middle age and elderly women prefer services from professional
salons. More than married women it is unmarried women who feel greater need for availing
services of a beauty parlor (Jayesh & Pradip, 2014).

1.7 Conceptual Framework

Theoretical framework is a structure that is prepared to establish the relationship between

variables drawn from theory. Theories are the foundations for theoretical frameworks. Moreover
research conducted on the basis of framework contains high degree of accuracy, reliability as
well as validity. The factors that influence the decisions of customers to choose a beauty parlor
differ from customer to customer. The factors include quality of service, price, proximity,
hygiene, techniques used in the parlor for various treatments and services.

Based on the mentioned factors, a conceptual framework that highlights the relationship between
the factors and decision to choose a beauty parlor is as shown in figure.

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  Quality of service
 Price
 Proximity Beauty Parlor Choice Decision
 Hygiene
 Techniques used
 Occupation
 Age
Figure 1: Theoretical Framework

1.7.1 Operational Definition of Variables

1. Quality of Service: An assessment of how well a delivered service conforms to the

consumers’ expectation.
2. Price: The amount of money expected, required, or given in payment for something.
3. Proximity: The state of being near in space or time.
4. Hygiene: Hygiene is any practice or activity that you do to keep things healthy and clean.
5. Techniques used: A technique is a method of doing some task or performing something.

1.8 Hypothesis

Quality of service
H0: There is no significant relationship between quality of service and beauty parlor choice
decision.
H1: There is significant relationship between quality of service and beauty parlor choice decision.

Price
H0: There is no significant relationship between the price and beauty parlor choice decision.
H1: There is significant relationship between the price and beauty parlor choice decision.

Proximity
H0: There is no significant relationship between proximity and beauty parlor choice decision.
H1: There is significant relationship between proximity and beauty parlor choice decision.

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Hygiene
H0: There is no significant relationship between hygiene and beauty parlor choice decision.
H1: There is significant relationship between hygiene and beauty parlor choice decision.

Techniques used
H0: There is no significant relationship between techniques used and beauty parlor choice
decision.
H1: There is significant relationship between techniques used and beauty parlor choice decision

1.9 Methodology
This research aims to study and analyze the factors that influence the beauty parlor choice
decision. To make the report more meaningful and presentable, primary source is used to prepare
this report.

1.9.1 Research Design

To meet the objectives of this study, descriptive research design is used. Data is collected from
the customer who visits beauty parlor. Primary data is used for the analysis. It is best to use for
its fact finding study and its involvement in the collection of data through questionnaire in order
to accomplish the aim of the study.

1.9.2 Population

Population is the well-defined collection of individuals or items known to have similar

characteristics under study. So, in this study, all the customers who visit the beauty parlor
constitute the population. Only females are taken as customers under the study. The respondents
of research will be the people of Gongabu area.

1.9.3 Sampling Design

Sampling technique used for the study is convenience sampling. This method gives appropriate
information to collect the data about population and it is easy to use because it represents the
whole population and every individual has equal possibility to participate.

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1.9.4 Sample Size

Customer under study constitutes the sample for the study. Here, 100 customers are taken as
sample under the study.

1.9.5 Data Collection Methods

Primary data are collected through structured questionnaire preparation. For this study,
questionnaire was used as a tool for data collection on a five point Likert Scale from (1=Strongly
Disagree to 5=Strongly Agree). Questionnaires were distributed to the customers who visit
beauty parlor and data were gathered for the study.

1.10 Limitations of the Study

Despite the efforts there are some limitations of the study,

 The study is based on a limited number of samples from single geographic community
(Kathmandu valley) so generalization may not be applicable to wider population.
 Accurate and reliable data may not be collected if the respondents do not answer to the
questionnaire in a proper manner.

1.11 Organization Structure of the Study

The proposal consists of three chapters in total.

 First chapter consists of introduction, problem of statement, objectives, limitations of the

study and research methodology.
 Second chapter consists of literature, theoretical framework and specification of
variables.
 Third chapter contains summary, conclusion and recommendation.

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 Chapter 2: Data Presentations, Analysis and Major Findings

2.1 Introduction

This chapter will present a discussion of the final results and the process through which the
results were obtained. In addition to this, background information of respondents will be
presented. Finally, the statistical methods of analysis were discussed, which included a
descriptive analysis, a correlation analysis through SPSS version 23.

2.2 Data Analysis

A data analysis is a body of methods that helps to describe facts, patterns, develop explanation.
After collecting the data, researcher should present and analyze the data according to their
requirement.

2.3 Background Information from Respondents

100 questionnaires were distributed to the respondents. However, 98 responses were valid with
complete answers. The demographic characteristics include: age and occupation of the
respondent. This aspect of the analysis deals with the personal data on the respondents of the
questionnaires given to them. The table below shows the details of background information of
the respondents.

2.4 Frequency Analysis

Frequency analysis is a part of descriptive statistics. In statistics, frequency is the number of
times an event occurs. Frequency analysis is an important area of statistics that deals with the
number of occurrences (frequency) and analyzes measures of central tendency, dispersion,
percentiles, etc.

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2.4.1 Frequency Analysis of Age

Table 1

Classification of respondents on the basis of Age

Age
Frequency Percent
below
25 56 57.1
25-45 34 34.7
above
45 8 8.2
Total 98 100

8%

below 25
35%
25-45
57%
above 45

Figure 2: Classification of respondents on the basis of Age

Table 1 presents the background information of the respondents of the study. As far as age of
respondents is concerned, 57.1 percent of the respondents are below 25 years. 34.7 percent are in
the range of 25-45 years and 8.2 percent of respondents are in the range of above 45 years.

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2.4.2 Frequency Analysis of Occupation

Table 2

Classification of respondents on the basis of Occupation

Occupation
Frequency Percent
Office
Job 28 28.6
Business 4 4.1
Student 54 55.1
House
wife 12 12.2
Total 98 100

12%

29%

Office Job
Business
4%
Student
55%
House wife

Figure 3: Classification of respondents on the basis of Occupation

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Table 2 shows that, 28.6 percent of respondents are involved in the office job, 4.1 percent are
involved in the business, 55.1 percent of respondents are students whereas 12.2 percent of
respondents are house wife.

2.5 Descriptive Analysis

The descriptive analysis consists of the frequencies, mean, standard distribution,

minimum and maximum of each question that was asked to the respondents. Likert
scale questions were asked to find out the relationship between dependent and
independent variables. Five Likert scale was used for the analysis of the variable in
which 1 strongly disagree, 2 disagree, 3 neutral, 4 agree, 5 strongly agree. The
descriptive analysis presented in table and chart for easy understanding of the variables.

Table3

Descriptive Statistics

Descriptive Statistics
Std.
N Mean Deviation
AVG_Q 98 4.195 0.440
AVG_P 98 2.346 0.464
AVG_PY 98 3.816 0.584
AVG_H 98 4.387 0.390
AVG_T 98 3.904 0.464
AVG_C 98 4.028 0.414

Table 3 shows the descriptive analysis of independent variables such as quality, price, proximity,
hygiene, techniques used and dependent variable of customer choice decision. The mean and S.D
for the quality of service is 4.195 and 0.440. Similarly for price, the mean and S.D is 2.346 and
0.464. For proximity, the mean and S.D is 3.816 and 0.584. The mean and S.D for hygiene is
4.387 and 0.390. Likewise, the mean and S.D for techniques used is 3.904 and 0.464. In

14
customer choice decision, the mean and S.D is 4.028 and 0.414 respectively. It shows that the
hygiene is more important where there is more mean than others as compared by mean.

2.6 Reliability Test

Table 4

Reliability test as a whole

Reliability Statistics
N
Cronbach's Alpha of Items
0.74 5

In table 4, Cronbach's Alpha is 0.74 which is equal to 0.7. So, there is no problem to use these
instruments to continue with this study.

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2.7 Correlation Analysis

Table 5

Correlation Analysis between Customers Choice Decision and its Factors

Correlations
AVG_Q AVG_P AVG_PY AVG_H AVG_T AVG_C
AVG_Q 1
AVG_P -0.184 1
AVG_PY .249* .360** 1
AVG_H .405** -0.103 0.146 1
AVG_T .227* -0.044 0.175 -0.164 1
AVG_C .548** .200* .554** .320** .257* 1
* Correlation is significant at the 0.05 level (2-tailed).
** Correlation is significant at the 0.01 level (2-tailed).

The result in the table 5 indicates that, the correlation between the customer choice decision and
quality of service is 0.548 at the 0.01 significance level. This result indicates that there is highly
positive and significance relationship between quality of service and customer choice decision
towards a beauty parlor. That means, if that parlor provides good service quality to their
customers then they can easily attract customers towards their parlor.
The correlation between the customer choice decision and proximity is 0.554 at the 0.01
significance level. This result indicates that there is highly positive and significance relationship
between proximity and customer choice decision towards a beauty parlor. That means, customer
loves to visit the parlor that is near to the place they live.
The correlation between the customer choice decision and hygiene is 0.320 at the 0.01
significance level. This result indicates that there is highly positive and significance relationship
between hygiene and customer choice decision towards a beauty parlor. That means, if the
beauty parlors are well maintained and clean then it has a positive impact on customers.

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The correlation between the customer choice decision and techniques used is 0.257at the 0.05
significance level. This result indicates that there is positive and significance relationship
between techniques used and customer choice decision towards a beauty parlor.
The correlation between the customer choice decision and price is 0.200 at the 0.05 significance
level. This result indicates that there is positive and significance relationship between price and
customer choice decision towards a beauty parlor.
It shows that the customer considers the factors that is price and techniques used while choosing
the beauty parlor but as less important factor than other factors as compared to quality of service,
hygiene and proximity if they are provided quality service by the beauty parlor and that is well
maintained and has inviting atmosphere located in an appropriate place.
The overall result shows that there is a significant relationship between the customer choice
decision and the factors influencing the beauty parlor choice decision. It shows that the customer
gives more priority to the quality of service, proximity and hygiene while making beauty parlor
choice decision whereas, less priority is given to price and techniques used while making beauty
parlor choice decision.

2.7.1 Hypothesis Testing

The result in table 4 indicates that, the correlation between customer choice decision and quality
of service is 0.548 at the 0.01significance level. This result indicates that there is highly positive
and significance relationship between quality of service and customer choice decision. This
means if the parlor provides quality service then more customers are attracted. Thus, alternative
hypothesis H1 is accepted that means there is a significant relationship between quality of service
and beauty parlor choice decision made by the customers.

The correlation between customer choice decision and price is 0.200 at the 0.05 significance
level. This result indicates that there is a positive and significance relationship between price and
customer choice decision. This means if the parlor provides the service at reasonable price then
more customers are attracted. Thus, alternative hypothesis H1 is accepted that means there is a
significant relationship between price and beauty parlor choice decision made by the customers.

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The correlation between customer choice decision and proximity is 0.554 at the 0.01 significance
level.This result indicates that there is highly positive and significance relationship between
proximity and customer choice decision. This means customer visits those parlor which are
situated next to the place they live. Thus, alternative hypothesis H1 is accepted that means there
is a significant relationship between proximity and beauty parlor choice decision made by the
customers.

The result in table 4 indicates that, the correlation between customer choice decision and hygiene
is 0.320 at the 0.01significance level. This result indicates that there is highly positive and
significance relationship between hygiene and customer choice decision. This means if the parlor
maintains the clean atmospheric environment with well maintained beauty parlor staff then more
customers are attracted. Thus, alternative hypothesis H1 is accepted that means there is a
significant relationship between hygiene and beauty parlor choice decision made by the
customers.

The result in table 4 indicates that, the correlation between customer choice decision and
techniques used is 0.257 at the 0.05significance level. This result indicates that there is positive
and significance relationship between techniques used and customer choice decision. This means
if the parlor uses different modern techniques in providing services to the customers then more
customers are attracted. Thus, alternative hypothesis H1 is accepted that means there is a
significant relationship between techniques used and beauty parlor choice decision made by the
customers.

Thus, the overall result shows that there is significant relationship between customer choice
decision of beauty parlor and its factors influencing the choice of beauty parlor (i.e. quality of
service, price, proximity, hygiene and techniques used). If the parlor provides quality service
with reasonable price, maintains cleanliness in the parlor, uses modern techniques and if the
parlor is situated in the appropriate place then more customers are attracted.

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2.8 Regression Analysis

Table 6

Model Summary and ANOVAs

Model Summaryb
R Adjusted R Std. Error of F Durbin-
Model R Square Square the Estimate Change Watson

1 .727a 0.529 0.503 0.292 20.633 2.131

a Predictors: (Constant), AVG_T, AVG_P, AVG_H, AVG_PY,
AVG_Q
b Dependent Variable: AVG_C

ANOVAa
Model Sum of Squares df Mean Square F Sig.
1 Regression 8.796 5 1.759 20.633 .000b
Residual 7.844 92 0.085
Total 16.64 97
a Dependent Variable: AVG_C
b Predictors: (Constant), AVG_T, AVG_P, AVG_H, AVG_PY,
AVG_Q

Table 6 clearly indicates that the relationship between quality of service, price, proximity,
hygiene, techniques used and parlor choice decision has been established. It has obtained using
regression model summary and ANOVA.

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In table 6, the adjusted R Square indicates 0.503 or about 50% of variance on dependent
variables can be explained by independent variables (i.e. quality of service, price, proximity,
hygiene and techniques used) and the remaining 50% of variance may be due to some other
independent variables not included in model. The Durbin Watson value is 2.131 which are very
near to the 2. Thus, it indicates that the model perfectly fits the data.

ANOVA table is for deciding whether independent variables are able to predict dependent
variables with the model selected. Here, sig or p value is 0.00<0.05, this indicates that the model
is significant or the model fits the data well. Thus, we can conclude that the independent
variables can predict dependent variables in the study. Now, the coefficient table is interpretable
because the ANOVA table shows the model is significant.

Since the adjusted R Square is 0.503, which indicates that the model explains 50% variance on
customer choice decision. Here, the R Square is 0.503 in which these determinants explain about
50% of overall customer choice decision.

2.9 Coefficient Analysis

Table 7

Coefficient table

Coefficientsa
Unstandardized Standardized
Model Coefficients Coefficients t Sig.
B Std. Error Beta
1 (Constant) -0.011 0.508 -0.021 0.983
AVG_Q 0.379 0.081 0.403 4.676 0
AVG_P 0.152 0.072 0.17 2.102 0.038
AVG_PY 0.246 0.059 0.347 4.173 0
AVG_H 0.155 0.087 0.146 1.772 0.08
AVG_T 0.122 0.069 0.137 1.757 0.082

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 a Dependent Variable: AVG_C

Hence
Y= a+b1x1+b2x2+b3x3+b4x4+b5x5+E

Y= -0.011+0.379x1+0.152x2+0.246x3+0.155x4+0.122x5+E

Where, Y= dependent variable=customer choice decision and X= independent variable

a= constant
X1= Quality of Service X2= Price E= Error
X3= Proximity X4= Hygiene X5= Techniques used
The calculated value of F value is 20.633 and p value is 0.000. It reveals that F value is
significant at 5% level of significance. The regression model used in the research is fit. It shows
the existence of mathematical relationship between the quality of service, price, proximity,
hygiene, techniques used and customer choice decision in choosing the beauty parlor. Thus,
customer choice decision affects the quality of service, price, proximity, hygiene and techniques
used in the parlor. The p value of quality of service, price, proximity, hygiene and techniques
used is 0.000, 0.038, 0.000, 0.08, 0.082 respectively. The beta value of these variables are 0.379,
0.152, 0.246, 0.155, 0.122 which indicates that 1 unit change in quality of service leads 0.379
unit change in customer choice decision. Similarly, 1 unit change in price leads 0.152 unit
change in customer choice decision. Likewise, 1 unit change in proximity leads 0.246 unit
change in customer choice decision. Likewise, 1 unit change in hygiene leads 0.155 unit change
in customer choice decision. Similarly, 1 unit change in techniques used leads 0.122 unit change
in customer choice decision regarding the beauty parlor.

The findings of this study also indicated that the quality of service is the most important factor to
have positive and significant effect on customer choice decision of beauty parlor followed by
proximity, hygiene, price and techniques used.

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2.10 Major findings

 It is found that mostly the age group of below 25 and between 25-45 age group visits the
beauty parlor whereas the age group of above 45 visits less to the beauty parlor.
 It is found that the students and office job holder are the one who mostly visit a beauty
parlor followed by business people and housewife.
 As per the research, customers give more priority to the quality of service, hygiene and
proximity and give less priority to techniques used and price while making beauty parlor
choice decision.
 Good service quality of the beauty parlor can easily attract the customers towards the
beauty parlor.
 Research shows that the customers prefer the parlor that uses modern techniques and
various beauty equipments in order to enhance their physical appearance.
 It is found that customer considers price and techniques used as less important factors as
compared to quality of service, proximity and hygiene factors in making beauty parlor
choice decision if they are provided with quality service that has well maintained, clean
and inviting atmosphere. Also, located in appropriate place.
 Research shows that the customer loves to visit such parlor that has inviting atmosphere.
 Customers choose such parlor which has well trained beauticians who provides varieties
of services.
 It is found that the customer visits such parlor that is located in an appropriate place as
well as located near to the place they live in order to save their time since people remain
busy in their work.

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 Chapter 3: Summary, Conclusion and Recommendation

3.1 Summary

This study is proposed to find out the factors influencing the beauty parlor choice decision. The
purpose of the study was to examine about how the factors are related to beauty parlor choice
decision. While collecting the data from the respondents, a structured questionnaire were
distributed to 100 respondents and only 98 respondents gave the valid data with complete
answers. Hypothesis were developed and tested on 98 respondents. The data were collected
through structured questionnaire from the customers visiting a beauty parlor. The five point
Likert scale was used in this study. The responses were collected and the data were arranged and
analyzed using Microsoft word and SPSS Software packages. Under SPSS software, the
collected data were analyzed through various approaches such as reliability analysis, analysis of
demographic profile, descriptive analysis, correlation analysis and regression analysis.

The result indicated that the customer makes choice of beauty parlor considering the factors
influencing the beauty parlor choice decision (quality of service, price, proximity, hygiene and
techniques used). Out of total respondents, students and office job holder are the one who mostly
visits a beauty parlor followed by business people and housewife. As per the research, it showed
that the customer prefer those parlor which has inviting atmosphere along with the well trained
beauticians. Mostly the age group of below 25 and between 25- 45 visits the beauty parlor
whereas age group of above 45 visits less to the beauty parlor. It is found that customer considers
price and techniques used as less important factors as compared to quality of service, proximity
and hygiene factors in making beauty parlor choice decision if they are provided with quality
service that has well maintained, clean and inviting atmosphere which is located in the
appropriate place. Proximity is taken into consideration by the customers while making beauty
parlor choice decision and as per the customers they choose a parlor that is near to the place they
live in order to save their time. Thus, the customer gave more priority to quality of service,
proximity and hygiene factors whereas less priority was given to price and techniques used in
making beauty parlor choice decision.

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3.2 Conclusion

This study is conducted in order to find the factors influencing the beauty parlor choice decision.
The market for beauty parlor has been growing quite significantly over the last few years. It has
become significant importance at personal, social and professional level. So, in order to explore
what are the important factors that has influenced the customers to visit a beauty parlor has been
conducted. Quality of service, price, proximity, hygiene and techniques used were the
independent variables of the study whereas beauty parlor choice decision was dependent
variable.

Among the five factors, quality of service, proximity, hygiene had the most influence on choice
decision towards the beauty parlor but price and techniques used in the parlor had less influence
on choice decision of beauty parlor. This study suggests that the beauticians must concentrate
mainly on the quality of service and hygiene factors since customers pay more attention towards
these factors while making choice of the beauty parlor.

Thus, all the factors ( quality of service, price, proximity, hygiene and techniques used) has
positive and significance effect on beauty parlor choice decision. The study concludes that the
quality of service, proximity and hygiene are the most influencing factors in making beauty
parlor choice decision whereas techniques used and price are less influencing factors in making
beauty parlor choice decision as compared to quality of service, proximity and hygiene factors.

3.3 Recommendation

Quality of service is something that a majority of women have indicated as a factor they like to
experience in parlors. Moreover, women go for the treatment they receive, where price are only a
consideration in services that are regularly offered. Therefore for entrepreneurs to succeed in this
field, there needs to be a high quality standard and the look and feel of the place should be such
that concurs with promises of high standards and premium services.

 The beauty parlor should provide quality service to the customers.

 Varieties of service should be provided by the well trained beauticians and should focus
on providing quick services.
 The parlor must be located at appropriate place and should have inviting atmosphere.

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 Beauty parlors should maintain proper hygiene and use safer product to provide better
services to the customers.
 Price of service provided by the parlor should be reasonable to attract more customers
and to provide better services.

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Bibliography

 Khan, P., & Tabassum, A. (2010-2011). Service Quality and Customer Satisfaction of the
Beauty-Care Service Industry in Dhaka:A Study on High-End Women's Parlors. Journal
of Business in Developing Nations , 12, 33.

 Guthrie, M., Kim, H.-S., & Jung, J. (2008). The effects of facial image and cosmetic
usage on perceptions of brand personality. Journal of Fashion Marketing and
Management , 12, 164-181.
 Catherine, & Magesh, R. (2014). Brand Identification and Consumer Preferences towards
Branded Salon Servces in Chennai. Journal of Exclusive Management Science , 3 (8).

 Shahbazi, S. S., & Akareem, H. S. (2013). Identifying the Decision Criteria for Choosing
Beauty Parlor and Salon:A Marketing Communication Perspective. International Journal
of Business and Management Invention , 2 (10), 18-26.

 Jayesh, S. S., & Pradip, M. (2014). To Study the Perception of Women as Customers
towards Beauty Service in Western Mumbai. International Journal of Scientific Research
and Reviews , 3 (4), 52-64.

 Sultana, S., Islam, T., & Das, S. (2016). Measuring Customer Satisfaction through
SERVQUAL Model:A Study on Beauty Parlors in Chittagong. European Journal of
Business and Management , 8 (35).

 Schwer, R., & Daneshvary, R. (2000). Keeping up one's appearance:Its importance and
the choice of type of hair-grooming establishment. Journal of Economic Psychology , 21
(2), 207-222.

 Ahmed, R., & Siddiqui, K. (2013). Beauty Parlor Business in Pakistan: Problems and
Prospects. Asian Journal of Research in Marketing , 2 (4).

 Janany, E., & Shivany, S. (2018). The Factors Influencing on Choice of Beauty Care
Products in Jaffna District. Research Journal of Social Science and Management , 7 (4).

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 Jayasathya, R., & Priya, P. (2018). A Study on Customer Preference Towards Beauty
Parlor. International Journal of Research and Analytical Reviews , 6 (1).

27
 APPENDIX I

SURVEY QUESTIONNAIRE

Factors Influencing the Beauty Parlor Choice Decision

Dear Respondent,
I m a student of Atlantic International College, currently studying BBA. I am pleased to inform
you that I am undertaking a research work on Factors Influencing the Beauty Parlor Choice
Decision. For your kind information, it is purely an academic work and your response will be
kept confidential and anonymous. Information provided by you will be analyzed at aggregate
level.

With Regards
Please put a tick mark in the appropriate box.

Section A - General information of the respondent

1 Age
i. Below 25 ( )
ii. 25-45 ( )
iii. Above 45 ( )

2 Occupation
i. Office Job ( )
ii. Business ( )
iii. Student ( )
iv. Housewife ( )

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Section B - Information about Factors Influencing the Beauty Parlor Choice Decision

This questionnaire is designed to have more deeply understanding about your perception towards
the factors influencing the beauty parlor choice decision. This is the part of the research project,
so I appreciate your kind support to finish this questionnaire.

Please Tick your responses using the following scale.

1 = Strongly Disagree, 2 = Disagree, 3 = Neutral, 4 = Agree, 5 = Strongly Agree

QUALITY OF SERVICE 1 2 3 4 5
You feel that, it is the main factor in making beauty parlor choice decision.
Well trained beauticians with good operational manner attract you the most.
You like to visit a beauty parlor that provides quick services.
You choose a parlor on the basis of varieties of services provided by them.
You make parlor choice decision on the basis of quality of treatment.

PRICE 1 2 3 4 5
You prefer to visit a beauty parlor that charges high price.
It is the main factor that influences you to make parlor choice decision.
You prefer to visit such parlor that uses expensive beauty products.
You make choice to visit a parlor that charges high price in order to maintain
your standard in the society.

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PROXIMITY 1 2 3 4 5
You choose to visit a parlor that is near to the place you live.
You choose a parlor that is near to the place you live to save your time.
You feel safe to visit the parlor that is next to the place you live.
You choose to visit a parlor next to the place you live because you trust them.

HYGIENE 1 2 3 4 5
You choose to visit a beauty parlor that has inviting atmosphere.
You see the beauty parlor staff whether they are well maintained or not.
You feel that safer product tend to offer better services.
You make parlor choice decision on the basis of cleanliness maintained in the
parlor.

TECHNIQUES USED 1 2 3 4 5
You choose to visit such parlor that uses modern techniques.
You make a parlor choice decision on the basis of various beauty equipment
used by the parlor for enhancing your physical appearance.
You visit a parlor in which service is provided by the professional beauty staff
who uses various techniques according to the skin types of customers.

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CUSTOMERS CHOICE DECISION 1 2 3 4 5
You make beauty parlor choice decision on the basis of quality of service.
You make beauty parlor choice decision on the basis of price.
You make beauty parlor choice decision on the basis of proximity.
You make beauty parlor choice decision on the basis of hygiene.
You make beauty parlor choice decision on the basis of techniques used in the
parlor.

Thank you for taking the time to participate in the survey!!

With Regards

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