Chapter 5

Summary, Conclusion, Recommendations

This chapter present the summary of the research work undertaken, the
conclusion drawn and the recommendation made us outgrowth of this study. This
study is entitled "Students Perceptions on Different Competitive Strategies of
Selected Salon in Batangas City”.

Summary

Salons is a place where people have their haircut or coloured, or have

beauty treatments and they offer a wide range of services include rebonding,

shampoos, curling and many more. Many consumer believe that they need a

beauty treat just for them self especially the students who conscious in their

appearance. The students go to salon always just to have a new looking

appearance. The student’s perceptions on the salon that they choose are the

satisfactions that they get based on experienced, non-stop services, quality of

products that the salons use and prices, promo and place. In Batangas City,

there are many leading salons that catch the attentions of many customers by

the quality of service that they have provide such as Index Salon, Reyes Salon,

Bangs and Artista salon.

But what are the competitive strategies that salon’s may use to attract
more customers in this competitive industry?
 Competitive strategies consist of all those moves and approaches that a

firm has and is taking to attract buyers, withstand competitive pressure and

improve its market position. Firms like salons need competitive strategies to

enable them to overcome the competitive challenges they experience in the

environment where they operate. A competitive strategy therefore enables a firm

to gain a competitive advantage over its rivals and sustain its success in the

market. A firm that does not have appropriate strategies cannot exploit the

opportunities available in the market and will automatically fails. A firm has

competitive advantage whenever it has an edge over its rivals in securing and

defending against competitive forces.

Overall, there are 4 competitive strategies that salons may use to gain

more customers. A Cost leadership strategy, which depends on some unique

capabilities of a firm to achieve and sustain their low-cost production or position

within the industry operation. Striving to create market unique services for varied

customer groups through differentiation strategy is another key competitive

strategy, which aids performance. Competitive strategies dependent on

differentiation that designed to appeal to customers with special sensitivity for a

particular product or services attribute. Such customers will be willing to pay a

premium hence improve the firm performance. Focus strategy in which an

organization concentrates its resources on entering or expanding in a narrow

market. It is usually employ where the company knows its segment and has
products/services in competitively satisfy its needs. Lastly, we have the 4P’s or

the Product, Place, Price and Promotions.

Salons are not just for women, but it is also for men. We are all customers

of every salons, and as a customer’s we all have specific desires in the types of

salons that we have visit. Clients want strong relationships, valuable services and

clean salons. This should not be news to anyone. Every one of us should be

living and breathing this model day-in and day-out in the salon setting. In short,

clients just want to go to a salon that they know has a professional environment

and has hairstylists who are committed to their jobs and want to give great

haircuts and styles. Every salons must have a strong delivery of relationships to

their clients, they must add value to their services and they must maintain the

cleanliness of the setting. They must be well equipped to attract new customers,

keep loyal customers, and get lots of referral business from satisfied client.

Findings

This research was conducted using the descriptive method of research

employing both the qualitative and quantitative research design. A survey was

administered to selected students of Golden Gate Colleges Senior High School,

Grade 12. We used a variety of methods to increase the validity of the results.

The profile of the respondents in terms of Age, Gender, Year level,

Course/Strands, and Chosen Salon were gathered and analyzed to have an

accurate description of the respondents. The following table presents the

frequency distribution of the respondents by Age, Gender, Year level,

Course/Strands, and Chosen Salon.

Table 1 show the frequency distribution of the respondents in terms of Age.

Most of the respondents were 19 and 20 years old, with a frequency of 4that

comprised 10 percent of the respondents. 36 or 90 percent were 17-18 years old,

which has the frequency of 40 respondents or 100 percent.

Table 2 highlights the frequency distribution of respondents in terms of

gender. It could be seen from the table above that there were twenty-five female

respondents, which comprised 62.5 percent of the total number of population,

and fifteen male respondents that comprised 37.5 percent, which has the

frequency of 40 respondents or 100 percent.

Table 3 shows the frequency distribution of the respondents in terms of

Year level. All the respondents are Grade 12 students, with a frequency of forty

that comprised 100 percent of the respondents.

Table 4 shows the frequency distribution of the respondents in terms of

Course. It could be seen from the table above that there were

10ABMrespondents, which comprised 25 percent of the total number of the

population, and 10 HUMSS respondents, which comprised 25 percent. Ten or 25

percent were STEM, and ten or 25 percent were TECH-VOC, which has the total

number of respondents, 40or 100 percent.

 Table 5 shows the frequency distribution of the respondents in terms of

their Chosen Salons. Most of the respondents go to the Index salon with a

frequency of twenty-three that comprised 57.5 percent of the respondents. Seven

or 17.5 percent going to Reyes Salon, Five or 12.5 percent to Bangs Salon and

five or 12.5 percent goes to Artista Salon, which has the total frequency of 40

respondents or 100%.

Students Perception’s on Competitive Strategies of Selected Salon in

Batangas City in related through the use of self-constructed questionnaire, the

level of the satisfactory of students’ perceptions can be categorized. The

following table present frequency distribution of the respondents based on

students perceptions.

Table 6 shows the frequency distribution of the respondents in terms of the

respondents’ perceptions. As shown in table 6, under statement 1, our
respondent satisfied on the quality of services that salons provided. For
statement 2, they also unsatisfied in the proper location of salon that they’ve
chose in the industry which they compete.

While for the level of satisfaction of every customers, our respondents are
satisfied for statements 3, respectively. For the statements 4, which is under the
strategies used, all of our respondents satisfied that it helps to attract customers.

While for the quality of equipment that they have been used, our
respondents are unsatisfied for statement 5, respectively. Lastly, under the
students perceptions, the proper treatments of the employees toward to the
customers makes them satisfied.
 As shown in table 7, under statements 7 and 8, they are both satisfied on
the proper hair treatment (Brazilian) and the entertainment that they provide to
their customers. But basing on their weighted mean, they are more likely the
same. Meanwhile, on statement 9, our respondents unsatisfied to the convincing
ability of the employees toward to their customers.

Also part of table 3 is statement 10. Our respondent are satisfied to the
cellophane that they’ve been used that helps to attain the level of satisfaction of
every customers. For statement 11, which is under the fast and excellent
services of the salons, our respondents are satisfied that’s salons provide. And
for statement 12, our respondents are also satisfied because of having a price
cheaper that provide long lasting treatment than the other salons.

As shown in table 8, all of the statements had reach the satisfactions of our
respondents. For statements 13, our respondents are satisfied to the use of
competitive strategies of the salons that thay have been chose, and that meets
their satisfaction. While for the statement 14, differentiation strategy reached our
repondents satisfaction by providing uniqueness that is valued and perceived of
every customers and that’s also reached the highest weighted mean. For
statement 15, cost leadership strategy came up to satisfied our repondents. With
the use of that strategy, it achieves the low cost production within the industry
that they occur.

On the other hand, for statement number 16, our respondents are satisfied
and guarantee to the focus strategy used by the selected salons. While on
statement 17, our respondent satisfied that differentiation strategy helps to
appeals customers with special sensitivity. And lastly, for table 8 under statement
18, our respondents satisfied that salons uses focus strategy that has services in
competitively.

For the last table for chapter 4, we have ranked what suggested ways that
can be helpful on selected salons in Batangas City, according to the weighted
mean and verbal interpretations their answers had gone to. 1st in the rank is the
long lasting hair treatment more than one year in a worth price, which is the most
concern of every women customer for rebonding service. A clean, new and
complete equipments reach 2nd ranked. Many customers wants a an appropriate
and clean salon equipment because that is the first thing they’ve seen in the
salon workplace that catch their attentions. Reaching 3rd rank is, having a proper
and attractive uniform to attract more customers. Customers thought that having
an appropriate uniform for every employees makes them looks so neat and
professional in the services or job that they provide.

At the 4th place is providing some home services to every customers in a

worth price. Some customers wants home services rather than to go directly to
their salons. It makes them more comfortable to do anything, even though it is
more expensive to pay.

On the other hand, having free services after 3 days of rebonding.had

reached 5th rank. And lastly, 6th rank is by providing fast quality services.
Sometimes, rebonding had reach 9 hours of services. The customers thinks that
it would be better if it will become 3-5 hours instead of 9 hours. They are more
likely to stay and become loyal to your salon business by providing those
suggested ways that can helpful on selected salons especially here in Batangas
City in attracting more customers.

Conclusion

The researchers conclude that the Golden Gate Colleges Senior High

School Student’s perceptions on the salon that they choose are the satisfactions

that they get based on experienced, non-stop services, quality of products that

the salons use and prices, promo and place. They also perceives by their
satisfaction, strategies, quality of equipment and the proper treatment of

employees towards to their clients.

Having a salon business with a helpful competitive strategy in the industry

that they have occur has many advantages. First, there is a high advantage if

salons uses different hair treatments compared to other salons that is more

effective and long lasting. Second, by having those competitive strategies you

are not just earning money but you are also gaining trust and loyalty from your

customers by providing entertainment, convincing ability, fast and excellent

services, cheaper price that provides long lasting treatment than the other salons

and especially by meeting or exceeding the satisfactions of your clients.

A competitive strategy therefore enables a firm to gain a competitive

advantage over its rivals and sustain its success in the market. We conclude that

these competitive strategies will be helpful to attract more customers. By having

those strategies, it will guarantee that every salons services will meet the

satisfactions of their clients. With the help of differentiation strategy, salons may

provide uniqueness for their service offered that perceived and valued by their

clients. It will also help to appeal customers with special sensitivity. Another key

to attract customers is to use the cost-leadership strategy, which may help to

achieve low-cost production of services within the industry. It will not just for the

clients, but also for every salons. Cost-Leadership strategy will be helpful to

market your business as the cheapest source for service. Salon may also use the
focus strategy, which will be helpful for them to concentrate to their resources

and has services in competitively. This strategy is the market segments where

can compete and attract customers effectively.

The researchers conclude that this research paper helps to change the

perceptions of the students on competitive strategies of selected salon in

Batangas City. With the help of the data and information gathered to the Golden

Gate Colleges Senior High School Students to their perceptions, those strategies

will be helpful to every salons in Batangas City.

This study can be helpful not only for a student but also for us as a

customer. By this, you are able to clearly understand your perceptions on

different competitive strategies and especially to every customers on choosing

the best salon based on their competitive strategies. This research paper can be

greatly helpful to those who need information and idea about competitive

strategies and can truly be helpful to the next researcher to gain information.

By that, it will be helpful to gain more customers and this will help to know

what are the perceptions of the students as a client regarding to those services

that they have provide. By knowing all of that, they will now able to improve their

business, especially that they are competing with one another. Salons may

provide fast quality services. They are now aware to provide clean, new and

complete equipment. They will now use a proper and attractive uniform to attract

more customers. They will also provide long lasting treatment in a worth price,
which is the most concern of every women clients. They will now aware to have

free services compared to those salons that doesn’t have and lastly they will now

provide home services to every customers in a worth price. This will all be helpful

to change the perceptions of the students as a client and for the salons to attract

more customers that leads to their growth.

This research paper will not just for customers, but also for every salons in

the industry. We, as a client’s only wants to go to a salon that we have known

that has a professional environment and has hairstylists who are committed to

their jobs and want to give great results.

Recommendation

Based on the conclusions, the following recommendations were developed:

 As a salon business, you should provide fast quality services.

 In order to attract more customers, clean, new and complete equipments
are very important to achieve customers satisfaction.
 Salon must have proper and attractive uniform to gain more customers.
 Every salon must have provide a long lasting hair treatment which is the
most concern of every students.
 Having a salon as a business, you must be aware to have free services,
especially in rebonding.
 Salon must provide home services to every customers in a worth price.

Every salons must have a strong delivery of relationships to their clients,

they must add value to their services and they must maintain the cleanliness of
the setting. They must be well equipped to attract new customers, keep loyal

customers, and get lots of referral business from satisfied client.