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APPLICATION OF MARKETING CONCEPT IN MARKETING OF HAIR DRESSING SERVICES (A COMPARATIVE ANALYSIS OF MAGIC FINGERS BEAUTY HOME AND ULTIMATE BEAUTY SALON)

ABSTRACT

This research project is a very crucial study for the entire public that makes use of salon within Enugu metropolis.  The researcher in this work tried to find out the extent the application of marketing concept can help in the effective and efficient running of an organization with particular reference to beauty salons. The researcher also tried to find out how the application of marketing concept helped in motivating the users of the beauty salons compared to others that knew nothing or little about marketing concept and its application. The researcher limited the scope of the study to the users of these salons at new haven independence layout and G.R.A Enugu. The work specially addressed the following issues:

i.          Determine the level of the application of marketing concept by Magic Fingers Beauty Home and Ultimate Beauty Salon.

ii.        To determine the quality of services rendered by magic finger  beauty home and ultimate beauty salon

iii.       To determine the level of disparity in terms of consumers satisfaction with services render by magic fingers beauty home and ultimate beauty salon.

iv.       To ascertain the services provided by ultimate hair dressing salon.

v.        To ascertain the degree of consumer satisfaction with the current sate of beauty salons I Enugu metropolis.

To ensure successful completion of this work, the researcher used some research instruments, which includes questionnaire, oral interview and personal observation for data collection.  The relevant data were collected form respondents, which comprises of the users of the beauty homes.

Data interpretation and analysis were done putting into

consideration the following;

i.          Age

ii.        Reaction to new hair styles and latest beauty treatments.

iii.       Reasons for choice of service provider

iv.       Salons preferred and reason in percentage

Finally it was found out that:

i.          The salon or beauty home that adopted marketing concept does better than the one that ignores the concept.

ii.        Customer feel more comfortable to patronize beauty homes that adopt the marketing concept.

iii.       The researcher further discovered that saloons that are ignorant of the marketing concept record a very high degree of low patronage.

So putting the customer first and seeing him as the king pays better in business.

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