A COMPARATIVE ANALYSIS OF APPLICATION OF MARKETING CONCEPT IN MARKETING OF HAIR DRESSING SERVICE

A COMPARATIVE ANALYSIS OF APPLICATION OF MARKETING CONCEPT IN MARKETING OF HAIR DRESSING SERVICE

BACKGROUND TO STUDY

As modernity unravels, with its awe-inspiring issues and potential, the subject of marketing is getting growing attention from businesses, organizations, and governments. Marketing is both an ancient and new profession. It existed in the past, or since the dawn of time. That was the era of bartering. When small manufacturers began to make their items in huge quantities in anticipation of future customers, marketing began to take off. The principle of layout division and assuring specialization gave rise to this surplus output(Santon 2017). .

The novelty of marketing stems from the fact that it emerged around the turn of the century. The marketing age emerged when manufacturers finally acknowledged that they needed first find out the requirements and desires of customers and then make goods that would suit those needs and wants," writes Jobber(2016). Professional service providers such as physicians, consultants, beauty service providers, and so on are the most recent corporate groupings to take an interest in marketing. Services range from those that support products to those that exist only as an object of trade.

It is largely intangible and does not result in the acquisition of any property. Its manufacturing may or may not be linked to a tangible product. Beauty salons fall under the category of a main service with accompanying minor items. It is based on humans. Ultimate beauty saloon, like other salons in Enugu metropolises, is distinguished by cheap capital, a large number of yet fragmented sellers, and imperfect competition resulting mostly from effect knowledge by service providers and service users. It is also distinguished by a low educational level. The ultimate beauty salon is located at o. 21 N29 street independence layout, Enugu, in the garage of a duplex building. It is a solitary proprietorship with no workers. Miss Ijeome Nwosu, the proprietor, is a S.S.C.E holder who lacks professional training in cosmetology, dermatology, and other professions linked with beauty salon business. Her service is limited to hair care, but there are many unexplored areas in a beauty clinic. She has no plans for growth and knows nothing about marketing principles, let alone how to apply them. While magic fingers beauty house, located at No. 24 Queen's Drive, Victoria Island Lagos, is a foreign-like beauty salon that employs the marketing idea.

It boasts a unique, nicely constructed building. The tranquil and relaxed atmosphere is simply fantastic. It has a considerable frontal land exposure. The beauty salon employs only the best therapists. They provide every treatment imaginable, including carthiodemine aromatherapy, seaweed baths, manicures, a medium-sized Olympic swimming pool, a new light diet room, sauna baths, hair treatments, hydrotherapy, thalgo body treatments, spa baths, sauna and steam rooms, G.S vibro message, and so on. The females are well-dressed, pleasant, and appear to possess all of the traits expected of a service provider. There are around a hundred employees, ranging from unskilled workers such as gardeners and security guards to beauty specialists or experts. Because of rivals such as Shribland Hall Health Clinic, Spring Hydro, and Sopwell, they employ the marketing idea to stay the market leader in the beauty sector. According to Cosmopolitan magazine's Mercelle D'Engy Smith, "this is the perfect respite for stressed-out professional women." Those who have gone to Magic Fingers or other sophisticated salons in Lagos, as well as Ultimate Hair Dressing Salon or any other toddling stage salon within Enugu city, may observe that there. Is a major demand for the implementation of marketing concepts for the present world standard in the marketing of hair styling services.

STATEMENT OF PROBLEM

As more women get involve, educated sophisticated, widely exposed and try to meet up with their counterparts in other states, the need for upgrading our beauty salons raised. T the increasing cases of acid victims, over bleached skins, increase in number of foreigners, beauty conscious albinos, the quest for a modernized beauty  saloon is on the increase.

But the salon industry in Enugu harbours the greatest number of confident tricksters.  There is no legal body that monitors or investigates compatibility of the service providers.  There are no rules or regulations as to the basis educational requirements for people setting up beauty saloon like qualifications in dermatology, cosmetology etc.  their level of performance is frustratingly below trends.

Price liking is continuously made with little or no notification to notification to the consumers. Some dabble into services that hey do not have the necessary skills and training to perform like pedicure, facial treatment, manicure etc.

The location, elaborate facilities and other conveniences (example air condition, fan, and sweet sound), external appearances, tasteful interior decorations etc. are not taken into consideration when citing service business location.

The above mentioned problem is noticed with ultimate saloon but in the contract they have been already taken care of by magic fingers beauty home.  As a result, this study is undertaken to find out if there is need for the application of marketing concept in beauty salons in Enugu metropolis.

OBJECTIVE OF THE STUDY

• To determine if the level of the application of the marketing concept by magic fingers beauty home and ultimate beauty salon.
• To determine if the quality of services rendered by magic fingers beauty home is higher than that offered by ultimate hair dressing salon.
• To determine the level of disparity in terms of consumer satisfaction with service rendered by magic fingers beauty home and that of ultimate hair dressing salon.
• To ascertain if there are areas consumers would like the services provided by ultimate hair dressing salon.
• To ascertain the degree of consumers satisfaction with the current state of beauty salons in Enugu metropolis.

HYPOTHESIS 

1. There is higher consumer satisfaction on the quality of service rendered by magic fingers beauty home than that of ultimate hair dressing salon.

2. Magic fingers beauty home covers wider areas than ultimate hair dressing salon.

SIGNIFICANCE OF THE STUDY

The usefulness of this study will be seen in three categories.

It’s benefits to:

1. 1. Customers
   2. Service provider/salon
   3. The government.

A. CUSTOMERS: When the marketing concept is applied or used by proprietors in marketing the service of their beauty salon, consumers will be better satisfied.  The quality of service will be higher.  Consumers will be offered a wider range of quality services.  The service will now be received form experts in a cleaner environment and the customer will have a sense of belonging.

B. THE SERVICE PROVIDER/SALON: This study is necessary so that the proprietor of ultimate hair dressing salon will know areas she is lacking and offer services that carter to current and anticipated needs.  One can equally start producing, pricing, distributing, promoting and processing her services in a way that customer’s value.

Ultimate can now start using marketing led strategies and desire to meet needs better than competitors.  She can with the aid of result form this research study increase her market share and profit and it will also guide her in employee selection.

C. GOVERNMENT:  From this study, the government would make provisions for courses like dermatology, cosmetology, beauticology etc. in our institutions of higher learning.

It will also increase gross nation profit and also increase employment then reduce quest for government paid jobs.

NEED FOR THE STUDY

If we look at what is happening in the Enugu business sector, we see that they don’t make use of the marketing concept and this is true of beauty salons.

Again if we consider the class of people that operate salons – school dropouts, illiterates etc. you see that none of them is aware what the marketing concept is all about.

They leant by merely watching their boss do it.  There are many areas salonists ought to operate like facial and skin surgeries, thalgo body treatment etc. which are current not being practiced.

The number of people especially those that use medicinal creams like demovate and tempovate just to become fair incompletion need salonists to advise them on more suitable product for their skins.

SCOPE OF THE STUDY

This study lovers all the users of magic fingers beauty home which is a foreign like based salon.  Because of the distance very few people are involved.  The study also covers the users of ultimate hair dressing salon, here in Enugu. Again since ultimate hair dressing salon is ran by a sole proprietor, there will be no need talked of personnel.  So in the two case studies being studied, only the users of this salon within Enugu metropolis will be considered.

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