Examining the attitude of women towards beauty salons in tier II cities in India. (2nd August 2019)

• Record Type: Journal Article
• Authors: Paluri, Ratna Achuta; Mehra, Saloni
• Is Part Of: International journal of Indian culture and business management. Volume 19:Number 3(2019)
• Page Start: 369
• Page End: 383
• Publication Date: 2019-08-02
• Subjects: attitudes -- beauty salons -- cluster analysis -- factors -- segmentation -- India; Management -- India -- Periodicals; Management; India; Periodicals; 658.0095405
• Languages: English
• ISSNs: 1753-0806

Abstract

While there is a growing demand for beauty care services in India, little research is reported on what consumers look for in such services. This paper aims at identifying factors that affect the attitude of women towards beauty care services such as beauty salons. Based on the factors identified, the market is segmented and the characteristics of the women in each of these segments are presented. Principal component analysis was used to identify factors. These factors were then used to conduct a cluster analysis. Six factors were identified, which were then used to identify three clusters of consumers. Analysis of variance for the factors showed the characteristics of respondents in three groups were distinct. Implications and limitations for further research are discussed towards the end.