This suggests that the overall demand for beauty parlors is rapidly increasing

This suggests that the overall demand for beauty

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20% annually, the beauty business in India is also at a rise. This suggests that the overall demand for beauty parlors is rapidly increasing over vast areas. The author has provided a table in which respondents are classified according to the frequency of their visits to a beauty parlor. Out of the total 350 respondents, about 93 of them visit a beauty parlor once in 30 days or once in 15 days, which carries a percentage of 26.46% of the total. This indicates that there is an increasing trend in the demand for beauty parlors and that most people prefer to enhance their beauty every now and then. Further in the article the author talks about the services provided by the beauty salons, namely: threading, plucking, facial, pedicure, manicure, and haircut. According to the data provided; 38.82% of the respondents always got a facial and preferred it over other services provided by beauty parlors, this is because these services are on the top in trend lists on internet and magazines. The author then talks about the necessity of beauty parlors. As per the data provided about 86.4% of the respondents said ‘yes’ which means they believed that beauty
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7 Beauty Parlors parlors have now become an important part of their lives. Moving on, the author has mentioned some of the reasons why people visit beauty parlors. The survey results showed that majority of the respondents, being 44.1%, visited a beauty parlor for the purpose of personal hygiene, 35% for grooming, and 20.9% for the status symbol. Moreover, the author mentioned the factors influencing the selection of brands. The statistics in the article showed that 32.35% of the respondents are influenced by the media. This shows how globalization and the innovations in technology have affected the decision making processes of people. In the findings section, the author mentions that location, experienced workers, and quality play a vital role in the selection of beauty parlors. This indicates that people are more aware and more conscious about their hygiene and prefer high class beauty parlors. The author suggests that since men have also become beauty conscious, the owners of the beauty parlors should also focus on attracting men by redesigning their promotional strategies. Secondly, the author has suggested that the beauticians should include stress control treatments; this would in turn attract more middle and old age customers. Lastly, the author suggests keeping in mind the importance of location, experience of beauticians, atmosphere, and quality, which would help the owners to maintain their customer loyalty. Concluding the article, the author states that one of the main reasons for the popularity of beauty parlors is the rising disposable income along with the desire to enhance one’s beauty. One of the research gaps is that this research is entirely based on events occurring in India, whereas, our research is supposed to be based on Lahore. Moreover, the research methods are not clearly mentioned along with no thorough examination of the focus groups.
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  • Spring '12
  • R.A

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