Brisbane, Sydney, Melbourne Hair Salon Customer Survey Report

This report presents an analysis of a survey conducted to assess customer preferences and attitudes towards hair salons. The study focuses on data collected from residents of Brisbane, Sydney, and Melbourne, utilizing quantitative tools like descriptive statistics to summarize customer responses. The report explores various aspects of customer decision-making, including the frequency of salon visits, factors influencing salon choice (such as price, quality, and location), and overall customer satisfaction. The findings highlight key insights into customer behavior, providing a foundation for developing effective marketing strategies for hair salons. The analysis includes mean, median, mode, standard deviation, and range calculations, offering a comprehensive understanding of customer preferences and market trends. The report concludes with a summary of the key findings and their implications for salon businesses.

MARKETING STRATEGY

EXECUTIVE SUMMARY
In the recent times, with the motive to assess customer’s preference and attitude towards hair salon survey data has been
evaluated. Now, with the motive to comply with fashion aspect people prefer to visit hair salon frequently. Hence, for developing
understanding about customer’s preferences regarding hair salon information pertaining to people reside in Brisbane, Sydney and
Melbourne has been gathered from Australian Bureau of statistics has been gathered. Foe determining suitable outcome from gathered
data set quantitative tools have been applied. Hence, descriptive statistics has been calculated to summarize the responses given by the
respondents.

TABLE OF CONTENTS
EXECUTIVE SUMMARY.........................................................................................................................................................................2
INTRODUCTION.......................................................................................................................................................................................4
MAIN BODY...............................................................................................................................................................................................4
DISCUSSION..............................................................................................................................................................................................9
CONCLUSION..........................................................................................................................................................................................12
REFERENCES..........................................................................................................................................................................................13

INTRODUCTION
This report is based on the information which is derived from the survey. A survey used to contain the 30 close ended question.
The main purpose of conducting the report was to understand the customer decision making process in context to be hair saloon
preference and choice. Another purpose of conducting the report was to understand the different factor which used to temp the
customer to choose the salon and barber for the purpose of having a haircut. Another purpose of conducting the report was to
uncertain the customer thoughts regarding necessity of having a haircut with the help of analysing the data about how frequently
customer used to have a haircut. Finding out the level of consumer experience and the thoughts on how costlier is haircut used to be
for them with the help of understanding the data related to the cost of haircut in the location and the cost which is preferred by the
customer regarding hair cut was the another sort of the purpose. This report highlights the marketing strategy which organization is
looking to adopt for opening the salon in the location. For the purpose of support the marketing strategy which has been selected
number of the evidence for the strategies has been provided with the help of the incorporation of the different data with the help of the
different analysing tool such as mean, mode, median, standard deviation and hypothesis testing and also with the help of the
information gather from Australian Bureau of statistic. In the end the report summarized the outcome of conducting the report.
MAIN BODY
Descriptive statistics
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
P
ar
ti
cu
typic
ally
visit a
hair
alw
ays
go
to
how
long
have
you
last twelve
months how
many
different
choose a
hair salon
or
barbersho
choose
a hair
salon
or
Choose a
hair
salon or
barbersh
Cre
ativi
ty in
hair
frie
ndl
y
and
op
eni
ng
ho
fa
st
ha
ir
li
mit
ed
or
Attr
acti
ve
déco
Ran
ge of
addit
ional
my
Fa
mil
y or

la
rs
salon/
barbe
r for
a
hairc
ut
the
sam
e
hair
salo
n
been
going to
the
same
hair
salon/b
arber
hair salons
or
barbershops
have you
had your
hair cut at
p because
of the
closeness
to where I
live or
work
barber
shop
becaus
e of
The
price
op
because
of the
quality of
the
haircut.
cutti
ng
and
desi
gn
pro
fess
ion
al
staf
f
urs
an
d
da
ys
cu
t
se
rv
ic
e
no
wai
tin
g
tim
e
r
and
surr
oun
ding
s
hair/
othe
r
servi
ces
frie
nds
go
ther
e
M
ea
n 3.25 1.27 2.76 1.71 4.08 4.24 4.56 3.43 4.41
3.5
6
3.
05
3.5
6 3.02 2.98 3.52
M
ed
ia
n 2 1 2 2 4 4 5 4 5 4 3 4 3 3 4
M
od
e 2 1 2 2 4 5 5 4 5 4 2 4 2 2 4
St
an
da
rd
1.92 0.45 1.48 0.73 1.05 0.87 0.74 1.16 0.75 1.2
4
1.
24
1.1
3
1.13 1.33 1.32

D
ev
iat
io
n
R
an
ge 6 1 4 3 4 3 3 4 3 4 4 4 4 4 4
M
in
i
m
u
m 1 1 1 1 1 2 2 1 2 1 1 1 1 1 1
M
ax
i
m
u
m 7 2 5 4 5 5 5 5 5 5 5 5 5 5 5

1
6 17 18 19 20 21 22 23 24 25 26 27 28
2
9
3
0
g
o
o
d
re
p
ut
at
io
n.
how
satisfied
or
dissatisfi
ed would
you say
that you
are with
the
haircuts
I see
havin
g my
hair
cut as
a
simpl
e
neces
sity
I
really
like
the
whole
experi
ence
of
having
a
haircu
t
Havi
ng a
hairc
ut is
gener
ally
quite
expe
nsive
I like
to be
pamp
ered
while
havin
g a
hair
cut
I like
chattin
g with
the
staff
when I
am
getting
my
hair
done.
Gettin
g
advice
from
the
staff
about
my
hair is
useful
to me
With a
haircut I
generally
want to
get in
and get
out as
quickly
as
possible
I
apprecia
te
having
other
services
availabl
e other
than
just
haircuts.
I talk
to
other
people
about
where
I have
my
hair
cut
I am
loyal
to my
brand
of hair
salon
or
barbe
r
shop.
Please
specify
the
usual
price
that
you
pay
for a
haircu
t
G
e
n
d
e
r
S
t
a
t
e
M
ea
n
4.
1
0 4.41 1.81 1.79 1.57 1.51 1.71 1.94 1.59 1.71 1.71 1.62 2.83
1
.
4
1 3
M
ed
ia
4 4 2 2 2 2 2 2 2 2 2 2 3 1 3

n
M
o
de 4 4 2 2 2 2 2 2 2 2 2 2 2 1 3
St
an
da
rd
D
ev
ia
ti
o
n
0.
8
9 0.69 0.40 0.41 0.50 0.50 0.46 0.25 0.50 0.46 0.46 0.49 1.31
0
.
5
0 0
R
an
ge 4 4 1 1 1 1 1 1 1 1 1 1 4 1 0
M
in
i
m
1 1 1 1 1 1 1 1 1 1 1 1 1 1 3

u
m
M
ax
i
m
u
m 5 5 2 2 2 2 2 2 2 2 2 2 5 2 3
DISCUSSION
From the investigation it has been analysed that average value is 3.25 it means that customers visit the salon in every three
months for haircut. The middle value is 2. Further, the mode value is 2 it means that mostly people visit the hair salon in every three to
six months. The mean value is 1.27 it means that on an average people visit to same hair salon. It means they also visit other salons.
The median is 1 and mode is also 1. It means majority of people visit to same hair salon. From primary data collection it has been
analysed that that on an average people visit same hair salon between one to two years. The median value and mode both are 2. It
means majority of people visit of similar hair salon between one to two years. The mean value is 1.7. It means that, on an average
people have visited two different hair salons in last twelve months for haircut. The median and mode values are 2. It means that most
of the people has visited barbershops 2 different salons in last twelve months for haircut.
From descriptive study, it has been found out that on an average people agree that they choose hair salon due to closeness from
the place of work or living. Further, the median and mode values are 4. It means that, majority of people somewhat agree that yes they
choose barbershop due to closeness from place of living or work. The average value is 4.24. It means that, respondents are somewhat
agreeing that they like to visit salon due to price. The median value is 4. The mode is 5. It means that, majority of respondents strongly
believes that they visit salon because of price (Iyer and et.al., 2015). On an average respondent strongly agrees that they choose a

particular hair salon because of quality of haircut. Further, median and mode values both are 5. It means, majority of respondents
believes that they visit a particular salon due to quality of haircut. From the investigation it has been evaluated that, on an average
respondent neither agree nor disagree that they choose barbershop due to creativity of staff in hair cutting. Whereas, median and mode
value is 4. It means that, respondents somewhat agree that they visit hair salon due to creativity of staff in hair cutting.
The mean value is 4.41. It means, on an average respondent somewhat agrees that they visit hair salon due to friendly
behaviour of staff members. The median and mode both are 5. It means, respondents strongly agree that they visit barbershop due to
professional and creativity staff. From primary data collection it has been analysed that on an average respondent somewhat agrees
that they choose hair salon because of its opening hours. Further, median and mode values are 4. It means, majority of respondents
somewhat agrees that they visit barbershop due to its opening hours and days.
Survey results present that, in q.11, mean is 3.05 i.e. 3 the average number of respondents has answered as neither agreeing nor
disagreeing and the median accounts for 3 i.e. the middle value was neither agreeing nor disagreeing and mode i.e. the most number of
people gave answer as 2 which was disagree and the deviation was measured as 1.24 i.e. 1 which is strongly agree followed by range
classified as 4 i.e. somewhat agree. Referring this, it can be stated that fast haircut service does not have high level of impact on
customer’s preferences regarding salon. From primary investigation it has assessed that respondents somewhat agreed with the aspect
that preferences for salon is influenced from waiting time to some extent. In question 12, it has been depicted that people are getting
affected from the limited or no waiting time factor because the value resulted as 3.5. In respect of question 13, it has been reflected
that attractive décor and the surroundings plays a major role for the people and they are very much affected from this as the value
resulted as 3.02. However, for 14th question it has been seen that range of additional haircut or the other services is not a main factor
and does not affects an individual. For the variable of 15th question, my family or friends go together is also a big variable that affects
the people.

Fact revealed that large number of individuals that operate barber business are in relevant line because they think that it
generates name for them. It is the one of the motivating factor for them to become in this line. It can be observed that large number of
respondents believe in doing job that make them popular among them. This is also validated from the fact that mean and mode value is
4. Customers to some extent are satisfied from the service which is provided by the barber. It can be seen from the table that mean and
mode value is 4. Most of respondents does not think that hair cut is necessity for them. There are large number of individuals that
prefer to keep long hairs as part of fashion. This is the reason due to which there are large number of individuals who think that hair
cut is not necessity for them (Barber, Metcalfe and Porteous, 2016). However, experience of individuals about hair cut is also good.
Thus, overall it can be said that customers are satisfied from the services of barber. Thus, retention rate may be high in this business.
Moderate number of respondents think that haircut is very expensive for them. There are large number of barber shops which provide
high quality of service but on same time also charged higher amount. Hence, some of customers may avoid to take service of such
kind of barber. Many people prefer to be pampered during hair cut as it relax them. Such kind of thing assist firm in creating and
maintain customers in the business. Most of customers prefer to talk to staff members after hair cut as they have some queries which
prefer to resolve after haircut. People commonly believed that getting staff advise benefit them a lot in managing and maintain their
hair style to large extent. Results also indicate that most of respondents after getting hair cut do not prefer to stay for long time at shop.
If they have any query they ask to barber and get out from the shop. People mostly like to go to barber shop where multiple services
are available (Charoensukmongkol. and Sasatanun, 2017). This is because people have common belief that single barber must be
fixed and every time hair cut must be done by them. This lead to good hairstyle with passage of time. Hence, for every requirement
individual want to visit same barber shop every time. Due to this reason most of people like to visit those barbers which provide
multiple services under single platform. Q. 26. The mean value is considered to be 1.71 where the respondents does not tend to talk
with the other people from where I tend to get my hair cut. The median value is 2 and the mode value is also 2 which in turn states that
individuals tend to talk with the other people from where I tend to get my hair cut. The value of standard deviation is .46. Q. 27. The
mean value of the respondents is 2 where the individuals are considered loyal to the brand for the particular hair salon and barber

shop. The median value is 2 and the mode value is also 2. The value of standard deviation is .49. Q. 28. The mean value of the
respondents is 2. 83 where the individuals tends to pay $100 for the haircut. The median value is 3 and the mode value is also 2. The
standard deviation is 1.31. Q. 29. The mean value of the respondents is 1.41 where gender is one of the major factor which in turn do
not affect the barber shop. The median value is 1 and the mode value is also 1. The value of standard deviation is .50. Q. 30. The
mean value of the respondents is 3 where state is considered to be one of the major factor which in turn affect the performance and
productivity of the barber shop. The median value is 3 and the mode value is also 3. The value of standard deviation is 0.
CONCLUSION
From the above report it can be concluded that for opening barber shop, it is very much important on the part of such business
planner to gain deep insight about market trends as prevailing in the market place. By understanding the needs and preferences of
targeted market audience, it has helped such individual in making sound as well as strong business plans as well as strategies on the
basis of which such barber shop has been started. By gaining knowledge about priorities and customer frequent visiting in a specific
time period has helped in making its decision related to starting of barber shop. All such factors has helped in gaining better
understanding about customer preferences as well as demands as per which business operations were conducted.
From this report, it has been assessed that for conducting a business of barber, it is very much important for the service
provider to first understand key factors on the basis of which individual customers are making decisions. It has been assessed that
opening time of barber shops, less waiting time, quality services, creativity as well as innovation in services are some of the factors
which has been agreed by most of customer which are yielding high level of satisfaction among them. Also, because of professional
and friendly staff, close to living area, attractive pricing strategies and different ranges of hair care services being offered at one place
has become the major factors which influences customer decision related to making a choice of barber shop.