Marketing Report: Consumer Behavior and Barber Shop Strategy in NSW

This report examines the marketing strategy for a new barber shop opening in NSW. It begins by analyzing various aspects of consumer behavior relevant to the business, emphasizing the significance of social factors and personal preferences. The report details the market segmentation strategy, focusing on young male customers aged 20-35, and explains the rationale behind this target market selection. It outlines how the barber shop can position itself as a designer salon offering value for money and details the relevant elements of the marketing mix, including product, price, place, and promotion. The report also presents the marketing strategy and plan, highlighting the use of both traditional and online media to attract the target demographic. Finally, it addresses legal and ethical considerations, such as employment laws and the importance of staff training. The report concludes by emphasizing the role of effective marketing in attracting customers and achieving business success.

CORE MARKETING
CONCEPT

Contents
INTRODUCTION.......................................................................................................................................3
Different aspects of consumer behavior...................................................................................................3
How you have segmented the market and why you have chosen your targetMarket...............................3
How a new barber shop is going to position itself in the market.............................................................3
Relevant elements of marketing mix.......................................................................................................4
Marketing strategy and plan....................................................................................................................4
Legal and ethical issues...........................................................................................................................4
CONCLUSION...........................................................................................................................................5
REFRENCES..............................................................................................................................................6

INTRODUCTION
In today’s competitive marketplace, marketing plays very essential role in order to
position business entity effectively and efficiently. According to the given scenario it has been
said that a barber shop is going to be open at NSW, for which it is required to target customer
and segment market on the basis of it (Hsu and et. al., 2016). Apart from this, present report
includes elements of marketing mix and some legal issues which affect the business operations.
Different aspects of consumer behavior
It has been analyzed that in today’s changing world consumer behavior plays very crucial
role in the growth and development of business entity. Behavior of consumer influences the
performance of business in both positive as well as negative manner. Some of the important
aspects of consumer behavior include market trends, personal preference, economic condition,
social factors and many more (Pedersen, Gwozdz and Hvass, 2018). In case of present scenario,
a barber shop is going to be open where consumer behavior plays very essential role. It has been
identified that social factor and personal preference are the aspects of consumer behavior which
need to consider positioning business entity effectively and gaining positive response.
How you have segmented the market and why you have chosen your targetMarket
In today’s business environment it is required to segment customers in order to position
barber shop effectively and attract large number of customers towards them. In the present
scenario, at NSW a new barber shop is open where owner segmented there customers. In this
segmentation, male youngster between the age group of 20-35 is segmented. Reason behind this
is that they are the customers who are very particular and conscious about there looks. Apart
from this, the main reason behind choosing male customers between 20-35 age group is that they
visit saloon or barber shops on regular basis, which assist the owner in enhancing there
profitability at the competitive marketplace (Rosca, Arnold and Bendul, 2017).
How a new barber shop is going to position itself in the market
In order to create the unique image and cater the interest of target market the new barber
shop at NSW can position itself as a designer salon that provides value for money. Being new to
the market shop charges nominal price for the haircut (Ortiz de Mandojana and Bansal, 2016).

Along with that it simply uses print media or tradition media as well as digital platform to get the
attention of the young adults who are in proximity and can help firm to expand its business
effectively.
Relevant elements of marketing mix
Product: Product or services are the items that are offered by company to the customer
in order to generate revenue. Within a new barber shop offer certain services such as haircut and
hair styling by the trained and experienced barber (Svensson and Wagner, 2015).
Price: New barber shop at NSW offer reasonable prices for its prestigious services. In
addition to it, the shop also offer buddy discount where friends ca avail the services at
comparatively low prices.
Place: The location of new barber shop is in the residential area where most of the people
can approach the shop to avail its facility.
Promotion: To generate brand awareness or preference the new barber shop uses digital
media, leaflet, newspaper and magazine to gain publicity (Neumeyer and Santos, 2018).
Marketing strategy and plan
The new barber shop has designed the whole marketing strategy and planning effectively
due to which it has designed the whole STP successfully. Being new the company uses both
traditional media and online media to gain the attention of youth and appeal their interest to gain
the discounts. Hence, such types of strategy help the shop to generate additional revenue.
Legal and ethical issues
Legal issues: It includes the latest laws passed by government which need to be followed
by the salon owner such as minimum wage rate and sex discrimination law. Thus, avoidance of
employment act can lead to the fine and termination of license which adversely affect the
functioning of the barber shop
Ethical issues: Ethical value referred to the correct behavior and right attitude that need
to be displayed by the staff of new barber shop to the audience (Yang and et. al., 2017). Thus,
proper training need to be provided before delivering the services to the client otherwise any

accident or chances of dissonance can act as a ethical issues that can adversely affect the
profitability of company.
CONCLUSION
With the help of above mentioned report, it has been analyzed that marketing plays very
essential role in order to attract large number of customers. In this report, personal preference
and social factors are considered as important aspect of consumer behavior. Along with this,
male customers between 20-35 age groups are segmented. Therefore, the marketing mix need to
determined effectively in order to target the segmented market effectively.

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