Analysis of Consumer Decision Making in Hair and Beauty Services

This report provides an in-depth analysis of the consumer decision-making process within the hair and beauty service sector. It begins by outlining the initial stages of information gathering, highlighting the significant role of social media in shaping consumer awareness and perceptions. The report then examines the need recognition phase, exploring how both internal and external stimuli influence consumers' desires for these services. It delves into the information search process, including the importance of product benefits, customer reviews, and pricing strategies. Furthermore, the study analyzes the evaluation and selection stages, including the trial of products, and the economic view model of consumer behavior. The report also addresses the purchase decision and post-purchase behavior, including customer satisfaction and dissatisfaction. The findings are supported by primary data and real-world examples, providing valuable insights into consumer behavior in this industry. The report concludes with a list of references used in the study.

Consumers’ decision making
process – Hair and beauty
care service
MARKETING

Introduction
 Consumer decision making technique engages the
consumers to identify their needs
 Consumers collect information
 Evaluate the alternatives
 Make the buying the decision
 In order to make the presentation with real-word
facts and situation, primary data has been used in
the study.
 To identify the elements that consumers consider
real world situation of beauty care service has
been considered

Consumer decision making process
 Before taking a service or buying a product, the first
thing that consumes do is that they collect information.
 Today, collecting information about a product or
service has been an essay job as there are technology
advances.
 I have observed that 6 consumers out of 10 have
mentioned the thing that they first collect the
information from the social media before making a
thought of buying the product.

Need Recognition
 Any sort of external or internal stimuli could drive consumers to believe that the
individual could lack something
 Such lack could motivate the individual to look for something meet the needs.

Information Search
 Need of a good product preventing hair
loss
 Product benefits
 Customers’ review
 Brand’s after sale services
 Price plays a major role

Identify the decision
 Collecting information is not the only thing
that directly lead consumers to make
purchase decisions.
 customers tend to evaluate the benefits and
disadvantages of different product
alternatives and enhances a set of choices
about the product attributes.

Selection and Trial
 Almost 7 consumers have stated the fact that after making
a large series of choices,
 they may end up making different choices in the small
quantities.
 5 customers out of those 7 have said they might try the
product for sometimes to observe how that suit their
lifestyle and needs.
 Economic view model consumer is a rational individual
and the person could take rational decision

Purchase decision
 Almost 8 customers out of 10 have
stated the fact is able to provide the
desired benefits and meet their basic
needs
 They end up making a purchase
decision. If the service has the best
solution, the individual could end up
making the actual purchase.

Post Purchase decision
 An individual could seek reassurance after
making a suitable
 –almost 7 visitors out of 10 would visit again
because the hair care service they availed is up
to the mark
 while three consumers said they expected little
more compared to their past experience.

Post purchase decision
 3 out of 10 customers is dissatisfied because
the product did not meet their expectation,
so he/she rejects the product
 Almost 2 customers in 7 have mentioned
that compared to the price they have paid,
the service is excellent.
 Customers often provide against the
product after the purchase and use

References
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