A STUDY ON CONSUMERS’ PREFERENCE TOWARDS BEAUTY SERVICES IN TIRUCHIRAPALLI

Earlier days women have been very conscious of their appearance since their existence of youth. Most of them give much importance to their external appearance. They can change their look in various numbers of ways. But today it has changed. Men parlors have overcome women's parlors. Because of booming beauty conscious among men has increased. However both men and women are always concentrated on their external beauty. In conventional times people used orthodox ways to beautify themselves. Even now the wish is the same, but with different and better tools. Thus, a beauty parlor or salon is a business that deals with the beauty treatment for women and men. This study have accentuated that there are many beauty parlors are available in Trichy but why people prefer particular brand. The existence of some studies investigating how brand preference is built and changed, most of them focus on examine factors from consumer behavior perspective or advertising perspective. This research aims to build a conceptual framework of brand preferences from a new perspective, the consumer's experiential view