DIMENSIONS AND DOMINANT GROUPS OF CUSTOMER PERCEPTION AND ATTITUDE TOWARDS BEAUTY PARLOUR SERVICES

Beauty parlour services industry in India has witnessed tremendous growth due to the enhancement in the socio-economic conditions and changing lifestyle of the people. Beauty care industry was catogorised into three different types namely, hair care, skin care and general personal care products. This primary study was aimed to explore the customer attitude and perception towards visiting the beauty parlors in Chennai city. This study was adopted survey method and questionnaire to collect responses from the beauty parlour visitors. The statistical tools such as, percentage analysis, factor analysis, cluster and discriminant analysis has been applied to draw meaningful findings for the research questions. The result reveals that beauty parlour service variables are grouped into promotional, safety, atmosphere, functional, technological advancement and service factors and all the respondents are significantly grouped into two cluster groups based on these seven factors. The service provides are suggested to use those products which creates safety and credibility sense among the consumers and they should avoid use of local cosmetics and other personal care products. Store atmosphere and store ambience are another important factor influencing the perception and attitude of the customers with respect to beauty parlour services.