Nails On the Fly:
Consumer Behavior Issues
PROPOSAL
Nails on the Fly would be a small nail salon station located at various airports around the country. It is targeted toward women who are usually traveling due to business and do not have time to get their nails done in town, so while waiting to board their flight can get their nails done.
INTRODUCTION
This paper addresses consumer behavior matters relevant to the marketing of Nails on the Fly. While many of the predictions made are contingent to authentication from market research, likely consumer behaviors, attitudes, background, and perceptions are projected in conjunction with a discussion of managerial implications.
LEVEL OF CATEGORY INVOLVEMENT IN THE DECISION MAKING PROCESS
For many consumers being properly groomed is an important part of their life, whereas many would believe that it is a mundane part of life. Therefore, it would be reasonable to expect that the selection of nails salons would be a matter of low involvement. For a low involvement product category, consumers are ordinarily usually not willing to expend energy on external search. It is likely that many consumers do not really care where they get their nails done, as long as it is convenient to them at the time that it is needed. However, some consumers will expand their energy on conducting external searches for “the best manicure” in town, or “the cheapest manicure.”
While some consumers will conduct some method of search for a nail salon, it can be inferred that most consumers chose their nail salons based on convenience, and not other factors. This suggests that a large proportion of the consumers will not go through a significant amount of decision-making, thus not opening opportunitie...
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...made in this paper suggest that it is important to gain favorable word of mouth from trust friends, and peers. It is therefore important to make everyone’s experience at the nail salon a favorable one, and it is important to play up the convenience of the location of Nails on the Fly.
While consumer information search is not the most important factor for this venture, it can be influenced in many ways. This has been discussed above. The most important factor is to have positive backing from clientele.
Many consumers may find that they do not have time to go to the nail salon before a business trip or vacation, thus it may be beneficial to have billboards up close to the airport to reinforce that there is still a chance to get it all done. These may also bring in customers who would have not originally thought to get their nails done before going on their trip.
In conclusion, we would attract about 458 estimated customers a year for our spa service, and we will use different media in our campaign to target different segments based on their geographic, demographic, and psychographic factors. By using social media advertising campaign, we could measure how many response rate we can get and to set up a clear objectives for our spa service. We try to differentiate ourselves with a lower price while providing high quality service as we previously stated in our objectives. We will try to maximize our profits and minimize the total of our advertising campaign cost, in order to have a high ROI to achieve our goal.
The competitive analysis sought to establish Kendra Scott’s competitive rivalry, buyer power, supplier power, threat of new entrants, and threat of substitutes. Kendra Scott has various major competitors, but it has preserved its leadership in the jewelry industry by maintaining a brand that is associated with superior and consistent customer experience, authenticity, superior core values, and flexibility in responding to changing tastes. The consumers have weak bargaining power largely due to the emotional attachment they have for particular jewelry brands. Besides, they do not rely on market forces and pricing levels to make purchasing decisions. The jewelry company and its main competitors depend on a few suppliers for their raw materials
Sally Beauty has a heritage as the first choice for professional cosmetologists and consumers alike because of the broad range of products. Their international presence offers Sally Beauty / BSG insight into fashion and beauty trends. It gives buyers and merchandisers a head start on obtaining the tools and products salon professionals need to create the latest fashion looks, as well as the products consumers use to maintain the look between salon visits. Beauty Systems Group stores, along with its outside sales consultants, sell up to 9,500
Have you ever wondered where the saying, ‘a picture says a thousand words’, come from? Well, I do not know who came up with this fantastic phrase, but nonetheless, I will be describing and analyzing two different magazine advertisements, trying to put in words what I think the advertisers wanted consumers to receive when those potential buyers viewed their ads. The two advertisements that I chose, Caress and Secret, try to encourage female consumers of all ages to purchase their hygiene products. Although both ads, Caress and Secret, appeal to the same gender with hygiene goods, they differ in design, text, and message. They attempt to please the female buyer with color, texture, and sexuality. This makes it prevalent, that the agents must grab the attention of possible buyers in order to sell their product. The advertisers must choose a variety of marketing strategies to the reach their targeted consumers.
Competition: The relevant environment, which consists or interactions between the task environment and task environment, has been changing over the past 25 years. As competition has increased among grocery, discount and mass merchandising chains, blurring of channels has occurred. This is due to stores selling an increasing variety of goods to try to broaden their customer base and provide “one-stop” shopping. Many of these stores have added pharmacies as a source of convenience for their customers, and to increase store traffic, usually positioning the pharmacy in the back of the store. In response to this pressure, both independent and chain drugstores have greatly increased the variety of their retail product offerings. The sale of cosmetics, along with health and beauty aids, has become an important profit generator for retail drugstores. Many are now also positioning themselves to compete with convenience stores by offering snack food items, beverages, and staple items. The move to stand-alone stores located on major roads with ample, close-in parking has been an important factor contributing to convenience.
Sephora department store are well – known for is distinctive store layout and delivers high – end beauty care to customer. Sephora’s open – sell retail philosophy offer customer the freedom to mix and match from a vast range of product offer in store. Customers also “look forward to an exciting experience with entertaining animation events and trendsetting service.” (The LVHM Annual Report, 2013, pg. 101)
imparts a message of capturing the most precious moments. According to Apple Inc., it shows that iPhone 7 is a credible phone that boosts self-esteem with just a snap of a picture.The commercial opens with two barbers, one in a chair with a bored expression, another cutting hair. Music in the background is slow and hidden in the background. The barber that is sitting in the chair, then takes a picture of the haircut. Then shortly after the barber takes a picture then post it on the glass. In addition, more and more people start going inside the barber shop making it busier. The people who come into the barber shop is men and women making it diverse. Apple then exhibits pictures on the wall, showcasing iPhone 7 is of quality. The music speeds up to more upbeat as time goes on. In the end, it shows a kid dancing and two barbers going to sleep symbolizing that it was a hectic
One of the problems Mary Kay's top management found with raising program qualification requirements as a solution to reducing program costs is that in created a "rush" by beauty consultants to attain VIP status before the effective date of the progr...
“You are a black goddess when you come out of the hair salon” (Lewis). However, a hair salon must be able to attract people without seeing any hairstyles. A small hair salon in Baton Rouge named Naavah Hair Studio has been in service for almost two years under the direction of owner/stylist Cathy Sims. There is also one other lady working there as a stylist, as well as the owner’s daughter as a make-up artist. Yet, Naavah Hair Studio has not been bringing in enough clientele to uphold its full potential. Thus, the business is not making any profit. The best way to increase the hair salon’s clientele and income is by developing new methods of advertisement.
Talking about my topic, CVS Pharmacy is one of my favorite retail store that I almost visit every day. CVS pharmacy would be the best place where I would love to spend some of my leisure time; its the favorable spot for the time pass. One of the main reason that drives me crazy towards CVS pharmacy would be my blessing of being a woman and my obsession of looking pretty. I am so much into make over that i always spent my extra bucks into cosmetic products. Most of the times i just visit CVS pharmacy to relieve my stressful mind. I am moreover obsessed in their collections of nail polishes. I just love nail polishes, even other cosmetics like eye liners , eye shadows , foundations, concealers and also skin care products. Frankly speaking i tried so many brands of other beauty products like Shiseido( expensive Japanese brand for skin care), Clinique and even Lancôme but all were just waste of my money. I spent $100 just for a cleanser branded under Shiseido but $10 " Clean and clear " was more worth for my skin which I bought from CVS pharmacy. Most of the people I meet in my daily basis complain about the price tagged in CVS pharmacy but undoubtedly it is the best retail store where you could possibly not get what you need and want. Yes!! i used to always buy the " Sunday Globe " or "Boston Herald" and then use the coupons for buying my cosmetics. CVS Extra Care Card has really added to my favor in supporting the CVS pharmacy. I am very satisfied with the customer service they provide in the store including the consequences of the product they sell. The quality of the product is far better than the price they charge us. They h...
All of those factors give a clear idea of how to effectively reach and serve the customer; also, it helps consumers to decide which store the will prefer. Ulta Beauty’s target market is baby boomers, since a lot of their products are related to anti-aging crème. At the same time, since they have drugstore make-up in stock, they attract make-up beginners, who wants to try on make-up, but don’t want to spend a lot of money on it. “Ulta’s sales have risen 82.5% since fiscal 2012 and are expected by analysts to hit $3.8 billion this fiscal year. Nor is Ulta running out of steam: The first quarter of 2015 saw it post its best same-store sales performance in three years, while online sales rose almost 50%” (Wahba, 2015). Even though Sephora has a bigger a customer base and has more stores in general, Ulta is still making a decent amount of money in order for it to stay in business. By doing SWOT analysis of Ulta Beauty, the main strength is that the company offers both high-end and drugstore make-up products
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
saw this one manicure place with a sign that said "walk-ins are welcomed." I was relieved
After studying the cosmetic market we can identify a series of needs in this market:
Can you think of the last time you got your nails done and what it cost you? Maybe you got a nice deal and were able to get a manicure for $10. Now what do you think it cost your stylist? Maybe just an hour of their time? Well what if I told you that your local nail salon is most likely one of the most dangerous places in your local neighborhood. This is the case for stylists in New York City like 20-year old Jing Ren, the only city where nail salons are more popular than Starbucks. Workers’ days start early, waiting at the corner of a street to get picked up and transported from the outside boroughs of New York into the Manhattan. The new workers start off having to pay for the job, usually a $100 fee and continue to work for no pay for a few weeks or even up to 3 months or whenever the owner feels that they have proved themselves. Even then they earn very little and if they’re lucky they may