Nails On the Fly: Consumer Behavior Issues

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...

... middle of paper ...

...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.