Transcript The Looking Glass Hair & Nail Salon

The Looking
Glass Hair &
Nail Salon
Kate Edmonds
Brooke A. Lafave
Caitlin Silva
Courtney Boardman
About the Establishment
The Looking Glass Hair and Nail Salon was
established in February 1997 by Chris Noel
Ms. Noel employs 3 other people: 2
hairdressers & 1 nail technician
It is a family salon that focuses on
catering to children
Offers refreshments
Problem Statement
Research is necessary to identify
how The Looking Glass Hair and
Nail Salon can expand business to
Franklin Pierce College students
Research Objectives
Advertising Awareness: Determine effective
marketing communication strategies that
attract Franklin Pierce College Students
Atmosphere: Determine atmospherics that
appeal to Franklin Pierce College Students
Pricing: Identify appropriate pricing
strategies for Franklin Pierce College
Students
Methodology
Determined Population: 1,574
undergraduate students at Franklin Pierce
College on the Rindge Campus
Determined Sample Size: 120 students
Ratio of Surveys: 2/3 female, 1/3 male
Identified Sample- Convenience Sample: we
each handed out 30 surveys to our
classmates
Assumptions
We hoped to increase our respondent
control by personally distributing the
surveys in class
 Individuals gave appropriate feedback and
were honest
 Each person filled out their own responses
based upon their own thoughts and
feelings
 They were educated enough to
understand our questions and provide
accurate responses
Survey
Have you heard of The Looking Glass Hair & Nail Salon?
Are you loyal to one specific hair salon?
If The Looking Glass Hair & Nail Salon offered student rate
packages would you be willing to patronize their business?
How much on average do you spend on your hair cut?
Do you get your nails done professionally?
While at Franklin Pierce, where would you be most responsive
to advertisements for local businesses?
TV (1)
Local Newspapers (2)
Pierce Arrow (3)
Email (7) Radio (4)
PO Box (5) Magazines (6)
Rate these atmospheric options:
- Background Music
- Television
- Reading Material
- Kids Toys
- Trendy Décor
- Refreshments
Identify your gender
Identify your class standing
Have you heard of the looking glass hair and nail salon?
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
Yes
25
20.8
20.8
20.8
No
95
79.2
79.2
100.0
120
100.0
100.0
Total
Have you heard of The Looking Glass Hair & Nail Salon?
100
90
80
70
60
YES
50
40
NO
30
20
10
0
1
Are you loyal to one specific hair salon?
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
Yes
46
38.3
38.3
38.3
No
74
61.7
61.7
100.0
120
100.0
100.0
Total
Are you loyal to one specific hair salon?
80
70
60
50
40
30
20
10
0
YES
NO
If the looking glass offered student rate packages w ould you be willing to
patronize their business?
Frequency
Valid
79
65.8
66.4
66.4
No
39
32.5
32.8
99.2
1
.8
.8
100.0
119
99.2
100.0
1
.8
120
100.0
Total
Total
Valid Percent
Yes
6
Miss ing
Percent
Cumulative
Percent
System
If The Looking Glass Hair & Nail Salon offered student rate
packages would you be willing to patronize their business?
100
80
60
40
20
0
YES
NO
How much on average do you spend on a hair
50
40
30
20
10
0
$1-10
$11-20
$21-30
$31-40
$41-50
$51+
How much on average do you spend on a hair cut?
Mean=2.54
Standard Deviation = 1.381
Do you get your nails done professionaly?
Frequency
Valid
Percent
Valid Percent
Cumulative
Percent
Yes
27
22.5
22.5
22.5
No
92
76.7
76.7
99.2
1
.8
.8
100.0
120
100.0
100.0
3
Total
Do you get your nails done
professionally?
100
90
80
YES
70
60
NO
50
40
30
20
10
0
1
Where are you most likely to see
ads on campus?
7%
3%
12%
34%
44%
FPC TV
Pierce Arrow
Email
PO Box
Rosters
Rate these atmospheric options:
Background Music
45
41
39
40
35
NOT IMPORTANT
30
SOMEWHAT
IMPORTANT
NEUTRAL
25
19
20
IMPORTANT
15
12
10
VERY IMPORTANT
9
5
0
1
Mean = 3.23
Standard Deviation = 1.075
Rate these atmospheric options:
Television
39
40
35
30
28
26
NOT IMPORTANT
SOMEWHAT IMPORTANT
25
NEUTRAL
20
18
IMPORTANT
VERY IMPORTANT
15
9
10
5
0
Mean = 2.80
1
Standard Deviation = 1.234
Rate these atmospheric options:
Reading Material
NOT IMPORTANT
48
50
SOMEWHAT IMPORTANT
NEUTRAL
45
IMPORTANT
40
VERY IMPORTANT
35
30
30
25
20
20
14
15
10
8
5
0
Mean = 3.65
1
Standard Deviation = 1.171
Rate these atmospheric options:
Kids Toys
NOT IMPORTANT
60
53
SOMEWHAT IMPORTANT
50
NEUTRAL
40
IMPORTANT
32
VERY IMPORTANT
30
20
14
10
11
10
0
Mean = 2.27 Standard Deviation = 1.346
1
Rate these atmospheric options:
Trendy Décor
43
45
NOT IMPORTANT
SOMEWHAT IMPORTANT
40
33
35
NEUTRAL
IMPORTANT
30
VERY IMPORTANT
25
20
14
15
15
15
10
5
0
1
Mean = 3.17
Standard Deviation = 1.162
Rate these atmospheric options:
Refreshments
40
NOT IMPORTANT
40
SOMEWHAT IMPORTANT
32
35
NEUTRAL
IMPORTANT
30
VERY IMPORTANT
25
19
17
20
15
12
10
5
0
Mean = 3.13
1
Standard Deviation = 1.25
Gender Ratio
80
80
70
MALE
60
50
40
40
30
20
10
0
1
FEMALE
Class Standing
FRESHMAN
8%
11%
SOPHMORE
40%
JUNIOR
41%
SENIOR
Mode = 3
Crosstabs: Are you loyal to one specific
hair salon vs. Class Standing
Count
identify your clas s standing
Are you loyal to one
specific hair salon?
Total
Fres hman
Sophmore
Junior
Senior
Total
Yes
4
5
15
22
46
No
5
8
35
26
74
9
13
50
48
120
We chose this graph to determine if there was a strong correlation between
class standing and loyalty to a specific hair salon. We noticed that there didn’t
seem to be a strong number of individuals in each class that preferred to go
to their home salon
Crosstabs: Student Rate Packages vs.
Average Amount Spent on Haircuts
Count
How m uch on average do you s pend on a hair cut?
$1-10
If the looking glass
offered s tudent rate
packages would you
be willing to patronize
their bus ines s?
Total
$11-20
$21-30
$31-40
$41-50
$51+
Total
Yes
11
37
14
8
1
7
78
No
14
9
5
7
1
1
37
6
1
26
1
46
19
15
2
8
This chart is meant to determine whether or not there is a correlation
between students who spend a specific amount of money on hair cuts and
those who are most likely to patronize The Looking Glass Hair and Nail
Salon if discounted rate packages were offered. Those that spent between
$11-20 dollars were the most likely to be receptive to pricing accommodations.
116
Crosstabs: Trendy Décor vs. Gender
Count
Identify your gender
Male
Tendy
Decor
Not Important
Total
10
4
14
3
12
15
17
26
43
Important
6
27
33
Very Important
4
11
15
40
80
120
Somewhat Important
Neutral
Total
Female
This is to determine if men or women felt that trendy décor is important I hair
salon. Although most students replied as neutral, 27 women said décor was
important where 10 men stated it was not important
Limitations
Small sample size
 Restricted amount of time to conduct the
survey and process the results
 Males apprehensiveness to fill out survey

Discussion

Our results were somewhat surprising
compared to the research data that we
evaluated for our literature review. The
information that we gathered stressed the
importance of atmospherics in the growing hair
and nail salon industry. However, the data we
collected in our survey suggested that students,
for the most part, were neutral to atmospherics
such as reading material, children’s toys and
trendy décor. The most important item that the
respondents would like to see in a hair salon is a
television.
Discussion

Advertising is something that was stressed in
our literature review. It is one of the main
factors in increasing awareness and customer
clientele for hair and nail salons. We have
observed that Ms. Noel has little advertising to
Franklin Pierce College. This correlates with our
findings that very few people are aware that The
Looking Glass Hair and Nail Salon exists. With
the proper advertising methods and utilization of
the survey, Ms. Noel may be able to put
together an effective advertising strategy to
increase awareness of her local business.
Results
Important atmospherics include reading
material and background music
 Students would also like to see a television
in the waiting area
 Advertising on campus is very important

Conclusion
Best form of local advertisements are
radio and newspapers
 Students see advertisements the most in
their email and post office boxes
 Student discounts and package rates help
increase word-of-mouth advertising

Recommendations

Mass emails and flyers in mailboxes
– Location
– Student Discounts and Packages

Magazines targeted to the student
population
– Glamour, Cosmopolitan and People

Television in waiting area
Thank You for Your
Attention
Feel Free to Ask Questions!