APPLICATION OF MARKETING CONCEPT IN MARKETING OF HAIR DRESSING SERVICES (A COMPARATIVE ANALYSIS OF MAGIC FINGERS BEAUTY HOME AND ULTIMATE BEAUTY SALON)

ABSTRACT:

This study examines the application of marketing concepts in the marketing of hairdressing services, focusing on a comparative analysis between Magic Fingers Beauty Home and Ultimate Beauty Salon. Marketing, a cornerstone of modern business, is critical in enhancing service delivery, customer satisfaction, and organizational growth. By analyzing the strategies employed by these salons, this research aims to determine the extent to which the marketing concept contributes to customer satisfaction, service quality, and competitive advantage. Data collection methods included questionnaires, interviews, and observations targeting customers and salon personnel within Enugu metropolis. Key findings reveal that salons adopting marketing principles, such as customer-centric approaches and innovative service offerings, outperform those that do not in terms of customer satisfaction and market coverage. Magic Fingers Beauty Home, with its focus on quality, reliability, and promotional strategies, significantly outpaces Ultimate Beauty Salon, which operates with limited application of these concepts. The study underscores the importance of marketing-oriented practices, particularly in a competitive service industry like beauty care. It concludes with recommendations for adopting comprehensive marketing strategies to improve customer satisfaction, business profitability, and industry standards. This research contributes to understanding the transformative impact of marketing in service-driven sectors, emphasizing the need for professional training and innovation.

Keywords

Marketing concepts, hairdressing services, customer satisfaction, beauty salons, service quality, Magic Fingers Beauty Home, Ultimate Beauty Salon, marketing strategies, service industry, competitive advantage.                           

TABLE OF CONTENTS

Title page

Approval page

Dedication

Acknowledgment

Abstract

Table of contents

CHAPTER ONE

INTRODUCTION

Background of the study

Statement of problems

Objective of study

Hypothesis

Significance of the study

Need of the study

Scope of the study

Delimitations of the study

Definitions of terms

CHAPTER TWO

LITERATURE REVIEW

CHAPTER THREE

RESEARCH METHODOLOGY

Source of data

Population of study

Determination and selection of sample size

CHAPTER FOUR

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA

TESTING OF HYPOTHESIS

CHAPTER FIVE

SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS

Summary of findings

Conclusion

Recommendation

Bibliography