The Looking Glass Hair & Nail Salon Kate Edmonds Brooke A. Lafave Caitlin Silva Courtney Boardman.

The Looking Glass Hair The Looking Glass Hair & Nail Salon& Nail Salon

Kate EdmondsKate EdmondsBrooke A. LafaveBrooke A. Lafave

Caitlin SilvaCaitlin SilvaCourtney BoardmanCourtney Boardman

About the EstablishmentAbout the Establishment

The Looking Glass Hair and Nail The Looking Glass Hair and Nail Salon was established in February Salon was established in February 1997 by Chris Noel1997 by Chris Noel

Ms. Noel employs 3 other people: 2 Ms. Noel employs 3 other people: 2 hairdressers & 1 nail technicianhairdressers & 1 nail technician

It is a family salon that focuses on It is a family salon that focuses on catering to childrencatering to children

Offers refreshmentsOffers refreshments

Problem StatementProblem StatementResearch is necessary to Research is necessary to identify how The Looking identify how The Looking

Glass Hair and Nail Salon can Glass Hair and Nail Salon can expand business to Franklin expand business to Franklin

Pierce College studentsPierce College students

Research ObjectivesResearch ObjectivesAdvertising AwarenessAdvertising Awareness:: Determine Determine

effective marketing communication effective marketing communication strategies that attract Franklin Pierce strategies that attract Franklin Pierce College StudentsCollege Students

AtmosphereAtmosphere:: Determine atmospherics that Determine atmospherics that appeal to Franklin Pierce College appeal to Franklin Pierce College StudentsStudents

Pricing:Pricing: Identify Identify appropriate pricing appropriate pricing strategies for Franklin Pierce College strategies for Franklin Pierce College StudentsStudents

MethodologyMethodologyDetermined Population:Determined Population: 1,574 1,574

undergraduate students at Franklin undergraduate students at Franklin Pierce College on the Rindge Campus Pierce College on the Rindge Campus

Determined Sample SizeDetermined Sample Size: 120 students: 120 students

Ratio of SurveysRatio of Surveys: 2/3 female, 1/3 male: 2/3 female, 1/3 male

Identified Sample- Convenience Identified Sample- Convenience SampleSample: we each handed out 30 : we each handed out 30 surveys to our classmatessurveys to our classmates

AssumptionsAssumptionsWe hoped to increase our respondent We hoped to increase our respondent

control by personally distributing the control by personally distributing the surveys in classsurveys in class

Individuals gave appropriate Individuals gave appropriate feedback and were honest feedback and were honest

Each person filled out their own Each person filled out their own responses based upon their own responses based upon their own thoughts and feelings thoughts and feelings

They were educated enough to They were educated enough to understand our questions and understand our questions and provide accurate responses provide accurate responses

SurveySurveyHave 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 & Nail Salon?

0

10

20

30

40

50

60

70

80

90

100

1

YES

NO

Have you heard of the looking glass hair and nail salon?

25 20.8 20.8 20.8

95 79.2 79.2 100.0

120 100.0 100.0

Yes

No

Total

ValidFrequency Percent Valid Percent

CumulativePercent

Are you loyal to one specific hair salon?

0

10

20

30

40

50

60

70

80

1

YES

NO

Are you loyal to one specific hair salon?

46 38.3 38.3 38.3

74 61.7 61.7 100.0

120 100.0 100.0

Yes

No

Total


CumulativePercent

If The Looking Glass Hair & Nail Salon offered student rate packages would you be willing to patronize their business?

0

20

40

60

80

100

1

YES NO

If the looking glass offered student rate packages would you be willing topatronize their business?

79 65.8 66.4 66.4

39 32.5 32.8 99.2

1 .8 .8 100.0

119 99.2 100.0

1 .8

120 100.0

Yes

No

6

Total

Valid

SystemMissing

Total

Frequency Percent Valid PercentCumulative

Percent

How much on average do you spend on a hair cut?


$51+$41-50$31-40$21-30$11-20$1-10

Fre

qu

en

cy

50

40

30

20

10

0

Mean=2.54 Standard Deviation = 1.381

Do you get your nails done professionaly?

27 22.5 22.5 22.5

92 76.7 76.7 99.2

1 .8 .8 100.0

120 100.0 100.0

Yes

No

3

Total


CumulativePercent

Do you get your nails done professionally?

0

10

20

30

40

50

60

70

80

90

100

1

YES

NO

Where are you most likely to see ads on campus?

3% 12%

44%

34%

7% FPC TVPierce ArrowEmailPO BoxRosters

Rate these atmospheric Rate these atmospheric options: options: Background MusicBackground Music

9

19

39

41

12

0

5

10

15

20

25

30

35

40

45

1

NOT IMPORTANT

SOMEWHATIMPORTANT

NEUTRAL

IMPORTANT

VERY IMPORTANT

Mean = 3.23 Standard Deviation = 1.075

Rate these atmospheric Rate these atmospheric options:options:

TelevisionTelevision

26

18

39

28

9

0

5

10

15

20

25

30

35

40

1

NOT IMPORTANT

SOMEWHAT IMPORTANT

NEUTRAL

IMPORTANT

VERY IMPORTANT



Reading MaterialReading Material

8

14

20

48

30

0

5

10

15

20

25

30

35

40

45

50

1

NOT IMPORTANT

SOMEWHAT IMPORTANT

NEUTRAL

IMPORTANT

VERY IMPORTANT



Kids ToysKids Toys53

14

32

10 11

0

10

20

30

40

50

60

1

NOT IMPORTANT

SOMEWHAT IMPORTANT

NEUTRAL

IMPORTANT

VERY IMPORTANT



Trendy DécorTrendy Décor

14 15

43

33

15

0

5

10

15

20

25

30

35

40

45

1

NOT IMPORTANT

SOMEWHAT IMPORTANT

NEUTRAL

IMPORTANT

VERY IMPORTANT



RefreshmentsRefreshments

19

12

40

32

17

0

5

10

15

20

25

30

35

40

1

NOT IMPORTANT

SOMEWHAT IMPORTANT

NEUTRAL

IMPORTANT

VERY IMPORTANT


Gender RatioGender Ratio

40

80

0

10

20

30

40

50

60

70

80

1

MALE

FEMALE

Class StandingClass Standing

8%11%

41%

40%

FRESHMAN

SOPHMORE

JUNIOR

SENIORMode = 3

Count

4 5 15 22 46

5 8 35 26 74

9 13 50 48 120

Yes

No

Are you loyal to onespecific hair salon?

Total

Freshman Sophmore Junior Senior

identify your class standing

Total

Crosstabs: Are you loyal to one specific hair salon vs. Class Standing

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 goto their home salon

Count

11 37 14 8 1 7 78

14 9 5 7 1 1 37

1 1

26 46 19 15 2 8 116

Yes

No

6

If the looking glassoffered student ratepackages would yoube willing to patronizetheir business?

Total

$1-10 $11-20 $21-30 $31-40 $41-50 $51+


Total

Crosstabs: Student Rate Packages vs. Average Amount Spent on

Haircuts

This chart is meant to determine whether or not there is a correlationbetween students who spend a specific amount of money on hair cuts and those who are most likely to patronize The Looking Glass Hair and NailSalon if discounted rate packages were offered. Those that spent between$11-20 dollars were the most likely to be receptive to pricing accommodations.

Count

10 4 14

3 12 15

17 26 43

6 27 33

4 11 15

40 80 120

Not Important

Somewhat Important

Neutral

Important

Very Important

TendyDecor

Total

Male Female

Identify your gender

Total

Crosstabs: Trendy Décor vs. Gender

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

LimitationsLimitations

Small sample sizeSmall sample size Restricted amount of time to conduct Restricted amount of time to conduct

the survey and process the results the survey and process the results Males apprehensiveness to fill out Males apprehensiveness to fill out

surveysurvey

DiscussionDiscussion Our results were somewhat surprising Our results were somewhat surprising

compared to the research data that we compared to the research data that we evaluated for our literature review. The evaluated for our literature review. The information that we gathered stressed the information that we gathered stressed the importance of atmospherics in the growing importance of atmospherics in the growing hair and nail salon industry. However, the hair and nail salon industry. However, the data we collected in our survey suggested data we collected in our survey suggested that students, for the most part, were neutral that students, for the most part, were neutral to atmospherics such as reading material, to atmospherics such as reading material, children’s toys and trendy décor. The most children’s toys and trendy décor. The most important item that the respondents would important item that the respondents would like to see in a hair salon is a television.like to see in a hair salon is a television.

DiscussionDiscussion Advertising is something that was stressed in Advertising is something that was stressed in

our literature review. It is one of the main our literature review. It is one of the main factors in increasing awareness and customer factors in increasing awareness and customer clientele for hair and nail salons. We have clientele for hair and nail salons. We have observed that Ms. Noel has little advertising to observed that Ms. Noel has little advertising to Franklin Pierce College. This correlates with our Franklin Pierce College. This correlates with our findings that very few people are aware that findings that very few people are aware that The Looking Glass Hair and Nail Salon exists. The Looking Glass Hair and Nail Salon exists. With the proper advertising methods and With the proper advertising methods and utilization of the survey, Ms. Noel may be able utilization of the survey, Ms. Noel may be able to put together an effective advertising to put together an effective advertising strategy to increase awareness of her local strategy to increase awareness of her local business.business.

ResultsResults

Important atmospherics include Important atmospherics include reading material and background reading material and background musicmusic

Students would also like to see a Students would also like to see a television in the waiting areatelevision in the waiting area

Advertising on campus is very Advertising on campus is very importantimportant

ConclusionConclusion

Best form of local advertisements are Best form of local advertisements are radio and newspapersradio and newspapers

Students see advertisements the Students see advertisements the most in their email and post office most in their email and post office boxesboxes

Student discounts and package rates Student discounts and package rates help increase word-of-mouth help increase word-of-mouth advertisingadvertising

RecommendationsRecommendations

Mass emails and flyers in mailboxesMass emails and flyers in mailboxes– LocationLocation– Student Discounts and PackagesStudent Discounts and Packages

Magazines targeted to the student Magazines targeted to the student populationpopulation– GlamourGlamour, , CosmopolitanCosmopolitan and and PeoplePeople

Television in waiting areaTelevision in waiting area

Thank You for Your Thank You for Your AttentionAttention

Feel Free to Ask Questions!Feel Free to Ask Questions!

The Looking Glass Hair & Nail Salon Kate Edmonds Brooke A. Lafave Caitlin Silva Courtney Boardman.

Documents