salon - consumer insights report
TRANSCRIPT
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Indian Salon Industry Consumer Insights
M A Y 2 0 1 6
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Table of Content
2
No Description Page No.
1 Key takeaway 3
2 Executive Summary 4
3 Key Research Findings 7
4 Research Methodology 28
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Key takeaways
3
• Customer stickiness is high in salon business. This is clear from the fact that in case an appointment is not available customers wait for the next
available slot rather than visiting another salon
• Preference to only male/ only female is no longer the case in tier 1 cities
• Distance is critical for hair services to men and for skin services to females. However males are ready to travel for skin services and females for
hair services
• Females do take an appointment before visiting a salon whereas lower percentage of males as comparison to females do not take an
appointment to visit a salon
• Though a majority of customers ask for specific stylist but lower percentage wait for them in case the slot is not available. Also the selection of
the salon is not based on stylist. It is cleanliness & hygiene, brand of products (females) , price (males) as well as brand of salon which is
critical
• Overall males prefer discount to members/ loyalty cards whereas females prefer more of combo packages
• Location is extremely critical for a salon as majority of the customers come to know about a new salon when it is on their way to market/ office/
station etc.. This is followed by newspaper inserts and recommendation
• Home salon has been used by almost 30% with inconvenience at home being a major issue with home salon
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Executive summary
4
Frequency of visit and Spending
Increase in spending over last year
Preference of salon for hair and skin services
Preference for only male/ only female
Do customers take appointment?
Preference for specific stylist
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Key Research Findings
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How frequently does a customer visit and how much does he spend?
6
Frequency of visit in a year
Spending per visit
Overall
Males
Females
0
5
10
15
20
25
30
35
40
Male Female
0
5
10
15
20
25
30
35
40
Male Female
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Spending per month and increase over last one year?
7
Male Female
Spending per month
0
5
10
15
20
25
30
35
40
Male Female
0 10 20 30 40 50 60 70 80 90
Series 1 Series 2 Series 3 Series 4
0 10 20 30 40 50 60 70 80 90
Series 1 Series 2 Series 3 Series 4
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What kind of salon he/she prefers for hair services (hair cut, straightening etc.)?
8
Male Female
Overall
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Male Female
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1 Category 2 Category 3 Category 4 Category 5 Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
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What kind of salon he/ she prefers for skin services (bleach, waxing etc.)?
9
Male Female
Overall
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Male Female
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
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Services availed in last one year
10
Services Hairspa, Head massage etc.
Pedicure/ Manicure Facial/ Clean up Threading Shaving ( for men) Waxing Hair color Hair styling/
straightening Male Overall MMR Bengaluru Pune NCR Chennai Hyderabad Kolkata Female Overall MMR Bengaluru Pune NCR Chennai Hyderabad Kolkata
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Preference to Only Male/ Only Female Salons
11
0
5
10
15
20
25
30
35
40
Overall MMR Bengaluru Pune NCR Chennai Hyderabad Kolkata
Male Female
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Does he/ she take an appointment to visit a salon?
12
Male Female
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
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Does he/ she ask for a specific stylist?
13
Male
Female
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
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Top Salons in each city
14
Male Female
Player 1 Player 2 Player 3 Player 1 Player 2 Player 3
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
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How does he/ she select a salon?
15
Brand Price Brand of
products used by Salon
Stylist Discount/offers Waiting time Distance from home
Cleanliness & Hygienic Brand of Salon
Overall
Male
Overall
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
Female
Overall
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
`
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How does he/ she select a salon? Contd..
16
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Parameters one likes about their current salon
17
Brand Value for money Branded products
Consistent Service quality/ Quality of stylist
Attitude of staff - friendly etc.
Quick service - no waiting time
Convenient Location
Cleanliness & Hygienic
Easy availability of appointment
Overall
Male
Overall
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
Overall
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
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Parameters one dislikes about their current salon
18
Brand High Price Quality of
products is not good
Inconsistent Service quality/ Quality of stylist
Attitude of staff – overselling,
unfriendly etc. Long waiting time Distance from
home Availability of appointment
Overall
Male
Overall
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
Female
Overall
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
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What they like/ dislike about their current salon?
19
Males Selection of a salon Parameter liked Parameters disliked
Overall
MMR
Bengaluru
Pune
NCR
Chennai
Hyderabad
Kolkata
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How does he/ she get to know about a new salon in your area?
20
Male
Female
0 10 20 30 40 50 60 70 80 90
Overall MMR Bengaluru Pune NCR Chennai Hyderabad Kolkata
Series 1 Series 2 Series 3 Series 4
0 10 20 30 40 50 60 70 80 90
Overall MMR Bengaluru Pune NCR Chennai Hyderabad Kolkata
Series 1 Series 2 Series 3 Series 4
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How do he/ she get to know about a new salon in your area? Contd..
21
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What kind of promotion does he/ she likes?
22
Male
Female
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
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Has he/ she used Home Salon? If yes for what services?
23
Overall
Female Male
0
5
10
15
20
25
30
35
40
Male Female
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Category 1
Category 2
Category 3
Category 4
Category 5
Category 6
Series 6
Series 5
Series 4
Series 3
Series 2
Series 1
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What does he/ she dislike about home salon?
24
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Research Methodology
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Research Methodology
Objective: To understand consumer buying behaviour in the space of salon services
Category Sample Size Nature of Research
Consumer Survey 971 across 34 cities including Tier 1 cities Bengaluru,
Chennai, Hyderabad, Kolkata, MMR, NCR, Pune Online survey
Key Questions • How frequently does a customer visit and how much does he
spend?
• Spending per month and increase over last one year?
• What kind of salon he/she prefers for hair services (hair cut, straightening etc.)?
• What kind of salon he/ she prefers for skin services (bleach, waxing etc.)?
• Services availed in last one year
• Preference to Only Male/ Only Female Salons
• Does he/ she take an appointment to visit a salon?
• Does he/ she ask for a specific stylist?
• How does he/ she select a salon?
• Parameters one likes about their current salon
• Parameters one dislikes about their current salon
• What they like/ dislike about their current salon?
• How does he/ she get to know about a new salon in your area?
• What kind of promotion does he/ she likes?
• Has he/ she used Home Salon? If yes for what services?
47%
13% 13% 11% 9% 5% 1%
0%
20%
40%
60%
State Wise
West 47%
South 34%
North 14%
East 5%
Region Wise
Female 50%
Male 50%
Gender Wise
Survey sample
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Thank You
Shilpa Bhattar +91-9920314431 [email protected] Please contact:
Reevolv Advisory Services Pvt. Ltd. (www.reevolv.in)
CIN: U74140MH2011PTC215709
Address: No. B/002,Vision Court Staney Fernandes Wadi CHS Ltd., MTNL Exchange Lane, Dadar (West), Mumbai 400028
Phone No: +91 – 22 – 6002 2001/ +9-22-24363161