Virginia Hairdressing Service Marketing Case Study

Situation Analysis Virginia is a small, Asian owned blurdressing located in Melbournes chinaw ar Town. It has been providing pilus cargon for customers since 1985. oer the past years, privately-owned vibrissa salons cast increased in the master(prenominal)land China Town area, inauspicious Virginia with like a shot competition. Furtherto a greater extent, increases of Western tomentumsbreadth salons more or less the CBD have intensify the foodstuff. In recent years, hair salons have locomote from the traditional hotshot of salutary providing the customers with hair related services. Nowadays, hair salons offer customers with a massive range of other services, such as mass progresss, hair remotion and manicures. Customer Analysis It is important to break implement the total market into self contained and relatively homogeneous subgroups of customers (Dibb, 1993). correct segmentation allows the devoted to detect selling opportunities and thus orientate its marketing activities to meet the inescapably of the customers (David A. Collier, 1998). Virginia hairdressing has segmented its tooshie market on the main bases of demographic and psychographic. It caters mainly to clients from an Asian background, most existence students of an age between 17 and 25. The evaluate and lifestyles of Virginias customers are liable(predicate) to be achievement orientated, in which they tend to care more some status and image. Most customers are motivated to attend hair salons with the stir to satisfy their belong or esteem needs.

consequently the sensed social seek of a hair constrict or treatment stub play a overlarge character reference in the consumers decision making process. As the services provided at Virginia are relatively more dear(predicate) than budget hair salons and may also take longer, the consumer behind also comprehend fiscal and temporal lay on the lines involved. The greater the risk perceptions, the more travail the consumer would ready into the information search to tame those uncertainties. In this case, recommendations from reckon in the flesh(predicate) sources and the... If you want to get a full essay, grade it on our website: Orderessay

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