Title: Examining the attitude of women towards beauty salons in tier II cities in India

Authors: Ratna Achuta Paluri; Saloni Mehra

Addresses: Symbiosis Institute of Operations Management, Symbiosis International (Deemed University), Nashik, India ' LateralT Business Solutions Pvt. Ltd., Nashik, 422009, India

Abstract: While there is a growing demand for beauty care services in India, little research is reported on what consumers look for in such services. This paper aims at identifying factors that affect the attitude of women towards beauty care services such as beauty salons. Based on the factors identified, the market is segmented and the characteristics of the women in each of these segments are presented. Principal component analysis was used to identify factors. These factors were then used to conduct a cluster analysis. Six factors were identified, which were then used to identify three clusters of consumers. Analysis of variance for the factors showed the characteristics of respondents in three groups were distinct. Implications and limitations for further research are discussed towards the end.

Keywords: attitudes; beauty salons; cluster analysis; factors; segmentation; India.

DOI: 10.1504/IJICBM.2019.102008

International Journal of Indian Culture and Business Management, 2019 Vol.19 No.3, pp.369 - 383

Received: 04 Oct 2017
Accepted: 29 Sep 2018
Published online: 03 Sep 2019 *

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