CHAPTER I

SOCIAL IMPACT ASSESSMENT

The

National

Environmental

Policy

Act

(NEPA)

of

1969,

environmental impact assess-ment has become the key component of

environ-mental planning and decision making in the United States.
More recently, agency planners and decision makers have recognized a
need for better under-standing the social consequences of projects, programs and policies. In response to this need a group of social scientists
formed the Interorganizational Committee on Guidelines Principles for
Social Impact Assessment (SIA), with the purpose of out-lining a set of
guidelines and principles that will assist agencies and private interest in
fulfilling their obligations under NEPA, related authorities and agency
mandates.

By "social impacts" we mean the consequences to human

populations of any public or private ac-tions-that alter the ways in
which people live, work, play, relate to one another, organize to meet
their needs and generally cope as members of society. The term also
includes cultural impacts involving changes to the norms, values, and
beliefs that guide and rationalize their cognition of themselves and their
society.

A Basic Model for Social Impact Assessment

The Link between Environmental Impact Assessment and Social
Impact Assessment Impacts on the social environment resemble biophysical impacts in several ways.

Social and biophysical impacts can vary in desir- ability, ranging

from the desirable to the adverse.

They also vary in scale-the question of whether a facility will reate

50 or 1000 jobs, for example, or will have the potential to spill 50
or 1000 gallons of toxic waste.

Another consideration involves the extent of du-ration of impacts

in time and space. Like bio-physical impacts, some social impacts
can be of short duration, while others can last a lifetime; and
some communities "return to normal" quite quickly once a source
of disruption is removed, while other do not.

Social impacts can also vary in intensity or severity, a dimension

that is defined differently in different project settings, just as an
objective biophysical impact (e.g., a predicted loss of 75 sea otters)
might have a minor effect on populations in one location (e.g., off
the coast of Alaska), while amounting to significant fraction of the
remaining population in another location (e.g., off the cost of
California).

Similarly, there are differences in the degree to which both type of

impacts are likely to be cu-mulative, at one extreme, or mutually
counter-balancing, at the other.
Social impact assessment comes from environment impact

assessment (EIA) model which first emerged in 1970s in the United

States of America as a way to assess the impacts on the environment of
certain development schemes and projects before they took off. Social
impact assessment emerged as an offshoot or an adjunct is a report or
a sub-field of environmental impact assessment and is often carried out
as a part of or in addition to it.
Social impact assessment is a tool to understand the effects of
schemes, policies, legislations and planned interventions on human
communities. By identifying potential impacts of large developmental
schemes in advance, the developmental agencies and policymakers can
arrive upon at better decisions. Social Impact Assessment can help to
promote development strategies that address the most important
concerns for local populations, enhancing the long-term sustainability
of welfare schemes.
According to International Association of Impact Assessment
(IAIA) document (2003) the important features of this understanding of
Social Impact Assessment are that:1. The goal of impact assessment is to bring about a more
ecologically,

social

culturally

and

economically

sustained

equitable environment. Impact assessments, therefore, promotes

community development and empowerment, build capacity and

develops social capital (social network and trust).
2. The focus of concern of social impact assessment is a proactive
stance to development and better development outcomes, not just
the identification or amelioration of negative or unintended
outcomes. Assisting communities and other stakeholders to
identify development goals and ensuring

that positive outcomes

and maximized, can be more important that minimizing harm

from negative impacts.
3. Social Impact Assessment contributes to the process of adaptive
management of policies, programs, plans and projects and
therefore needs to inform the design and operation of the planned
intervention.
4. Social Impact Assessment build on local knowledge utilizes
participatory processes and analyse the concerns of interested
and affected parties it involves stakeholders in the assessment of
social impacts, the analysis of alternatives of monitoring of the
planned interventions.
5. Social Impact Assessment is implicit that social and biophysical
impacts (and the human and biophysical environments) are
interconnected. Change in any of these domains will lead to
change in the other domains.

6. Social

Impact

Assessment

is

typically

applied

to

planned

interventions; the techniques of Social Impact Assessment can

also be used to consider the social impacts that drive from other
type of events, such as disasters, demographic change and
epidemics.
Social impact assessment refers to the assessment of the social
consequences of a proposed set of decisions or actions that have the
potential to impact a large number of people and their way of life, life
chances, health, culture and capacity to sustain these actions.
According to the International Association for Impact Assessment,
social impact assessment includes the processes of analyzing,
monitoring, and managing the intended and unintended social
consequences, both positive and negative of planned interventions
(policies, programs, plans, and projects) and any social change
processes invoked by those interventions. Its primary purpose is to
bring about a more sustainable and equitable biophysical and human
environment.
India is a developing country where major development plans are
made for the purpose of helping the people. For the development plans
like construction of buildings, roads, malls, thermal plants, land is a
major requirement. Wherever land was required for construction
activities under the garb of developmental projects or provision of public
utilities the government ordered for the acquisition of land without
obtaining the consent of the land owners. Land owners forcibly had to
part away their lands to government or even private companies.

In the western countries there was a policy that prior to any

project the consent of stakeholders is necessary to be obtained. In India
too, the government enacted the landmark Right to Fair Compensation
and Transparency in Land Acquisition, Rehabilitation and Resettlement
Act, 2013 to regulate land acquisition. The legislation provides rules for
granting compensation, rehabilitation and resettlement to the affected
persons. The Act has provisions to bring transparency to the process of
acquisition of land and assures rehabilitation of those affected. The Act,
which replaces the Land Acquisition Act 1894, makes it mandatory for
the state authorities to get a social impact assessment conducted before
putting to effect any land acquisition.
.

The inter organizational committee on guidelines and principles

for Social Impact Assessment (1994) defined social impact as the

consequences to human populations, of any public or private actions
that alter the ways in which people live, work, play, relate to one
another, organize to meet their needs and generally cope as member of
the society. Social impact is the impact of developmental actions on the
people. Social impact assessment focuses on the human dimension of
environment and seeks to identify the impacts on people who stand to
benefit and those who stand to lose. Social Impact Assessment can help
us ensure that the needs and voices of diverse groups and people in a
community are taken into account.
What is Social Impact Assessment?
There

is

no

generally

agreed

definition

of

Social

Impact

Assessment. It may be defined as a process that seeks to assess, in

6

advance, the social repercussions that are likely to follow from projects
undertaken to promote development such as dams, mines, industries,
highways, ports, airports, urban development, power projects, and the
like. Social Impact Assessment provides information on social and
cultural factors that need to be taken into account in any decision that
affects the lives of the people living in the area where the project is
coming up. On the other hand, it is a process that provides the
framework for prioritizing, gathering, analyzing and incorporating
information

and

participation

into

the

design

and

delivery

of

development operations.
Goldman and Baum (2000: 7) define social impact assessment as
a method of analyzing the impacts that actions may have on the social
aspects of the environment. It involves characterizing the existing state
of such aspects of the environment, forecasting how they may change if
a given action or alternative is implemented and developing means of
mitigating changes that are likely to be adverse from the point of view of
the affected population.
Finsterbusch and Freudenburg (2002: 409) define the three terms
in socio-economic impact assessment as follows.
Socio-economic impacts
In essence, the socio-half of the term socio-economic impacts can
be seen as covering social and cultural impacts of development and as
incorporating the traditional subject matter of sociology, anthropology
and psychology in particular, with input from other fields as well. The

economic-half of the term is generally seen as including not only

economics, but also demography and planning, again with input from
other fields, as needed. These are emphases, rather than rigid
distinctions.
Impacts
The impacts are the direct as well as indirect effects or
consequences of an action (such as constructing a dam, digging a coal
mine, or building a highway). In short, impacts include all of the
significant changes that take place because of what an agency does and
that would not have occurred otherwise.
Assessment
In the social impact assessment context, assessment tends to
have an unusual meaning. The assessment of impacts is carried out
before the impacts actually occur. In other words, a social impact
assessment is often anticipatory rather than empirical. It attempts to
assist the planning process by identifying the likely effects before they
take place. The estimates of likely future impacts are based on the
existing empirical knowledge of the impacts of similar actions in the
past.
The important features of this understanding of Social Impact
Assessment:
1.

The goal of impact assessment is to bring about more ecologically,

socio-culturally

and

economically
8

sustainable

and

equitable

environment. Impact Assessment, therefore, promotes commuting

development and empowerment, build capacity and develop social
capital.
2.

Social Impact Assessment contributes to the process of adaptive

management of policies, programs, plans and projects and therefore
needs to inform the design and operation of the planned interventions.

3.

The methodology of social impact assessment can be applied to a

wide range of planned interventions, and can be undertaken on behalf
of wide range of actors and not just with in a regulatory framework.

4.

In order for the discipline of social impact assessment to learn

and grow, there must be an analysis of the impacts that occurred as a
result of past activities. Social impact assessment must be reflexive and
evaluative of its theoretical bases and of its practice.

5.

While social impact assessment is typically applied to planned

interventions, the techniques of social impact assessment can also be
used to consider the social impacts that derive from other types of
events, such as disasters, demographic change and epidemics.

6.

Social impact assessment builds on local knowledge and utilizes

participatory process to analyze the concerns of interested and affected
parties. It involves stakeholders in the assessment of social impacts, the
analysis of alternatives, and monitoring of planned interventions.
History of Social Impact Assessment
Social

Impact

Assessment

(SIA)
9

was

formalized

with

the

introduction of the U.S National Environment Policy Act (NEPA)

legislation of 1969. It became evident that altering the environment of
the natural ecosystem also altered the culture and social organization of
human population. In 1973, after these decision had been taken to
build the Alaskan pipeline from Prudhoe Bay on the Arctic Sea to Valdez
on Prince William Sound, an Inuit tribal Chief commented, Now what
we have dealt with the problem of the Permafrost and the Caribou, what
to do with hot oil, what about changes in the customs and ways of my
people? (Cited by Dixon 1978: 4; see also Berry, 1975; McGrath, 1977).
Should traditional culture and way of life be changed by such a massive
construction project? Furthermore, because Alaska had a very small
population, few of the estimated 42,000 persons needed to work on the
pipeline during peak periods would come from the state. How would be
influx of construction workers that spoke a different dialect (of English)
and brought a distinctive life style with them affect the local culture?
Due of these impacts on human populations, the term Social Impact
Assessment probably was first used in 1973 to refer to the changes in
the indigenous culture caused due to the pipeline.
The new field of social impact assessment grew out of a need to
apply the knowledge of sociology and other social sciences in an attempt
to

predict

the

social

effects

of

environmental

alternations

by

development projects that were subject to the NEPA legislation in the

United States and the Canadian Environmental Assessment and Review
Process (EARP) which was passed in 1973. Most of the early social
impact assessment procedures were developed by social scientists
located within federal, state and provincial agencies, or by consultants
10

hired by the engineering and architectural firms that prepared the

larger Environment Impact Statements (EIS). These early impact
assessors used social science labels in their environmental impact
statements, but few of the concepts had a connection to prior literature
on community and cultural change. The U.S assessors opted for models
that required such data as the number and types of new works as an
input to predict quantitative social changes in the geopolitical area of
impact (Leistritz, Murdock, 1981). The Canadian assessors focused
more on a social action model, with empathizes on helping the impacted
population adjust to the impending change (Bowles, 1981, 1982).
The inquiry by Chief Justice Thomas Berger of the Province of
British Columbia (Canada) into the proposed Mackenzi Valley pipeline,
from the Beaufort sea in the Yukon Territory to Edmonton (Alberta) was
the first case where social impacts were considered in project decision
making (Berger, 1977, 1983; Gamble, 1978; Gray, 1977). The inquiry
was important because social impacts on indigenous populations were
considered in depth. Furthermore, native populations were provided
with funding to present their views and hearings were conducted in
native villages and in local dialects.
Of course, social impacts have been considered in different
contexts throughout history. In anthropological analysis, retrospective
analysis of social impacts has been a major feature of the discipline.
Eric Cohen (1971, 1972, 1979, 1984) has been a leading researcher in
the area of tourism assessment. The social impacts of mining has also
been a major field of study for social impact assessment, with social

11

scientists being consulted to improve the design of mining towns in

order to minimize social problems. An early Scottish example is Francis
(1973); in Australia a number of studies were undertaken by the Pilbara
study group, part of the Commonwealth Scientific and Industrial
Research Organization (CSIRO). While in Canada the institute of socio
and economic research at the Memorial University of Newfound land
has undertaken and published numerous studies into the impact of oil
exploration and mining. Development studies is another area with an
interest in social impacts. Early studies into social impacts of relocation
due to the construction of dams, nuclear power plans and new roads
have also provided much impetus for social impact assessment
research.
The

first

international

conference

on

the

social

impact

assessment was held in Vancouver, British Columbia in 1982 and gave

academic and political credibility to the new field. Since then, the
activities of this first conference have been combined into the
International Association for Impact Assessment (IAIA) which held its
first meeting in 1981 in Toronto, Canada.
By 1983, most US Federal agencies had formalized environmental
and social assessment procedures in agency regulations. The European
Economic Community began to recommend EIS for their members in
1985, and by 1989 the recommendations became a mandatory
requirement. In 1986, the World Bank decided to include both
environmental and social assessment in their project evaluation
procedures because liabilities were increasing for projects evaluated

12

strictly on economic and financial criteria. Since then, social impact

assessment has become an important requirement (although varying in
degree) around the world as nations adopted and modified the original
NEPA model.
In the United States, social impact assessment gained its highest
legitimacy at the conclusion of the April 1993 Forest Summit in
Portland, Oregon, when President Bill Clinton mandated that a social
assessment of each Timber- dependent community in the pacific
Northwest would be a required and a mandatory component in deciding
the alternative management for the future growth of forests. This
directive was significant because it formally recognized social impact
assessment as a component of the policy making process.
Social Impact Assessment is predicted on the notion that the
decision makers should understand the consequences of their decisions
before they act and that people affected will not only be appraised of the
effects, but will also have the opportunity to participate in designing
their future.
Social Impact Assessment can be defined in terms of efforts to
assess or estimate, in advance, the social consequences that are likely
to follow a specific policy action (including programmes and projects
and the adoption of new policies) and specific government actions. It is
a process that provides a framework for prioritizing, gathering,
analyzing and incorporating social information and participation in to
the design and delivery of development interventions.

13

The progress made in the field of social impact assessment has

been remarkable. There have been some major agreements: a shared
definition and understanding of the social impact assessment process, a
basic framework and an outline of what ought to go into social impact
assessment. However more longitudinal research case studies are
needed, particularly to evaluate or audit the past studies and
predictions. There is widespread consensus that human or social
impacts should be considered as a part of the environment. In
particular, the process of social impact assessment has raised
awareness on how projects, policies and political change alter the
cultures of the indigenous population. Social impact assessment is
beginning

to

be

fully

integrated

into

the

environment

impact

assessment and both of them combined together are being integrated in

to the planning process.

CHAPTER II
INTRODUCTION OF BEAUTY PARLOR

Every human being wants to look more beautiful than

others. Beauty care has been given top priority by all the modern
men and women. Women too have become fashion-conscious in
the modern sense. Most of the people, especially ladies, are very
14

fond of taking care of their faces, skin and hair by applying

various cosmetics with the help of beauty services. So beauty
parlors provide beauty services, better job opportunities, and
mental relaxation and improveself image. In the world of fashion,
beauty and many fashion designers are women with their own
labels. The world of beauty culture has opened up many
opportunities for women entrepreneurs.
In the beauty market today, beauticians with their collection
of cosmetics and technology hold the magic stick. The beauty
parlor is themirror where women are willing to spend hours and
money, shed inhibitions and impatience because self-worth has
become synonymous with looking good.
Everybody wants to get noticed. To become more beautiful is
a becoming a universal passion. All this may sound unusual
particularly when one believes that beauty comes from within and
that beauty lies in the eyes of the others. Perhaps its not so
simple any longer.
The support to remain beautiful forever gives birth to
millions of beauty consumers. Expectations raised by beauty
clinics leads to an exciting growth in salon market each year.
The description of a person as beautiful, whether on an
individual basis or by community agreement, is often based on

15

some combination of Inner Beauty, which includes psychological

factors

such

as

personality,

intelligence,

grace,

politeness,

charisma, integrity, and elegance, and Outer Beauty which

includes physical factors, such as health, youthfulness, facial
symmetry and complexion.
Standards of beauty are always developing and they are based
on acceptability of society. Historical paintings show a wide range
of different standards for beauty. However, humans who are
relatively young, with smooth skin, well-built bodies, and regular
features, have traditionally been considered to be the most
beautiful throughout history.
Beauty:
Inner beauty is a concept used to describe the positive
aspects of something that is not physically clear. While most
species use physical traits and pheromones to attract mates, some
humans claim to rely on the inner beauty of their choices.
Qualities

including

kindness,

sensitivity,

tenderness

or

compassion, creativity and intelligence have been said to be

desirable since antiquity.
Humans have been aware of their appearances from the
beginning of the civilization. The external beauty is very important
for many. If you do not like the way you look now you can change

16

your look. In ancient times people used to use different things to

beautify themselves. Now the tools have changed but the desire to
look beautiful is still the same.
The desire to look beautiful is responsible for beauty parlors
or salons. A beauty parlor or salon is a business that deals with
the beauty treatment for men and women.
History of Beauty Parlor:
The idea of the beauty salon is not a new one. In fact, going
back to ancient civilizations, we can see that hairstyles and the
people who loved them have been setting fashion trends for
thousands of years. Even though through the ageshairstyles,
cuts, and trends have changed hundreds of times, there are some
things that have remained constant through time, like women
wearing long braids or wigs, men keeping hair clipped or shaved
short and even colouring hair is not a new, modern practice.
The ancient Egyptians would get their hair clipped very close
to the head, especially in the upper classes, in order to don full,
fancy wigs atop their heads for special occasions, public outings,
and ceremonies. Women in ancient Greece often had long hair,
tightly pulled back. Even at this early time, women would dye
their hair red and sprinkle gold powder on the hair, decorating
their hair with crown and flowers. Men wore their hair short and

17

often shaved, probably for comfort and convenience when putting

on their gladiator helmets. Beauty salons during this time were
inside palaces of the rich and noble, though there were also some
on the streets for the commoners as well.
Ancient Rome for much of its time had been a society of
copycats, where the norm was to follow the lead of the Greek
fashions. Some Roman styles saw women dying their hair blond or
wearing wigs made from the hair of slaves that had been captured.
Beauty salons in Rome began to make hairstyles more ornate and
elaborate, to the point that hair was often styled around wire
frames that women wore on their heads. The upper classes were
tended to by slave cosmetologists and there emerged many beauty
salons and barber shops for different classes to frequent. In the
Middle East, hair was traditionally hidden completely when out in
public, although men would go to salon bathhouses and wash
their long hair in a henna rinse, compliments of the local salon
stylist.
Traditionally in China, young girls wore their hair in braids,
which required the help of a friend or hair stylist, and womens
hair was pulled back and wound around in a bun. Mens heads
were traditionally shaved, except for part of the back of the head,
which would grow long and stay braided. In Japan, the
hairdresser of a Geisha certainly had her work cut out for her,

18

styling the womens hair heavily with lacquer decorations in very

large ornate styles.
During the 15th century, the time of the Renaissance saw
one of the most painful hair trends ever to hit beauty salons.
Women during this era would not only pluck their eyebrows, but
would pluck the entire front hairline that ran across their head in
order to make it look like they had higher foreheads! Obviously the
old saying Beauty is Pain rang loud and clear to women back
then, too. This crazy era was followed by women rushing to beauty
salons for white face powder and red wig, in order to keep up with
the fashion trends that had been set by Queen Elizabeth with her
super pale complexion and bright red hair.
Since ancient times men and women are experimenting with
their looks. The hair styles have seen major change over the years.
In the ancient civilizations there was distinct difference in the hair
styling of Egypt men and women, The Greek women sported their
hair differently Romans followed the lead. The East had different
styles.
Queen Elizabeth was a female icon. In those days her lily
white complexion and red hair was copied by women. The white
powder that was used was highly poisonous white lead and the
glow on the cheeks was a result of lead based rough. A thin layer
of egg white was used to bind it together.
19

By the 1950s women started to visit beauty parlors regularly

to shampoo. The men were not far behind. They also copied their
on screen idols.
Since then the beauty business has come a long way. The
beauty parlors use safer cosmetic products and give many more
treatments to the entire body.
The Worlds First Beauty Parlor:
The worlds first beauty parlor school was opened by Ziryab
in the 9th century in Cordoba, the capital of Spain, during the
medieval Islamic civilization. Cordoba, along with Baghdad, was
considered as one of the major centres of intellectual and cultural
activities during Middle Ages.
Ziryab was born in Baghdad, Iraq in 787 AD and was of
African descent. His real name was Abu Al-Hasan AliIbnNafi and
was lovingly called Ziryab which means Black Bird in Arabic, due
to his extremely melodious voice, dark skin and pleasant speech.
Ziryab arrived in Spain in 822AD and joined the court of Cordoba
at a magnificent monthly salary of 200 gold dinars, annual
bonuses amounting to 2500 gold dinars and many other benefits.
Ziryab, in addition to being a great musician was a
trendsetter and a fashion icon for the upper class of the Cordoba.

20

He introduced new styles of seasonal clothing and personal

grooming and revolutionized the art of dining.
Ziryab opened the worlds first beauty parlour school in
Cordoba in 9th century, for women, where he introduced a new
hair style for women that were considered quite daring at that
time. The women of Spain at that time parted their hair in the
middle with ears covered and used to have a long braid at the
back. Ziryabsnew hair style had hair cut into bangs on the
forehead and the length was shorter with ears uncovered. At the
parlor, chemical depilatories were used to remove body hairs. He
also invented a new type of deodorant that, unlike the previous
deodorants, didnt leave stains.
Gender perception:
Men's perceptions of feminine beauty range widely among
different cultures. Today, a multi-billion-dollar industry exists
around what men find feminine.
Studies show that men in Indo-European cultures find ideal
feminine proportions that fit a 0.7 waisthip ratio as most
attractive.8Physiologists have shown that women with hourglass
figures are more fertile than other women due to higher levels of
certain female hormones, a fact that may subconsciously
condition males choosing mates.9

21

In

Japan,

the

term

"Yamatonadeshiko",

meaning

the

"personification of an idealized Japanese woman", or "the epitome

of pure, feminine beauty"., is often used referring to a girl or shy
young woman
women

with

and, in a contemporary context, nostalgically of

"good"

traits

which

are

perceived

as

being

increasingly rare.10
In 1876, Horatio Alger, Jr. proclaimed women of Cape Cod as
the ideal feminine beauty. Specifically, because they were blond,
tan, physically fit and educated.11
In 1959, the Barbiefashion doll was introduced as a feminine
ideal of modern aesthetic beauty by Mattel, in the United States.
While there are those who hold Barbie to be the feminine ideal,
Barbie's anatomical proportions are exaggerated and do not, for
example, meet the aesthetic proportions that men in IndoEuropean cultures find most attractive. This icon of femininity, in
the views of some, attracts a wide international audience of
women and men. She has been used as a teaching tool for
femininity. One of the most common criticisms of Barbie is that
she promotes an unrealistic and unattainable idea of feminine
beauty and fits the weight criteria for anorexia.12
In China, female consumers rejected Barbie's ideal of
feminine beauty and its image for women as extraneously sexy. In
Iran, the feminine ideals and independent lifestyle represented by
22

Barbie are considered a threat to Iranian values, "more harmful

than an American missile." In Saudi Arabia Barbie was banned for
the same reason, by the religious police as a moral threat to Islam.
Present Scenario of Beauty Parlor:
The

beauty services

consumption

in India has been

increasing since last couple of years. Consumers are becoming

more aspiration driven which has led to evolution of concept of
grooming and beauty for both male and female segment in order to
enhance their looks. The spa segment which is a new entrant to
the beauty and wellness industry has well incorporated itself.
Consumers are ready to pay a premium to pamper
themselves with the spa services. Rising affluence of middleclass
segment has upgraded their consumption lifestyle and increased
their willingness to buy beauty products and services. Beauty and
spa service providers have started expanding to Tier II and Tier III
cities as these markets provide similar potential as their metro
counterparts. Operational costs for service providers are also
lower in these comparatively smaller towns. Service providers have
also started exploring new venues for rejuvenation like airports
and hotels. These spas offer 15 or 30-minute dry foot massage,
shoulder and back massage, etc. Burgeoning wellness tourism
which is supported by Ministry of Tourism has also boosted the
industry.
23

Brand
Brand is the "name, term, design, symbol, or any other
feature that identifies one seller's good or service as distinct from
those of other sellers." Initially, Branding was adopted to
differentiate one person's cattle from another's by means of a
distinctive symbol burned into the animal's skin with a hot iron
stamp, and was subsequently used in business, marketing and
advertising.
The word "brand" is derived from the Old Norsebrandr
meaning "to burn." It refers to the practice of producers burning
their mark onto their products.
Proper branding can result in higher sales of not only one
product, but on other products associated with that brand. For
example, if a customer loves Pillsbury biscuits and trusts the
brand, he or she is more likely to try other products offered by the
company

such

as

chocolate

chip

cookies.

Brand

is

the

personalitythat identifies a product, service or company (name,

term, sign, symbol, or design, or combination of them) and how it
relates to key constituencies: customers, staff, partners, investors
etc.
Some people distinguish the psychological aspect, brand
associations

like

thoughts,

feelings,

24

perceptions,

images,

experiences, beliefs, attitudes, and so on that become linked to

the brand, of a brand from the experiential aspect. The
experiential aspect consists of the sum of all points of contact
with the brand and is known as the brand experience. The brand
experience is a brand's action perceived by a person. The
psychological aspect, sometimes referred to as the brand image, is
a symbolic construct created within the minds of people,
consisting of all the information and expectations associated with
a product, service or the companies providing them.
People engaged in branding seek to develop or align the
expectations behind the brand experience, creating the impression
that a brand associated with a product or service has certain
qualities or characteristics that make it special or unique. A brand
is therefore one of the most valuable elements in an advertising
theme, as it demonstrates what the brand owner is able to offer in
the marketplace. The art of creating and maintaining a brand is
called brand management. Orientation of the whole organization
towards its brand is called brand orientation. The brand
orientation is developed in responsiveness to market intelligence.
Careful brand management seeks to make the product or
services relevant to the target audience. Brands should be seen as
more than the difference between the actual cost of a product and

25

its selling price - they represent the sum of all valuable qualities of
a product to the consumer.
A brand which is widely known in the marketplace acquires
brand recognition. When brand recognition builds up to a point
where a brand enjoys a critical mass of positive sentiment in the
marketplace, it is said to have achieved brand franchise. Brand
recognition is most successful when people can state a brand
without being explicitly exposed to the company's name, but
rather through visual signifiers like logos, slogans, and colors.
Consumers may look on branding as an aspect of products
or services, as it often serves to denote a certain attractive quality
or characteristic. From the perspective of brand owners, branded
products or services also command higher prices. Where two
products resemble each other, but one of the products has no
associated branding (such as a generic, store-branded product),
people may often select the more expensive branded product on
the basis of the quality of the brand or the reputation of the brand
owner.

Conclusion:The beauty services consumption in india has been increasing

since last couple of years. Consumers are becoming more aspiration
driven while to evolution of concept of grooming and beauty for both
male and female segment in order to enhance their looks. After above
26

the discussion i conclude that beauty parlor is necessary thing for every
person in the word.

Review of literature

27

Review of literature is an important pre-requisite of actual

planning and then execution of any research work. This provides
the guidelines for the formulation of hypotheses. It also helps the
researcher to keep abreast of the already done on the subject to
acquaint himself of the procedure adopted to explore the field to
avoid the pitfalls of the past researchers and the repetition. Hence,
in the present chapter, an attempt has been made to review
studies having adequate relevance to the present research
problem.
Review of related literature in any area of investigation is of
paramount importance. In order to seek some guidelines from the
earlier studies, in this specific area of research findings of some of
the relevant and representative studies are discussed.
Beauty is an abstract construct. We attempt to make the
case that beauty and physical attractiveness is a significant
matter for human beings. There is a paucity of academic research
directly dealing with the proposed research problem, thus in this
review, general studies dealing with various aspects of beauty, its
maintenance, commercialization and the marketing of beauty
services are included.
Davis (1995) in his article of beauty also discusses about
ways to improve the beauty using cosmetic surgery. Use of

28

products and cosmetics plays a vital role in the income of beauty

parlor.
Weekes

and

Skeggs(1998)in

beauty

therapy

and

construction of femininity defined that the beauty industry fuels

this acquisition of femininity and even for those women who do
not visit beauty parlors themselves. This does not necessarily
mean that all women will equally achieve this ideal, or that all
women will strive to attain it, but rather than as a feature of the
everyday lives of women, femininity, and the discipline of the
unruly body, form an inescapable backdrop. Women are much
conscious about their beauty and to make it sure they visit the
beauty parlors.
Vigneron and Johnson (1999) report that people need for
appearance and materialism was increasing and hence human
being wanted to satisfy the need to look and feel good. This
created a boom in the cosmetic industry across the world.
Cosmetic industry is directly connected to beauty parlor business
or beauty industry.
Askegaard (1999) writes about the customers role customer
behaviour is an ongoing process when individual or group, select,
purchase, use or dispose of products, services and experiences to
satisfy needs and desires. The customer has a central position in
beauty industry.
29

Sheela Devi N. (2000) has the opinion that Eves are having
an inner urge to enhance their beauty. Irrespective of the age,
every woman wants to look young and beautiful. Hence, the
beauty parlors situated in and around the Madurai city will have a
roaring business provided they cater to the needs of all sections of
women.
Devi (2000)in her article about beauty products defined that
these products are more important to women in general. When
we look at the rising speed of the industries of beautification
products, beauty parlors and health centres, it is clear that the
consciousness of beauty and the use of beautification items have
been increasing. The commonly used beautification products are:
fairness cream, talcum powder, body lotion, lip liner, shampoo,
and lipstick, face wash, eyeliner, perfume and so on.
Debra Gimlin (2000) comments three hundred million
dollars are spent every year on cosmetic surgery and the amount
is increasing annually by 10%. This shows the high growth rate of
beauty parlors as well as beauty products.
Karen Hutchings (2000)comment The uses of cosmetic
product can changes someone look a different person. The secret
of staying young is to eat the right food and use the right cosmetic
product as a flapper with bobbed hair, rouged cheeks, lipstick and

30

heavy perfume. Woman should not only care of outer beauty but
for inner must be kept also.
Chung-Chuan Yang (2000)while commenting about role of
media concluded, that in this era, the media is growing rapidly
and in return people are responding and changing their life style,
attitude, behaviour, culture and religious values. Media channels
are full of beauty ads like whitening soaps, hair shampoo, hair
and facial lotions etc. but mostly products ads are misleading or
deceptive. No doubt media plays an important role by advertising
the products and cosmetics for beauty industry.
Paula Black and Ursula Sharma (2001) pointed out that
Beauty therapy as an industry is multi-faceted; as a set of
practices it is complex. The beauty industry has been the subject
of much critique but comparatively little empirical study based
upon research with beauty therapists themselves. The article
concludes that The beauty industry is located within debates
about the body and leisure. The growth in the beauty industry is
also linked to the commoditisation of body practices.
Rupal(2002)provides accounts of empirical research on
women's experiences of the fashion and beauty industries and
points to the complex and ambivalent nature of the social spaces
as 'sites where femininity is constructed, and is also a source of
pleasure.
31

Malhotra (2003) describes the main reason for boom in

cosmetic industry as increasing fashion and beauty consciousness
coupled with rising incomes and focus on health and fitness.
Cosmetics and beauty parlor are like two sides of a coin, which are
incomplete without each other.
Schmidt (2003)says that the connection of beauty and
fashion is all pervasive within the advertising world. The female
pursuit of beauty can be an enjoyable activity serving to enhance
power, attractiveness and ability to achieve goals.
According to Stern (2004) observes that the advertisements
geared towards women emphasize the importance of physical
appearance. These advertisements also urge consumers to buy
specific products and conduct certain behaviours to look as young
and thin as the models represented in the image.
Yi and La (2004) conclude satisfaction into two general
conceptualizations;

Transaction

specific

satisfaction

and

cumulative satisfaction. Transaction-specific satisfaction is a

customer evaluation of her particular experience and reaction to a
particular service encounter.
Whitney (2005) reports that According to the Global
Cosmetic Industry, this growing wellness trend in spas is an $11.2

32

billion business in the U.S., and the fastest-growing section of the

beauty industry that has more than doubled since 1999.
Jeffries

(2005)considered

spa

are

now

regarded

as

necessary for maintaining good health, lowering stress, and

impacting weight reduction. The necessity for salons to expand
and get a piece of this fast-growing spa market has affected salons
across the United States.
According to Blyth (2005) many salon owners' interests
arecreative, rather than commercial and business-oriented. His
consulting experience, Blyth found salon owners to lack the
marketing and financial skills required to increasebusiness. The
expansion of the salon industry into offering morespa services
creates the need for better marketing skillsto benefit from this
expansion.
Singh A. et al.(2006) While focusing on another important
aspect that is dealing with the working conditions and health of
saloon workers in an articlea study of the prevalence of
respiratory morbidity and ventilator obstruction in beauty parlour
workersreported that

A study was conducted in beauty

parlorworkers of Lucknow, India, to assess the prevalence of

respiratory morbidity and lung function abnormalities compared
to their control subjects belonging to the same socioeconomic
status and ethnic group, having never been exposed to the
33

workplace of beauty parlor and having not used any cosmetics.

Respiratory morbidity and bronchial obstruction based on PEFR
study was conducted in 196 beauty parlor workers and 35 control
subjects. All the participants were non-smokers and were matched
for age, height, weight and socioeconomic status. Peak expiratory
flow rate were performed using Peak Flow meter. Symptomatic
workers showed bronchial obstruction (28%), and this prevalence
was significantly higher (P < 0.01) when compared to 6.7% among
asymptomatic workers. Bronchial obstruction among female
workers (17.9%) was more prevalent (P < 0.01) than male workers
(1.42). Overall respiratory morbidity among beauty parlor workers
showed higher (12.7%) when compared with control group (2.8%)
but differences couldn't attain any significance. Although nonsignificant, workers in beauty parlor showed more prevalence
(9.4%) of bronchial obstruction based on PEFR than controls (4%).
This study showed that beauty parlor workers were more prone to
respiratory morbidity and lung function abnormalities, as the
study group selected were non-smokers.
Dove (2006)Another aspect of beauty business came to light
in following study stated that the narrow, physical definition
ofbeauty portrayed by mass media creates an appearance anxiety
and a desire for perfection among a large number of women.

34

Appearance anxiety is a key factor in the growth of beauty parlors,

directly or indirectly.
According toMermelstein&Felding (2007) following studies
explore the changing gender profile of beauty customers the
cosmetic industry is not restricted to only women. Thetime is
changing and so the thoughts. The male population isbecoming
conscious about their looks and hence heralded to anew era in the
cosmetic industry which is the male groomingindustry. In the
recent years, men have become more consciousabout their image
than ever before, resulting in sales on male grooming products to
increase by 18 percent globally between2006 and 2011.
According to Blanchin (2007) the relation between men
andbeauty care can be seen as simple relation to his appearance.
Menwant to feel good about them to be in harmony and to reach
amental physical equilibrium. Men seek to change their selfimagethrough products due to the need to adapt to the different
roles in their lives. It shows that the craze of beauty parlor in men
also is increasing.
Cole (2008).This change inmale grooming is becoming a new
trend and is expected toblossom in regions where consumers are
increasingly adapting towestern styles. The gap of distance
between men and beautyproducts or skin products has shorten
now a days, their demandfor skin care products are revealed to
35

fulfil their pleasure andwellness start from, cream their skin, feed
the skin nutrition,antiaging treatment, body and hair cares, spa
centres or evenbeauty institutions.
Kalliny and Gentry (2007) have examined the cultural values
reflected in US and Arabtelevision advertising and their findings
contribute to the standardization - localization debate. Despite the
common belief that the two cultures are vastly different, they
found that thecontent and appeal of TV advertisements had many
similarities. Part of their study focused oncomparing feminine
appearance and beauty enhancement. The results indicated that
even incountries such as Saudi Arabia, where women are required
to cover their bodies and faces inpublic, the cultural value beauty
enhancement is becoming important.
Customer surveys with standardized survey questions insure
that we will collect the same information from everyone.
Remember that few of our customers will be interested in "filling
out a questionnaire". It's work for them without much reward. By
launching a customer survey as an attempt to find out "how we
can serve you better" -- our customers will feel less put upon. Here
are a few of the possible dimensions we try to measure:
quality of service
speed of service

36

 pricing
complaints or problems
trust in your employees
the closeness of the relationship with contacts in your firm
types of other services needed
your positioning in clients' minds
Since beauty parlor is a service-sector, so the success of
beauty parlour depends on the satisfaction of customer. Definition
of customer satisfaction has been widely discussed from the view
of many researchers & organizations who increasingly desire to
measure it. The study of Social policy (2007) conceptualize that
satisfaction is based on customers experience of both contact
with the org and personal outcome.
Patiala city
Patiala is a city located in south-eastern Punjab, in northern
India. It is the fourth largest city in the state, and known to be the
prettiest and cleanest of them all. The city is the administrative
capital of Patiala district. Patiala is located around a castle named
Qila

Mubarak.

It

was

constructed

SardarLakhna and Baba Ala Singh in 1763.

37

by

two

militiamen

Maharaja Narendra Singh (18451862) fortified the city of

Patiala by constructing ramparts and ten gates around the city:

Darshani gate - Main

entrance of Qila Mubarak

Sheranwala
gate

Lahori gate

Safabadi gate

Nabha gate

Sunami gate

Samana gate

Top Khana
Gate

Sirhindi gate

Ghalori Gate
Education
Since Indian independence in 1947, Patiala has emerged as
a major education centre in the state of Punjab. The city houses
Yadavindra Public School, a prestigious school set up by His Late
Highness MaharajadhirajYadavindra Singh in 1948 which is now
among the top run schools of the country, Punjabi University,
Thapar University, Rajiv Gandhi National University of Law,
General Shivdev Singh DiwanGurbachan Singh Khalsa College,
Mohindra College, Multani Mal ModiCollege, Rajindra Hospital,
Government Medical College, Patiala, Government College for Girls

38

and Govt. Bikram College of Commerce, one of the premier

commerce colleges in Northern India.
Neta ji Subhash National Institute of Sports, Patiala is a
sports hub of North India. Rajiv Gandhi National University of
Law, Patiala was the first national law school of north region
established under Punjab Government Act of 2006.
Patiala city has many playgrounds, including the Raja
Bhalindra Sports Complex, more commonly known as Polo
Ground on Lower Mall Road, which houses an indoor stadium.
Other sports facilities include Yadavindra Sports Stadium for
athletics, Rink Hall for roller skating, and National Institute of
Sports, Patiala.
Governance
Patiala Municipal Corporation (PMC) is the local body
responsible for governing, developing and managing the city.
(PMC) is further divided into 50 municipal wards. Patiala
Development Authority (PDA) is an agency responsible for
planning and development of the greater Patiala Metropolitan
Area, which is revising the Patiala Master Plan and Building
Bylaws. Patiala Development Department, a special department of
the Government of Punjab, has been recently formed for Patiala
overall development.

39

Demographics
As per provisional data of 2011 census Patiala urban had a
population of 1,892,282.The literacy rate was 86.63 per cent. As
of 2001 India census, Patiala had a population of 702,870. Males
constituted 54% of the population, and females 46%. Patiala had
an average literacy rate of 81%, higher than the national average
of 64.9%. In Patiala, 10% of the population was under 5 years of
age.
Patiala district is a predominantly rural district. As per the
2001 census, an overwhelming 65% lived in rural areas and only
35% lived in urban areas. After the partition of India in 1947, a
large number of refugees from west Punjab came and settled in
Patiala district. The single largest group of refugees was from
Bahawalpur. Apart from this, a sizeable number came from
Gujranwala and Sheikhpura. According to the 1951 census, the
total number of displaced persons in the district was 1, 19,518.
The Sikhs and the Hindus are the predominant communities
in the district. The Sikh form 55% of the population whiles the
Hindus form 42%, the remaining being the Christians, the
Muslim, the Jains and the Buddhists. Geographically, Punjab is
divided into four regions, known as Malwa. Majha, Doaba and
Puadh. Patiala district falls in the Puadh region and standard
dialect spoken in the district is known as Puadhi. Although this
40

dialect is almost the same in grammar as the standard dialect of

Punjabi language, the distinguishing character of this dialect is
that ,to a very large extent, it is influenced by Hindi spoken in the
adjoining districts which now a part of Haryana.
Area
Patiala district with an area of 3625 Sq.kms, was the 5 th
largest district of the Punjab (area wise) after Ferozepur, Amritsar,
Sangrur and Ludhiana as per 2001 census but with the formation
of new district Mohali,Sub Division DeraBassibecomes Part of
Mohali district earlier DeraBassi tehsil was part of Patiala district.
The Climate here is typical of Punjab plain i.e. very hot in
summer and very cold in winter. The district is generally dry and
hot, with monsoon lasting three months. Both summer and winter
are severe. The annual average rainfall is 688mm. On an average
there are 61 rainy days. The variation in rainfall is appreciable.
The month of May is the hottest with the mean monthly maximum
temperature of 43.1oCelsius. January is the coldest month with
mean monthly minimum temperature of 2.1oCelsius.
As there is large number of beautyparlors in Patiala district,
every local area has its own local parlors which works on small
level and do not provide full facilities .e.g. body massage,
manicure, pedicure etc. Theseonly provides bleaching, threading

41

etc. which can be done at small scale. This type of parlor can be
found at every corner of the specific area of city.
Like women there are many parlors for gents. It is started
from the barber shop till malls beauty salon.
Not even ladies but also gents are taken interest in going to
beauty parlor. They also take interest in bleaching, facial massage
for relaxation of mind and for good appearance.
There are some parlors which are jointly run for ladies and
gents to provide them all type of facilities but mostly ladies do not
like to go to this type of parlor.
Parlor provides facilities for the relaxation of mind and
toenhance good looks because modern world is very fast and full
of tensions and there is no time for rest. So to keep the mind
relaxed everybody wants to go to parlor.
The business of beauty parlor is world level business. In
todays world the demand of the beauty parlor is increasing
everywhere now it is not confined to urban areas but also in rural
areas.

42

CHAPTER III
METHODOLOGY
The present study is an attempt to understand the
emergence of beauty parlors in Opp Punjabi University Patiala of Punjab
state. It is an exploration of the socio-economic profiles of beauty
specific institutions known as beauty salon or parlors. The business of
beauty services has emerged as a major area of activity with the
commercialization of grooming and beauty enhancing services. The
number of beauty parlors in Patiala city has grown approximately forty
times in the last two decades.In the time period of 1972 to 2000 there
were only 4 beauty parlors in Patiala city which increased with high
proportion

in

the

time

period

of

2001-2013.Traditionally,

the

beautification and grooming of human body, specifically female body

was largely a personal and private affair. The beauty service was
confined to a limited circle of the elite of the society. The last decade has
witnessed a phenomenal growth in the business of beauty and products
related

to

the

beauty

of

women.

The

latest

technology

and

pharmaceutical products related to beauty and medicines focus on skin

care. It is a recent phenomenon, but like other developments related
with modernization, its growth has been very extensive in comparison
to other areas. As far as the social and cultural consequences ofthe
development and the growth of beauty business and services are
concerned, there has been little research in this field. One thing that is
obvious is that with the expansion of consumer market, opening up of
the traditional societies, there is a massive increase in the access of

43

masses to these products and services, which had earlier been confined
to the elite circle.

Area of Study
The present studies have been conducted to check the role of
social impact assessment from urban Estate Phase I and Phase II. Rest
of them are taken from opposite Punjabi University market.
Selection of Respondents
The present study was conducted in beauty parlors of Punjabi
university Patiala. In this area many of the people are beautician by
Profession and rests of the people are in another occupation.
Techniques of Data Collection
The following techniques of data collection are used the study:
1. Observation
2. Scheduled Interview
Methods of Data Collection
1. Interview Schedule
Interview is one of the important methods of collecting data in
social research. It is called a conversation with a purpose. An interview
is a means of gathering information in which one person asks another
either in person directly, or indirectly. Interview, is an effective, informal
verbal or non-verbal conservation, initiated for specific purposes and
focused on certain planned content areas.
According to P.V. Young, Interviewing is an interactional process.

44

According to Gopal, The interview is conservation with a purpose

and therefore, is more than a mere oral exchange of information.
There are different classifications of interview on the basis of
different criteria. Types of interviews are based chiefly on the respective
roles assumed in them by interviewer and interviewee. The data was
collected from the respondents with the help of the interview schedule.
Keeping in view the objectives and variables of the study, interview
schedule was prepared.
The interview schedule was designed in two parts, part A and
part B. Part A of the schedule included questions for gathering
information about socio-economic profile of respondents. The part B
included questions that aimed at ascertaining various impacts that the
road widening project would have upon the stakeholders. The data for
the present study was collected both from secondary sources as well as
primary sources.
2. Observation:
Observation is one of the principle techniques of research in
social sciences. In fact, observation is essential for any scientific study
or research. Observation may take many forms and it is once the most
primitive and the most modern of research techniques.
According

to

P.G.

Gisbert,

Observation consists

in

the

application of our mind and its cognitive powers to the phenomena

which we are studying.
According to Robertson, Observational studies usually involve
an intensive examination of a particular group, event or social process.
The researcher does not attempt to influence what happens in any way
45

but crimes instead at on accurate description and analysis of what

takes place.
Significance of Study:
In the 21st century, beauty and make up are like the wheels of a
cart or the two sides of a coin. Women are beautiful in themselves; but
a little make-up does help a lot and it keeps one to make the day better
and happier. Every woman wants to be pretty whether shes young or
old so the beauty salon is the place to go. Beauty salons are also like a
temple; however, the difference is that we go to worship in the temple
and in the beauty salon we go to be worshipped by the beauticians and
by the other people around.
The beauty salon has become an almost iconic figure in Western
culture and Southeast Asian culture as well as in modern generation.
The beauty salon is where a woman goes to have their hair and nails
done, but is also a centre for community news confessions and general
hen parties. As such, choosing a beauty salon is a process most
women (and even men) will undergo.
The first thing to start in choosing a salon is to evaluate what
needs to be done. A woman who just wants her hair trimmed might go
to a beauty salon than women who wants a permanent colouring, or
more extensive services. If a woman wants her hair cut promptly and
that day, she might be better off visiting to a walk-in salon, more
willingly than trying to find her regular stylist. For other kind of
services, a woman might want to think about a full-service in byappointment-only beauty salon. This signifies that she will have a stylist
who is expecting her and definitely knows what she wants to be done.

46

Types of Observation
1. Participant Observation
2. Non-participant Observation:
Non-participant observation is used for research. Non-participant
observation is usually quasi-participant observation. What is a good
plan for entering the group. Since the observer observes the events with
an open mind he is able to collect more information.

Objectives of the Study:

To give a brief history of selected beauty parlours.

Social consequence of commercialization of beauty services and

culture.

To know about the economic level of beauty Parlours.

To know about the social status of owner.

To know problem of beauty parlour owner.

To findout the working condition of beauty parlours owner.

Hypothesis of the Study:

Beauty marketgrows along with overall growth of market forces.

Commercialization of marriage is positively associated with

commercialization of beauty services.

The growth of beauty market is a recent phenomenon

47

Education and employment of women is positively associated with

the commercialization of beauty.

Beauty market is mainly confined to educated middle class

CHAPTER-IV

PRESENTATION AND ANALYSIS OF DATA

This chapter deals with presentation and analysis of the
data and brief discussion of the results.
48

According to Kerlinger (1973), analysis of data means

categorizing, ordering, manipulating and summarizing of data to
obtain answers to research question. The purpose of the analysis
is to reduce data into intelligible and interpretable form so that
the relations of the research problem can be studied and tested.
What follows analysis is the process of interpretation.
PART-A: CLIENT PROFILE
1 .Age
Age like sex is a biological component of human personality.
Age has its own effect on the thought patterns of the individual.
The views and opinions of individual are determined by their
respective age to greater extent. Therefore, in this study, age is
supposed to be an important factor, and is also divided into five
categories:20-25years,25-30years,30-35years,35-40years,4045years.Their distribution of the respondents age is shows in
Table 4.1

PARLOUR OWNERS SOCIO-ECONOMIC PROFILE

49

Table-4..1
Distribution of the owner respondents as per Age
Age

Number

Percentage

20- 25 years

12

40%

25-30years

20%

30-35 years

10%

35-40 years

20%

40-45 years

10%

Total

30

100%

Table 4.1 shows that most of the Parlor owner belongs to 20-25
years of age i.e. 40%,20% are from both 25-30 and 35_40 years
age group, also 10%are from both 30-35 and 40-45 years of age .
Results showed that most of the beauty parlor owners are from
20-25age group. But still it can be concluded that it is a business
of younger people because in majority 40% owners

Table-4..2
50

Distribution of the owner respondents as per Education Level

Education Level

Number

Percentage

Matric

10%

Senior Secondary

20%

Graduation

18

60%

Post Graduation

10%

Total

30

100%

Table 4.2 results showed that maximum numbers of

Parlor

Owner education i.e. 60% belongs to graduation qualification,

20%are from senior secondary,10% are from both 10 th passedand
Post

Graduate.

This

means

all

the

Parlor

owners

are

highlyeducated. Most of them take their experiences in Parlors as

their

family

business.

Owners

are

comparison to clients group.

Table-4..3
51

relatively

educated

in

Distribution of the owner respondents as per Caste Category

Caste

Number

Percentage

General

21

70%

Backward caste

30%

Total

30

100%

Table 4.3 results showed that most of the Parlor owner

i.e.70% are from general category, 30% are frombackward caste
which shows that general category people are much more
interested in running beauty parlor business.
that most of the owners to general category.

52

Result indicates

Table-4..4
Distribution of the owner respondents as per religion
Religion

Number

Percentage

Sikh

20%

Hindu

21

70%

Muslim

10%

Total

30

100%

According to Table 4.4 pointed out that maximum nos. of

the parlorowners i.e.70% belongs to Hindu religion, 20%are
fromsikh religion and 10% are from Muslim category. It shows
that in parlor ownership group the Hindu community dominates,
it may be due to the factor that in Sikhism there is a prohibition
on cutting hair thus Sikh community may not be directly involved
in such ventures.

53

Table-4..5
Distribution of the owner respondents as per marital status
Marital Status

Number

Percentage

Married

24

80%

Unmarried

20%

Total

30

100%

Table 4.5 explained that most of the respondents i.e. 80%

are married, 20%are unmarried, which shows that married people
take more interest in running a beauty parlors as compare to
unmarried.

54

Table-4..6
Distribution of the owner respondents as per size of family
Size of Family

Number

Percentage

Nuclear Family

21

70%

Joint Family

30%

Total

30

100%

According to Table 4.6, maximum number of owner i.e. 70%

related to nuclear families, wherever 30% belongs to joint families.
Results showedthat beauty parlor mainly runs by that person who
belongs to nuclear familiesrather than joint families.

55

Table-4..7
Distribution of the owner respondents as per Occupational
background
Occupation

Number

Percentage

Agriculture

12

40%

Business

12

40%

Un-employed

20%

Total

30

100

Table 4.7 results revealed that most of the parlor owners i.e.
40% are from both agriculture and Business category, 20%are unemployed . The results showed that government employees do not
take much interest in this business.

In this category the

predominance from agriculture and business seems logical

56

Table-4..8
Distribution of the owner respondents as monthly income
Monthly Income
10,000-20,000
20,000-30,000
30,000-40,000
Total

Number
9
15
6
30

Percentage
30%
50%
20%
100%

Table 4.8 pointed out that most of the ownersi.e.30%

earnRs. 10,000-20,000, 50% have their income in between Rs.
20,000-30,000 and 20% earn above Rs. 30,000-40,000. Actually
the business of beauty parlor has a lot margin and income from
this business is very good. According to results it can said that
most of the owners i.e.50% earn Rs. 20,000-30,000.

57

Table-4..9
Distribution of the owner respondents as per gender
Gender

Number

Percentage

Male

20%

Female

24

80%

Total

30

100%

Table 4.9 results revealed that most of the owners i.e. 80% are
female and 20% aremale, which clears that females take much
interest in parlor business. It is also testify the fact that beauty
business is primarily the domain of women.

58

Table 4.10
The Distribution of the owner respondents according to their
Purpose of Establishing the Parlor
Purpose

Number

Commercial
Hobby
Total

Percentage

21

70%

30%

30

100%

Table-4..10 shows that maximum number i.e. 70% of

parlorsis with the commercial purpose and 30% are running their
parlors as their hobby. Results showed that the purpose of most of
the parlors is commercial and to earn money.

59

Table-4.11
The Distribution of the owner respondents according to their
qualifications in beauty care
Training

Number

Percentage

Certificate

30%

Diploma

20%

Degree

10%

only Experience

12

40%

Total

30

100%

According to Table 4.11, most of the owners i.e. 40%have

only experience of training in beauty services, 30% are certificate
holdersand 20%arediploma holders in beauty care and only 10%
are degree holders. It means most of these parlors are run by
those persons who have only experience in beauty careservices
but do not have any qualification related to this.
60

Table-4.12
The Distribution of the owner respondents according to their
License for Parlor
License

Number

Percentage

Yes

27

90%

No

10%

Total

30

100%

According to Table 4.12 results showed that maximum

number i.e.90% of parlorowners have license wherever 10% parlor
owner do not, which means some 20% parlors are running
without license or at a small/home based level.

61

Table-4.13
The Distribution of the Parlors according to their Daily
visiting frequency of customers
Daily frequency

Number

Percentage

10 to 20

21

70%

20 to 30

30%

Total

30

100%

According to Table 4.13 results showed that theparlor

owners most of the people/customers i.e. 70% owners from1020
customers daily come to theirparlor for getting services whereas,

62

30% owners are from 20-30 .the customers come to their parloron
daily basis for getting the services which shows that daily
frequency of customers in beauty parlor is quite high and also
beneficial for their business. At the same time the frequency of
client goes up in festival season like (marriage, karvachauthetc).

Table-4.14
The Distribution of the owner respondents according to their
Service preference in parlor by clients
Service preference

Number

Percentage

Hair Treatment

12

40%

Waxing

15

50%

Facial

10%

Total

30

100%

63

According to Table 4.14, most of the customers prefer hair

treatment services and facial in the parlors which are 50percent
and 40percent respectively, 10percent parlors preference is waxing
services but massage and spa services are not being highly
preferred by customers. It can be concluded from the above table
that most of the clients i.e. 50% are interested in hair treatment
services.

CHAPTER IV

FINDING
BEAUTY PARLOUR OWNER
Most of the beauty parlor owners are from middle age group.
In comparison to clients the data shows that parlor owners
belong mature age group between 20-25 categories. But still
64

it can be concluded that it is a business of younger people

because in majority 86% owners belong to age group of
below 50 years
The Parlor owners are very highly educated. Most of them
take their experiences in Parlors as their family business.
Owners are relatively more educated in comparison to clients
group.
Result indicates that most of the owners i.e. 70% belong to
general category.
Parlor ownership group the Hindu community dominates, it
may be due to the factor that in Sikhism there is a
prohibition on cutting hair thus Sikh community may not be
directly involved in such ventures.
Married people take more interest in running a beauty
parlors as compare to unmarried.
Beauty parlor mainly runs by that person who belongs to
nuclear familiesrather than joint families.
Government employees do not take much interest in this
business.

In this category the predominance of business

seems logical. As per the result most of the owners i.e. 40%
of beauty parlors belong to business background.

65

According to results it can said that most of the owners

i.e.50% earn Rs. 10,000-20,000.

Females take much interest in parlor business. It is also

testify the fact that beauty business is primarily the domain
of women.
The purpose of most of the parlors is commercial and to
earn money.
Most of these parlors are run by those persons who have
only experience in beauty care services but do not have any
qualification related to this.
Some 20% parlors are running without license or at a
small/home based level.
Monthly expenditure of most of the parlors is in between
10,000 to 50,000.
As per results according to parlor owners most of the
people/customers

i.e.

57%

owners

said

that

2030

customers daily come to theirparlor for getting services.

It can be concluded that most of the clients i.e. 50% are
interested in hair treatment services.
Social consequences of commercialization of beauty services

66

1. Beauty is increasingly becoming commodity.

2. The beautification and grooming which was earlier the
personal or intimate social affair has become to market
affair.
3. The access to the beauty services depends on once economic
and social status.
4. All the ceremonies in which the public displays off beauty,
dress and image are concerned, now being catered by
different beauty salons or other service providers.
5. In the most intimate personal affair of maintaining ones
health and beauty which was earlier an affair of intimate
community now the community is withdrawing and market
is entering into arena in a wig way.

CONCLUSION

67

Beauty is a feature of a person that provides a perceptual

experience of pleasure or satisfaction. Beauty is studied as part of
aesthetics, sociology, social psychology, and culture. An "ideal beauty"
is an entity which is admired, or possesses features widely attributed to
beauty in a particular culture, for perfection.
Beauty awareness is increasing day by day. Just like urban area,
the awareness about

beauty concept is also increasing in semi urban

and rural areas. Now girls are taking vocational courses and training in
beauty culture and started their own beauty parloras business at home.
Even in todays scenario boys are very much aware of their outer look,
they usually go to the parlors to avail these beauty services. On the
other hand your good outer look enhances confidence in a person and
provides more satisfaction. Because of these changes in society beauty
parlor business is rapidly growing resulted in mushrooming of beauty
parlor at every nook and corner of semi urban and rural areas.
As in Patiala district, the growth of parlors is increasing day by
day and beauty parlor are doing brisk business.This may be because of
that Patiala is an educational city and most of younger students come
here for educational purposes. In the recent years, the beauty services
use in Patiala has been increasing exponentially. Consumers are
becoming more aspiration driven which has led to evolution of concept
of grooming and beauty for both male and female segment in order to
enhance their appearances. Nowadays middle aged women are more
conscious about their appearance and even elderly women. At the same
time the frequency of client goes up in festival season like (marriage,

68

karvachauthetc). According to an owner of beauty parlor located at

Patiala the festive season is always marked by huge rush of customers.
Sometimes they fail cater to all the customer because of the rush.
Demand for their services increases during wedding season and the
festival season.
Women are beautiful in themselves; but a little make-up does
help a lot and it keeps one to make the day better and happier. Every
woman wants to be pretty whether shes young or old so the beauty
salon is the place to go. Beauty salons are also like a temple; however,
the difference is that we go to worship in the temple and in the beauty
salon we go to be worshipped by the beauticians and by the other
people around.
According to the changing trend and effect of westernization,
people are growing toward the beauty parlor. Young people have more
craze in their selves for look better. Today, the clients are educated and
well known about their surroundings and atmosphere for being reputed
in their societies. For the requirement of the society everyone wants to
look better than others and these requirements are fulfilled in beauty
parlors. As per the social scenario there are parties, get together and
kitty parties has become the part of daily life and to satisfy the social
demands beauty parlors always booked for their services.Beauty Parlor
business is not only good for client but also for the owners as well as
employees. It provides source of income and employment to many.
The growth rate of parlors is increasing in high speed and so on
in the number of clients, the main credit goes to media, because media
69

is growing rapidly and in return people are responding and changing

their life style, attitude, behavior, culture and religious values. Media
channels are full of beauty ads. Or other reason for boom in Beauty
Parlorcould be as increasing fashion and beauty consciousness coupled
with rising incomes and focus on health and fitness.
Step back and look at the way consumption has changed in
Punjab. Growing affluence has resulted in increased experimentation.
This has accelerated the growth of beauty categories. This can be seen
explosive growth in beauty services as well. Salons are at the centre of
that growth.

70

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and

Selected

Advertising

Effectiveness

Response

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Debra, G. 2000. College Student Attitudes toward Advertisings

Ethical, Economic, and Social Consequences. Journal of Business
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Magazine.

77

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Devi, S. 2000. The effects of brand relationship norms on

consumer attitudes and behavior.Journal of Consumer Research,
31(1), p.87.

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Devi, S. 2000. Their Ideals of Beauty are, on the whole, the same
as ours: Consistency and Variability in the Cross-cultural
Perception

of

Female

Physical

Attractiveness.

Journal

of

Personality and Social Psychology, Vol. 68, No 2.

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Publishing. First Edition, ISBN 1-887472-68-1 (Book)

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1948.

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64.

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Langlois, J. H., Roggman, L. A., &Musselman, L. 1994. "What is

average

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what

is

not

average

about

attractive

faces?".Psychological Science5: pp. 214220.

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Malhotra.2003. A technique for the Measurement of Attitudes

Archives of Psychology, pp.140-55.

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the unintended consequences of advertising. Journal of Marketing,
50(4), pp.18-37.

79

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status among the elderly,Paper presented in the conference on
aged population and the grey revolution, university catholique de
Louvain, Beligium, October.

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Cosmetic.St. Martin's Press.ISBN 0-312-19914-7. (Book)

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marketing concept. Psychology & Marketing, 9, p.3.

71.

Schmidt,R. 2003. Advertising in a new competitive environment:

Persuading customers to buy.Business Horizons, 30(6), p.20.

72.

Sharma, U and Black, P. 2001. Look good, feel better: beauty

therapy as emotional labour. Sociology, 35 (4): 913-31.

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Singh, A. et al. 2006. Body Weight, Waist-to-Hip Ratio, Breasts,

and Hips: Role in Judgments of Female Attractiveness and
Desirability for Relationships. Ethology and Sociobiology16 (6):
483507.

74.

Singh, D., Young, Robert, K. 2001. Body Weight, Waist-to-Hip

Ratio,

Breasts,

and

Hips:

Role

80

in

Judgments

of

Female

Attractiveness and Desirability for Relationships.Ethology and

Sociobiology16 (6): 483507. (Journal).
75.

Stern. 2004. Marketing: An introduction (7th ed.). Upper Saddle

River, NJ: Prentice Hall.

76.

Vigneron and Johnson. 1999. Social Comparison and the

Idealized Images of Advertising. Journal of Consumer Research,
Vol. 18, June (Journal)

77.

Weekes and Skeggs.1998. Is beauty best? Highly versus normally

attractive models in advertising.Journal of Advertising Vol.30, No
1.

78.

Whitney,

A.

2005.Emerging

perspectives

of

services

marketing.Chicago: American Marketing Association, pp. 25-28.

79.

www.patiala.nic.in

accessed on 24.10.2012

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www.wikipedia.com

accessed on 22.10.2012

81.

Yi and La 2004.College Student Attitudes

toward

Advertisings

Ethical, Economic, and Social Consequences.Journal of Business

Ethics, 48, pp.217228.

81