Measuring the service quality

of
“BELLEZA SALON”

1
 Acknowledgement is not a mere formality but a genuine opportunity to thank
all those people without whose active support, this project would not be possible.

Firstly We are very grateful to Mr.Nirav Halvadia, (MBA Coordinator), as

well as all others members of the institute, who gave us this excellent opportunity to
give answer for the BELEZA SALON

Words defeat us in expressing my deep sense of gratitude for

Mr. Rizvaan Khan (Area Manager, BELEZA SALON)31/32- Advait shooping

mall, Opp Soham tower, Vastrapur , AHMEDABAD whose support and practical
guidance enabled us to overcome all the challenges posed during this project. We
learned a lot from their wide knowledge and experience.

Special thanks are to all the other staff, Colleagues, Friends for all the
encouragement, inspiration and motivation.

2
 Practice makes a man perfect. We have taken the information in one of the
major player of salon , has indeed been very interesting and a good learning process
for me. This practical training makes it easy job to understand the work methodology
of the salon and candidate can get detailed knowledge about specific specialization
area of service quality .
It is a famous saying in Japan that the person who has read 1000’s of pages is
not worth that the person who has traveled for 100’s of meters. This indicates the
importance of exposure to the practical life. Knowing the importance of practical
knowledge this M.B.A program is having an integral part training of two months as a
practical fulfillment of the course and that’s why we get the opportunity of working
with BELLEZZA SALON. We have tried our level best to collect the information. All
the required relevant information has been obtained from the company. The report is
made on the basis of the discussion with executives of the company and other source
of information. This exercise has helped us to sharpen many skills.
In the mean time of our project we have learned many things. Like how an
employee behave in the organization. As well as quality

3
 INDEX
CH NO. PARTICULARS PAGE NO .
A ACKNOWLEDGEMENT
B PREFACE
1 INTRODUCTION OF SERVICE 5
QUALITY
2 INTRODUCTION OF BELLEZZA 10
SALON
3 RESEARCH OBJECTIVE 13
4 RESEARCH METHODOLOGY 15
-> RESEARCH DESIGN
-> SAMPLING DESIGN
->SAMPLE SIZE
DETERMINATION
-> SAMPLING TECHNIQUE
5 ANALYSIS & FINDINGS 22
-> ANALYSIS BY CHART
-> TABULAR FORM OF DATA
RESEARCH
6 CONCLUSION 43
7 BIBLIOGRAPHY 45
8 ANNEXURE 46

4
5
 DEFINING SERVICE QUALITY
Quality is an extremely difficult concept to define in a few words. At its most
basic, quality has been defined as conforming to requirements .This implies that
organizations must establish requirements and specifications; once established, the
quality goal of the various function of an organization is to comply strictly with these
specifications. Many analyses of service quality have attempted to distinguish
between objective measures of quality and measures which are based on the more
subjective perceptions of customers.

A development of this idea by Gronroos identified ‘technical’ and ‘functional’

quality as being the two principle components of quality. Technical quality refers to
the relatively quantifiable aspects of a service which consumers receive in their
interactions with a service firm. Because it can easily be measured by both customer
and supplier, it forms an important basis for judging service quality.

Examples of technical quality include the waiting time at a supermarket checkout and
the reliability of train services. This, however, is not the only element thatmakes up
perceived service quality. Because services involve direct consumer producer
interaction, consumers are also influenced by how the technical quality is delivered to
them. This is what Gronroos describes as functional quality and cannot be measured
as objectively as the elements of technical quality. In the case of the queue at a
supermarket checkout, functional quality is influenced by such factors as the
environment in which queuing takes place and consumers perceptions of the manner
in which queues are handled by the supermarket’s staff. Gronroos also sees an
important role for a service firm’s corporate image in defining customers’ perception
of quality, with corporate image being based on both technical and functional quality.

INTRODUCTION OF SERVICE QUALITY

Quality improvement and adherence to accepted norms of quality are central to

the modern concept of marketing of services. The quality of service delivery results in
customer satisfaction and their retention as it reinforces the perception that the value
of the service received is greater that the price paid for it. Some important concepts
are:--
Modern quality concepts result in better profitability, which is the main goal of
all the business. Quality control has much to do with changing the frame of min d and
psychology of the service provider and particularly the front-end and back-end
employees actually providing the services. We need to know how this fundamental
change in attitude can be brought about.

Traditionally, most service providers have felt that they know all there is to
know about the customers and their requirements. This self-satisfied approach needs
to be changed. Development of feedback systems is very essential part of the quality
improvement. How this can be used to develop better quality standards is an issue of
immense importance. Goal setting and adherence to the goals are both essential to
ensure continuous improvement in the quality standards.
6
 Quality improvement and adherence to accepted norms of quality are central to
the modern concept of marketing of services. The quality of service delivery results in
customer satisfaction and their retention as it reinforces the perception that the value
of the service received is greater that the price paid for it. Some important concepts
are:

OBJECTIVES OF SERVICE QUALITY

The subject of service quality has aroused considerable recent interest among
business people and academics. Buyers have always been concerned with quality, but
the increasing competitive market for many services has led consumers to become
more selective in the service they choose. Conceptualizing the quality for services is
more complex than for goods. Because of the absence of tangible manifestations,
measuring service quality can be difficult but there are possible research approaches.
Comprehensive models of service quality and there limitations can be studied.
Understanding just what dimensions of quality are of importance to customers is not
always easy in their evaluation process. It is not sufficient for companies to set quality
standards in accordance with misguided assumptions of customers’ expectations. A
further problem in defining service quality lies in the importance which customers
often attach to the quality if the
service provider is distinct from its service offers – the two cannot be separated as
readily as in the case of goods.

7
 SERVICE QUALITY DIMENSIONS
Service quality is a perception of the customer. Customers, however, form
opinions about service quality not just from a single reference but from a host of
contributing factors. Service marketers need to understand all the dimensions used by
customers to evaluate service quality.
David Garvin in the article ‘Competing on the Eight Dimensions of Quality’ identified
the following eight dimensions of quality applicable to both goods and services.

These include:
Performance, Features, Reliability, Conformance, Durability, Serviceability,
Aesthetics, Perceived quality or prestige

a. Reliability:--
This dimension is shown to have the highest influence on the customer perception of
quality. It is the ability to perform the promised service dependably and accurately.
Sahara Airlines, an upcoming domestic air carrier within India, has been striving to
protect itself as a reliable airline. It hopes to differentiate itself from other airlines
Indian Airlines. tect this reliability, When service delivery fails the first time, a service
provider may get a second chance to provide the same service in the phase called
‘Recovery’. The expectations of the customer are usually higher during the recovery
phase than before because of the initial failure.. The reliability dimension, which
ensures timely delivery time after time, helps the service provider to meet the
customer expectations fully at the lowest level of service expectation.

b. Responsiveness:--
-It is the willingness of the service firm’s staff to help customers and to provide them
with prompt service. The customers may have queries, special requests, complaints,
etc. In fact, each customer may have problems of his or her own. While the front-end
employee may have been trained or equipped to deliver standardized services, the
customers want them to go beyond this limit. It is the willingness to help the customer
or willingness to go that extra distance that is responsiveness.

Example: A customer calls room service to find out if they would pack a Jain lunch. It
is not the hotel’s normal policy to cook such specialty and customized meals.
-The second aspect of responsiveness is speedy response to a customer request.
When response is delayed customers usually loses interest. Many sales representatives
respond on the phone, ‘I will call you back’. The call is never returned. The customer
draws his or her own conclusion about the quality of service he is likely to receive in
the future.

8
c. Assurance:--
It defined as the ability of the company to inspire trust and confidence in the service
delivery. It refers to knowledge and courtesy of the service firm’s employees and their
ability to inspire trust and confidence in the customer toward the company. This
dimension is considered vital for services that involve high risk as customers may not
be able to evaluate all the uncertainties involved in the process by them.

Example: Medical services requiring complex uncommon procedures, sales / purchase

of financial securities, investment issues, legal affairs, etc. demand this service quality
dimension.
There are property developers/builders who provide a list of previous buyers of flats
or apartments to potential buyers.

d. Empathy:--
It refers to the caring, individualized attention the service firm provides each
customer. When service provider puts himself in the shoes of the customers, he may
see the customer’s viewpoint better. When customers feel t5hat the provider is making
his best effort to see their viewpoint, it may be good enough for most.

Example: a lady customer with a young child arrives slightly late at the check-in
counter and requests the agent for a seat along the aisle and near the toilet.

e. Tangibles:--
It refers to physical facilities, equipment, and appearance of a service firm’s
employees. The job of the tangible and physical evidence of a service is
multifunctional. When a patient in the waiting room of a clinic sees the doctor’s
certificate, he becomes aware of the quality of service he is about to receive. If a
dental clinic provides patients with clean rubber footwear and freshly laundered bibs
or coats before the actual service, the patients and their accompanying relatives or
friends will be impressed. A dentist dressed in a spotless white coat is likely to
impress, them even further. Tangibles provide the customer proof of the quality of
service.

 Service sector provide 12.68% of total female employment.

 Service sector plays a leading role in economy, and contributes

to around 68.36 % of the overall average growth In gdp
between 2002 to2008.

9
10
 Hair Cuttery is a full-service salon offering haircuts, color, perms, relaxers and
styling services - all at great prices. Plus we'll shampoo and condition your hair for
free. Just walk in to any of our nearly 800 hair salons on the East Coast from Florida
to New England and in the Chicago area. There's always a Hair Cuttery salon
conveniently located in your neighborhood. As the largest, privately-held…

11
 HISTORY
Bellezza Salon build out began near the end of 2005 while beginning
operations in early 2006. Built to cater to the high-end salon clientele, the Bellezza
Salon atmosphere is reminiscent of old-world Italian luxury. The combination of small
and delicate details along with the impressive and decorative yet functional Salon
equipment treats clients to a superb beautifying experience.

From the beginning Bellezza has comfortably and consistently covered its
ongoing business expenses, as it has been active and fully functional while never truly
operating at full capacity. Five stations serve to create cuts, coloring, hair design, and
personal pampering such as scalp massage, thus treating its guests to their regular
beautifying necessities.

Since currently open on an appointment basis, the salon offers the new owner a
tremendous opportunity for increasing business activity and thus increasing sales.
Basic opportunities include increasing business hours, staffing all stations, and
prioritizing the sales of the distinctive shampoo line. Increased marketing and catering
to walk-ins offer even more possibilities.

12
13
 RESEARCH OBJECTIVE

 Marketing research as an integral part of the in marketing information

information system used in the decision making process.

 To know the present market situation.

 To know about customer satisfaction.

PRIMARY OBJECTIVE

 Estimating average budgeted expenditure of people spending on hair cut

and style and treatment.

 Measuring the customer satisfaction from the saloon

 Knowing level of loyalty of people of each services.

SECONDARY OBJECTIVE

 Comparing prices charged for each service.

 Collecting data about services provide by bellazza salon.

14
15
RESEARCH DESIGN
A framework or blueprint for conducting the marketing research
project. It specifies the details of the procedures necessary for obtaining the
information needed to structure and/or solve marketing research problems.

A good research design will ensure that the marketing research

project is conducted effectively and efficiently. Typically, a research design
involves the following components.

 Define the information needed.

 Design the exploratory, descriptive, and/or causal phases of the research.
 Specify the measurement and scaling procedures.
 Construct and pretest a questionnaire (interviewing form) or an
appropriate form for data collection.
 Specify the sampling process and sample size.
 Develop a plan of data analysis.

CLASSIFICATION OF RESEARCH
DESIGN
Research design may be broadly classified as under.
3-4

Research Design

Exploratory Conclusive
Research Design Research Design

Descriptive Causal
Research Research

Cross-Sectional Longitudinal
Design Design

Single Cross- Multiple Cross-

Sectional Design Sectional Design

16
 3-5

Exploratory & Conclusive Research Differences

Exploratory Conclusive
Objective: To provide insights and To test specific hypotheses and
understanding. examine relationships.

Character- Information needed is defined Information needed is clearly

istics: only loosely. Research process
is flexible and unstructured.
Sample is small and non-
representative. Analysis of
primary data is qualitative.
defined. Research process is
formal and structured. Sample is
large and representative. Data
analysis is quantitative.

Findings Tentative. Conclusive.

/Results:

Outcome: Generally followed by further Findings used as input into

exploratory or conclusive decision making.
research.

EXPLORATORY RESEARCH
Exploratory research is one type of research design, which has as its
primary objective the provision of insights into and comprehension the
researcher.
Exploratory research can greatly benefit from use of the following
methods.
( a ) secondary data
 Primary data

 Secondary data

( b ) qualitative methods
 Depth interview

 Focus group

 Projective techniques

17
 In our research we use depth interview.
Depth interview
An unstructured direct, personal interview in which a single
respondent is probed by a highly skill interviewer to uncover underlying
motivation, belief, attitudes, and feeling on a topic.

CONCLUSIVE RESEARCH
Conclusive research can be done by following method :
( a ) descriptive research
 Survey method

 Observation

 Single cross sectional and longitude

( b ) causal research

DESCRIPTIVE RESEARCH
 To describe the characteristics of relevant groups, such as consumers,
salespeople, organizations, or market areas.

 To estimate the percentage of units in a specified population exhibiting a

certain behavior.

 To determine the perceptions of product characteristics.

 To determine the degree to which marketing variables are associated.

WE use survey method. For survey we make questionnaire and

conduct survey.

We use 6 w’s for that.

18
DISCRIPTIVE RESEARCH:- (6 W’s )

 Who:-
a) All the customers of BELLEZA
b) Anyone who enters the salon, whether they take the
services or not.
c) Anyone who take the services from salon.

 What:-
a) To measure the service quality of BELLEZA salon

 When:-
a) While taking the services at salon
b) Immediately after taking services from the salon

 Where:-
a) In the salon
b) In the parking lot

 Why:-
a) To get the knowledge of BUSINESS RESEARCH METHODOLOGY
b) To get the service quality measurement of BELLEZZA

 Way:-
a) Personal Interview

19
SAMPLING DESIGN:-

Target population: All customer of BELLEZA

Sampling element: Customer of BELLEZA

Sampling unit: Customer of BELLEZA

Extent: Ahmadabad

Time: 2010

SAMPLE SIZE DETERMINATION:-

 CONFIDENCE LEVEL:-80%

 S VALUE:- (population s.d)

Likert scale ( 5 point scale)
=5-1/6
=4/6
=0.67

 Z VALUE:- 1.29

 TOLERANCE ERROR:-0.15

SAMPLE SIZE DETERMINATION = ( Z*S/e)2

= (1.29*0.67/0.15)2
= 76

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SAMPLING TECHNIQUES
There are two types of sampling techniques.

( A ) Probability sampling

A sampling procedure in which each element of the population

has a fixed probabilistic chance of being selected for the sample.

( B ) Non Probability sampling

Sampling techniques they do not use chance selection procedure.
they rely on personal judgment of researcher.

Classification of Sampling Techniques

Sampling Techniques

Nonprobability Probability
Sampling Techniques Sampling Techniques

Convenience Judgmental Quota Snowball

Sampling Sampling Sampling Sampling

Simple Random Systematic Stratified Cluster Other Sampling

Sampling Sampling Sampling Sampling Techniques

We use non probability sampling technique.

In non probability sampling we use convenience sampling method.

Interviewing method :- Personal interview

Research instruments :- Questionnaire

21
22
Que.no Particulars Page no
Q - 1) Which services did you receive from 24
BELLEZZA SALON?
Q – 2) Is the Appearance of Physical infrastructure is 25
Good ?
Q – 3) Do you believe that the quality of equipment is 26
highly advanced in technology?

Q – 4) Do you believe Appearance of employer is 27

Proper?
Q – 5) Do you believe that they providing the services, 28
when they promise to do ?
Q – 6) Do you believe that the ability of employee to 29
answer your Problem?
Q – 7) Do you receive an Individual attention from 30
employer?
Q – 8) The operating hours of Bellezza is convenient to 31
you?
Q – 9) Do you feel that their services is excellent? 32
Q -10) Frequency for coming at Bellezza in a month? 33
Q -11) Do you agree whatever you spent (time, money, 34
effort) is reliable on getting services?

Q – 14) Age group 35

Q – 15) Number of family members 36
Q – 16) Gender 37
Q – 17) Time of day 38
Q – 18) Monthly income 39
INDEX

23
 ANALYSIS CHART SHEET

Q 1. Which services did you receive from BELLEZZA SALON?

( Refer pg no. 39 for statistical data)

ABOVE ALL
17.95% CUT & STYLE
25.64%

COLOUR
16.67% CUT & STYLE
STRAITENING STRAITENING
20.51% HAIR TREATMENT
COLOUR
ABOVE ALL
HAIR TREATMENT
19.23%

INTERPRETATION :
The above chart shows that 25.64 % that means 20 customer using bellezza
services for hair cut & style, 20.51 % customer using for straitening ,19.23 %
customer using for hair treatment , 16.67 % customer using for hair colour , and 17.95
% customer using all the services from Bellezza salon.

24
Q 2. Is the Appearance of Physical infrastructure is Good ?
( Refer pg no. 39 for statistical data)

Strongly disagree
5.13% Disagree
Strongly agree 2.56%
35.89% Neutral
14.10% Strongly disagree
Disagree
Neutral
Agree
Agree
42.32% Strongly agree

INTERPRETATION :
35.89 % customer are strongly agree with the physical infrastructure is good,
42.32 % are agree , and 5.13 % customer are strongly disagree with the current
infrastructure , they want more improvement in that.

25
Q 3. Do you believe that the quality of equipment is highly
advanced in technology?
( Refer pg no. 39 for statistical data)

Strongly disagree
2.56% Disagree
Strongly agree 3.85%
33.34% Neutral
21.79% Strongly disagree
Disagree
Neutral
Agree Agree
38.46% Strongly agree

INTERPRETATION :
In our research 38.46 % customer are agree with bellezza using highly
advanced equipment. 33.34 % customer are strongly agree , when 2.56 % customer
are strongly disagree and 21.79 % customer are neutral.

26
Q 4. Do you believe Appearance of employer is Proper?
( Refer pg no. 39 for statistical data)

Strongly agree Strongly disagree

7.69% 1.28%
Disagree
12.82% Strongly disagree
Disagree
Neutral Neutral
28.21%
Agree Agree
50.00% Strongly agree

INTERPRETATION :
There are 50.00 % customer are believe that appearance of employer is proper.
7.69 % customer are strongly agree and 28.21 % customer are neutral about their
answer.12.82 % customer are disagree. They are not believing that the appearance of
employer is proper.

27
Q 5. Do you believe that they providing the services, when they
promise to do ?
( Refer pg no. 40 for statistical data)

Strongly agree Strongly disagree

6.41% 5.13%
Disagree
12.82% Strongly disagree
Disagree
Agree Neutral
44.87%
Neutral Agree
30.77% Strongly agree

INTERPRETATION :
There are 44.87 % customer agree that they providing the services, when they
promise to do. 12.82 % are disagree and 5.13 % are strongly disagree with the services
provide by bellazza. And 30.77 % customer are neutral.

28
Q 6. Do you believe that the ability of employee to answer your
Problem?
( Refer pg no. 40 for statistical data)

Strongly agree Strongly disagree

5.13% 3.85%
Disagree
15.38% Strongly disagree
Disagree
Agree
46.15% Neutral
Neutral Agree
29.49% Strongly agree

INTERPRETATION :
There are 46.15 % customer are agree that the ability of employee to answer
their problem. 15.38% customer are disagree , 3.85 % customer are strongly disagree.
And 29.49 % customer are neutral about it.

29
 Q 7. Do you receive an Individual attention from employer?
( Refer pg no. 40 for statistical data)

Strongly agree Strongly disagree

3.85% 5.13%
Disagree
Agree 10.26% Strongly disagree
41.02% Disagree
Neutral
Agree
Neutral
39.74% Strongly agree

INTERPRETATION :
Here 41.02 % customer agree with receive a individual attention from
empoyer. 3.85% are strongly agree with it. There are 10.26% are disagree and 5.13%
are strongly disagree with it. And 39.74 % are neutral about it.

30
Q 8. The operating hours of Bellezza is convenient to you?
( Refer pg no. 40 for statistical data)

Strongly agree Strongly disagree Disagree

7.69% 1.28% 5.13%
Neutral
21.79%
Strongly disagree
Disagree
Neutral
Agree
Agree Strongly agree
64.11%

INTERPRETATION :
The operating hours of bellezza salon are convenient to 64.11 % customer who
are agree with current time and 7.69 % are strongly agree with it. Only 5.13%
customer are disagree and 1.28% are strongly disagree with it. It is really very good.
And 21.79% are neutral about their answer.

31
Q 9. Do you feel that their services is excellent?
( Refer pg no. 41 for statistical data)

Disagree
7.69%
Strongly agree Neutral
25.64% 21.79%
Strongly disagree
Disagree
Neutral
Agree Agree
44.88% Strongly agree

INTERPRETATION :
There are 25.64% customer are strongly agree and 44.88 % are agree with
they are feeling that bellazza providing excellent services. Only 7.69 % are disagree
with it and 21.79% are customer are neutral about it.

32
Q 10. Frequency for coming at Bellezza in a month?
( Refer pg no. 41 for statistical data)

4 to 6 times
9.35%

2 to 4 times 2 times
31.90% 2 to 4 times
2 times 4 to 6 times
58.76%
more than 6 times

INTERPRETATION :
There are many customers are regularly visit the bellazza in month. There are
58.76% customers are coming 2 times in bellazza in a month. 31.90% customer are
coming 2 to 4 times in month, 9.35 % customers are coming in bellazza 4 to 6 times to
getting different services. It is really good for bellazza.

33
Q 11. Do you agree whatever you spent ( time, money, effort ) is
reliable on getting services?
( Refer pg no. 41 for statistical data)

Strongly agree Strongly disagree

7.69% 5.13% Disagree
3.85%
Neutral Strongly disagree
21.79% Disagree
Neutral
Agree
Agree
61.54% Strongly agree

INTERPRETATION :
There are 61.54 % customer are agree with whatever they spent is reliable.
Only 3.85% are disagree and 5.13% strongly disagree with whatever they spent is
reliable and 21.79% are neutral about it.

34
Q 14. Age group ( Refer pg no. 41 for statistical data)

30-35 above 35
17.95% 2.57%
below 20
16.67%

below 20
20-25
25-30
30-35
20-25 above 35
25-30
28.20% 34.61%

INTERPRETATION :
There most of young stars are using bellazza salon for hair. There are 34.61 %
customers age between 20 – 25 years, 28.20 % customers age between 25-30 years.
And there are 16.67 % customers are teenagers whose age is below 20 years. And
20.52% customers are age above 30 years.

35
Q 15. Number of family members
( Refer pg no. 42 for statistical data)

7 member 3 member
5.13% 11.54%
6 member
25.64%

4 member 3 member
32.05% 4 member
5 member
5 member 6 member
25.64% 7 member

INTERPRETATION :
In our research we find out that numbers of customers family members. There
are 32.05 % customer has 4 members in family , 25.64 % customer has 5 member and
6 members in family , 11.54 % customer has 3 member , 5.13 % customer has 7
member in family.

36
Q 16. Gender ( Refer pg no. 42 for statistical data)

male
female 48.72%
51.28% male
female

INTERPRETATION :
There are 51.28 % females customer and 48.72 % are male customer in a
bellazza salon.

37
Q 17. Time of day : ( Refer pg no. 42 for statistical data)

6 pm to 9 pm 9 a.m to 12 pm
33.33% 30.77%

9 a.m to 12 pm
12 pm to 2 pm
2 pm to 6 pm
6 pm to 9 pm

12 pm to 2 pm
2 pm to 6 pm 16.67%
19.23%

INTERPRETATION :
The most of customers visit the salon in morning or evening. 33.33 % customer
are visit at evening 6 pm to 9 pm , 30.77 % customer are visit at morning 9 am to 12
pm, 19.23 % customer prefer 2 pm to 6 pm, 16.67 % customer prefer time 12 pm to 2
pm.

38
Q 18. Monthly income ( Refer pg no. 42 for statistical data)

more than rs. below rs.15000

30000 14.19%
20.49%
rs. 15000 to rs.
rs. 20000 to rs. 20000
30000 32.02% below rs.15000
33.30% rs. 15000 to rs. 20000
rs. 20000 to rs. 30000
more than rs. 30000

INTERPRETATION :
There are 33.30 % customer has a income between Rs. 20000 to Rs. 30000
who are regular customer of bellezza salon. And also 32.02 % customer has income
between Rs.15000 to Rs. 20000 , 20.49 % customer has a income more than Rs.30000
, and 14.19 % has a monthly income is below Rs.15000.

39
TABULAR FORM OF THE RESEARCH ANALYSIS.

Q 1. Which services did you receive from BELLEZZA SALON?

OPTION NUMBER PERCENTAGE

CUT & STYLE 20 25.64
STRAITENING 16 20.51
HAIR TREATMENT 15 19.23
COLOUR 13 16.67
ABOVE ALL 14 17.95
TOTAL 78 100

Q 2. Is the Appearance of Physical infrastructure is good ?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 4 5.13
DISAGREE 2 2.56
NEUTRAL 11 14.10
AGREE 33 42.32
STRONGLY AGREE 28 35.89
TOTAL 78 100

Q 3. Do you believe that the quality of equipment is highly advanced in technology?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 2 2.56
DISAGREE 3 3.85
NEUTRAL 17 21.79
AGREE 30 38.46
STRONGLY AGREE 26 33.34
TOTAL 78 100

Q 4. Do you believe Appearance of employer is Proper?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 1 1.28
DISAGREE 10 12.82
NEUTRAL 22 28.21
AGREE 39 50
STRONGLY AGREE 6 7.69
TOTAL 78 100

40
Q 5. Do you believe that they providing the services, when they promise to do ?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 4 5.13
DISAGREE 10 12.82
NEUTRAL 24 30.77
AGREE 35 44.87
STRONGLY AGREE 5 6.41
TOTAL 78 100

Q 6. Do you believe that the ability of employee to answer your Problem?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 3 3.85
DISAGREE 12 15.38
NEUTRAL 23 29.49
AGREE 36 46.15
STRONGLY AGREE 4 5.13
TOTAL 78 100

Q 7. Do you receive an Individual attention from employer?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 4 5.13
DISAGREE 8 10.26
NEUTRAL 31 39.74
AGREE 32 41.02
STRONGLY AGREE 3 3.85
TOTAL 78 100

Q 8. The operating hours of Bellezza is convenient to you?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 1 1.28
DISAGREE 4 5.13
NEUTRAL 17 21.79
AGREE 50 64.11
STRONGLY AGREE 6 7.69
TOTAL 78 100

41
Q 9. Do you feel that their services is excellent?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 0 0
DISAGREE 6 7.69
NEUTRAL 17 21.79
AGREE 35 44.88
STRONGLY AGREE 20 25.64
TOTAL 78 100

Q 10. Frequency for coming at Bellezza in a month?

OPTION NUMBER PERCENTAGE

2 TIMES 46 58.97
2 TO 4 TIMES 25 32.01
4 TO 6 TIMES 7 9.38
MORE THAN 6 TIMES 0 0
TOTAL 78 100

Q 11. Do you agree whatever you spent ( time, money, effort ) is reliable on getting
services?

OPTION NUMBER PERCENTAGE

STRONGLY DISAGREE 4 5.13
DISAGREE 3 3.85
NEUTRAL 17 21.79
AGREE 48 61.54
STRONGLY AGREE 6 7.69
TOTAL 78 100

Q 14. Age group

OPTION NUMBER PERCENTAGE

BELOW 20 13 16.67
20-25 27 34.61
25-30 22 28.20
30-35 14 17.95
ABOVE 35 2 2.57
TOTAL 78 100

42
Q 15. Number of family members

OPTION NUMBER PERCENTAGE

3 MEMBER 9 11.54
4 MEMBER 25 32.05
5 MEMBER 20 25.64
6 MEMBER 20 25.64
7 MEMBER 4 5.13
TOTAL 78 100

Q 16. Gender

OPTION NUMBER PERCENTAGE

MALE 38 48.72
FEMALE 40 51.28
TOTAL 78 100

Q 17. Time of day :

OPTION NUMBER PERCENTAGE

9 A.M TO 12 PM 24 30.77
12 PM TO 2 PM 13 16.67
2 PM TO 6 PM 15 19.23
6 PM TO 9 PM 26 33.33
TOTAL 78 100

Q 18. Monthly income

OPTION NUMBER PERCENTAGE

BELOW RS.15000 11 14.2
RS. 15000 TO RS. 20000 25 32.05
RS. 20000 TO RS. 30000 26 33.33
MORE THAN RS. 30000 16 20.51
TOTAL 78 100

43
44
 CONCLUSION
Conclusion is the main part of any analysis. It includes analyzing strength and
weakness of the internal environment of BELLEZZA salon.

STRENGTH :
 The physical infrastructure of BELLEZZA is good and attractive to customer
which helps to salon to increase number of customer.

 BELLEZZA salon using highly advanced technology equipment.

 Employer of the BELLEZZA salon has proper appearance and ability to

answer the problem of customer. Employer having good knowledge and
experience about salon.

 BELLEZZA salon providing services, when they promise to do to customer.

 The operating hours of of BELLEZZA is convenient to most probably all

customers.

WEAKNESS

 Their prices are very high for their services. So their competitors attract
customer only due to lower price.

 They make new branches at C.G.ROAD, and S.G.HIGH WAY.

45
BOOK:- 1) “MARKETING RESEARCH”
(AN APPLIED ORIENTATION )

AUTHOR:- “Naresh k. Malhotra” & “ Satybhusan Dash”

Chapter : 3, 4, 5, 6, 7, 8, 9.
PEARSON EDUCATION
Fifth edition

2) “SERVICE MARKETING”
( INTEGRATING CUSTOMER FOCUS ACROSS THE FIRM)

AUTHOR:- “Valarie A. Zeithaml” & “Mary jo Bitner”

TATA MCGRAW-HILL EDITION
Third edition

INTERNET:- www.google.com
www.bellazzasalon.com
www.answer.com
www.wikipedia.com

46
COPY OF QUESTIONNAIRE

47
Note:
(1) It is a survey for Educational Purpose.
(2) Information provided by you will be kept fully confidential & will be used
only for research purpose.
(3) Put (√) to your answer which is applicable to you.

QUESTIONNAIRE OF BELLEZZA SALON

(1) Which service did you receive from BELLEZZA SALON?

(A) Cut & style [ ]

(B) Straitening [ ]
(C) Hair treatment [ ]
(D) Colour [ ]
(E) Above all [ ]

(2) Is the Appearance of physical infrastructure is good?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

(3) Do you believe that the quality of equipment is highly advanced in technology?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

(4) Do you believe Appearance of employer is proper?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

(5) Do you believe that they providing the services, when they promise to do?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

48
(6) Do you believe that the ability of employee to answer your problem?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

(7) Do you receive an Individual attention from employer?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

(8) The operating hours of Bellezza salon is convenient to you?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

(9) Do you feel that their service is excellent?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
(E) Strongly agree [ ]

(10) Frequency for coming at bellezza In a month ?

(A) 2 times [ ]
(B) 2 to 4 times [ ]
(C) 4 to 6 times [ ]
(D) More than 6 times [ ]

(11) Do you agree whatever you spent (time, money, effort) is reliable on getting
services?

(A) Strongly disagree [ ]

(B) Disagree [ ]
(C) Neutral [ ]
(D) Agree [ ]
49
 (E) Strongly agree [ ]

PERSONAL DETAILS

(12) Date :- / /

(13) Where you live :_________________

(14) Age group :-

Below 20 [ ]
20-25 [ ]
25-30 [ ]
30-35 [ ]
35-above [ ]

(15) Number of Family members : ____

(16) Gender :-

Male [ ]
Female [ ]

(17) Time of day :-

9 A.M to 12 P.M [ ]
12 P.M to 2 P.M [ ]
2 P.M to 6 P.M [ ]
6 P.M to 9 P.M [ ]

(18) Monthly Income

Below Rs.15000 [ ]
Rs.15000 to Rs.20000 [ ]
Rs.20000 to Rs.30000 [ ]
More than Rs.30000 [ ]

(19) Any Suggestion for Bellezza _____________________________

THANK YOU
FOR GIVING YOUR VALUABLE TIME TO FILL UP
QUESTIONNAIRE

50