You are a manager of a trendy hairstyle shop in downtown Chicago. As a manager,
ID: 371064 • Letter: Y
Question
You are a manager of a trendy hairstyle shop in downtown Chicago. As a manager, you are in charge of payroll, paying bills, hiring and firing, purchasing, training, and customer service. You provide a luxury service, and your average customer has different demographics from the rest of the population in the city. Due to recent competitive developments, you feel the need to learn more about your customers; you specifically want to know how they choose your service over that of the competition. You are aware of the steps in the consumer purchase behavior model and are determined to analyze them in detail. On the basis of the given scenario, answer the following questions:
•Using Maslow's hierarchy of needs model as a backdrop, with an eye on the consumer purchase behavior model, determine the real motivations behind the use of the service provided by you.
•Evaluate an additional social and cultural factor that will help you analyze your customers behavior.
•What criteria do you think your customers use to select the type of service you offer? Explain using an example to illustrate your point.
•Assess methods (think about the entire marketing mix) that might be useful to encourage loyalty among existing customers.
Explanation / Answer
Solution :
As per Maslow's hierarchy of needs model, we know - there are 5 significant levels of needs in following order:
a. Physiological
b. Safety
c. Social
d. Esteem
e. Self actuation
Out of these 5 levels, Physiological, safety and social needs are the main drivers of customers for their motivation to use our services. People prefer their hair dressing based on social surroundings, their culture and considering safety aspects. The age of the customer may influence his chice of hair dressing. Preference of hair style for a kid, for a youth as a student and for an adult as a professional or for a senior citizen - all may be different. The tropical area where people live in also influence their choices of hair dressing. For an example, people from cold region will have different choice of hair dressing - may be dense hairs and people from warm regions will preper to have short hairs. Some cultures bound you to carry big dense hairs as in Asian region, Sardar community. Hence customers set the criteria for their choices of hair style service based on their needs, whether cultural, and/ or social. So the service needs to be customised for variety of customers to cater a mass. During the commencement of the service, hair dressers should interact with the customers to understand their culture, which will help them to give the best service and build a kind of long term association with customers to encourage customer loyalty. Also, customers after availing the service can be asked for their feedback to find further improvement opportunities. Every time customer visits to the shop, he should feel a kind of belonging with the people providing them services.
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