Comparative Analysis of Over

Cavite West Point College
Comparative Analysis Of Over-All Customer Feedback Of Beauty Salons In The Municipality Of Naic, Cavite In
Terms Of Quality Of Service, Affordability And Promotional Offers
COMPARATIVE ANALYSIS OF OVER-ALL CUSTOMER FEEDBACK OF BEAUTY

SALONS IN THE MUNICIPALITY OF NAIC, CAVITE IN TERMS OF QUALITY OF
SERVICE, AFFORDABILITY AND PROMOTIONAL OFFERS
An Undergraduate Thesis
Presented to the Faculty of BS Business Administration
In Partial Fulfillment of the Requirements
PAULA MARIE B. TORRES
BSBA-IV
APRIL 2017
College of Business Administration • April 2017

Chapter I
The Problem and Its Background
Introduction
Today’s definition of beauty is relative. Beauty in its traditional notion refers to the
attribute of being physically attractive. However, this does not seem to be enough as it
seems to be an essential yet insufficient condition. (1994) wrote that substantial
indication has been collected, apart from cultural changes in its meaning; beauty is an
effective trading commodity. Beauty has been an active part of consumer lifestyle.
Lifestyle is the outward expression of a consumer’s needs, desires and values, reflected
through patterns of demographics, purchasing behaviors, activities, interests and
opinions (1996). Consumer lifestyle can be practically referred to as the manner on how
people live, how they spend their economic resources, and how they allocate their time.
On this case, beauty products and services are purchased for personal consumption
and the relative importance of social factors is reflected to consumer approval or final
decision. Consumer lifestyle can change dynamically under social environmental
influences and are also derived from the individual's personal value system and
personality (2003). This fact is among the reasons why beauty industry continuously
College of Business Administration • April 2017 2

innovate products and services that cater to the changing needs of the beauty and
lifestyle conscious consumers.
Beauty industry undeniably shares a significant portion in the Philippines’
economic growth. As the country moves toward urbanization, there is a high probability
of using at least one or more beauty products and services that are offered in various
leading beauty related establishments like salons and spas. Also, because of the
growing importance of beauty in lifestyle of modern consumers, it is very important to
know the trends and development in the beauty industry that, in one way or the other,
can affect marketing and management practices of people working in this industry.
Thus, the researcher decided to conduct a study that aims to gauge and compare the
over-all customer feedback of beauty industry clientele in terms of the quality of service
offered, affordability of their service and the promotional interventions undertaken by the
identified business establishments.

Theoretical Framework
Beauty Salons in Naic,

Cavite
Randomly Selected
Clients
Over-all
Customer
Feedback
Figure 1.1 “Onion-Peeled” Model
This figure shows how the study was conducted. It featured the established
beauty salons in the Municipality of naic, Cavite and randomly selected clients from
each of the identified salons to collate needed data regarding their over-all feedback to

the salon’s quality of service, affordability of service and promotional offers and
compare the data from each of the salons.
Statement of the Problem
This study generally provides a background of the beauty industry in the
Municipality of Naic, Cavite. It primarily focuses on the identification of the critical
success factors of the industry in terms of quality, affordability and promotional offers.
More specifically, it aims to answer the following questions:
The following problems are answered in this study:
1. What is are the existing beauty salons in the Municipality of Naic and what are
the various services they offer (including price listing of their services)?
2. What is the over-all customer feedback of the beauty salons in Naic, Cavite in
terms of:
a. Quality of Service
b. Affordability of Service
c. Promotional Offers
d.
3. What is the comparative difference of the over-all customer feedback of each of
the beauty salons identified?

Significance of the Study
Theoretically, this study is intended for:
Marketing Management Practitioners, Academicians, And Business Or Managerial
Personnel. The study provides them a body of knowledge that they may use in the
performance of their own individual duties. It is also an attempt to contribute on the
literature focusing on the said subject. Moreover, this study seeks to give information on
issues ranging from the critical success factors of the beauty industry and its role in
enhancing the economic condition and the marketing strength of similar business
entities. Empirically, this study is intended as a theoretical basis that can be used in
problem-solving and decision making and taking situations in the academic setting.
The Readers Of This Research . They will be able to validate their existing
preconceptions by linking such with the results and findings of the study.
Future Researchers They will have an established reference for similar industries
in the field of marketing and management in general.
To the Researcher This study will increase the knowledge that is innate to
herself. The interests that she possess in relation to marketing, management, and its
applications will flourish as she continues to explore the adventurous and challenging
world of marketing and management. From this research study, the researcher will be
able to contribute to the existing body of knowledge within the limits of her academic

environment through the study’s results and findings. Additionally, the development in
her personality in relation to professionalism and work ethics will also be cultivated
throughout the duration of the research. All in all, this endeavor will make the researcher
a better person and an able professional in her chosen profession in the future.
Definition of Terms
Affordability - The extent to which something is affordable, as measured by its cost
relative to the amount that the purchaser is able to pay
Beauty Salons- an establishment in which hairdressing, makeup, and similar cosmetic
treatments are carried out professionally.
Customer Feedback- Information coming directly from customers about the
satisfaction or dissatisfaction they feel with a product or a service. Customer comments
and complaints given to a company are an important resource for improving and
addressing the needs and wants of the customer.
Promotional Offers- The act of offering a lower price temporarily in order to enhance
the effectiveness of product sales efforts to cost sensitive consumers. For example,
many businesses will offer promotional pricing as a sales incentive when initially
launching a particular product line to potential consumers.

Quality of service- refers to a business’ ability to achieve maximum bandwidth and
deal with other network performance elements like latency, error rate and uptime.
Hypothesis
Ho: There is no significant difference in the over-all customer feedback in terms of
quality of service.
affordability of service.
promotional offers.

CHAPTER II
Review of Related Literature
A beauty salon is an establishment providing men and women with services to
improve their beauty, such as hairdressing, manicuring, facial treatment and massage.
They are also known as beauty parlor and beauty shop. You might assume that beauty
salon is barber salon are the same, but that's not true. Barber salon mostly deals with
hairdressing and cutting, while a beauty salon deals with body and face treatments.
The concept of beauty salons started back in the days of ancient civilization,
where people mostly of upper class loved to set up fashion trends for thousands of
years. Although through the ages, hairstyles, cuts and trends have changed a thousand
times but some things like women wearing wigs, coloring hair are not new, and are still
practiced. Back then, beauty salons were the places where wigs were being made and
ordered. Rich and noble people had their beauty salons in their palaces.
Ever since then, the concept of beauty salon is constantly evolving and people
have become accustomed to having hair styled to them throughout the years. Though,
today beauty salon does not only offer different hair styling, but a number of other
services such as perms, massage, waxing, tanning, facial treatments, pedicure,
manicure and many more.

Analysis On How Innovation Has Changed A Service Within The Beauty Industry
Beauty industry is now a multinational and million dollar business. The services
within the beauty industry have widely changed, as now beauty salons are not places
where simply you have your hair cut and get your nails done, but also emphasize to
refine and polish the inner beauty through physical and spiritual therapy.
It is not just the beauty salons and beauty shops that come under the heading of
beauty industry but sales of cosmetics, perfumes and products for hair and skin care
synthesize it. While beauty shops and salons are mere the service sector of this
industry. In addition, some economists include cosmetic surgery and health club in this
market.
Beauty matters most, to most of the people in this world and so from ages the
beauty industry is providing and innovating its services in order to satisfy the needs of
its customers. According to the business analyst, the best selling beauty products are
that clean and beautify hair. But today beauticians believed that beauty and health are
interlinked, and so that is how the idea of spas and health care centers came under this
heading.
Queen Elizabeth was the main female icon and set the trends in the 16th
century. Beauty was limited to the appearance only, where a little of face powder,
glowing cheeks and red glossy lips had done it all. People used to bleach their hair

using either saffron or onion skins. It used to take immense of hard work and contrary
styling techniques to make a person look beautiful and presentable to attend some
event. But with the ace of time and development of technology, beauty industry has also
been able to advance itself by inventing artistry equipments and researching in the
biological and chemical sciences which offer more sophisticated, high-performance skin
care products, all in the quest for beauty.
Women used to risk their life with many of their homemade cosmetics. They used
burnt matches to darken their eyes, berries to stain their lips, and even used young
boy's urine to get rid of their freckles. They even used lead, mercury and even leeches
to give them pale appearance. Thankfully, beauty industry has come a long way from
using toxic and hazardous mixtures, and has advanced scientifically for providing a vast
range to enhance our looks.
Previously, people had limited hair dressing and hair treatment techniques, but
more and more are developed in the market. These do not only require temporary
techniques but also a permanent makeover of a person. From wigs and temporary hair
styling; permanent waving, perms, tinting and coloring gave women a wide range of
choices to satisfy their demands. Beauty salons promoted its facilities and equipment.
Hair irons were introduced which helped to change the arrangement of the hair with the
help of the heat, it is an easy an effective way of styling your hair and does not require
the traditional wash, set and dry procedure. Hair lotions and chemicals were also used

to straighten hair, but hair iron proved to be an easier and sound method, causing less
damage and dryness. Apart from that, hair extensions and hair transplants revived the
idea of hair loss problem. The discovery of hair transplantation blew away the fear of
getting bald from many people; men and women equally. This technology later
promoted to laser hair transplants which is a "high-tech" way of restoring hair fall.
The desire to be beautiful intensifies with time and so the passion of expanding
the industry familiarized us with the words such as tummy tuck, cosmetic surgery,
liposuction, breast lift, and breast reduction. These surgeries became common to the
rich and famous people who wished to change their beauty. At first cosmetic surgery
was rare, and was developed in response to the birth disfigurement and deformities
caused by wars but now cosmetic surgery is a huge part of beauty industry, and is
available with wide variety of procedures.
However, for many years, people have always associated bronze tan look with
health and beauty. In ancient times people used lead paints and chalk to whiten their
skin, which proved to be disastrous and had long term effects. The craze of tan
continued and so tanning crèmes, and dyes came in the market. By the seventies,
eighties and nineties, the industry was able to build and maintain a proper tan. Tanning
beds and booths have shortened tanning session times, and sunless have provided
quick and easy alternative to ultraviolet lights.

Everyone is now aware of the word "spa". Well spa actually means a mineral
spring or a locality where springs exist, and that is the core aim and concept of the
beauty spas present around the world. It redefines the definition of beauty in the present
world. In the past years, the idea that inner beauty lies within has gained its attention
and so people are more attracted in seeking the cure for tiredness and disease to attain
impeccable beauty. It blends with the ancient traditions of natural healing through herbal
baths, massage, meditation, respect for nature and the desire to achieve physical and
mental well being, the key to maintaining health and beauty.
In a recent online newspaper article published in The Star Onlineand written by
Dong (2008), the trend in beauty industry today is medical beauty. It is a term that was
coined to characterize any beauty services that are rendered using specialized medical
principles. This includes cosmetic surgery and other treatments that use lasers, light-
based technologies, radio frequency devices, Botox, placenta injections as well as non
invasive treatments. , Chairman of the Federation of Beauty Industry, Hong Kong, and
editor-in-chief of , a beauty magazine in Hong Kong sees a growing market in this area,
as there are more and more people looking for a quick fix. Medical beauty offers
solutions much faster than traditional beauty treatments. He added that the service will
attract a niche group of clientele, especially those willing to pay a premium for instant
results. However, the challenge of this promising field of medical beauty industry lies on

the proposition of legal policies and regulations that will serve as general guide for all
practitioners and related individuals.

CHAPTER III
Methodology
This chapter presents the methods and procedures utilized by the researcher in
pursuing answers to the questions raised in the study. It also provides information on
the description of the methods and procedures that were conceptualized and
constructed in order to obtain the needed data and information that will be most useful
to the study. Details on how the accumulated data were analyzed and interpreted as
well as how the conclusion was drawn is discussed in full extent in this section. This
provides justification of the means in which the study was accomplished and at the
same time helps in giving purpose and strength to the validity and reliability of the
collected information that makes this particular research practice truthful and analytic.
Research Design and Instrument
In order to come up with the most suitable research approaches and strategies
for this study, the research process “onion” is undertaken. This is because conducting a
research is like peeling the back layers of an onion – in order to come to the central
issue of how to collect the necessary data needed to answer the research questions
and objectives, important layers should be first peeled away. With the said process, the

researcher was able to create an outline on what measures are most appropriate to be
applied in the study.
The researcher uses the qualitative research design utilizing the descriptive
research method, which is primarily concerned with describing the nature or conditions
of the current situation in detail (1994). According to (2000), the qualitative research
approach is most appropriate when conducting descriptive and exploratory study in
order to quantify data that seem immeasurable, such as feelings, beliefs, and thoughts.
Qualitative research is defined by (2003) as “a subjective approach which includes
examining and reflecting on perceptions in order to gain an understanding of social and
human activities” . The emphasis is on describing rather than on judging. This study
employs qualitative research method, since it intends to find and build theories that
would explain the relationship of one variable with another variable through qualitative
elements. These qualitative elements does not have standard measures, rather they are
behavior, attitudes, opinions, and beliefs. So, the goals of qualitative research are
primarily to advance new theory, interpret the significance of individual events and
giving voice to particular groups.
So, the goals of qualitative research are primarily to advance new theory,
interpret the significance of individual events and giving voice to particular groups. In
contrast quantitative research is primarily about testing theory, identifying broad
patterns and making predictions. Quantitative researchers are interested in how

variables co-vary across cases. Therefore, they seek a limited amount of information
about many cases. Qualitative research, on the other hand, seeks a lot of information
about a limited number of cases. In this case, the choice of research strategy depends
at least in which part and what the researcher wants to achieve.
This type of research will utilize case study. When a person make a detailed
study about one person or unit over a considerable period of time, he/she is engaging in
what is known as a case study. (1998) states that case studies involve looking one or
more cases, which are “studied n detail, using whatever (research) method seems
appropriate”. It aims to develop full understanding of the case as possible and is not
linked with any particular research technique. This method involves the researcher to
inquire deeper and examine thorough behaviors of a person or a circumstance. It is also
noted how these behaviors change as the individual or circumstance adapts and reacts
to the environment. Furthermore, it includes the discovery and identification of all the
important variables which have contributed to the history or development of the chosen
subject. This means that the researcher is going to gather data which include the past
experiences and present condition of the subject as well as the environment. It will
attempt to find out how these factors relate to one another and how they have affected
the subject.
Case studies may sometimes involve small social units such as clubs, a family, a
school, or any group of individual who shares common interest. The researcher who

uses the case study research design needs such respondents as he/she searches for
solutions of some important problems. Researches in the field of guidance illustrate the
use of case studies to solve some of the most important problems and queries.
Accounts of respondents’ thoughts, dreams, and actions are noted down to provide an
insight into human behavior which may lead to the discovery of new findings not known
before.
The case study method refers several advantages. The greatest advantage a
researcher can derive in this method is its depth. By digging deeper into the whole
personality of an individual or group or a certain situation, the researcher can probably
tell some imperative knowledge or explanation such as on the kind of behavior or
attitudes. Another advantage that can be derived from case studies is the opportunity of
the researcher to gain insights into the basic concepts of human behavior or any given
body of knowledge. Through intensive investigation, it is possible that the researcher
may come across previous unsuspected relationships of variables.
The researcher opted to use this kind of research purpose considering the desire
of the researcher to obtain first hand data from the respondents so as to formulate
rational and sound conclusions and recommendations for the study.

Respondents of the Study
Population, or the subject of this study, is defined as a set of categorized group
that can be people, objects or any items from which the selection can be made to be
used in statistical treatment such as a group of young individuals, manager and literary
books. Herein, the researcher will used the sampling method which is defined as a
strategic way of choosing the most appropriate sample or the most suitable part of the
population for determination of the characteristics or restriction.
The researcher, in choosing subjects or respondents for the topic at hand, is
usually thought of to have the power over who the respondents of the study will be.
Such a task would have been easier, except a researcher cannot simply choose out of
urge; the subjects must be selected carefully with the intention of having subjects who
each posses characteristics that, when put together, will represent a community. It is not
only themselves, whom these subjects will represent, but the bigger whole or the whole
population. The characteristics which the researcher has chosen them for will determine
which part of the community they belong and what part of the community they are
representing.
This study is mainly focused among randomly sampled 100 clients of the 10
existing beauty salons in the Municipality of Naic, Cavite.

Sampling Procedure
In this research paper, it is important to distinguish and determines the
respondents of the study. In this manner, the researcher will have the respondents
through a sample. Sample is known as a predetermined element of a statistical
population that undergoes specific study. In conducting a research this population is
called a set of respondents that has been selected from a greater number of
populations for survey purposes.
This research study used the random sampling method. Random sampling is
the selection of respondents in a casual condition provided that it mainly caters to the
key characteristics needed for a population, which is on this case are the customers of
the ten existing beauty salons in the Municipality of Naic, Cavite. Thus, this study
includes 70 respondents who are randomly selected.
Data Collection Procedure
Primary data are gathered with the aid of the predetermined questionnaire
consistently distributed to the respondents. The researcher used a checklist. This type
of survey questionnaire is categorically considered as close-ended questionnaire.
Close-ended survey questionnaire are also used in obtaining the information relevant to
this study in order to draw out substantial amount of information yet limited in number.

In administering the tool, respondents gathered self-reported information through self-
administration of questions in a paper-pencil format. This method is useful in collecting
data for the following reasons: subjects were asked to respond to the same set of
questions in the same order, they had the same set of options for their responses, and it
is economical. In a questionnaire using closed-ended questions, the researcher offered
a list of answers that will be checked or chosen by the respondent. Close-ended
questionnaires are not limited two alternative replies of true or false from which the
subjects choose the one that matched the appropriate answer. Further, close-ended
questionnaires facilitate easy tabulation and orderly treatment of data. The
questionnaires are more convenient and provide fairly straightforward information
relatively useful for the solutions of the problem posed. It also served as an aid for
deliberate and immediate tallying because of the limitation of time for the prescribed
duration of the research investigation.
The researcher opted to use the questionnaire as a tool since it is easy to
construct having the rules and principles of construction are easy to follow. Moreover,
copies of the questionnaire could reach a considerable number of respondents either by
mail or by personal distribution. Generally, responses to a questionnaire are objectified
and standardized and these make tabulation easy. But more importantly, the
respondents’ replies are of their own free will because there is no interviewer to

influence them. This is one way to avoid biases, particularly the interviewers’ bias. The
researcher will also use graph and charts for data presentation.
Data analysis employed in the study will be carried out in steps. Every data form
will be carefully read in order to have an idea of the whole results concept. The text will
then be read again and divided into meaningful units as the researcher see fit. Data will
be condensed and formed into syntheses which will be integrated to form the address
the research questions. Once the data has been collected and collated, the final task is
to interpret the results. It is important to exercise caution when interpreting results and
drawing conclusions from data, since it relates only to a sample. The more carefully the
sample size and make-up has been selected, the more value the final data will have.
However, the results can only ever be a guide and will never predict totally accurately.
There will be a certain amount of statistical error in any results and the conclusions
drawn from those results.
For this study, the researcher, after gathering the relevant data needed, it will be
collated. Afterwards, a critical analysis will be rendered on the collected documents and
materials. A summary of all the information gathered would also be provided by the
researcher, as well as a conclusion and insightful recommendations.

Statistical Instrument
When the entire survey questionnaires have been collected, the researcher used
statistics to analyze all the data. This research will utilize the frequency, percentage,
weighted mean, and correlation statistics in order to determine the differences and
relationship of the responses of the respondents regarding their perception on the
variables of the study. It is important to note that these statistical instruments are to be
used on the survey method alone.
In detail, the following statistical instruments will be used.
Frequency – This is the total of similar responses acquired per item and asked in the
survey questionnaire.
Percentage – The percentage is used to compare and present the findings on the
frequency of responses obtained from the questionnaire. The formula is:
P = _n x 100
N
Where; P – Percentage
n – Number of responses falling under a particular category
N – Total number of respondents

The concept boundary of role was used as well as the options, to wit:
Scale Ratings Description
5 4.50-5.00 Excellent
4 3.50-4.49 Satisfactory
Moderately
3 2.50-3.49 Satisfactory
2 1.50-2.49 Unsatisfactory
Needs
1 1.0-1.49 Improvement
Table 3.1 Five Point Likert Scale

CHAPTER IV
Results and Discussion
This chapter presented the gathered data in tabular form and their analysis and
perception on the over-all customer feedback of beauty salons in the Municipality of
Naic, Cavite in terms of quality of service, affordability and promotional offers.
Problem No. 1
1. What is the over-all customer feedback of beauty salons in Naic, Cavite in tems of:
a. Quality of Service
b. Affordability of Service
c. Promotional Offers
Table 4.1
Over-all Customer Feedback of AMMARA BEAUTY SALON in terms of

Quality of Service, Affordability of Service and Promotional Offers
Category 5 4 3 2 1 Weighted Verbal

Mean Description
QUALITY OF SERVICE 4 5 1 0 0 4.30 Satisfactory
AFFORDABILITY OF SERVICE 2 7 1 0 0 3.90 Satisfactory
Moderately
PROMOTIOAL OFFERS 0 7 3 0 0 3.10
Satisfactory

Table 4.1 shows the over-all customer feedback of clients from AMMARA
BEAUTY SALON in terms of quality of their service, affordability and promotional offers.
For quality of service, the clients gauged them as satisfactory with a weighted mean of
4.30. They have been given satisfactory feedback as well for the affordability of services
with a weighted mean of 3.90. However, they were only given a moderately satisfactory
feedback for promotional offers with a weighted mean of 3.10.
Table 4.2
Over-all Customer Feedback of DAE SALON in terms of


Mean Description
QUALITY OF SERVICE 6 4 0 0 0 4.60 Excellent
PROMOTIOAL OFFERS 3 6 1 0 0 4.20 Satisfactory
Table 4.2 shows the over-all customer feedback of clients from DAE SALON of
quality of their service, affordability and promotional offers. For quality of service, the
clients gauged them as excellent with a weighted mean of 4.60. They have been given
satisfactory feedback as well for the affordability of services with a weighted mean of
4.00. Also, they were given a satisfactory feedback for promotional offers with a
weighted mean of 4.20.

Table 4.3
Over-all Customer Feedback of FRANCHEZCA HAIR SALON in terms of


Mean Description
Table 4.3 shows the over-all customer feedback of clients from FRANCHEZCA
HAIR SALON of quality of their service, affordability and promotional offers. For quality
of service, the clients gauged them as excellent with a weighted mean of 4.60. They
have been given satisfactory feedback as well for the affordability of services with a
weighted mean of 3.90. Also, they were given a satisfactory feedback for promotional
offers with a weighted mean of 4.20.

Table 4.4
Over-all Customer Feedback of RED GOLD HAIR SALON in terms of


Mean Description
Table 4. 4 the over-all customer feedback of clients from RED GOLD HAIR
SALON of quality of their service, affordability and promotional offers. For quality of
service, the clients gauged them as excellent with a weighted mean of 4.70. They have
been given satisfactory feedback as well for the affordability of services with a weighted
mean of 3.90. Also, they were given a satisfactory feedback for promotional offers with
a weighted mean of 3.90.

Table 4.5
Over-all Customer Feedback of PRESAM SALON in terms of


Mean Description
Table 4.5 shows the over-all customer feedback of clients from PRESAM SALON
of quality of their service, affordability and promotional offers. For quality of service, the
3.90. Also, they were given a satisfactory feedback for promotional offers with a

Table 4.6
Over-all Customer Feedback of 3KN SALON in terms of


Mean Description

Moderately
PROMOTIOAL OFFERS 3 7 0 0 0 3.30
Satisfactory
Table 4.6 shows the over-all customer feedback of clients from 3KN SALON of
quality of their service, affordability and promotional offers. For quality of service, the
4.00. However, they were only given a moderately satisfactory feedback for promotional

Table 4.7
Over-all Customer Feedback of GANDANG SHALA SALON in terms of


Mean Description
Table 4.7 shows the over-all customer feedback of clients from GANDANG
SHALA SALON of quality of their service, affordability and promotional offers. For
quality of service, the clients gauged them as excellent with a weighted mean of 4.50.
They have been given satisfactory feedback as well for the affordability of services with
a weighted mean of 4.10. Also, they were given a satisfactory feedback for promotional

Table 4.8
Distribution of Over-all Customer Feedback in terms of

Category Weighted Verbal

Mean Description
QUALITY OF SERVICE 4.60 Excellent
AFFORDABILITY OF SERVICE 3.96 Satisfactory
PROMOTIOAL OFFERS 3.77 Satisfactory
Table 4.8 shows the over-all customer feedback of clients from FRANCHEZCA
HAIR SALON of quality of their service, affordability and promotional offers. For quality
of service, the clients gauged them as excellent with a weighted mean of 4.60. They
have been given satisfactory feedback as well for the affordability of services with a
weighted mean of 3.90. Also, they were given a satisfactory feedback for promotional

Table 4.9
Comparative Distribution of Over-all Customer Feedback in terms of

Over-all Service Performance
Weighted Verbal
Salon 5 4 3 2 1 Ranking
Mean Description
AMMARA SALON 2 6 2 0 0 3.60 Satisfactory 6
DAE SALON 9 1 0 0 0 4.90 Excellent 1

FRANCHEZKA HAIR
6 3 1 0 0 4.50 Excellent 4
SALON
RED GOLD HAIR
6 4 0 0 0 4.60 Excellent 3
SALON
PRESAM BEAUTY
8 2 0 0 0 4.80 Excellent 2
SALON
3KN SALON 8 2 0 0 0 4.80 Excellent 2
GANDANG SHALA
4 6 0 0 0 4.40 Satisfactory 5
SALON
Table 4.9 shows the comparative distribution and ranking of over-all customer
feedback of clients for all the target beauty salons in the Municipality of Naic, Cavite. In
terms of quality of their service, affordability and promotional offers. Dae Salon ranked
1st with a weighted mean of 4.90 for over-all performance. Presam Beauty Salon and
3KN Salon ranked 2nd with a weighted mean of 4.80 for over-all performance. Red Gold
Hair Salon ranked 3rd with a weighted mean of 4.60 for its over-all performance.
Franchezca Hair Salon ranked 4th with a weighted mean of 4.50. All of them were given
excellent over-all performance. On the other hand, ranked 5th is Gandang Shala Salon
with a weighted mean of 4.40 and ranked 6th is Ammara Salon with a weighted mean of
3.60. Both were given satisfactory feedback for over-all performance.

CHAPTER V
Summary, Findings and Conclusion
Summary
The study entitled, Comparative Analysis of Over-all Customer Feedback of
Beauty Salons in the Municipality of Naic, Cavite in terms of Quality of Service,
Affordability and Promotional Offers aims to identify the strengths and weaknesses of
the salon industry in the area through a survey which was conducted to the clients of
the seven identified salons in Naic, Cavite. In each salon, seven clients were randomly
selected and were asked to answer the survey form. The total number of respondents is
70. Their responses were tallied and tabulated and interpretation was formulated after
using weighted mean as statistical tool for analysis.
Findings
The data gathered showed that the over-all customer feedback of clients from
AMMARA BEAUTY SALON are as follows: for quality of service, the clients gauged
them as satisfactory with a weighted mean of 4.30. They have been given satisfactory
feedback as well for the affordability of services with a weighted mean of 3.90.
However, they were only given a moderately satisfactory feedback for promotional

The over-all customer feedback of clients from DAE SALON for quality of service,
the clients gauged them as excellent with a weighted mean of 4.60. They have been
given satisfactory feedback as well for the affordability of services with a weighted mean
of 4.00. Also, they were given a satisfactory feedback for promotional offers with a
For FRANCHEZCA HAIR SALON, clients gauged their quality of service as

excellent with a weighted mean of 4.60. They have been given satisfactory feedback as
well for the affordability of services with a weighted mean of 3.90. Also, they were given
a satisfactory feedback for promotional offers with a weighted mean of 4.20.
For quality of service from RED GOLD HAIR SALON, the clients gauged them as
excellent with a weighted mean of 4.70. They have been given satisfactory feedback as
well for the affordability of services with a weighted mean of 3.90. Also, they were given
a satisfactory feedback for promotional offers with a weighted mean of 3.90.
Clients from PRESAM SALON gauged them as excellent with a weighted mean
of 4.70. They have been given satisfactory feedback as well for the affordability of
services with a weighted mean of 3.90. Also, they were given a satisfactory feedback for
promotional offers with a weighted mean of 3.90.
3KN SALON clients gauged them as excellent with a weighted mean of 4.80.
They have been given satisfactory feedback as well for the affordability of services with
a weighted mean of 4.00. However, they were only given a moderately satisfactory
feedback for promotional offers with a weighted mean of 3.30.

Over-all customer feedback of clients from GANDANG SHALA SALON for quality
of service was gauged as excellent with a weighted mean of 4.50. They have been
given satisfactory feedback as well for the affordability of services with a weighted mean
of 4.10. Also, they were given a satisfactory feedback for promotional offers with a
FRANCHEZCA HAIR SALON’s quality of service was gauged as excellent with a

weighted mean of 4.60. They have been given satisfactory feedback as well for the
affordability of services with a weighted mean of 3.90. Also, they were given a
satisfactory feedback for promotional offers with a weighted mean of 4.20.
Based on the comparative distribution and ranking of over-all customer feedback

of clients for all the target beauty salons in the Municipality of Naic, Cavite. In terms of
quality of their service, affordability and promotional offers. Dae Salon ranked 1 st with a
weighted mean of 4.90 for over-all performance. Presam Beauty Salon and 3KN Salon
ranked 2nd with a weighted mean of 4.80 for over-all performance. Red Gold Hair Salon
ranked 3rd with a weighted mean of 4.60 for its over-all performance. Franchezca Hair
Salon ranked 4th with a weighted mean of 4.50. All of them were given excellent over-all
performance. On the other hand, ranked 5th is Gandang Shala Salon with a weighted
mean of 4.40 and ranked 6th is Ammara Salon with a weighted mean of 3.60. Both were
given satisfactory feedback for over-all performance.

CONCLUSION
With the results from the survey method it may therefore be concluded that there
is a significant difference in the over-all customer feedback in terms of quality of service,
affordability of service and promotional offers in the seven identified salons in the
Municipality of Naic, Cavite. It may be generalized too that following aspects too are the
main reasons why industry has been rampant in the area. The population of the study
have identified a satisfactory-excellent service from the salons, thus promoting a
business trend that encourages other prospective businessman to invest in the industry.
RECOMMENDATION
The researcher recommended the following, after thorough study of the results:
1. It is recommended that beauty salons who have moderately favorable response on
each of the aspects to possibly innovate business ideas, including promotional offers
that are competitive.
2. The businesses in similar industries are also encouraged to focus on maintaining a
high-quality service as the business itself is a part of service industry.
3. If the finances would allow, it also recommended to the salons who had moderately
favorable response on the affordability of their service to lower down the cost of their

various offers that is considerate and competitive to encourage clients and also
increase their sales.

Comparative Analysis of Over

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Cavite West Point College

COMPARATIVE ANALYSIS OF OVER-ALL CUSTOMER FEEDBACK OF BEAUTY

In Partial Fulfillment of the Requirements

PAULA MARIE B. TORRES

College of Business Administration • April 2017

The Problem and Its Background

seems to be an essential yet insufficient condition. (1994) wrote that substantial

through patterns of demographics, purchasing behaviors, activities, interests and

decision. Consumer lifestyle can change dynamically under social environmental

College of Business Administration • April 2017 2

lifestyle conscious consumers.

Beauty industry undeniably shares a significant portion in the Philippines’

growing importance of beauty in lifestyle of modern consumers, it is very important to

identified business establishments.

College of Business Administration • April 2017 3

Beauty Salons in Naic,

Figure 1.1 “Onion-Peeled” Model

College of Business Administration • April 2017 4

compare the data from each of the salons.

Statement of the Problem

This study generally provides a background of the beauty industry in the

Municipality of Naic, Cavite. It primarily focuses on the identification of the critical

More specifically, it aims to answer the following questions:

The following problems are answered in this study:

3. What is the comparative difference of the over-all customer feedback of each of

the beauty salons identified?

College of Business Administration • April 2017 5

Significance of the Study

Theoretically, this study is intended for:

Marketing Management Practitioners, Academicians, And Business Or Managerial

performance of their own individual duties. It is also an attempt to contribute on the

in the field of marketing and management in general.

College of Business Administration • April 2017 6

Affordability - The extent to which something is affordable, as measured by its cost

relative to the amount that the purchaser is able to pay

Beauty Salons- an establishment in which hairdressing, makeup, and similar cosmetic

treatments are carried out professionally.

Customer Feedback- Information coming directly from customers about the

satisfaction or dissatisfaction they feel with a product or a service. Customer comments

addressing the needs and wants of the customer.

launching a particular product line to potential consumers.

College of Business Administration • April 2017 7

Quality of service- refers to a business’ ability to achieve maximum bandwidth and

Ho: There is no significant difference in the over-all customer feedback in terms of

Ho: There is no significant difference in the over-all customer feedback in terms of

Ho: There is no significant difference in the over-all customer feedback in terms of

College of Business Administration • April 2017 8

Review of Related Literature

A beauty salon is an establishment providing men and women with services to

services such as perms, massage, waxing, tanning, facial treatments, pedicure,

manicure and many more.

College of Business Administration • April 2017 9

College of Business Administration • April 2017 10

care products, all in the quest for beauty.

range to enhance our looks.

College of Business Administration • April 2017 11

available with wide variety of procedures.

quick and easy alternative to ultraviolet lights.

College of Business Administration • April 2017 12

mental well being, the key to maintaining health and beauty.

In a recent online newspaper article published in The Star Onlineand written by

College of Business Administration • April 2017 13

practitioners and related individuals.