Using Marketing Analytics to Understand  Consumer Lifestyle for Hair Salons in Delhi and Kolkata

Sandeep Bhattacharjee; Shivani Raheja

doi:10.51611/iars.irj.v10i2.2020.133

Authors

Sandeep Bhattacharjee Amity School of Business, Amity University, Kolkata
Shivani Raheja Aryabhatta College, University of Delhi https://orcid.org/0000-0003-2076-2144

DOI:

https://doi.org/10.51611/iars.irj.v10i2.2020.133

Keywords:

Consumer Satisfaction, Customer Satisfaction, Consumer Behavior, Gender Behaviour

Abstract

The world is undergoing change and change seems to take place everywhere. Even, the less talked industries are gaining momentum including the hair salon industry. In this research paper, we have tried to investigate the usage of hair salon among consumers in two major cities namely Delhi and Kolkata. This research primarily focuses on a mixed sample of both students and working population. A primary investigation was also conducted to identify different facts which helped in designing of the introduction part along with literature review. Later data analysis was conducted on data collected from 114 samples through online questionnaire involving both structured and unstructured questions. Statistical methods of descriptive analysis, discrimination analysis and cross tabulation (with Cramer V calculation for association test) were used to test the strength of association between prime factors based on gender. The results of this research can be useful for researchers, academicians and others in this field who can learn and benefit to a great extent.

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