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Malay Consumers' Attitude In The Purchase Of Hair Styling Produces

4879 words - 20 pages

1.0 IntroductionThis report consists of the findings and analysis for a research conducted for L'Oreal to investigate the Malay consumers' attitudes towards the purchase of hair styling products. The research was initiated to understand the customer's preferences in the usage and purchase of hair styling products which include coloring, treatment and perm products. The result from this preliminary study shall support L'Oreal in making informed decision in introducing new products into the market. The tour of this research is on Malay consumer who represents a majority of the population in Malaysia. Interviews and survey using questionnaire are conducted by the research team to collect data ...view middle of the document...

The majority of the respondents were between the ages 18 and 25 (55.4%), and there only 2.7% respondents were above 45 years old. The majority of the respondents were students (36.5%), and most of our respondents' incomes per month were below RM1500.Though the interview, most of our respondent (75%) is students, the other two are executive and promoter. From looking at table 1 and our respondents of interview, it is observed that the respondent's generally belong to the younger group, who are students and consumers of working adults who belong to the lower income group.2.2 What are the important factors of consideration for hair salon selection?Table 2: The importance of the factors in determining decision in choosing the hair salonFactor Percent of importanceMost important More important Averageimportant Not very important Least importantPrice 34.8 19.7 18.2 13.6 13.6Brand 10.6 12.1 15.2 13.6 48.5Service 28.8 25.8 22.7 18.2 4.5Location 4.5 13.6 25.8 28.8 27.3Style 21.2 28.8 18.2 25.8 6.1According to 66 responses, the majority of them thought the price was the most importance (34.8%) of the factors in determining decision in choosing the hair salon, and the majority of them thought the brand was the least important (48.5%) of the factors in determining decision in choosing the hair salon. From these data, there can get the most of the consumers think the price is more important than other factor, they hope to use a limited money to get a high quality service.Table 3: Common factors sited by respondent for choosing hair salon to visitA B C D E F G HStyle X X X XService X XPrice X XLocation X XNo Prefer X XThrough the interview, there are 4 respondent thought the style is the most important factors in determining decision in choosing the hair salon. An example is shown below:'I think the style is a quite important factor. I usually visit a salon when I saw one of my friends make a very good hair styling in a particular salon.' (Respondent H, 16/12/2005)Form the interview data, most of the respondent prefer to go to the hair salon for get the high quality style, because they thought the hair style can affect their whole style, it was quite important.However, the quantitative data is different from the interview data. The reflection thought the price is the most important factor in the questionnaires and the interviewee think the style is the most important factor.2.2 What service do Malay customers require in hair salon?Figure 1: How often do Malay consumers go to the hair salon?From figure 2, it is emphasized that the vast majority (44 responses) went to the hair salon once per month and there is only 1 respondent who went to the hair salon twice a week. Form the data we can see most of them were go to the hair salon quite often and Malay people may pay attention to their hair at present.Figure 2: The frequency of doing some kind of services in hair salonFrom figure 5, it is emphasized that the vast majority (52.7%) often cut the hair, and the...

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