Beautification for Male in Dhaka : Exploring the Customer Groups, Services and Selection of Service Providers

The beauty salon is one of the flourishing industries in Dhaka. Like the women, now-a day, beautification is becoming a major concern for the male also. The current study aims at exploring the customer groups, services and selection of service providers for men's salon in Dhaka. Other purposes of this study are to understand the customers' demographic profile, service consumption and spending pattern, assess the importance of different attributes that the customer consider while choosing a salon and reveal the final factors that are important for selecting a salon. This study includes in-depth interview of salon managers and questionnaire survey of 500 male customers from 20 different salons of Dhaka city, conducted at the first quarter of 2011. The findings show that most of the clients are regular and the majority of them are from 15-35 years age groups. The client base comprise of middle, upper middle and upper class people with different occupation like students, service holder, businessman and professionals. Among the offered services, hair cut, shaving, facial and hair treatment are the most demanding service. Consumers give highest importance to the attributes like quality of services, service provider's behavior, variety of services, service provider's skill and environment and physical facilities. Factor analysis (Principal Component Analysis) with nine variables indicates that three selection factors are catering to customer's choice of salon. These factors are Service Value Factor, Marketing Communication Factor and Marketing Mix Factor