RESERCH PROJECT:

COMPARISON OF
CONSUMER
SATISFACTION

PRESENTED TO: MR SAJID JAVAID

PRESENTED BY: ORIGINALS
DATED: MARCH 01, 2008
SUBJECT:

COMPARISON OF
LET’S MAKE UP
&
ANEE BEAUTY PARLOR
 ORIGNALS
SARAH NAEEM 27

RABIA RASHEED 28

HASEENA LIAQUAT 26

SADIA GONDAL 32

ZAINAB EJAZ 30

FATIMA ILYAS 15
 Hailey College of
Commerce, Punjab
University, Lahore.

February 12, 2008

Mr. Sajid Javaid,

Research sponsor,
Hailey College of Commerce .
Punjab university
Lahore, Pakistan

Respected Mr. S. Javaid:

We are writing this cover letter today to ask your formal permission to
conduct the research on comparison of satisfaction levels of the consumers
of two beauty parlors namely Anne beauty parlor & lets Make Up which was
requested by you. We have already talked to the owners of two beauty
parlors and gotten their consent to conduct the research.

May we meet in person to talk about this project and what you are
specifically looking for? Please feel free to contact us at any time so we can
arrange a date that suits your time frame. We look forward to meeting you
and thank you for considering us for conducting this research.

Yours Sincerely,

Group: Originals
Fifth Semester
Hailey College of Commerce,
Punjab University,
Lahore.
 Hailey College of
Commerce, Punjab
University, Lahore.

February 13, 2008

Group: Originals
Fifth Semester
Hailey College of Commerce,
Punjab University,
Lahore.

Dear Madams,

Greetings!

I hereby authorize you to conduct the research on comparison of consumer’s

satisfaction of the two beauty parlors. You have to submit the report of
your research after fifteen days of commencement of the study. I, hereby,
would also like to mention that you will be liable to answers any questions
that might be asked after the submission of report. However, you should
feel free to ask any questions or help you require in conducting the research.

Thank you.

Very truly yours,

Mr. Sajid Javaid,

Research sponsor,
Hailey College of Commerce .
Punjab University
Lahore, Pakistan
 Hailey College of
Commerce, Punjab
University, Lahore.

February 12, 2008

Mr. Sajid Javaid,

Research sponsor,
Hailey College of Commerce .
Punjab University
Lahore, Pakistan

Respected Mr. S. Javaid:

we are writing this letter as our confirmation of the accuracy of the report
enclosed with it. All information provided in the attached report is
accurate. All the requirements of the sponsor have been fulfilled. All the
results & recommendations are supported by the calculations.
.If you have any further enquiries concerning this report, please do not
hesitate to contact our team leader Sarah Naeem on sareems@hotmail.com.
Yours Sincerely,

Group: Originals
Fifth Semester
Hailey College of Commerce,
Punjab University,

Lahore.
 RESEARCH PROPOSAL
TO STUDY:
Comparison of Customer Satisfaction of Anne beauty parlor & Let’s Make Up

Purpose of study:
To find how Lets Make Up can increase its customer satisfaction and then in turn boost
its sales. More specifically the study is conducted to evaluate,
• Consumer satisfaction regarding services.
• Consumer satisfaction regarding the staff.
• Consumer satisfaction regarding the availability of services.

Details of study:

Sample:
Forty individuals, all women, twenty from each beauty parlor will constitute the sample.
All of these forty individuals will be chosen through a simple systematic sampling. Every
third customer who enters in the shop will be approached for the study. This will ensure
the accuracy & precision of results.

Survey instruments:
Personally administrated questionnaires will be used for conducting the survey. One of
our team members will be present in each of the beauty parlor to administrate the filling
of the questionnaires. The questionnaire can be found in Appendix A to this proposal.

Data Collection:
The customers will be approached as they enter in the parlor. Then they could fill them as
they wait for or during the service. Our team member will always there to help them
understand the questionnaire. Also in some cases where the women are not able to fill the
questionnaire themselves our team member will help them.

Data Analysis:
Once the data is collected, the information will be coded and appropriate data analytic
techniques used to determine the satisfaction level of the customers.

Report:
A written report will be submitted within 15 days of the commencement of study. The
members of our team will be happy to help the sponsor to clear any ambiguity that rise
regarding the report.
TABLE OF CONTENTS
SYNOPSIS:
Let’s Make Up Vs Anee Beauty Parlor Study

Introduction & Relevant Details:

On the request of the sponsor a survey was conducted on both beauty parlors to assess the
customer satisfaction level of two beauty parlors. The sample comprise of 40 customers
(20 from each beauty parlor) who were administrated a short questionnaire during a
period of three days from 17th February, 2008 to 20th February, 2008. Every third
customer was approached & requested to respond to a short questionnaire provided by
the member of our team. They were usually requested to fill out the questionnaire during
the waiting time. The questionnaire was personally administrated so they were complete.
The questionnaire asked respondents to give information on their age & to indicate on a
Yes/No scale their satisfaction regarding a) staff services b) staff behavior. Two open
ended questions were also asked from them to offer any kind of additional comments
they might desire to make. A member of our team was always there to answer any
question the respondent might ask & also to ensure the reliability of questionnaire
completed.

Results of Data Analysis:

All of the respondents were women.70% in case of Lets Make Up & 60% in case of Anee
Beauty parlor were young clients, below the age of 30.customers of Anee Beauty Parlor
are completely satisfied by the services of staff. They however want the staff to be more
courteous with them. Another major problem regarding the parlor was identified thought
the open ended questions. Customers are highly dissatisfied by the area of parlor. They
want to area of parlor to be increased.
However in case of Lets Make Up the customers are neither satisfied with the services
nor with the behavior. However customers are happy by the time the staff put in to
complete the service. They also need to decrease prices.

Conclusion and Recommendations:

These results indicate that the customers of Anee Beauty Parlor are much more satisfied
then the customers of Lets Make Up. Customers of Anee Beauty Parlor are satisfied by
the service provided by them. Anee has more loyal customers then Lets. However
customers of Lets are satisfied by the services provided to the. To lets we would like to
recommend the decrees in prices and a better trained staff. While to Anee would
recommend them to change the interior of premises in such a way that the area will look
wider. We would also like to recommend to the both beauty parlors to mange their staff in
such a way that they would be much more courteous to the clients in future. A short
training program & a close supervision will be able to solve the problem.
RESEARCH
REPORT
Introduction:
The business of beauty shops has flourished a lot in past fifteen years. Now there is a
beauty parlor at every square. Almost 88% of the female population of Lahore city goes
to the beauty parlors. A study on market indicated that a large portion of women
population is going to the beauty parlors at regular basis. 90% college student & 70%
housewives (the Nation- Tuesday, June 26, 2007)

This large target market has resulted in the huge success of the beautician’s businesses.
There is a fierce competition in market for attracting the customers. The business of these
parlors is hugely dependent of the satisfaction of consumers. If they satisfy the customer
they will be able to boost there sales. But the management, training & coordination of
staff and availability of services are the major factors that effect the consumer
satisfaction. The study done below is to take account of all the above mention factors are
able to check how these factors effect the customer satisfaction.

Research Question:
Do the assistance of staff, their behavior & completion of services increase the
satisfaction of the customers of the beauty parlor?

Theoretical Framework:
In this research we are taking “Customer Satisfaction” as a dependent variable it is
explained by the three independent variables: assistance from staff, behavior of staff &
completion of services. Most beauty parlors are almost always suffering from one or
another kind of employee problem. The major problem is training the new staff & then
retains the trained staff. Most of the parlors loose there customers due to lack or
incompetence of staff. As both beauty parlors included in this study cater to women
clients, the staff is required to have an extremely courteous behavior. They have to
answer the quarries & direct the customers in such a way that the customer will feel
relaxed & satisfied enough to come again. As the business is extremely dynamic in nature
& there is always some new beauty product or service in market the beauty parlor should
make sure that they have the latest services available. This will enable them to satisfy
there customers at a maximum level.

Thus, all three independent variables are extremely important to explain the change in
customer satisfaction regarding the beauty parlor. As the beauty parlor expert, courteous
staff & provide the required services to customers it will surely enhance the satisfaction
level of there customers.
 Hypothesis
H01 If well trained staff is employed the customer satisfaction will increase

H02 If well behaved, courteous staff is employed the customer satisfaction will

increase

H03 Above independent variables will explain the variance in customer satisfaction

regarding the beauty parlor.

Methods Section:
Study Design:
In this cross sectional co-relational field study data on three independent variables &
dependent variables is collected fro the women of different ages & vocations. The data is
heterogeneous in nature & was collected through personally administrated questionnaires.
Data is collected from the two beauty parlors.

Population & Sample:

The study was the comparison between the satisfaction level of customers of two beauty
parlors the population size was fairly large consisting of all those women who live din the
locality and patronize any of the two beauty parlors.

Area sampling design was first use to select the two beauty parlors (they exists in the
same locality) later systematic sampling was used to gather information from every third
customer that entered in they beauty parlor. Total sample size was 40 customers (20 from
each beauty parlor). Data was collected in the presence of our team member. 100%
responses were obtained due to the presence of our team member who was there to clear
ambiguities and to fill the questionnaires for those respondents who were unable the fill
questionnaires by themselves. The unit of analysis was the individuals who responded to
the survey.

All the respondents were women who frequently or at least after some regular interval
visit the beauty parlor. Their ages ranges from 16 to 55. About 70% of the women were
below the age of 30. The average visiting interval was after a month. Ablaut 77% women
always go to the same beauty parlor. Almost 68% of them were students by vocation.

Variables & Measures:

All demographic questions like age, interval between visits, visits to same parlor &
vocation were asked by a single direct question.

Customer satisfaction:
This dependent variable indicates the extent to which customers are satisfied by the
beauty parlors using a 2 optioned question, a sample item being: How satisfied are you
with the service you get?

Well trained staff:

This independent variable was measured Chi-square 2-item measure. An example item is
how often are you satisfied by the service you get?
Availability of service: This was asked by 2-item measures through Chi-square, which
asked customers wither they are satisfied by the selection of services provided by the
parlor.

Two open ended questions (one regarding improvement suggestions & other related to
the best feature of the parlor) were asked.

Data Collection Method:

As the survey was confined to a local area personally administrated questionnaires were
used to gather the data. We were able to get all 40 questionnaires completed within a
period of 3 days. This method enabled us to collect complete information, remove the
doubts of the respondent, clear ant ambiguities that raised & get fast results.
The questions asked in the survey were kept short, simple & easy to understand to ensure
the understanding of the respondents.
The questionnaires were not left on the counters of the beauty parlors due to the
following reasons:
Competed questionnaires were desired by us.
We wanted to remove ambiguities of respondents.
Many respondents were unable to understand & answer the questionnaires themselves.
Therefore the member of our team assists them in filling the questionnaires.

RESULTS & RECOMMENDATIONS

Simple frequency distribution method was used to extract the data from the
questionnaires. The data was then divided into three parts a) questions regarding services
& behavior on which Chi-square was applied b) demographic questions was separated
and there analysis was done on proportion method. c) Open ended questions were
categorized then statically comparison analysis was done on them.
Each hypothesis was then tested. The correlation analysis was then applied on
hypotheses.
The first hypothesis stated that the customer satisfaction will increase with the increase
in expertise of the staff. The correlation of 3.84>0.8481 (Lets Make Up) & correlation
14.3481>3.84 (Anee Beauty Parlor) was found. Which indicate that the increased
services in Lets Make Up will increase the customer satisfaction? However opposite
result was derived from the Anee Beauty Parlor.
The second hypothesis stated that the customer satisfaction will increase with the better
behavior of the staff. Here the correlation signifies the need of better behavior by the staff
members of both beauty parlors.
Discussion of results:
The result of this study confirms that the variables considered in the theoretical
framework are impotent. By focusing solely on the quality of service provided while
ignoring the quality of products used is perhaps not a right way to judge.
It would be highly beneficial if the trained staff is employed. And they use the maximum
skill to satisfy a client that will of course increase the customer satisfaction level. If the
staff will help the management by behaving more courtesy that will also make the
customers much more relaxed which in turn increases the satisfaction of the service
received. Now the sponsor knows that the customers want decrease of price or increased
area. It will give a better perspective of understanding there need & increasing the
contentment of the customers.

Recommendations:
To Lets Make Up:
1. They should hire some new well trained staff or send their own staff to some
training programs.
2. To improve the staff behavior the need to keep a close supervision of staff they
can also offer some kind of bonus or perk to the most wanted staff member. That
will increase the general morale.
3. As most of the clients are young they should try to keep the environment lively &
chic.
4. They should try to decrease there prices as well.

To Anee Beauty parlor

1. there should try to improve the staff behavior as well
2. they need to increase the area or at least change the interior of the premises
3. They should try to give more time to the clients.

Limitations of the study:

• The size of sample was small. We think the research would have been more
reliable is a greater size of sample was used.
• Some independent variables like price, cleanliness & quality of products are not
taken in account in this research. If future researchers will take these variables in
analysis the results would be more reliable.
APPENDANT
Customer Satisfaction Questionnaire

Specimen of the questionnaire

 1) Approximately how often do you visit the beauty parlor?

Once in fifteen days More than 15 days

2) Do you always go to the same parlor always?

Yes No
2) Do you often get assistance from the staff?

Yes No
3) The beautician is always able to fully answer your questions?

Yes No
5) Overall, you are satisfied with the services provided by the staff?

Yes No
6) Do You often use the suggestions offered by the beautician?

Yes No
7) Are You often satisfied by the service you get?

Yes No
8) Overall, you feel easy to visit the beauty parlor you patronize?

Yes No
9) You are always satisfied with the length of time it takes to receive
requested service from the staff?

Yes No

10) What do you do? _______________

11) Are you satisfied with the availability of services you want?

Yes No
12) Do you often get fair value of your money?

Yes No
13) You are satisfied with the selection of services available to you?

Yes No
Detailed Calculations:
Hypothesis

H0= If well trained staff is employed the satisfaction of the customers will increase.

A= well trained staff

B= customers satisfaction

Table of observed frequencies ------ Lets Make UP

Trained Staff satisfied Not satisfied total
Yes 40 16 56
No 25 15 40
Total 65 31 96

Table of expected frequencies ------- Lets Make UP

Trained staff satisfied Not satisfied Total
Yes 37.92 18.08 56
No 60.94 12.92 40
Total 65 31 96

χ2 test = ε (o-e)/e

Table of Chi-Square analysis ------ Lets Make UP(lets star)

Cell o e o-e (o-e)2/e
AB 40 37.92 2.08 0.1141
Aβ 16 18.08 2.08 0.2393
αB 25 21.08 2.08 0.1598
aβ 15 12.92 2.08 0.3349
96 0.8481

Critical value:
χ2
v= (r-1) (c-1)
= (2-1) (2-1)
=1

χ2 = 3.84
If the calculated value is greater than tabulated value than we reject the H0 (null hypothesis).

Since,
3.84>0.8481
The tabulated value is greater than the calculated value so we do not reject the null hypothesis

ANALYSIS:
This means Lets Make Up needs to acquire some new well trained staff so that the customer
satisfaction of the parlor regarding the quality of work done by the staff will increase.

H0 If well trained staff is employed the satisfaction of the customers will increase.

A= well trained staff

B= customers satisfaction

Table of observed frequencies ------ Anee Beauty Parlor

Trained Staff Satisfied (B) Not satisfied (β) total
Yes (A) 50 18 68
No (α) 9 19 28
Total 59 37 96

Table of expected frequencies ------- Anee Beauty Parlor

Trained staff satisfied Not satisfied Total
Yes 41.79 26.21 68
No 17.21 10.79 28
Total 59 31 96

χ2 test = ε (o-e)/e

Table of Chi-Square analysis ------ Anee Beauty Parlor

Cell O e o-e (o-e)2/e
AB 50 41.79 8.21 1.6127
Aβ 18 26.21 8.21 2.571
αB 9 17.21 8.21 3.916
aβ 19 10.79 8.21 26.2
96 14.348
Calculated value of χ2 = 14.348

Critical value:
χ2
v= (r-1) (c-1)
= (2-1) (2-1)
=1

χ2 = 3.84 (from the table)

so,
14.3481>3.84

If, the calculated value is greater than tabulated value than we reject the H0 (null hypothesis).

ANALYSIS:
This means the Anee Beauty Parlor do not needs to acquire new, trained staff because its
customers are satisfied from the parlor regarding the quality of work done by the staff.

H1= If well behaved staff is employed the customer satisfaction will increase.

Lets Make UP
A= well behaved staff
B= customers satisfaction
Table of observed frequencies ------ Lets Make UP
Well Behaved Staff Satisfied (B) Not satisfied (β) Total
Yes (A) 29 9 38
No (α) 29 13 42
Total 58 22 80

Table of expected frequencies ------- Lets Make UP

Well Behaved Staff satisfied Not satisfied Total
Yes 27.55 10.45 38
No 30.45 11.55 42
Total 58 22 80

χ2 test = ε (o-e)/e

Table of Chi-Square analysis ------ Lets Make UP(lets star)

Cell O e o-e (o-e)2/e
AB 29 27.55 1.45 0.763
Aβ 9 10.45 1.45 0.2012
αB 29 30.45 1.45 0.0690
aβ 13 11.55 1.45 0.182
80 80 0.5285
Calculated value of χ2 = 0.5285

Critical value:
χ2
v= (r-1) (c-1)
= (2-1) (2-1)
=1

χ2 = 3.84 (from the table)

So,
0.5285<3.84

If, the calculated value is greater than tabulated value than we reject the H0 (null hypothesis).
ANALYSIS:
This means the parlor one needs to acquire some new well behaved staff so that the customer
satisfaction of the parlor regarding the quality of services provided by the staff will increase.

H1= If well behaved staff is employed the customer satisfaction will increase.

A= well behaved staff

B= customers satisfaction

Table of observed frequencies ------ Anee Beauty Parlor

Well Behaved Staff Satisfied (B) Not satisfied (β) total
Yes (A) 28 8 36
No (α) 28 16 44
Total 56 24 80

Table of expected frequencies ------- Anee Beauty Parlor

Well Behaved Staff satisfied Not satisfied Total

Yes 25.2 10.8 36
No 30.8 13.2 44
Total 56 24 80

χ2 test = ε (o-e)/e

Table of Chi-Square analysis ------ Anee Beauty Parlor

Cell O e o-e (o-e)2/e

AB 28 25.2 2.8 0.3111
Aβ 8 10.8 2.8 0.7259
αB 28 30.8 2.8 0.2545
aβ 16 13.2 2.8 0.5939
80 80 1.8854
Calculated value of χ2 = 1.8854
Critical value:
χ2
v= (r-1) (c-1)
= (2-1) (2-1)
=1

χ2 = 3.84 (from the table)

So,
1.8854<3.84

If, the calculated value is greater than tabulated value than we reject the H0 (null hypothesis).

ANALYSIS:
This means the Anne Beauty Parlor needs to acquire some new well behaved staff so that the
customer satisfaction of the parlor regarding the quality of services provided by the staff will
increase.

Demographic Data Analysis on age:

Lets Make UP

Age no. of women

16-30 14
30-45 4
45- onward 2
total 20
Lets Make Up 45-
onward
10%

30-45 1
2
20%
3

age 16-
30 70%

Anee Beauty Parlor

age no. of women

16-30 12
30-45 5
45- onward 3
total 20

Anee Beauty Parlor

, onward-45
15%

30-45
25% ,16-30
60%
Demographic Data Analysis on Intervals
Between visits
Lets Make UP Anee Beauty Parlor

within 15 days 2 8

more than 15 days 18 12

total 20 20

Intervals between Visits

parlor a parlor b
25
parlorparlor
a b
20 parlor a

15 parlor b
10 parlor b

5 parlor a
0
within 15 days more than 15 days total
Analysis of Open Ended Questions
There were two open ended questions asked in the survey:
• Best quality of the parlor
• Improvement suggestions

Best quality of the parlor

BEST QUALITY OF LETS MAKE UP

Time 10
Service 8
Price 1
Behavior 1
Total 20

Best qualities ofLets Make Up

price
behavior
5%
5%

1
2 time , 50%
3 service, 40%
4
 BEST QUALITY OF ANEE BEAUTY PARLOR
Qualities Women
behavior 2
service 8
price 4
time 3
area 1
total 20

BEST QUALITY OF Anee Beauty Parlor

areabehavior
time 6% 11%
1
17%
2
3
price service 4
22% 44% 5
Suggestions of improvements to the parlors

Lets Make Up
improvement suggestions
time 5
price 10
service 4
area 1
total 20

Improvement Suggestions for Lets Make

Up
Area
5% time
Service 25%
20%

Price
50%

Anee Beauty Parlor

improvement suggestions
area 12
service 5
time 2
 price 1
total 20

time Price
10% 5%
1
2
3
Servicw AREA4
25% 60%

Analysis on customer loyalty

Customer loyalty
same parlor Different Parlor
Lets Make UP 15 5
Anee Beauty parlor 17 3

customer loyalty

anee
20 lets make
beauty
up parlor
15
Lets Make UP
Up
10 Anee Beauty parlor
2
5 2

0
APPENDEX

Beauty parlours playing havoc with customers lives

YASIR HABIB KHAN – the Nation- Tuesday, June 26,

2007
LAHORE - Sub-standard cosmetics, unhygienic
equipments and untrained staff at most of the
beauty parlours, which have mushroomed in every
nook and cranny of the City in recent past, are
playing havoc with the lives of customers with
impunity.
These beauty parlours have become a source of
contagious diseases such as Hepatitis A and B
besides a number of skin diseases like allergies,
pimples, blushes, hair damage and loss, face
swelling and irritation.
The number of patients with the dermatologists has
increased manifold in recent past. It is matter of
great concern that neither the health department
nor the city district government has bothered so
far to make any legislation to put some check on
these parlours which are working without proper
regularisation.
Most of the home-based saloons are being operated
by women who have simply done some short courses
and have no knowledge of safety measures.
A number of these parlours do not display an
advertisement boards to avoid any inconvenience at
the hands of CDGL officials as building bylaws
disallow commercial use of residential areas.
A survey of these beauty parlours revealed that the
charges for the same service are varying despite
that fact that all saloon owners claim using the
best material available in the market. Some
parlours charge Rs 400 for a haircut, Rs 3,000 for
perming, Rs 2,000 for blow dry, Rs 65 for plucking,
Rs 250 for waxing, Rs 5,000 for party makeup and Rs
15,000 to 20,000 for bridal make-up. While some
parlours charge Rs 80 for haircut, Rs 30 for
plucking, Rs 100 for waxing, Rs 2,000 for party
make-up and Rs 5,000 for bridal make up.
Nazi Yasir, a schoolteacher in Bhaghbanpura area,
told this scribe that she visits a parlour twice a
month for facial and waxing. “Visiting a parlour
has become part of our routine life,” she said
adding even lower-middle class girls go to parlours
these days. “If you don’t go to parlour, you
friends will call you paindo,” she remarked.
She was of the view that 90 per cent of college
girls and working women in her locality and 70 per
cent of domestic women regularly visit parlours.
Farzana Yasmeen, a beautician running a parlour in
Ichra, said the number of parlours is increasing
day by day due to demand in society.
She said the home-based parlours had facilitated
the middle-class women who could not afford going
to costly saloons. She said the customers should
make sure that the saloons were using standard
cosmetics material.
Fiaz Hameed, an owner of beauty parlour in Gulberg
III, said unchecked growth of the parlour business
was a dangerous thing as mostly untrained people
were coming into the business. He said such
parlours use cheap material just to make money
ignoring the health hazards.
Zarpari Hameed, the owner of Khiyal Beauty Parlour,
said inexperienced girls open beauty parlours and
provide insufficient services to the customers.
“They usually don’t know what kind of product is
suitable for a certain skin, or how to use it. Such
girls usually take one-week crash course and become
beauticians,” se lamented.
Mrs Shazia Chaudhry, another beautician, said: “The
job of a beautician is not different from that of a
surgeon.”

BIBLOGRAPHY

BUSINESS REASEARCH METHOD BY UMA SEKRAN

DAWN NEWS

THE NATION

AN INTRODUCTION TO STATICSTICS BY DR.M. AFZAL BAIG

METHODS OF STATICSTICS BY MIRAJ DIN MIRZA

WWW.ANSWERS.COM

WWW.WEKIPEDIA.COM

WWW.SURVEYPRO.COM

WWW.BUSINESSLETTERS.COM

WWW.MSOFFICE.COM