홍홍홍 홍홍홍 Bastien Contents 홍 Client’s Background

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홍홍홍 홍홍홍 Bastien 홍홍홍 홍홍홍 Bastien

Contents 홍 Client’s Background 홍 Research objective 홍 Research design 홍 FGI results 홍 Survey resultsContents 홍 Client’s Background 홍 Research objective 홍 Research design 홍 FGI results 홍 Survey results 홍 Recommendations

   • Opened in 2001  • Location: Anam Station, above Bakery (2 floor) • Opened in 2001 • Location: Anam Station, above Bakery (2 floor) • Average number of customers per day: 75 • Services provided: cut, hair treatment, dyeing, perm. Clients: KU students and Anam inhabitants There were more customers than the salon was able to handle so another KI’s hair salon was opened. Both salons are located very close to each other. Client’s Background • Opened in 2010 • Location: Anam Station, next to Coffe Bean (5 floor) • Average number of customers per day: 40 • Services provided: cut, hair treatment, dyeing, perm. Clients: KU students and Anam inhabitants Relying on the reputation of the first KI’s hair salon, the second one did not actively engage in promotion. However, Comparing to KIS’ 1 KI’s 2 hair has relatively small number of customers Identify the reasons for relatively small number of customers comparing to KI’s hair and come up with suitable solutions

Research design In terms of age, the manager said that the vast majority of customers wereResearch design In terms of age, the manager said that the vast majority of customers were probably within the range of 18 -26 years. Also the majority were students. IMPORTANT: due to the budget constraints the salon cannot afford things like tv advertising. We were asked to find feasible solutions that would take into account budget limitations. In order to make the sample as representative as possible we asked the manager of KI’s hair about salon’s customers. Of course we were not able to get such segmentation data as level of income or lifestyle, but were able to obtain some basic demographic data to make quota sampling

 Sample size : 31 Number of foreigners: 5 Number of Koreans: 26 Number of males: Sample size : 31 Number of foreigners: 5 Number of Koreans: 26 Number of males: 22 Number of females: 9 Purpose : identify the reasons for relatively small number of customers in KI’s hair comparing to KI’s hair (original) and gather ideas for possible solutions. Factors to consider : Awareness level, distribution of hair designers between two hair salons, price differences, service quality, location. Way of collection : Each group member conducted an individual focus group interview with 5 -6 friends generating a total number of 31 respondents. The questionnaire for FGI was the mix of projective techniques, multiple choice and open-ended questions. During the second interview we also gathered additional information regarding some factors to consider in FGI. The prices are exactly the same for both salons, after the splitting the KIS’s salon, 3 hair designers (out of six) including the chief manager moved to KI’s hair. Both Salons hired additional staff. They are located very close to each other. With regards to the information received, we consider only awareness level and service quality as possible reasons. 1. Is there a significant difference in service quality between KI’s hair and KI’s hair? 2. What is the level of awareness of KI’s hair Sample size : 102 Number of foreigners: 14 Number of Koreans: 88 Number of males: 72 Number of females: 30 Purpose : Based on findings of FGI make further studying of possible promotional campaigns. Way of collection : Due to possible problems with misunderstanding the questions the survey was decided to be collected by hand. The questionnaire for survey was a mix of multiple choice and scale questions. Research design With respect to data about KI’s hair customers we defined the percentage male vs female, Korean vs. foreign customers for FGI and Survey

 1. Do you visit only one hair salon?  2. How did you find your 1. Do you visit only one hair salon? 2. How did you find your hair salon? 3. What factors in hair salon are the most important to you? 4. Have you heard of KI’s hair 1/KI’s hair 2? 5. How did you find your hair salon? 6. Have you tried services in KI’s hair 1? Were you satisfied? 7. Have you tried services in KI’s hair 2? Were you satisfied? 8. If you could describe KI’s hair/KI’s hair with one word what would it be? 9. Do you read flyers? 10. Imagine, you received a flyer, what would be on it? 11. What gifts are you expecting from a hair salon? 12. How would you feel if KI’s hair gives you a coffee bean discount coupon for the first cut? 13. Would you be willing to try? 14. Have you ever seen hair shows? 15. Are you willing to participate in a hair show if it is cut? 16. Are you willing to participate in hair show if it is styling? 17. Do you have cyworld of face book account? How often do you use it? 18. Are you a member of Korea. Pas? 19. What sections in Korea. Pas do you usually visit? 20. For foreigners: Did you experience communications problems in hair salons? How would you feel if a hair salon provides foreign services such as list of service items in different languages? 21. Do you photograph yourself after having your hair treated by the hair designer? FGI Questions

In order to asses the general reputation of both Hair Salons, we used a projective techniqueIn order to asses the general reputation of both Hair Salons, we used a projective technique question. If you could describe KI’s hair and KI’s hair with one word what would it be? Here are the most frequently given answers. FGI Important findings • Stylish • Smooth • Friendly • Good cut • Elegant • Public • Exclusive • High quality • Good • Nice • Kim Au Jung ( 홍홍홍 ) • Stylish • Good skills The results turned out to be that KI’s hair and KI’s hair have very similar reputation. The image is consistent and positive. Service quality is one things that can destroy the whole reputation. Based on our finding we can partly conclude that may be service was not the reason for relatively small number of customers in KI’s hair comparing to KI’s hair

FGI Important findings The respondents were asked about the service quality of both hair salons. FGI Important findings The respondents were asked about the service quality of both hair salons. In order to assess the significance of difference in quality between KI’s hair 1 and KI’s hair 2, we formulated a hypothesis. Ho: There is no significant difference in service quality between KI’s hair 1 and KI’s hair 2 H 1: There is a significance difference in service quality between KI’s hair 1 and KI’s hair 2 The significance level is bigger than alpha=0. 05 which means we cannot reject null hypothesis. We can be 95% confident that there is no significant difference in service quality between KI’s hair and KI’s hair 0 10 20 30 40 50 60 very satisfied neither satisfied nor dissatisfied very dissatisfied I did not try KI’s 1 0 10 20 30 40 50 60 70 80 very satisfied neither satisfied nor dissatisfied very dissatisfied I did not try KI’s

FGI important findings 61 39 Have you heard about Ki's hair 1?  Heard about KI'sFGI important findings 61% 39% Have you heard about Ki’s hair 1? Heard about KI’s 1 I did not hear about Ki’s 1 26% 74% Have you heard about Ki’s hair 2? I heard about KI’s 2 I have not heard about Ki’s 2 Based on findings we concluded that by increasing awareness level we could increase the number of customers.

FGI other findings 1.  All foreigners admitted that they had communication problems in hair salonsFGI other findings 1. All foreigners admitted that they had communication problems in hair salons and expressed positive attitude towards services foreigners (list of items in different languages) Furthers studying: Do all foreigners experience communication problems? 2. To our surprise there were many people who found out about their salon through internet reviews. We decided to concentrate on strategies that would utilize world of mouth and internet reviews. We also wanted to know the importance of reviews comparing with other hair salon features like Price, Performance of Hair designers etc. 3. People showed negative reaction towards flyers. The answer to this question was only “yes” or “no”. We realized that it was not efficient to make respondents choose only between two options, so for the survey we decided to ask this question again, but using scale response system. 4. All respondents had face book account, but not everyone had cyworld account. In the survey we decided to concentrate only of facebook using behavior. Also many students were the users of Korea. PAs. 5. All respondents showed positive responses towards the idea of KI’s hair providing coffee bean discount coupons if the client has his first cut in the KI’s hair. Respondents also showed interest towards street hair show, many of them showed willingness to participate in the show if it was about styling. However, the administration disapproved these two promotional options. Collaboration with coffee bean will be very costly, and as for hair salon, the manager just showed no willingness for that option. Therefore we decided not to make any further studies for these promotional tools. 6, Some people photograph themselves after being treated by the hair designer. We felt that it could be an opportunity for new services that can also increase the number of customers. .

yes no Do you have a regular hair salon?  69. 6  30. 4 yes no Do you have a regular hair salon? 69. 6 % 30. 4 % Assumption: There is a relationship betwe en gender and salon loyalty, age and loyal ty. The correlation analysis reveal no support for relationships between gender and hair salon loyalty, between age and loyalty as well. => We need to come up with universal startegy regardless of gender and age ( refer to references) How important review comparing to other factors in hair salons? (scale from 1 — very important to 6 – not so impo rtant) 0 2 4 6 price perform ance review attitude location w aiting tim e Rank each feature from 1 -6 2. 67 2. 54 2. 71 4. 46 3. 00 5. 42 We found the most important factor is performance followe d by price and reviews. The gap between these factor is pa per-thin; the gap between reviews and other factors is quit e big. Reviews are as important as such factors as price and performance. ( refer to references). Survey results

0 20 40 60 Do you read flyers when you receive them?  33. 3 18.0 20 40 60 Do you read flyers when you receive them? 33. 3% 18. 6% Assumption: people don’t read flyers. According to SPSS results the actual attitude towar ds flyer is between “I sometimes read flyers and I almost never read flyers. (Refer to reference slide s for more information) 2% 46. 1% Assumption: the most expected free gifts are hair products and discount coupons. The question was multiple choice. 0 20 40 60 hair product … comb discount coupon stationery What free gifts are you expecting from a hair salon? 7. 8% 52% 8. 9% 58. 8% It turned out to be true. more than ½ respondent expect hair product and discount coupons. Survey results

Survey results DO you photograph yourself after having your hair treated?  yes no 36. 3Survey results DO you photograph yourself after having your hair treated? yes no 36. 3% 63. 7% Assumption: people would feel positive about being photographed by a good quality camera and sent pictu res by email. Less than 50% would reject this new service. Conclusion: interestingly, It looks like people do like to photograph themselves, so they feel positive about this new service. The proportion hypothesis testing indicates that we can be 95% confident that less than 50% of pe ople would reject this new service (refer to reference slides) yes I might think so No 36% 28% 36% If you are satisfied with your hair style after being treated by a hair designer, would you be like to be taken picture of?

0 20 40 60 dislike  indifferent if my face is covered like it How would0 20 40 60 dislike indifferent if my face is covered like it How would you feel is you photo is uploaded in the salon’s website 11. 8% 38. 2% 6. 9% 43. 5% For this question we wanted to find out people’s at titude towards their pictures being uploaded in sal ons’ website. People do not dislike the idea of their picture being uploaded on the website. Hypothesis testing results indicate that we can be 95% confident that the proportion of people who would dislike this service is less than 40% (refer to reference slides. ) We wanted to know whether foreigners had problems in co mmunication in hair salon. 0 5 10 sever problem moderate problem notsuch a problem no problem For foreigners: difficulties with communication in the hair salon. 27. 8% 55. 6% 17. 2% 0% All the foreign respondents at some point had experienced difficulties with communication in hair salon. For the majority of them, it was a moderate problem. Survey results

82 18 Do you have facebook account?  yes no Do you have koreapas?  yes82% 18% Do you have facebook account? yes no Do you have koreapas? yes no 73. 2% 26. 5% Assumption: lots of KU students use facebook and koreapas It appears that the majority of people (82%) do use facebook and Korea. Pas (73. 2%) Survey results

0 5 10 15 20 25 How  often do you use Facebook?  18. 60 5 10 15 20 25 How often do you use Facebook? 18. 6% 24. 5% 14. 7% 17. 8% It appears that the majority of people (82%) do use facebook, and check it quite frequently. The overall facebook usage is from 3 times a week to six times a day. (Refer to reference slides for spss results) Assumption: People check facebook account quite freque ntly Assumption: in Korea. Pas lots of people visit store Review session. 0 10 20 30 40 50 Which sessions do you visit most frequently? 38% 24% 11% 21% 9% 33% The percentage of those who visit review section is in cred ibly low. In fact it was the less visited section even comp aring to anonymous section. Most people visit tiger square and lecture information. (This question was multiple choic e, so for each option it accounts for as “out of 100%)” Survey results

Recommendations (only for KI’s 2) Recommendations (only for KI’s 2)

Survey revealed that 82 of sample are using Facebook service. Ki’s Hair’s most severe problem isSurvey revealed that 82% of sample are using Facebook service. Ki’s Hair’s most severe problem is low awareness and the hair salon needs to be exposed more frequently. There Usage frequency of Facebook is high and it means Facebook users, who are the target customer, are frequently exposed to contents that Facebook contains. Page service in Facebook does not cost and easy to manage. Also as survey indicated people do not dislike if their pictures are uploaded into salon ’ s we bsite. The pictures of actual clients can give people a sense of what KI’s h air HAIR SERVICES are about. Also face book has a rating option. That m eans we could have categorized different hair styles and ask people to rate them. After analyzing the ratings, customers can download short-termed co upons for those hair styles that received highest ratings. Facebook has a lo t of potential. Recommendations (Internet promotion) Over 70% sample are aware of koreapas. net and using the website according to our survey. The website is accessed frequently by students of Korea University, who are the main target of KI’s hair. Also as the survey indicated, uploading promotion article on review section won’t be effective since users don’t check store review section frequently. However, we can use banners in most frequently used sections which turned out to be Tiger Square and Lecture information. Banner on www. koreapas. net does not cost much and is relatively affordable for small business like local hair salon Frequent visit and view ensure high level of exposure and may increase awareness. The banner should show the logo of KI’s hair, the interior of KI’s hair and the contact information and address of facebook group. KI’s hair Facebook group Banners

 As survey results indicate, flyers are not completely ignored by people, so we can still As survey results indicate, flyers are not completely ignored by people, so we can still consider them as valuable promotional tool. However, in order to increase the possibility of flyers to be read by potential customers, flyers should be STAMPED with additional free gifts (KI’s hair ‘hair name should be on those gifts) According to our research results people expect hair product samples and discount coupons from hairs salons. Flyers should be stamped together with some shampoo samples or wax samples. The flyers should contain such information as the map how to get to KI’s hair, the picture of interior, telephone number, facebook adress, contact info, etc. Recommendations (Street promotion) As for Coupons they should not be distributed on the streets, because there is a high possibility that people will not use them. It will be just a waste of paper and money. We suggest that coupons should be uploaded in face book group. We will put the notice in flyers, so those who are willing to go to KI’s hair can print out the coupon from the facebook group. This is good way to connect the on-line promotion and off-line promotion. With logging on the hair salon facebook for getting discount coupon, people can get a various information about hair salons and see many reviews of other consumers. That can be a kind of great drawing factor. Flyers Coupons

The proportion of actual foreign customers is quite low comparing to Koreans.  On order toThe proportion of actual foreign customers is quite low comparing to Koreans. On order to attract more foreigners we should provide services foreigners. As survey shows many foreigners experienced communication problems in Korean hair salons. Of course the salon can not afford to hire a translator or specifically search for a hair designer that can speak several languages. However, the Salon can at least make the list of service items in different languages) and it can be mentioned on both flyers and in facebook group. The salon could have made like a STYLE BOOK foreigners: STYLE BOOK should include…. — Picture of various hair style (visual images) categorized by types of hair style (Male/Female, Short/Medium/Long hair) — Specific and concrete explanation of various hair style by using various foreign languages (i. e. English, Chinese, Japanese…. ) Recommendations (Additional services) Majority of sample answered that they take their own photo just after their hair be treated. Once the customer is satisfied with performance of hair salon(the hair style), over 60% of sample answered that they would take picture of it. Since the quality of photo taken by mobile phone camera is low, customers may want to take picture with high-end camera such as DSLR. The new service of taking a customer’s picture with a good quality camera and then sending it to the client via email will increase customer satisfaction and result in “positive” word-of mouth. Style Book Photographs Important: After implementing our strategy, if our promotion turns out to be successful then KI’s hair original sh ould also engage in long term promotion campaigns such as facebook group and new services in order to maintain co nsistency between two salons and avoid cannibalization in future.

1. The spss results for correlation analysis between gender and loyalty, age and loyalty In both1. The spss results for correlation analysis between gender and loyalty, age and loyalty In both cases significance level indicated no support for relationships between these variables.

1. The spss results for testing whether average evaluation of reviews is significantly different from average1. The spss results for testing whether average evaluation of reviews is significantly different from average evaluation of price and performance. 1 In both cases significance level indicates little support to reject Null that average evaluation for price, and reviews, performance and reviews have the same average evaluation.

 Confidence intervals for people’s attitude towards flyers. 2 is for I sometimes read flyers, 3 Confidence intervals for people’s attitude towards flyers. 2 is for I sometimes read flyers, 3 is for – I almost never read flyers. The confidence interval indicates that people’s actual opinion is somewhere between these two options.

 Hypothesis testing for people’s attitude towards new service (photographing and sending the pic to the Hypothesis testing for people’s attitude towards new service (photographing and sending the pic to the customer) After recoding variables: H null: the proportion of people who would reject new service is more than or equal 50% H 1: the proportion of people who would reject this service is less than 50% Sigma=square root ( (0. 5*0. 5): 102)= 0. 0495 Z=(0. 36 -0. 5); 0. 0495= -2. 82, critical value corresponding to 1, 322 is 0. 9976 For one-tailed test p-value (1 -0. 9976)=0. 0024 which is less than alpha. Therefore we can reject null hypothesis. We can be 95% confident that the proportion of people who would dislike new service is less than 50%

SPSS results for facebook frequency using  2 was for “ 3 times a week –SPSS results for facebook frequency using 2 was for “ 3 times a week – once a day”, 3 – “two times a day – 6 times a day”. Confidence interval indicates that people’s facebook usage pattern is somewhere between these two options.

 Hypothesis testing for people’s attitude towards new service (uploading their picture in salon’s website) After Hypothesis testing for people’s attitude towards new service (uploading their picture in salon’s website) After recoding variables: H null: the proportion of people who would reject new service is less or equal to 40%, sample proportion=43. 1% Sigma=square root ( (0. 4*0. 6): 102)= 0. 0594 Z=(0. 43. 1 -0. 4); 0. 0594= 0. 521, critical value corresponding to 1, 322 is 0. 6985 For one-tailed test p-value (1 -0. 6985)=0. 30154 which is bigger than alpha. Therefore we fail to reject null hypothesis. We can be 95% confident that the proportion of people who would dislike new service is less than or equal 40%