This website uses cookies to ensure you have the best experience. Learn more

Nails On The Fly: Consumer Behavior Issues

1320 words - 5 pages

Nails On the Fly:
Consumer Behavior Issues

PROPOSAL
Nails on the Fly would be a small nail salon station located at various airports around the country. It is targeted toward women who are usually traveling due to business and do not have time to get their nails done in town, so while waiting to board their flight can get their nails done.

INTRODUCTION
This paper addresses consumer behavior matters relevant to the marketing of Nails on the Fly. While many of the predictions made are contingent to authentication from market research, likely consumer behaviors, attitudes, background, and perceptions are projected in conjunction with a discussion of managerial implications.

LEVEL OF CATEGORY INVOLVEMENT IN THE DECISION MAKING PROCESS
For many consumers being properly groomed is an important part of their life, whereas many would believe that it is a mundane part of life. Therefore, it would be reasonable to expect that the selection of nails salons would be a matter of low involvement. For a low involvement product category, consumers are ordinarily usually not willing to expend energy on external search. It is likely that many consumers do not really care where they get their nails done, as long as it is convenient to them at the time that it is needed. However, some consumers will expand their energy on conducting external searches for “the best manicure” in town, or “the cheapest manicure.”
While some consumers will conduct some method of search for a nail salon, it can be inferred that most consumers chose their nail salons based on convenience, and not other factors. This suggests that a large proportion of the consumers will not go through a significant amount of decision-making, thus not opening opportunities for influences at several stages.

CONSUMER PRODUCT CATEGORY KNOWLEDGE
Beauty salons are not a product that the consumer needs a lot of knowledge about. It can be assumed that consumers know the difference between hair salons and nail salons, although there may be some who are under the belief that all personal grooming can be done at one location.
For the few consumers who have little to no knowledge about nail salons- salons of convenience are the ones that consumers would choose. There will always be consumers who are extremely knowledgeable about the products or services that are most important to them and thus may be weary of straying from known brands or establishments, and unwilling to go to a nail salon that is there just for convenience.

CONSUMER INFORMATION SEARCH STRATEGY
Most women are at least somewhat aware of the different options available at different salons. When socializing with friends, women are likely to notice small details like each other’s hair, nails, and other aspects of physical appearance. Many women who do not already take part in extensive personal grooming are likely to start by noticing the difference in their friends. Those who do already visit nail salons and other beauty...

Find Another Essay On Nails On the Fly: Consumer Behavior Issues

The Effects of Religion and Culture on Consumer Behavior

1939 words - 8 pages The Effects of Religion and Culture on Consumer Behavior Religion and Culture play an important role in influencing consumer behaviour in relation to food intake “Human beings are not born with a set of behaviour, they have to learn it. What they learn is dictated by the culture into which they are born or within which they grow up” – J Bareham (1995) Culture makes us similar to some people but different to the

Research on Patterns of Online Consumer Behavior

1451 words - 6 pages issues and mobile commerce. Retail, insurance, travel and financial services are the verticals represented in the findings. On 6/10/09 San Francisco, CA the leader in online Customer Experience Management software (CEM), announces the results of the 5th annual survey of online consumer behavior, commissioned by Tealeaf and conducted by Harris Interactives. The survey concludes that 48% of U.S. adults are now conducting more online

Effects of advertisement on consumer behavior

1576 words - 7 pages of a particular product or service in consumer and also determine the impact of these activities on consumers buying behavior. According to Niazi (2012) advertising is a device or tool to engage people and transfer their attitude towards the product. Environmental, emotional factors and purchase decisions are closely related with each other. It can be stated that if a person has an emotional attachment with the product, he/she is more like to buy

Social Media Impact on Online Consumer Behavior

3396 words - 14 pages were partly supported, showing that useful eWOM referrals indeed impact the perceptions of relevancy, accuracy, comprehensiveness and credibility. However, similarity of the eWOM source with the receivers did not have an impact. Although people perceive reviews from similar others as more similar, this does not lead to increased purchase intention. As already mentioned, this could be due to a difference in the traditional consumer behavior and the

Using the theory of consumer behavior, conduct critical analysis on the decision making process

3791 words - 15 pages 1. IntroductionWith the dynamic environment, undoubtedly, each firm attempts to study and understand the consumer behavior due to businesses stay in business by attracting and retaining customers (Arnould, Price & Zinkhan, 2002, p6). As the basic consumer decision-making unit, family are most frequently examined by many marketers because decision making by family differs in many ways from decisions made by an individuals. According to

How Children and family affect consumer behavior. The influence of children on purchase desisions

3236 words - 13 pages foundation for the reasons children influence family purchase decisions. There are many factors contributing to a family's consumer behavior. Great advances and greater understanding can be achieved if more research was conducted on the modern family structures and their means of communication within the families.Further, while the studies done have attempted to get a diversified study group, they haven't quite succeeded, particularly in the area of

Brand Communities on Social Networks and Consumer Behavior

2478 words - 10 pages specialized non-geographically bound community, based on structured set of social relations among admirers of brand”. Wikipedia defines “A brand community as a community formed on the basis of attachment to a product or marquee. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. Among the concepts developed to explain the behavior of consumers, the

Political Issues Found in The Island of Dr. Moreau and The Fly

802 words - 4 pages In both The Island of Dr. Moreau and The Fly, there are many political issues that are addressed throughout both works of art. The Island of Dr. Moreau and The Fly both cross the line and boundaries between humans and animals. In the film The Fly, one can see that there is a human transforming into an insect. However, in the story of The Island of Dr. Moreau, Dr. Moreau is working to transform the animals into humans. There is a similarity of

Consumer Behavior and the Four P's of Marketing

1018 words - 4 pages Consumer behavior is the how, what, when, and why people buy, a blending of psychology, sociology and economics. Attempting to understand a buyer's decision-making process both individually or in groups can at times be impossible. Understanding peoples wants and needs to transform those into marketing a product the consumer wants and needs is what product, price, promotion and place are all about.Defining Consumer BehaviorConsumer behavior is

on the issues

1067 words - 5 pages In this paper, the issues of Transportation and Infrastructure, the Environment, and Gun Rights will be discussed. I will give my opinion and the candidates for Governor of Virginia stance on these issues. The three issues are important to discuss because we need better roads and infrastructure. A better environment, such cleaner air and no harm to wildlife. We also need guns to defend ourselves when necessary. Mr. Cuccinelli

On The Issues

2180 words - 9 pages where I stand with these issues. Ken cuccinelli believes all of Virginias children regardless of the color of their skin, where they are from, where they live or how much their parents make; they all deserve the opportunity to receive a world class education. No child should be forced to remain in a failing or unsafe school. For a long time Virginia had one of the best educational systems. Virginias leaders can no longer afford to rest on these

Similar Essays

Consumer Behavior On A Backpack Essay

683 words - 3 pages felt as though I was belonging to some sort of fashionable group. While making this purchase, I went through what is called a mixed mode buying. I viewed the item on RI’s website which is an online browse and purchased the item in-store which is an offline purchase. It is also evident that marketers encourage consumers to impulse buying. This is where consumers feel ‘a sudden but powerful and persistent urge to buy a product offering immediately

The Influence Of Mass Media Advertising On Consumer Behavior

1542 words - 6 pages person’s behavior. The purpose of advertising itself is to persuade audience (viewers, readers, or listeners) to take some action with respect to products, ideas, or services (Curtis, 2012). The success of advertisements can be determined by the consumer’s final decision to consume the said products or service, in oppose to the competitors. In correlation, consumer behavior indicates the act of acquiring, using and disposing of products, services

The Influence Of Mass Media Advertising On Consumer Behavior

987 words - 4 pages about the brand or product, typically one that is reflected in a person's behavior. The purpose of advertising itself is to persuade audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services (Curtis, 2012). In order to help achieve the success of advertisement, mass media is being used as the ultimate transmitter of advertisement to the consumer. The success of advertisements can be determined by

The Impact Of Retail Store Atmosphere On Consumer Behavior

847 words - 3 pages grocery store and impact of aesthetics on consumer showed that design element can have a significant impact on consumer and it can compel a customer to perform certain type of behavior and he took approach and avoidance-behavior as mediating variable. Laboratory test is applied to capture the impact of variables with two independent samples of 43 and 87 respondents. He used mean, standard deviation and inter-correlation statistics for data analysis