2. FACE WASH MEN’S GROOMING SALON
CONSUMER BEHAVIOR AND MARKETING STRATEGIES

3. PRESENTERS
 Md. Infitar Al Saba
 Faisal Bin Kamal
 Naima Islam
 S. M. Asifur Rahman
 Md. Jakir Hossain

4. S. M. ASIFUR RAHMAN

5. GENDER (FINDINGS)
100%
0%
Total Consumer’s Gender
Male Female
100%
0%
Face Wash consumer’s gender
Male Female

6. GENDER (MARKETING STRATEGY)
 Promotional activity for males

7. AGE (FINDINGS)
0%
6%
29%
41%
18%
6%
Age of the Consumers of Face Wash salon
11-15 16-20 21-25
26-30 31-35 36+

8. AGE (MARKETING STRATEGY)
 Focus below 20 above 35
 Promotional campaign for one month in
universities

9. OCCUPATION (FINDINGS)
5%
25%
18%
50%
2%
Surveyed People Occupation
Government Employee
Private Employee
Business Person
Student
Other
0%
41%
30%
29%
0%
Face Wash Consumers
(Occupation)
Private Employee Business Person
Student Other

10. OCCUPATION (MARKETING STRATEGY)
 Reservation service

11. EDUCATION (FINDINGS)
59%
29%
6%
0%
6%
0%
Figure: Consumers of Face Wash(Education)
Post Graduate Graduate
HSC SSC
Diploma Other

12. EDUCATION (MARKETING STRATEGY)
 Quality service and retail products

13. FAISAL BIN KAMAL

14. INCOME (FINDINGS)
35%
15%
20%
18%
12%
0%
Figure: Surveyed People (Income)
5000 or less 5,001-15,000
15001-25000 25001-35000
35001+
18%
6%
23%
29%
24%
0%
Figure: Consumers Of Face Wash
(Income)
5000 or less 5,001-15,000
15000-25000 25001-35000
35001+

15. INCOME (MARKETING STRATEGY)
 Men’s spa
 Membership card for 3 to 6 months

16. PERSONALITY (FINDINGS)
Rugged/delicate Excitable/Calm Dominating/Submissive Youthful/Adult Organized/ Unorganized
Series1 2.53 3.48 3.2 3.8 3.4
0
0.5
1
1.5
2
2.5
3
3.5
4
1-5
Personality

17. PERSONALITY (MARKETING STRATEGY)
 Provide trendy names
 Giving advertisements

18. FREQUENCY OF VISITING FACE WASH (FINDINGS)
0%
6%
18%
35%
18%
23%
Figure: Frequency of visiting Face Wash salon
Daily
Weekly
Twice in a month
Every 2-3 months
Occationaly
Monthly

19. FREQUENCY OF VISITING FACE WASH
(MARKETING STRATEGY)
 Introducing different price queues, example
discount

20. TYPES OF SERVICE PEOPLE PREFER (FINDINGS)
49%
28%
5%
3%
8%
7%
Figure: Which type of service do you like most?
Hair-treatment
Facial
Massage
Body piercing/Tattoo
pedicure-manicure
Others

21. TYPES OF SERVICE PEOPLE PREFER
(MARKETING STRATEGY)
 Train up employees for hair treatment and
facials

22. RANKINGS OF DIFFERENT SALONS (FINDINGS)
0
5
10
15
20
25
30
Place 01 Place 02 Place 03 Place 04 Place 05 Place 06
Face Wash Salon
Persona Adams
Ben Thai
Man's Planet
Rezzors & Scissors
Total Care

23. RANKING OF DIFFERENT STORES (MARKETING
STRATEGY)
 New service
 Make convenient stores

24. PERCEPTUAL MAPPING (FINDINGS)
Column1
Face
Wash
Person
a
Adams
Ban
Thai
Men's
Plane
t
Razors
&
Scissor
s
Total
Care
Price 3.3 4.2
2.8666
66667 3.7 2.8 2.6
Qualit
y 3.5 3.9
3.2166
66667 3.5 3.1 2.4

25. PERCEPTUAL MAPPING

26. PERCEPTUAL MAPPING (MARKETING STRATEGY)
 Reduce price
 Increase outlets
 Advertisements informs of leaflets or
billboards

27. HOW DID YOU KNOW ABOUT FACE WASH?
(FINDINGS)
5%
15%
0%
63%
2%
15%
Newspapers
Magazines
Billboard
Friends/ Relatives/ Associates
Website
Others

28. HOW DID YOU KNOW ABOUT FACE WASH?
(MARKETING STRATEGY)
 Holding the standard service at least
 Promotional activity in business section of
dailies
 Putting necessary information in web
 Creating Facebook fan page
 Using leaflets, posters

29. MD. JAKIR HOSSAIN

30. WHO INFLUENCE TO COME FACE WASH?
(FINDINGS)
29%
6%
53%
0% 12%
0%
Myself
Family
Friend/Colleague
Sales people
Marketing activity
Others

31. WHO INFLUENCE TO COME FACE WASH?
(MARKETING STRATEGY)
 Should hold current service standard
 Increasing ads in magazines, leaflets
 Regular communication with consumers

32. WHAT COMES MIND WHEN HEAR THE WORD
FACE WASH (FINDINGS)
18%
11%
12%
8%
12%
17%
12%
10%
Good core service Luxury salon
High relative price Variety of service
Good customer service Nice decoration
Good Location Others

33. WHAT COMES MIND WHEN HEAR THE WORD
FACE WASH? (MARKETING STRATEGY)
 Reconsidering the name
 Introducing new product line
 Training staffs to increase effectiveness
 Specious store
 Increasing the variety of service
 Focus on core service

34. MD. INFITAR AL SABA

35. BELIEVES ABOUT FACE WASH? (FINDINGS)
Face Wash 0.38
Persona
Adams 0.24
Cognitive Component Results

36. BELIEVES ABOUT FACE WASH? (MARKETING
STRATEGY)
 Increasing existing price level
 Establishing branches in status areas
 Convenient
 Showing high class models in the ads
 Maintaining experienced trainer
 Hiring experienced staffs
 Evaluating staffs regularly
 Providing required benefits

37. EFFECTIVE COMPONENT (FINDINGS)
Statements
Strongly
Agree Agree Neutral Disagree
Strongly
disagree
Face Wash salon is affordable 8 31 15 5 1
Environment is a important
feature 10 24 22 4 0
I prefer the service of Face
wash salon 4 19 22 13 2

38. EFFECTIVE COMPONENT (MARKETING
STRATEGY)
 Using classical conditioning
 Facebook fan page
 Mere exposure

39. LAST TIME VISITED (FINDINGS)
15%
18%
3%
64%
Persona Adams Face Wash
Ben Thai Local Salons

40. USUALLY VISIT (FINDINGS)
10%
20%
3%
65%
2%
0%
Persona Adams Face Wash Ben Thai
Local Salons Razors & Scissors Total Care

41. TENDENCY TO VISIT SALONS (MARKETING
STRATEGY)
 Making available in various location
 Maintaining status
 Regular communication with consumers

42. WILLINGNESS TO TAKE THE SERVICE FROM FACE
WASH? (FINDINGS)
18%
27%
35%
7% 13%
Definitely will go Probably will go
May or may not go Definitely will not go
Definitely will not go

43. WILLINGNESS TO TAKE THE SERVICE FROM FACE
WASH? (MARKETING STRATEGY)
 Providing reinforcement, i.e. information, ads
 Maintaining good relationship with
consumers

44. RECOMMENDATION
 Need competitive advantage
 Likelihood of disclosing information
 Increasing the service point
 Ensuring convenience