Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the Neighborhood
Purpose: The studies on consumer behavior on the market should take into account not only the criteria of product choices, but also the factors determining the choice of the place of purchase. The purpose of the paper is to assess the knowledge about the factors influencing the consumer choices with...
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| Format: | Article |
| Language: | English |
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Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
2021-12-01
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| Series: | Problemy Zarządzania |
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| Online Access: | https://pz.wz.uw.edu.pl/resources/html/article/details?id=226879 |
| _version_ | 1798035832513232896 |
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| author | Małgorzata Kryczka |
| author_facet | Małgorzata Kryczka |
| author_sort | Małgorzata Kryczka |
| collection | DOAJ |
| description | Purpose: The studies on consumer behavior on the market should take into account not only the criteria of product choices, but also the factors determining the choice of the place of purchase. The purpose of the paper is to assess the knowledge about the factors influencing the consumer choices with respect to a beauty parlor on the part of owners and managers offering cosmetic services in parlors located in Kraków and in other cities of the Małopolska Province. The significance of individual factors was assessed.
Methodology: A diagnostic survey method was used for the study. An interview questionnaire comprising 51 questions was used as the research tool. The research was carried out with the use of PAPI (Paper and Pen Interview). 298 correctly completed questionnaire were qualified for statistical analyses. The choice of companies was non-random, purposeful and depended on their location in the area of Kraków and the Małopolska Province.
Findings: The received results show which factors – according to the owners and managers – guide consumers in their choices of a beauty parlor.
Research limitations: When analyzing the generalizing conclusions, caution should be exercised as to uncertainty with respect to the validity of the population list in the address database purchased for the study purposes from an external company. However, attempts were made to make the study representative, yet certain caution should be exercised during the generalization of the findings with respect to the entire population.
Implications: Identification of factors determining the choice of a place of purchase of services is valid especially from the point of view of companies operating at a competitive market. Skillful use of knowledge on the consumer behavior often determines the efficiency of actions and the success of an enterprise.
Originality: The paper presents a fragment of analysis of data procured as part of broad research of
the market of beauty services in the area of Kraków and the neighborhood. At the present moment,
a limited number of scientific publications about the market of beauty services is available, both in the
national and regional approach. |
| first_indexed | 2024-04-11T21:03:46Z |
| format | Article |
| id | doaj.art-3967271580b84772803e60dcc907fc71 |
| institution | Directory Open Access Journal |
| issn | 1644-9584 2300-8792 |
| language | English |
| last_indexed | 2024-04-11T21:03:46Z |
| publishDate | 2021-12-01 |
| publisher | Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego |
| record_format | Article |
| series | Problemy Zarządzania |
| spelling | doaj.art-3967271580b84772803e60dcc907fc712022-12-22T04:03:25ZengWydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu WarszawskiegoProblemy Zarządzania1644-95842300-87922021-12-01194(94)101117https://doi.org/10.7172/1644-9584.94.7Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the NeighborhoodMałgorzata Kryczka0https://orcid.org/0000-0003-3776-2431Institute of Entrepreneurship and Management, Faculty of Tourism and Recreation, University of Physical Education in CracowPurpose: The studies on consumer behavior on the market should take into account not only the criteria of product choices, but also the factors determining the choice of the place of purchase. The purpose of the paper is to assess the knowledge about the factors influencing the consumer choices with respect to a beauty parlor on the part of owners and managers offering cosmetic services in parlors located in Kraków and in other cities of the Małopolska Province. The significance of individual factors was assessed. Methodology: A diagnostic survey method was used for the study. An interview questionnaire comprising 51 questions was used as the research tool. The research was carried out with the use of PAPI (Paper and Pen Interview). 298 correctly completed questionnaire were qualified for statistical analyses. The choice of companies was non-random, purposeful and depended on their location in the area of Kraków and the Małopolska Province. Findings: The received results show which factors – according to the owners and managers – guide consumers in their choices of a beauty parlor. Research limitations: When analyzing the generalizing conclusions, caution should be exercised as to uncertainty with respect to the validity of the population list in the address database purchased for the study purposes from an external company. However, attempts were made to make the study representative, yet certain caution should be exercised during the generalization of the findings with respect to the entire population. Implications: Identification of factors determining the choice of a place of purchase of services is valid especially from the point of view of companies operating at a competitive market. Skillful use of knowledge on the consumer behavior often determines the efficiency of actions and the success of an enterprise. Originality: The paper presents a fragment of analysis of data procured as part of broad research of the market of beauty services in the area of Kraków and the neighborhood. At the present moment, a limited number of scientific publications about the market of beauty services is available, both in the national and regional approach.https://pz.wz.uw.edu.pl/resources/html/article/details?id=226879economicsconsumer behaviorconsumer choicesbeauty parlor management |
| spellingShingle | Małgorzata Kryczka Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the Neighborhood Problemy Zarządzania economics consumer behavior consumer choices beauty parlor management |
| title | Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the Neighborhood |
| title_full | Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the Neighborhood |
| title_fullStr | Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the Neighborhood |
| title_full_unstemmed | Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the Neighborhood |
| title_short | Factors Impacting Consumer Choices From the Perspective of Owners and Managers of Beauty Parlors Located in Kraków and the Neighborhood |
| title_sort | factors impacting consumer choices from the perspective of owners and managers of beauty parlors located in krakow and the neighborhood |
| topic | economics consumer behavior consumer choices beauty parlor management |
| url | https://pz.wz.uw.edu.pl/resources/html/article/details?id=226879 |
| work_keys_str_mv | AT małgorzatakryczka factorsimpactingconsumerchoicesfromtheperspectiveofownersandmanagersofbeautyparlorslocatedinkrakowandtheneighborhood |