CHAPTER– I
SOCIAL IMPACT ASSESSMENT The
National
Environmental
Policy
Act
(NEPA)
of
1969,
environmental impact assess-ment has become the key component of environ-mental planning and decision making in the United States. More recently, agency planners and decision makers have recognized a need for better under-standing the social consequences of projects, programs and policies. In response to this need a group of social scientists formed the Interorganizational Committee on Guidelines Principles for Social Impact Assessment (SIA), with the purpose of out-lining a set of guidelines and principles that will assist agencies and private interest in fulfilling their obligations under NEPA, related authorities and agency mandates.
By "social impacts" we mean the consequences to human populations of any public or private ac-tions-that alter the ways in which people live, work, play, relate to one another, organize to meet their needs and generally cope as members of society. The term also includes cultural impacts involving changes to the norms, values, and beliefs that guide and rationalize their cognition of themselves and their society.
1
A Basic Model for Social Impact Assessment The Link between Environmental Impact Assessment and Social Impact Assessment Impacts on the social environment resemble biophysical impacts in several ways.
Social and biophysical impacts can vary in desir- ability, ranging from the desirable to the adverse.
They also vary in scale-the question of whether a facility will reate 50 or 1000 jobs, for example, or will have the potential to spill 50 or 1000 gallons of toxic waste.
Another consideration involves the extent of du-ration of impacts in time and space. Like bio-physical impacts, some social impacts can be of short duration, while others can last a lifetime; and some communities "return to normal" quite quickly once a source of disruption is removed, while other do not.
Social impacts can also vary in intensity or severity, a dimension that is defined differently in different project settings, just as an objective biophysical impact (e.g., a predicted loss of 75 sea otters) might have a minor effect on populations in one location (e.g., off the coast of Alaska), while amounting to significant fraction of the remaining population in another location (e.g., off the cost of California).
2
Similarly, there are differences in the degree to which both type of impacts are likely to be cu-mulative, at one extreme, or mutually counter-balancing, at the other. Social impact assessment comes from environment impact
assessment (EIA) model which first emerged in 1970’s in the United States of America as a way to assess the impacts on the environment of certain development schemes and projects before they took off. Social impact assessment emerged as an offshoot or an adjunct is a report or a sub-field of environmental impact assessment and is often carried out as a part of or in addition to it. Social impact assessment is a tool to understand the effects of schemes, policies, legislations and planned interventions on human communities. By identifying potential impacts of large developmental schemes in advance, the developmental agencies and policymakers can arrive upon at better decisions. Social Impact Assessment can help to promote development strategies that address the most important concerns for local populations, enhancing the long-term sustainability of welfare schemes. According to International Association of Impact Assessment (IAIA) document (2003) the important features of this understanding of Social Impact Assessment are that:1. The goal of impact assessment is to bring about a more ecologically,
social
culturally
and
economically
sustained
equitable environment. Impact assessments, therefore, promotes
3
community development and empowerment, build capacity and develops social capital (social network and trust). 2. The focus of concern of social impact assessment is a proactive stance to development and better development outcomes, not just the identification or amelioration of negative or unintended outcomes. Assisting communities and other stakeholders to identify development goals and ensuring
that positive outcomes
and maximized, can be more important that minimizing harm from negative impacts. 3. Social Impact Assessment contributes to the process of adaptive management of policies, programs, plans and projects and therefore needs to inform the design and operation of the planned intervention. 4. Social Impact Assessment build on local knowledge utilizes participatory processes and analyse the concerns of interested and affected parties it involves stakeholders in the assessment of social impacts, the analysis of alternatives of monitoring of the planned interventions. 5. Social Impact Assessment is implicit that social and biophysical impacts (and the human and biophysical environments) are interconnected. Change in any of these domains will lead to change in the other domains.
4
6. Social
Impact
Assessment
is
typically
applied
to
planned
interventions; the techniques of Social Impact Assessment can also be used to consider the social impacts that drive from other type of events, such as disasters, demographic change and epidemics. Social impact assessment refers to the assessment of the social consequences of a proposed set of decisions or actions that have the potential to impact a large number of people and their way of life, life chances, health, culture and capacity to sustain these actions. According to the International Association for Impact Assessment, “social impact assessment includes the processes of analyzing, monitoring, and managing the intended and unintended social consequences, both positive and negative of planned interventions (policies, programs, plans, and projects) and any social change processes invoked by those interventions. Its primary purpose is to bring about a more sustainable and equitable biophysical and human environment. India is a developing country where major development plans are made for the purpose of helping the people. For the development plans like construction of buildings, roads, malls, thermal plants, land is a major requirement. Wherever land was required for construction activities under the garb of developmental projects or provision of public utilities the government ordered for the acquisition of land without obtaining the consent of the land owners. Land owners forcibly had to part away their lands to government or even private companies.
5
In the western countries there was a policy that prior to any project the consent of stakeholders is necessary to be obtained. In India too, the government enacted the landmark Right to Fair Compensation and Transparency in Land Acquisition, Rehabilitation and Resettlement Act, 2013 to regulate land acquisition. The legislation provides rules for granting compensation, rehabilitation and resettlement to the affected persons. The Act has provisions to bring transparency to the process of acquisition of land and assures rehabilitation of those affected. The Act, which replaces the Land Acquisition Act 1894, makes it mandatory for the state authorities to get a social impact assessment conducted before putting to effect any land acquisition. .
The inter organizational committee on guidelines and principles
for Social Impact Assessment (1994) defined social impact as the consequences to human populations, of any public or private actions that alter the ways in which people live, work, play, relate to one another, organize to meet their needs and generally cope as member of the society. Social impact is the impact of developmental actions on the people. Social impact assessment focuses on the human dimension of environment and seeks to identify the impacts on people who stand to benefit and those who stand to lose. Social Impact Assessment can help us ensure that the needs and voices of diverse groups and people in a community are taken into account. What is Social Impact Assessment? There
is
no
generally
agreed
definition
of
Social
Impact
Assessment. It may be defined as a process that seeks to assess, in 6
advance, the social repercussions that are likely to follow from projects undertaken to promote development such as dams, mines, industries, highways, ports, airports, urban development, power projects, and the like. Social Impact Assessment provides information on social and cultural factors that need to be taken into account in any decision that affects the lives of the people living in the area where the project is coming up. On the other hand, it is a process that provides the framework for prioritizing, gathering, analyzing and incorporating information
and
participation
into
the
design
and
delivery
of
development operations. Goldman and Baum (2000: 7) define social impact assessment as a method of analyzing the impacts that actions may have on the social aspects of the environment. It involves characterizing the existing state of such aspects of the environment, forecasting how they may change if a given action or alternative is implemented and developing means of mitigating changes that are likely to be adverse from the point of view of the affected population. Finsterbusch and Freudenburg (2002: 409) define the three terms in socio-economic impact assessment as follows. Socio-economic impacts In essence, the socio-half of the term socio-economic impacts can be seen as covering social and cultural impacts of development and as incorporating the traditional subject matter of sociology, anthropology and psychology in particular, with input from other fields as well. The
7
economic-half of the term is generally seen as including not only economics, but also demography and planning, again with input from other fields, as needed. These are emphases, rather than rigid distinctions. Impacts The impacts are the direct as well as indirect ‘effects’ or ‘consequences’ of an action (such as constructing a dam, digging a coal mine, or building a highway). In short, impacts include all of the significant changes that take place because of what an agency does and that would not have occurred otherwise. Assessment In the social impact assessment context, assessment tends to have an unusual meaning. The ‘assessment’ of impacts is carried out before the impacts actually occur. In other words, a social impact assessment is often anticipatory rather than empirical. It attempts to assist the planning process by identifying the likely effects before they take place. The estimates of likely future impacts are based on the existing empirical knowledge of the impacts of similar actions in the past. The important features of this understanding of Social Impact Assessment: 1.
The goal of impact assessment is to bring about more ecologically, socio-culturally
and
economically 8
sustainable
and
equitable
environment. Impact Assessment, therefore, promotes commuting development and empowerment, build capacity and develop social capital. 2.
Social Impact Assessment contributes to the process of adaptive management of policies, programs, plans and projects and therefore needs to inform the design and operation of the planned interventions.
3.
The methodology of social impact assessment can be applied to a wide range of planned interventions, and can be undertaken on behalf of wide range of actors and not just with in a regulatory framework.
4.
In order for the discipline of social impact assessment to learn and grow, there must be an analysis of the impacts that occurred as a result of past activities. Social impact assessment must be reflexive and evaluative of its theoretical bases and of its practice.
5.
While social impact assessment is typically applied to planned interventions, the techniques of social impact assessment can also be used to consider the social impacts that derive from other types of events, such as disasters, demographic change and epidemics.
6.
Social impact assessment builds on local knowledge and utilizes participatory process to analyze the concerns of interested and affected parties. It involves stakeholders in the assessment of social impacts, the analysis of alternatives, and monitoring of planned interventions. History of Social Impact Assessment Social
Impact
Assessment
(SIA) 9
was
formalized
with
the
introduction of the U.S National Environment Policy Act (NEPA) legislation of 1969. It became evident that altering the environment of the natural ecosystem also altered the culture and social organization of human population. In 1973, after these decision had been taken to build the Alaskan pipeline from Prudhoe Bay on the Arctic Sea to Valdez on Prince William Sound, an Inuit tribal Chief commented, “Now what we have dealt with the problem of the Permafrost and the Caribou, what to do with hot oil, what about changes in the customs and ways of my people?” (Cited by Dixon 1978: 4; see also Berry, 1975; McGrath, 1977). Should traditional culture and way of life be changed by such a massive construction project? Furthermore, because Alaska had a very small population, few of the estimated 42,000 persons needed to work on the pipeline during peak periods would come from the state. How would be influx of construction workers that spoke a different dialect (of English) and brought a distinctive life style with them affect the local culture? Due of these impacts on human populations, the term ‘Social Impact Assessment’ probably was first used in 1973 to refer to the changes in the indigenous culture caused due to the pipeline. The new field of social impact assessment grew out of a need to apply the knowledge of sociology and other social sciences in an attempt to
predict
the
social
effects
of
environmental
alternations
by
development projects that were subject to the NEPA legislation in the United States and the Canadian Environmental Assessment and Review Process (EARP) which was passed in 1973. Most of the early social impact assessment procedures were developed by social scientists located within federal, state and provincial agencies, or by consultants 10
hired by the engineering and architectural firms that prepared the larger Environment Impact Statements (EIS). These early impact assessors used social science labels in their environmental impact statements, but few of the concepts had a connection to prior literature on community and cultural change. The U.S assessors opted for models that required such data as the number and types of new works as an input to predict quantitative social changes in the geopolitical area of impact (Leistritz, Murdock, 1981). The Canadian assessors focused more on a social action model, with empathizes on helping the impacted population adjust to the impending change (Bowles, 1981, 1982). The inquiry by Chief Justice Thomas Berger of the Province of British Columbia (Canada) into the proposed Mackenzi Valley pipeline, from the Beaufort sea in the Yukon Territory to Edmonton (Alberta) was the first case where social impacts were considered in project decision making (Berger, 1977, 1983; Gamble, 1978; Gray, 1977). The inquiry was important because social impacts on indigenous populations were considered in depth. Furthermore, native populations were provided with funding to present their views and hearings were conducted in native villages and in local dialects. Of course, social impacts have been considered in different contexts throughout history. In anthropological analysis, retrospective analysis of social impacts has been a major feature of the discipline. Eric Cohen (1971, 1972, 1979, 1984) has been a leading researcher in the area of tourism assessment. The social impacts of mining has also been a major field of study for social impact assessment, with social
11
scientists being consulted to improve the design of mining towns in order to minimize social problems. An early Scottish example is Francis (1973); in Australia a number of studies were undertaken by the Pilbara study group, part of the Commonwealth Scientific and Industrial Research Organization (CSIRO). While in Canada the institute of socio and economic research at the Memorial University of Newfound land has undertaken and published numerous studies into the impact of oil exploration and mining. ‘Development studies’ is another area with an interest in social impacts. Early studies into social impacts of relocation due to the construction of dams, nuclear power plans and new roads have also provided much impetus for social impact assessment research. The
first
international
conference
on
the
social
impact
assessment was held in Vancouver, British Columbia in 1982 and gave academic and political credibility to the new field. Since then, the activities of this first conference have been combined into the International Association for Impact Assessment (IAIA) which held its first meeting in 1981 in Toronto, Canada. By 1983, most US Federal agencies had formalized environmental and social assessment procedures in agency regulations. The European Economic Community began to recommend EIS for their members in 1985, and by 1989 the recommendations became a mandatory requirement. In 1986, the World Bank decided to include both environmental and social assessment in their project evaluation procedures because liabilities were increasing for projects evaluated
12
strictly on economic and financial criteria. Since then, social impact assessment has become an important requirement (although varying in degree) around the world as nations adopted and modified the original NEPA model. In the United States, social impact assessment gained its highest legitimacy at the conclusion of the April 1993 ‘Forest Summit’ in Portland, Oregon, when President Bill Clinton mandated that a social assessment of each Timber- dependent community in the pacific Northwest would be a required and a mandatory component in deciding the alternative management for the future growth of forests. This directive was significant because it formally recognized social impact assessment as a component of the policy – making process. Social Impact Assessment is predicted on the notion that the decision makers should understand the consequences of their decisions before they act and that people affected will not only be appraised of the effects, but will also have the opportunity to participate in designing their future. Social Impact Assessment can be defined in terms of efforts to assess or estimate, in advance, the social consequences that are likely to follow a specific policy action (including programmes and projects and the adoption of new policies) and specific government actions. It is a process that provides a framework for prioritizing, gathering, analyzing and incorporating social information and participation in to the design and delivery of development interventions.
13
The progress made in the field of social impact assessment has been remarkable. There have been some major agreements: a shared definition and understanding of the social impact assessment process, a basic framework and an outline of what ought to go into social impact assessment. However more longitudinal research case studies are needed, particularly to evaluate or audit the past studies and predictions. There is widespread consensus that human or social impacts should be considered as a part of the environment. In particular, the process of social impact assessment has raised awareness on how projects, policies and political change alter the cultures of the indigenous population. Social impact assessment is beginning
to
be
fully
integrated
into
the
environment
impact
assessment and both of them combined together are being integrated in to the planning process.
CHAPTER II INTRODUCTION OF BEAUTY PARLOR
Every human being wants to look more beautiful than others. Beauty care has been given top priority by all the modern men and women. Women too have become fashion-conscious in the modern sense. Most of the people, especially ladies, are very 14
fond of taking care of their faces, skin and hair by applying various cosmetics with the help of beauty services. So beauty parlors provide beauty services, better job opportunities, and mental relaxation and improveself image. In the world of fashion, beauty and many fashion designers are women with their own labels. The world of beauty culture has opened up many opportunities for women entrepreneurs. In the beauty market today, beauticians with their collection of cosmetics and technology hold the magic stick. The beauty parlor is themirror where women are willing to spend hours and money, shed inhibitions and impatience because self-worth has become synonymous with looking good. Everybody wants to get noticed. To become more beautiful is a becoming a universal passion. All this may sound unusual particularly when one believes that beauty comes from within and that beauty lies in the eyes of the others. Perhaps it’s not so simple any longer. The support to remain beautiful forever gives birth to millions of beauty consumers. Expectations raised by beauty clinics leads to an exciting growth in salon market each year. The description of a person as “beautiful”, whether on an individual basis or by community agreement, is often based on
15
some combination of Inner Beauty, which includes psychological factors
such
as
personality,
intelligence,
grace,
politeness,
charisma, integrity, and elegance, and Outer Beauty which includes physical factors, such as health, youthfulness, facial symmetry and complexion. Standards of beauty are always developing and they are based on acceptability of society. Historical paintings show a wide range of different standards for beauty. However, humans who are relatively young, with smooth skin, well-built bodies, and regular features, have traditionally been considered to be the most beautiful throughout history. Beauty: Inner beauty is a concept used to describe the positive aspects of something that is not physically clear. While most species use physical traits and pheromones to attract mates, some humans claim to rely on the inner beauty of their choices. Qualities
including
kindness,
sensitivity,
tenderness
or
compassion, creativity and intelligence have been said to be desirable since antiquity. Humans have been aware of their appearances from the beginning of the civilization. The external beauty is very important for many. If you do not like the way you look now you can change
16
your look. In ancient times people used to use different things to beautify themselves. Now the tools have changed but the desire to look beautiful is still the same. The desire to look beautiful is responsible for beauty parlors or salons. A beauty parlor or salon is a business that deals with the beauty treatment for men and women. History of Beauty Parlor: The idea of the beauty salon is not a new one. In fact, going back to ancient civilizations, we can see that hairstyles and the people who loved them have been setting fashion trends for thousands of years. Even though through the age’shairstyles, cuts, and trends have changed hundreds of times, there are some things that have remained constant through time, like women wearing long braids or wigs, men keeping hair clipped or shaved short and even colouring hair is not a new, modern practice. The ancient Egyptians would get their hair clipped very close to the head, especially in the upper classes, in order to don full, fancy wigs atop their heads for special occasions, public outings, and ceremonies. Women in ancient Greece often had long hair, tightly pulled back. Even at this early time, women would dye their hair red and sprinkle gold powder on the hair, decorating their hair with crown and flowers. Men wore their hair short and
17
often shaved, probably for comfort and convenience when putting on their gladiator helmets. Beauty salons during this time were inside palaces of the rich and noble, though there were also some on the streets for the commoners as well. Ancient Rome for much of its time had been a society of copycats, where the norm was to follow the lead of the Greek fashions. Some Roman styles saw women dying their hair blond or wearing wigs made from the hair of slaves that had been captured. Beauty salons in Rome began to make hairstyles more ornate and elaborate, to the point that hair was often styled around wire frames that women wore on their heads. The upper classes were tended to by slave cosmetologists and there emerged many beauty salons and barber shops for different classes to frequent. In the Middle East, hair was traditionally hidden completely when out in public, although men would go to salon bathhouses and wash their long hair in a henna rinse, compliments of the local salon stylist. Traditionally in China, young girls wore their hair in braids, which required the help of a friend or hair stylist, and women’s hair was pulled back and wound around in a bun. Men’s heads were traditionally shaved, except for part of the back of the head, which would grow long and stay braided. In Japan, the hairdresser of a Geisha certainly had her work cut out for her,
18
styling the women’s hair heavily with lacquer decorations in very large ornate styles. During the 15th century, the time of the Renaissance saw one of the most painful hair trends ever to hit beauty salons. Women during this era would not only pluck their eyebrows, but would pluck the entire front hairline that ran across their head in order to make it look like they had higher foreheads! Obviously the old saying Beauty is Pain rang loud and clear to women back then, too. This crazy era was followed by women rushing to beauty salons for white face powder and red wig, in order to keep up with the fashion trends that had been set by Queen Elizabeth with her super pale complexion and bright red hair. Since ancient times men and women are experimenting with their looks. The hair styles have seen major change over the years. In the ancient civilizations there was distinct difference in the hair styling of Egypt men and women, The Greek women sported their hair differently Romans followed the lead. The East had different styles. Queen Elizabeth was a female icon. In those days her lily white complexion and red hair was copied by women. The white powder that was used was highly poisonous white lead and the glow on the cheeks was a result of lead based rough. A thin layer of egg white was used to bind it together. 19
By the 1950s women started to visit beauty parlors regularly to shampoo. The men were not far behind. They also copied their on screen idols. Since then the beauty business has come a long way. The beauty parlors use safer cosmetic products and give many more treatments to the entire body. The World’s First Beauty Parlor: The world’s first beauty parlor school was opened by Ziryab in the 9th century in Cordoba, the capital of Spain, during the medieval Islamic civilization. Cordoba, along with Baghdad, was considered as one of the major centres of intellectual and cultural activities during Middle Ages. Ziryab was born in Baghdad, Iraq in 787 AD and was of African descent. His real name was Abu Al-Hasan AliIbnNafi and was lovingly called Ziryab which means ‘Black Bird’ in Arabic, due to his extremely melodious voice, dark skin and pleasant speech. Ziryab arrived in Spain in 822AD and joined the court of Cordoba at a magnificent monthly salary of 200 gold dinars, annual bonuses amounting to 2500 gold dinars and many other benefits. Ziryab, in addition to being a great musician was a trendsetter and a fashion icon for the upper class of the Cordoba.
20
He introduced new styles of seasonal clothing and personal grooming and revolutionized the art of dining. Ziryab opened the world’s first beauty parlour school in Cordoba in 9th century, for women, where he introduced a new hair style for women that were considered quite daring at that time. The women of Spain at that time parted their hair in the middle with ears covered and used to have a long braid at the back. Ziryab’snew hair style had hair cut into bangs on the forehead and the length was shorter with ears uncovered. At the parlor, chemical depilatories were used to remove body hairs. He also invented a new type of deodorant that, unlike the previous deodorants, didn’t leave stains. Gender perception: Men's perceptions of feminine beauty range widely among different cultures. Today, a multi-billion-dollar industry exists around what men find feminine. Studies show that men in Indo-European cultures find ideal feminine proportions that fit a 0.7 waist–hip ratio as most attractive.8Physiologists have shown that women with hourglass figures are more fertile than other women due to higher levels of certain female hormones, a fact that may subconsciously condition males choosing mates.9
21
In
Japan,
the
term
"Yamatonadeshiko",
meaning
the
"personification of an idealized Japanese woman", or "the epitome of pure, feminine beauty"., is often used referring to a girl or shy young woman women
with
and, in a contemporary context, nostalgically of "good"
traits
which
are
perceived
as
being
increasingly rare.10 In 1876, Horatio Alger, Jr. proclaimed women of Cape Cod as the ideal feminine beauty. Specifically, because they were blond, tan, physically fit and educated.11 In 1959, the Barbiefashion doll was introduced as a feminine ideal of modern aesthetic beauty by Mattel, in the United States. While there are those who hold Barbie to be the feminine ideal, Barbie's anatomical proportions are exaggerated and do not, for example, meet the aesthetic proportions that men in IndoEuropean cultures find most attractive. This icon of femininity, in the views of some, attracts a wide international audience of women and men. She has been used as a teaching tool for femininity. One of the most common criticisms of Barbie is that she promotes an unrealistic and unattainable idea of feminine beauty and fits the weight criteria for anorexia.12 In China, female consumers rejected Barbie's ideal of feminine beauty and its image for women as extraneously sexy. In Iran, the feminine ideals and independent lifestyle represented by 22
Barbie are considered a threat to Iranian values, "more harmful than an American missile." In Saudi Arabia Barbie was banned for the same reason, by the religious police as a moral threat to Islam. Present Scenario of Beauty Parlor: The
beauty services
consumption
in India has been
increasing since last couple of years. Consumers are becoming more aspiration driven which has led to evolution of concept of grooming and beauty for both male and female segment in order to enhance their looks. The spa segment which is a new entrant to the beauty and wellness industry has well incorporated itself. Consumers are ready to pay a premium to pamper themselves with the spa services. Rising affluence of middleclass segment has upgraded their consumption lifestyle and increased their willingness to buy beauty products and services. Beauty and spa service providers have started expanding to Tier II and Tier III cities as these markets provide similar potential as their metro counterparts. Operational costs for service providers are also lower in these comparatively smaller towns. Service providers have also started exploring new venues for rejuvenation like airports and hotels. These spas offer 15 or 30-minute dry foot massage, shoulder and back massage, etc. Burgeoning wellness tourism which is supported by Ministry of Tourism has also boosted the industry. 23
Brand Brand is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers." Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. The word "brand" is derived from the Old Norsebrandr meaning "to burn." It refers to the practice of producers burning their mark onto their products. Proper branding can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves Pillsbury biscuits and trusts the brand, he or she is more likely to try other products offered by the company
such
as
chocolate
chip
cookies.
Brand
is
the
personalitythat identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc. Some people distinguish the psychological aspect, brand associations
like
thoughts,
feelings,
24
perceptions,
images,
experiences, beliefs, attitudes, and so on that become linked to the brand, of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the companies providing them. People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation. The brand orientation is developed in responsiveness to market intelligence. Careful brand management seeks to make the product or services relevant to the target audience. Brands should be seen as more than the difference between the actual cost of a product and
25
its selling price - they represent the sum of all valuable qualities of a product to the consumer. A brand which is widely known in the marketplace acquires brand recognition. When brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. Brand recognition is most successful when people can state a brand without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. Consumers may look on branding as an aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner.
Conclusion:The beauty services consumption in india has been increasing since last couple of years. Consumers are becoming more aspiration driven while to evolution of concept of grooming and beauty for both male and female segment in order to enhance their looks. After above 26
the discussion i conclude that beauty parlor is necessary thing for every person in the word.
Review of literature
27
Review of literature is an important pre-requisite of actual planning and then execution of any research work. This provides the guidelines for the formulation of hypotheses. It also helps the researcher to keep abreast of the already done on the subject to acquaint himself of the procedure adopted to explore the field to avoid the pitfalls of the past researchers and the repetition. Hence, in the present chapter, an attempt has been made to review studies having adequate relevance to the present research problem. Review of related literature in any area of investigation is of paramount importance. In order to seek some guidelines from the earlier studies, in this specific area of research findings of some of the relevant and representative studies are discussed. Beauty is an abstract construct. We attempt to make the case that beauty and physical attractiveness is a significant matter for human beings. There is a paucity of academic research directly dealing with the proposed research problem, thus in this review, general studies dealing with various aspects of beauty, its maintenance, commercialization and the marketing of beauty services are included. Davis (1995) in his article of beauty also discusses about ways to improve the beauty using cosmetic surgery. Use of
28
products and cosmetics plays a vital role in the income of beauty parlor. Weekes
and
Skeggs(1998)in
beauty
therapy
and
construction of femininity defined that “the beauty industry fuels this acquisition of femininity and even for those women who do not visit beauty parlors themselves. This does not necessarily mean that all women will equally achieve this ideal, or that all women will strive to attain it, but rather than as a feature of the everyday lives of women, femininity, and the discipline of the unruly body, form an inescapable backdrop. Women are much conscious about their beauty and to make it sure they visit the beauty parlors”. Vigneron and Johnson (1999) report that “people need for appearance and materialism was increasing and hence human being wanted to satisfy the need to look and feel good. This created a boom in the cosmetic industry across the world. Cosmetic industry is directly connected to beauty parlor business or beauty industry”. Askegaard (1999) writes about the customer’s role “customer behaviour is an ongoing process when individual or group, select, purchase, use or dispose of products, services and experiences to satisfy needs and desires. The customer has a central position in beauty industry.” 29
Sheela Devi N. (2000) has the opinion that “Eves are having an inner urge to enhance their beauty. Irrespective of the age, every woman wants to look young and beautiful. Hence, the beauty parlors situated in and around the Madurai city will have a roaring business provided they cater to the needs of all sections of women”. Devi (2000)in her article about beauty products defined that “these products are more important to women in general. When we look at the rising speed of the industries of beautification products, beauty parlors and health centres, it is clear that the consciousness of beauty and the use of beautification items have been increasing. The commonly used beautification products are: fairness cream, talcum powder, body lotion, lip liner, shampoo, and lipstick, face wash, eyeliner, perfume and so on.” Debra Gimlin (2000) comments “three hundred million dollars are spent every year on cosmetic surgery and the amount is increasing annually by 10%. This shows the high growth rate of beauty parlors as well as beauty products.” Karen Hutchings (2000)comment “The uses of cosmetic product can changes someone look a different person. The secret of staying young is to eat the right food and use the right cosmetic product as a flapper with bobbed hair, rouged cheeks, lipstick and
30
heavy perfume. Woman should not only care of outer beauty but for inner must be kept also.” Chung-Chuan Yang (2000)while commenting about role of media concluded, that “in this era, the media is growing rapidly and in return people are responding and changing their life style, attitude, behaviour, culture and religious values. Media channels are full of beauty ads like whitening soaps, hair shampoo, hair and facial lotions etc. but mostly products ads are misleading or deceptive. No doubt media plays an important role by advertising the products and cosmetics for beauty industry. Paula Black and Ursula Sharma (2001) pointed out that “Beauty therapy as an industry is multi-faceted; as a set of practices it is complex. The beauty industry has been the subject of much critique but comparatively little empirical study based upon research with beauty therapists themselves.” The article concludes that “The beauty industry is located within debates about the body and leisure. The growth in the beauty industry is also linked to the commoditisation of body practices.” Rupal(2002)provides accounts of empirical research on women's experiences of the fashion and beauty industries and points to the complex and ambivalent nature of the social spaces as 'sites where femininity is constructed, and is also a source of pleasure’. 31
Malhotra (2003) describes the main reason for boom in cosmetic industry as increasing fashion and beauty consciousness coupled with rising incomes and focus on health and fitness. Cosmetics and beauty parlor are like two sides of a coin, which are incomplete without each other. Schmidt (2003)says that “the connection of beauty and fashion is all pervasive within the advertising world. The female pursuit of beauty can be an enjoyable activity serving to enhance power, attractiveness and ability to achieve goals.” According to Stern (2004) observes that “the advertisements geared towards women emphasize the importance of physical appearance. These advertisements also urge consumers to buy specific products and conduct certain behaviours to look as young and thin as the models represented in the image.” Yi and La (2004) conclude satisfaction into two general conceptualizations;
Transaction
specific
satisfaction
and
cumulative satisfaction. Transaction-specific satisfaction is a customer evaluation of her particular experience and reaction to a particular service encounter. Whitney (2005) reports that “According to the Global Cosmetic Industry, this growing wellness trend in spas is an $11.2
32
billion business in the U.S., and the fastest-growing section of the beauty industry that has more than doubled since 1999.” Jeffries
(2005)considered
“spa
are
now
regarded
as
necessary for maintaining good health, lowering stress, and impacting weight reduction. The necessity for salons to expand and get a piece of this fast-growing spa market has affected salons across the United States.” According to Blyth (2005) “many salon owners' interests arecreative, rather than commercial and business-oriented. His consulting experience, Blyth found salon owners to lack the marketing and financial skills required to increasebusiness. The expansion of the salon industry into offering morespa services creates the need for better marketing skillsto benefit from this expansion.” Singh A. et al.(2006) While focusing on another important aspect that is dealing with the working conditions and health of saloon workers in an article‘a study of the prevalence of respiratory morbidity and ventilator obstruction in beauty parlour workers’reported that
“A study was conducted in beauty
parlorworkers of Lucknow, India, to assess the prevalence of respiratory morbidity and lung function abnormalities compared to their control subjects belonging to the same socioeconomic status and ethnic group, having never been exposed to the 33
workplace of beauty parlor and having not used any cosmetics. Respiratory morbidity and bronchial obstruction based on PEFR study was conducted in 196 beauty parlor workers and 35 control subjects. All the participants were non-smokers and were matched for age, height, weight and socioeconomic status. Peak expiratory flow rate were performed using Peak Flow meter. Symptomatic workers showed bronchial obstruction (28%), and this prevalence was significantly higher (P < 0.01) when compared to 6.7% among asymptomatic workers. Bronchial obstruction among female workers (17.9%) was more prevalent (P < 0.01) than male workers (1.42). Overall respiratory morbidity among beauty parlor workers showed higher (12.7%) when compared with control group (2.8%) but differences couldn't attain any significance. Although nonsignificant, workers in beauty parlor showed more prevalence (9.4%) of bronchial obstruction based on PEFR than controls (4%). This study showed that beauty parlor workers were more prone to respiratory morbidity and lung function abnormalities, as the study group selected were non-smokers.” Dove (2006)Another aspect of beauty business came to light in following study stated that the “narrow, physical definition ofbeauty portrayed by mass media creates an ‘appearance anxiety’ and a ‘desire for perfection among a large number of women.
34
Appearance anxiety is a key factor in the growth of beauty parlors, directly or indirectly. According toMermelstein&Felding (2007) following studies explore the changing gender profile of beauty customers “the cosmetic industry is not restricted to only women. Thetime is changing and so the thoughts. The male population isbecoming conscious about their looks and hence heralded to anew era in the cosmetic industry which is the male groomingindustry. In the recent years, men have become more consciousabout their image than ever before, resulting in sales on male grooming products to increase by 18 percent globally between2006 and 2011.” According to Blanchin (2007) the relation between men andbeauty care can be seen as simple relation to his appearance. Menwant to feel good about them to be in harmony and to reach amental physical equilibrium. Men seek to change their selfimagethrough products due to the need to adapt to the different roles in their lives. It shows that the craze of beauty parlor in men also is increasing. Cole (2008).This change inmale grooming is becoming a new trend and is expected toblossom in regions where consumers are increasingly adapting towestern styles. The gap of distance between men and beautyproducts or skin products has shorten now a days, their demandfor skin care products are revealed to 35
fulfil their pleasure andwellness start from, cream their skin, feed the skin nutrition,antiaging treatment, body and hair cares, spa centres or evenbeauty institutions. Kalliny and Gentry (2007) have examined the cultural values reflected in US and Arabtelevision advertising and their findings contribute to the standardization - localization debate. Despite the common belief that the two cultures are vastly different, they found that thecontent and appeal of TV advertisements had many similarities. Part of their study focused oncomparing feminine appearance and beauty enhancement. The results indicated that even incountries such as Saudi Arabia, where women are required to cover their bodies and faces inpublic, ‘the cultural value ‘beauty enhancement’ is becoming important.” Customer surveys with standardized survey questions insure that we will collect the same information from everyone. Remember that few of our customers will be interested in "filling out a questionnaire". It's work for them without much reward. By launching a customer survey as an attempt to find out "how we can serve you better" -- our customers will feel less put upon. Here are a few of the possible dimensions we try to measure: quality of service speed of service
36
pricing complaints or problems trust in your employees the closeness of the relationship with contacts in your firm types of other services needed your positioning in clients' minds Since beauty parlor is a service-sector, so the success of beauty parlour depends on the satisfaction of customer. Definition of customer satisfaction has been widely discussed from the view of many researchers & organizations who increasingly desire to measure it. The study of Social policy (2007) conceptualize that satisfaction is based on customer’s experience of both contact with the org and personal outcome. Patiala city Patiala is a city located in south-eastern Punjab, in northern India. It is the fourth largest city in the state, and known to be the prettiest and cleanest of them all. The city is the administrative capital of Patiala district. Patiala is located around a castle named Qila
Mubarak.
It
was
constructed
SardarLakhna and Baba Ala Singh in 1763.
37
by
two
militiamen
Maharaja Narendra Singh (1845–1862) fortified the city of Patiala by constructing ramparts and ten gates around the city:
• Darshani gate - Main entrance of Qila Mubarak
• Sheranwala gate
• Lahori gate
• Safabadi gate
• Nabha gate
• Sunami gate
• Samana gate
• Top Khana Gate
• Sirhindi gate
• Ghalori Gate Education Since Indian independence in 1947, Patiala has emerged as a major education centre in the state of Punjab. The city houses Yadavindra Public School, a prestigious school set up by His Late Highness MaharajadhirajYadavindra Singh in 1948 which is now among the top run schools of the country, Punjabi University, Thapar University, Rajiv Gandhi National University of Law, General Shivdev Singh DiwanGurbachan Singh Khalsa College, Mohindra College, Multani Mal ModiCollege, Rajindra Hospital, Government Medical College, Patiala, Government College for Girls
38
and Govt. Bikram College of Commerce, one of the premier commerce colleges in Northern India. Neta ji Subhash National Institute of Sports, Patiala is a sports hub of North India. Rajiv Gandhi National University of Law, Patiala was the first national law school of north region established under Punjab Government Act of 2006. Patiala city has many playgrounds, including the Raja Bhalindra Sports Complex, more commonly known as Polo Ground on Lower Mall Road, which houses an indoor stadium. Other sports facilities include Yadavindra Sports Stadium for athletics, Rink Hall for roller skating, and National Institute of Sports, Patiala. Governance Patiala Municipal Corporation (PMC) is the local body responsible for governing, developing and managing the city. (PMC) is further divided into 50 municipal wards. Patiala Development Authority (PDA) is an agency responsible for planning and development of the greater Patiala Metropolitan Area, which is revising the Patiala Master Plan and Building Bylaws. Patiala Development Department, a special department of the Government of Punjab, has been recently formed for Patiala overall development.
39
Demographics As per provisional data of 2011 census Patiala urban had a population of 1,892,282.The literacy rate was 86.63 per cent. As of 2001 India census, Patiala had a population of 702,870. Males constituted 54% of the population, and females 46%. Patiala had an average literacy rate of 81%, higher than the national average of 64.9%. In Patiala, 10% of the population was under 5 years of age. Patiala district is a predominantly rural district. As per the 2001 census, an overwhelming 65% lived in rural areas and only 35% lived in urban areas. After the partition of India in 1947, a large number of refugees from west Punjab came and settled in Patiala district. The single largest group of refugees was from Bahawalpur. Apart from this, a sizeable number came from Gujranwala and Sheikhpura. According to the 1951 census, the total number of displaced persons in the district was 1, 19,518. The Sikhs and the Hindus are the predominant communities in the district. The Sikh form 55% of the population whiles the Hindus form 42%, the remaining being the Christians, the Muslim, the Jains and the Buddhists. Geographically, Punjab is divided into four regions, known as Malwa. Majha, Doaba and Puadh. Patiala district falls in the Puadh region and standard dialect spoken in the district is known as Puadhi. Although this 40
dialect is almost the same in grammar as the standard dialect of Punjabi language, the distinguishing character of this dialect is that ,to a very large extent, it is influenced by Hindi spoken in the adjoining districts which now a part of Haryana. Area Patiala district with an area of 3625 Sq.kms, was the 5 th largest district of the Punjab (area wise) after Ferozepur, Amritsar, Sangrur and Ludhiana as per 2001 census but with the formation of new district Mohali,Sub Division DeraBassibecomes Part of Mohali district earlier DeraBassi tehsil was part of Patiala district. The Climate here is typical of Punjab plain i.e. very hot in summer and very cold in winter. The district is generally dry and hot, with monsoon lasting three months. Both summer and winter are severe. The annual average rainfall is 688mm. On an average there are 61 rainy days. The variation in rainfall is appreciable. The month of May is the hottest with the mean monthly maximum temperature of 43.1oCelsius. January is the coldest month with mean monthly minimum temperature of 2.1oCelsius. As there is large number of beautyparlors in Patiala district, every local area has its own local parlors which works on small level and do not provide full facilities .e.g. body massage, manicure, pedicure etc. Theseonly provides bleaching, threading
41
etc. which can be done at small scale. This type of parlor can be found at every corner of the specific area of city. Like women there are many parlors for gents. It is started from the barber shop till malls beauty salon. Not even ladies but also gents are taken interest in going to beauty parlor. They also take interest in bleaching, facial massage for relaxation of mind and for good appearance. There are some parlors which are jointly run for ladies and gents to provide them all type of facilities but mostly ladies do not like to go to this type of parlor. Parlor provides facilities for the relaxation of mind and toenhance good looks because modern world is very fast and full of tensions and there is no time for rest. So to keep the mind relaxed everybody wants to go to parlor. The business of beauty parlor is world level business. In today’s world the demand of the beauty parlor is increasing everywhere now it is not confined to urban areas but also in rural areas.
42
CHAPTER – III METHODOLOGY The present study is an attempt to understand the emergence of beauty parlors in Opp Punjabi University Patiala of Punjab state. It is an exploration of the socio-economic profiles of beauty specific institutions known as beauty salon or parlors. The business of beauty services has emerged as a major area of activity with the commercialization of grooming and beauty enhancing services. The number of beauty parlors in Patiala city has grown approximately forty times in the last two decades.In the time period of 1972 to 2000 there were only 4 beauty parlors in Patiala city which increased with high proportion
in
the
time
period
of
2001-2013.Traditionally,
the
beautification and grooming of human body, specifically female body was largely a personal and private affair. The beauty service was confined to a limited circle of the elite of the society. The last decade has witnessed a phenomenal growth in the business of beauty and products related
to
the
beauty
of
women.
The
latest
technology
and
pharmaceutical products related to beauty and medicines focus on skin care. It is a recent phenomenon, but like other developments related with modernization, its growth has been very extensive in comparison to other areas. As far as the social and cultural consequences ofthe development and the growth of beauty business and services are concerned, there has been little research in this field. One thing that is obvious is that with the expansion of consumer market, opening up of the traditional societies, there is a massive increase in the access of
43
masses to these products and services, which had earlier been confined to the elite circle.
Area of Study The present studies have been conducted to check the role of social impact assessment from urban Estate Phase I and Phase II. Rest of them are taken from opposite Punjabi University market. Selection of Respondents The present study was conducted in beauty parlors of Punjabi university Patiala. In this area many of the people are beautician by Profession and rests of the people are in another occupation. Techniques of Data Collection The following techniques of data collection are used the study: 1. Observation 2. Scheduled Interview Methods of Data Collection 1. Interview Schedule Interview is one of the important methods of collecting data in social research. It is called a conversation with a purpose. An interview is a means of gathering information in which one person asks another either in person directly, or indirectly. Interview, is an effective, informal verbal or non-verbal conservation, initiated for specific purposes and focused on certain planned content areas. According to P.V. Young, “Interviewing is an interactional process”.
44
According to Gopal, “The interview is conservation with a purpose and therefore, is more than a mere oral exchange of information”. There are different classifications of interview on the basis of different criteria. Types of interviews are based chiefly on the respective roles assumed in them by interviewer and interviewee. The data was collected from the respondents with the help of the interview schedule. Keeping in view the objectives and variables of the study, interview schedule was prepared. The interview schedule was designed in two parts, part A and part B. Part A of the schedule included questions for gathering information about socio-economic profile of respondents. The part B included questions that aimed at ascertaining various impacts that the road widening project would have upon the stakeholders. The data for the present study was collected both from secondary sources as well as primary sources. 2. Observation: Observation is one of the principle techniques of research in social sciences. In fact, observation is essential for any scientific study or research. Observation may take many forms and it is once the most primitive and the most modern of research techniques. According
to
P.G.
Gisbert,
“Observation consists
in
the
application of our mind and its cognitive powers to the phenomena which we are studying. According to Robertson, “Observational studies usually involve an intensive examination of a particular group, event or social process. The researcher does not attempt to influence what happens in any way 45
but crimes instead at on accurate description and analysis of what takes place”. Significance of Study: In the 21st century, beauty and make up are like the wheels of a cart or the two sides of a coin. Women are beautiful in themselves; but a little make-up does help a lot and it keeps one to make the day better and happier. Every woman wants to be pretty whether she’s young or old so the beauty salon is the place to go. Beauty salons are also like a temple; however, the difference is that we go to worship in the temple and in the beauty salon we go to be worshipped by the beauticians and by the other people around. The beauty salon has become an almost iconic figure in Western culture and Southeast Asian culture as well as in modern generation. The beauty salon is where a woman goes to have their hair and nails done, but is also a centre for community news confessions and general ‘hen parties”. As such, choosing a beauty salon is a process most women (and even men) will undergo. The first thing to start in choosing a salon is to evaluate what needs to be done. A woman who just wants her hair trimmed might go to a beauty salon than women who wants a permanent colouring, or more extensive services. If a woman wants her hair cut promptly and that day, she might be better off visiting to a walk-in salon, more willingly than trying to find her regular stylist. For other kind of services, a woman might want to think about a full-service in byappointment-only beauty salon. This signifies that she will have a stylist who is expecting her and definitely knows what she wants to be done.
46
Types of Observation 1. Participant Observation 2. Non-participant Observation: Non-participant observation is used for research. Non-participant observation is usually “quasi-participant” observation. What is a good plan for entering the group. Since the observer observes the events with an “open mind” he is able to collect more information.
Objectives of the Study:
To give a brief history of selected beauty parlours.
Social consequence of commercialization of beauty services and culture.
To know about the economic level of beauty Parlours.
To know about the social status of owner.
To know problem of beauty parlour owner.
To findout the working condition of beauty parlours owner.
Hypothesis of the Study:
Beauty marketgrows along with overall growth of market forces.
Commercialization of marriage is positively associated with commercialization of beauty services.
The growth of beauty market is a recent phenomenon
47
Education and employment of women is positively associated with the commercialization of beauty.
Beauty market is mainly confined to educated middle class
CHAPTER-IV
PRESENTATION AND ANALYSIS OF DATA This chapter deals with presentation and analysis of the data and brief discussion of the results. 48
According to Kerlinger (1973), analysis of data means categorizing, ordering, manipulating and summarizing of data to obtain answers to research question. The purpose of the analysis is to reduce data into intelligible and interpretable form so that the relations of the research problem can be studied and tested. What follows analysis is the process of interpretation. PART-A: CLIENT PROFILE 1 .Age Age like sex is a biological component of human personality. Age has its own effect on the thought patterns of the individual. The views and opinions of individual are determined by their respective age to greater extent. Therefore, in this study, age is supposed to be an important factor, and is also divided into five categories:20-25years,25-30years,30-35years,35-40years,4045years.Their distribution of the respondents age is shows in Table 4.1
PARLOUR OWNER’S SOCIO-ECONOMIC PROFILE
49
Table-4..1 Distribution of the owner respondents as per Age Age
Number
Percentage
20- 25 years
12
40%
25-30years
6
20%
30-35 years
3
10%
35-40 years
6
20%
40-45 years
3
10%
Total
30
100%
Table 4.1 shows that most of the Parlor owner belongs to 20-25 years of age i.e. 40%,20% are from both 25-30 and 35_40 years age group, also 10%are from both 30-35 and 40-45 years of age . Results showed that most of the beauty parlor owners are from 20-25age group. But still it can be concluded that it is a business of younger people because in majority 40% owners
Table-4..2 50
Distribution of the owner respondents as per Education Level Education Level
Number
Percentage
Matric
3
10%
Senior Secondary
6
20%
Graduation
18
60%
Post Graduation
3
10%
Total
30
100%
Table 4.2 results showed that maximum numbers of
Parlor
Owner education i.e. 60% belongs to graduation qualification, 20%are from senior secondary,10% are from both 10 th passedand Post
Graduate.
This
means
all
the
Parlor
owners
are
highlyeducated. Most of them take their experiences in Parlors as their
family
business.
Owners
are
comparison to clients group.
Table-4..3 51
relatively
educated
in
Distribution of the owner respondents as per Caste Category Caste
Number
Percentage
General
21
70%
Backward caste
9
30%
Total
30
100%
Table 4.3 results showed that most of the Parlor owner i.e.70% are from general category, 30% are frombackward caste which shows that general category people are much more interested in running beauty parlor business. that most of the owners to general category.
52
Result indicates
Table-4..4 Distribution of the owner respondents as per religion Religion
Number
Percentage
Sikh
6
20%
Hindu
21
70%
Muslim
3
10%
Total
30
100%
According to Table 4.4 pointed out that maximum no’s. of the parlorowners i.e.70% belongs to Hindu religion, 20%are fromsikh religion and 10% are from Muslim category. It shows that in parlor ownership group the Hindu community dominates, it may be due to the factor that in Sikhism there is a prohibition on cutting hair thus Sikh community may not be directly involved in such ventures.
53
Table-4..5 Distribution of the owner respondents as per marital status Marital Status
Number
Percentage
Married
24
80%
Unmarried
6
20%
Total
30
100%
Table 4.5 explained that most of the respondents i.e. 80% are married, 20%are unmarried, which shows that married people take more interest in running a beauty parlors as compare to unmarried.
54
Table-4..6 Distribution of the owner respondents as per size of family Size of Family
Number
Percentage
Nuclear Family
21
70%
Joint Family
9
30%
Total
30
100%
According to Table 4.6, maximum number of owner i.e. 70% related to nuclear families, wherever 30% belongs to joint families. Results showedthat beauty parlor mainly runs by that person who belongs to nuclear familiesrather than joint families.
55
Table-4..7 Distribution of the owner respondents as per Occupational background Occupation
Number
Percentage
Agriculture
12
40%
Business
12
40%
Un-employed
6
20%
Total
30
100
Table 4.7 results revealed that most of the parlor owners i.e. 40% are from both agriculture and Business category, 20%are unemployed . The results showed that government employees do not take much interest in this business.
In this category the
predominance from agriculture and business seems logical
56
Table-4..8 Distribution of the owner respondents as monthly income Monthly Income 10,000-20,000 20,000-30,000 30,000-40,000 Total
Number 9 15 6 30
Percentage 30% 50% 20% 100%
Table 4.8 pointed out that most of the owner’si.e.30% earnRs. 10,000-20,000, 50% have their income in between Rs. 20,000-30,000 and 20% earn above Rs. 30,000-40,000. Actually the business of beauty parlor has a lot margin and income from this business is very good. According to results it can said that most of the owner’s i.e.50% earn Rs. 20,000-30,000.
57
Table-4..9 Distribution of the owner respondents as per gender Gender
Number
Percentage
Male
6
20%
Female
24
80%
Total
30
100%
Table 4.9 results revealed that most of the owners i.e. 80% are female and 20% aremale, which clears that females take much interest in parlor business. It is also testify the fact that beauty business is primarily the domain of women.
58
Table 4.10 The Distribution of the owner respondents according to their Purpose of Establishing the Parlor Purpose
Number
Commercial Hobby Total
Percentage
21
70%
9
30%
30
100%
Table-4..10 shows that maximum number i.e. 70% of parlorsis with the commercial purpose and 30% are running their parlors as their hobby. Results showed that the purpose of most of the parlors is commercial and to earn money.
59
Table-4.11 The Distribution of the owner respondents according to their qualifications in beauty care Training
Number
Percentage
Certificate
9
30%
Diploma
6
20%
Degree
3
10%
only Experience
12
40%
Total
30
100%
According to Table 4.11, most of the owners i.e. 40%have only experience of training in beauty services, 30% are certificate holdersand 20%arediploma holders in beauty care and only 10% are degree holders. It means most of these parlors are run by those persons who have only experience in beauty careservices but do not have any qualification related to this. 60
Table-4.12 The Distribution of the owner respondents according to their License for Parlor License
Number
Percentage
Yes
27
90%
No
3
10%
Total
30
100%
According to Table 4.12 results showed that maximum number i.e.90% of parlorowners have license wherever 10% parlor owner do not, which means some 20% parlors are running without license or at a small/home based level.
61
Table-4.13 The Distribution of the Parlors according to their Daily visiting frequency of customers Daily frequency
Number
Percentage
10 to 20
21
70%
20 to 30
9
30%
Total
30
100%
According to Table 4.13 results showed that theparlor owners most of the people/customers i.e. 70% owners from10–20 customers daily come to theirparlor for getting services whereas,
62
30% owners are from 20-30 .the customers come to their parloron daily basis for getting the services which shows that daily frequency of customers in beauty parlor is quite high and also beneficial for their business. At the same time the frequency of client goes up in festival season like (marriage, karvachauthetc).
Table-4.14 The Distribution of the owner respondents according to their Service preference in parlor by clients Service preference
Number
Percentage
Hair Treatment
12
40%
Waxing
15
50%
Facial
3
10%
Total
30
100%
63
According to Table 4.14, most of the customers prefer hair treatment services and facial in the parlors which are 50percent and 40percent respectively, 10percent parlors preference is waxing services but massage and spa services are not being highly preferred by customer’s. It can be concluded from the above table that most of the clients i.e. 50% are interested in hair treatment services.
CHAPTER – IV
FINDING BEAUTY PARLOUR OWNER Most of the beauty parlor owners are from middle age group. In comparison to clients the data shows that parlor owners belong mature age group between 20-25 categories. But still 64
it can be concluded that it is a business of younger people because in majority 86% owners belong to age group of below 50 years The Parlor owners are very highly educated. Most of them take their experiences in Parlors as their family business. Owners are relatively more educated in comparison to clients group. Result indicates that most of the owners i.e. 70% belong to general category. Parlor ownership group the Hindu community dominates, it may be due to the factor that in Sikhism there is a prohibition on cutting hair thus Sikh community may not be directly involved in such ventures. Married people take more interest in running a beauty parlors as compare to unmarried. Beauty parlor mainly runs by that person who belongs to nuclear familiesrather than joint families. Government employees do not take much interest in this business.
In this category the predominance of business
seems logical. As per the result most of the owners i.e. 40% of beauty parlors belong to business background.
65
According to results it can said that most of the owner’s i.e.50% earn Rs. 10,000-20,000.
Females take much interest in parlor business. It is also testify the fact that beauty business is primarily the domain of women. The purpose of most of the parlors is commercial and to earn money. Most of these parlors are run by those persons who have only experience in beauty care services but do not have any qualification related to this. Some 20% parlors are running without license or at a small/home based level. Monthly expenditure of most of the parlors is in between 10,000 to 50,000. As per results according to parlor owners most of the people/customers
i.e.
57%
owners
said
that
20–30
customers daily come to theirparlor for getting services. It can be concluded that most of the clients i.e. 50% are interested in hair treatment services. Social consequences of commercialization of beauty services
66
1. Beauty is increasingly becoming commodity. 2. The beautification and grooming which was earlier the personal or intimate social affair has become to market affair. 3. The access to the beauty services depends on once economic and social status. 4. All the ceremonies in which the public displays off beauty, dress and image are concerned, now being catered by different beauty salons or other service providers. 5. In the most intimate personal affair of maintaining one’s health and beauty which was earlier an affair of intimate community now the community is withdrawing and market is entering into arena in a wig way.
CONCLUSION
67
Beauty is a feature of a person that provides a perceptual experience of pleasure or satisfaction. Beauty is studied as part of aesthetics, sociology, social psychology, and culture. An "ideal beauty" is an entity which is admired, or possesses features widely attributed to beauty in a particular culture, for perfection. Beauty awareness is increasing day by day. Just like urban area, the awareness about
beauty concept is also increasing in semi urban
and rural areas. Now girls are taking vocational courses and training in beauty culture and started their own beauty parloras business at home. Even in today’s scenario boys are very much aware of their outer look, they usually go to the parlors to avail these beauty services. On the other hand your good outer look enhances confidence in a person and provides more satisfaction. Because of these changes in society beauty parlor business is rapidly growing resulted in mushrooming of beauty parlor at every nook and corner of semi urban and rural areas. As in Patiala district, the growth of parlors is increasing day by day and beauty parlor are doing brisk business.This may be because of that Patiala is an educational city and most of younger students come here for educational purposes. In the recent years, the beauty services use in Patiala has been increasing exponentially. Consumers are becoming more aspiration driven which has led to evolution of concept of grooming and beauty for both male and female segment in order to enhance their appearances. Nowadays middle aged women are more conscious about their appearance and even elderly women. At the same time the frequency of client goes up in festival season like (marriage,
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karvachauthetc). According to an owner of beauty parlor located at Patiala the festive season is always marked by huge rush of customers. Sometimes they fail cater to all the customer because of the rush. Demand for their services increases during wedding season and the festival season. Women are beautiful in themselves; but a little make-up does help a lot and it keeps one to make the day better and happier. Every woman wants to be pretty whether she’s young or old so the beauty salon is the place to go. Beauty salons are also like a temple; however, the difference is that we go to worship in the temple and in the beauty salon we go to be worshipped by the beauticians and by the other people around. According to the changing trend and effect of westernization, people are growing toward the beauty parlor. Young people have more craze in their selves for look better. Today, the clients are educated and well known about their surroundings and atmosphere for being reputed in their societies. For the requirement of the society everyone wants to look better than others and these requirements are fulfilled in beauty parlors. As per the social scenario there are parties, get together and kitty parties has become the part of daily life and to satisfy the social demands beauty parlors always booked for their services.Beauty Parlor business is not only good for client but also for the owners as well as employees. It provides source of income and employment to many. The growth rate of parlors is increasing in high speed and so on in the number of clients, the main credit goes to media, because media 69
is growing rapidly and in return people are responding and changing their life style, attitude, behavior, culture and religious values. Media channels are full of beauty ads. Or other reason for boom in Beauty Parlorcould be as increasing fashion and beauty consciousness coupled with rising incomes and focus on health and fitness. Step back and look at the way consumption has changed in Punjab. Growing affluence has resulted in increased experimentation. This has accelerated the growth of beauty categories. This can be seen explosive growth in beauty services as well. Salons are at the centre of that growth.
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Singh, D., Young, Robert, K. 2001. ‘Body Weight, Waist-to-Hip Ratio,
Breasts,
and
Hips:
Role
80
in
Judgments
of
Female
Attractiveness and Desirability for Relationships’.Ethology and Sociobiology16 (6): 483–507. (Journal). 75.
Stern. 2004. Marketing: An introduction (7th ed.). Upper Saddle River, NJ: Prentice Hall.
76.
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78.
Whitney,
A.
2005.Emerging
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80.
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81.
Yi and La 2004.‘College Student Attitudes
toward
Advertising’s
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81
