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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,
pro-grams 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.
A Basic Model for Social Impact Assessment
The Link between Environmental Impact Assessment and Social
Impact Assessment Impacts on the social environment resemble bio-
physical impacts in several ways.
1
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).
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.
2
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 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.
3
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.
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
4
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.
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
5
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
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,
6
anthropology and psychology in particular, with input from other
fields as well. The 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 sustainable and
equitable environment. Impact Assessment, therefore,
promotes commuting development and empowerment, build
capacity and develop social capital.
7
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) was formalized with the
introduction of the U.S National Environment Policy Act (NEPA)
legislation of 1969. It became evident that altering the environment
8
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 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
9
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
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
10
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 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.
11
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.
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
12
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 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
13
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
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
14
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 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
15
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 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,
16
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.
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.
17
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. 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
18
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
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 and, in a contemporary context,
nostalgically of women with "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
19
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 Indo-European 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 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.
20
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.
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
21
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, 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
22
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 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:-
23
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
the discussion i conclude that beauty parlor is necessary thing for
every person in the word.
Review of literature
24
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
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
25
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.”
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”.
26
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 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
27
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’.
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.”
28
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 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
29
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
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 non-significant,
workers in beauty parlor showed more prevalence (9.4%) of
bronchial obstruction based on PEFR than controls (4%). This
30
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. 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 self-imagethrough 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.
31
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 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:
32
quality of service
speed of service
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 by two
militiamen SardarLakhna and Baba Ala Singh in 1763.
33
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
• Lahori gate
• Nabha gate
• Samana gate
• Sirhindi gate
• Sheranwala
gate
• Safabadi gate
• Sunami gate
• Top Khana
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 and Govt. Bikram College of Commerce, one of
the premier commerce colleges in Northern India.
34
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.
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%.
35
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
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
36
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
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.
37
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.
38
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 masses to these products and
services, which had earlier been confined to the elite circle.
39
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”.
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
40
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 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
41
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 by-
appointment-only beauty salon. This signifies that she will have a
stylist who is expecting her and definitely knows what she wants to
be done.
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.
42
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
Education and employment of women is positively associated
with the commercialization of beauty.
Beauty market is mainly confined to educated middle class
43
CHAPTER-IV
PRESENTATION AND ANALYSIS OF DATA
This chapter deals with presentation and analysis of the
data and brief discussion of the results.
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,40-45years.Their distribution of the
respondents age is shows in Table 4.1
44
PARLOUR OWNER’S SOCIO-ECONOMIC PROFILE
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
45
Table-4..2
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
10th 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 relatively educated
in comparison to clients group.
46
Table-4..3
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.
Result indicates that most of the owners to general category.
47
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.
48
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.
49
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.
50
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 un-employed . 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
51
Table-4..8
Distribution of the owner respondents as monthly income
Monthly Income Number Percentage
10,000-20,000 9 30%
20,000-30,000 15 50%
30,000-40,000 6 20%
Total 30 100%
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.
52
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.
53
Table 4.10
The Distribution of the owner respondents according to
their Purpose of Establishing the Parlor
Purpose Number Percentage
Commercial 21 70%
Hobby 9 30%
Total 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.
54
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.
55
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.
56
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, 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).
57
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%
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.
58
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 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
59
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.
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.
60
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
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.
61
CONCLUSION
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
62
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, 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.
63
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 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.
64
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70
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News Magazine.
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consumer attitudes and behavior’.Journal of Consumer
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the same as ours’: Consistency and Variability in the
Cross-cultural Perception of Female Physical
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skincare diary. New Media Age, p.3.
62. Kalliny and Gentry. 2007. Sociology: A Global Perspective
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66. Malhotra.2003. A technique for the Measurement of
Attitudes” Archives of Psychology, pp.140-55.
67. Mermelstein&Felding. 2007. ‘The distorted mirror:
Reflections on the unintended consequences of
advertising’. Journal of Marketing, 50(4), pp.18-37.
68. Myers, G.S.1985. Cross-National Patterns and trends in
marital status among the elderly,“Paper presented in the
conference on aged population and the grey revolution,
university catholique de Louvain, Beligium, October.
69. Pallingston, J. 1998. Lipstick: A Celebration of the World's
Favorite Cosmetic.St. Martin's Press.ISBN 0-312-19914-7.
(Book)
70. Rupal, R. 2002. You look mahvelous: The pursuit of beauty
and the marketing concept. Psychology & Marketing, 9,
p.3.
71. Schmidt,R. 2003. ‘Advertising in a new competitive
environment: Persuading customers to buy’.Business
Horizons, 30(6), p.20.
73
72. Sharma, U and Black, P. 2001. ‘Look good, feel better:
beauty therapy as emotional labour’. Sociology, 35 (4):
913-31.
73. Singh, A. et al. 2006. ‘Body Weight, Waist-to-Hip Ratio,
Breasts, and Hips: Role in Judgments of Female
Attractiveness and Desirability for Relationships’. Ethology
and Sociobiology16 (6): 483–507.
74. Singh, D., Young, Robert, K. 2001. ‘Body Weight, Waist-to-
Hip Ratio, Breasts, and Hips: Role 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. Vigneron and Johnson. 1999. ‘Social Comparison and the
Idealized Images of Advertising’. Journal of Consumer
Research, Vol. 18, June (Journal)
77. Weekes and Skeggs.1998. ‘Is beauty best? Highly versus
normally attractive models in advertising’.Journal of
Advertising Vol.30, No 1.
74
78. Whitney, A. 2005.Emerging perspectives of services
marketing.Chicago: American Marketing Association, pp.
25-28.
79. www.patiala.nic.in accessed on 24.10.2012
80. www.wikipedia.com accessed on 22.10.2012
81. Yi and La 2004.‘College Student Attitudes toward
Advertising’s Ethical, Economic, and Social
Consequences’.Journal of Business Ethics, 48, pp.217–228.
75