Question

Use this worksheet to identify the major characteristics of your target market in a nail salon/nail bar business.

1. What are the demographic characteristics of your target market? (For individuals, list age, gender, marital status, income, education level, and so on. For businesses, list years in business, annual revenue, and industry.) __________________________________________________________________________

2. Describe the geographic area you are targeting. (Country, region, state, province, city, suburb, zip codes, and so on.) __________________________________________________________________________

3. What are some of the psychographic aspects of your customers? (Their motivations based on emotions, desires, lifestyle, and values.) __________________________________________________________________________

4. How and where do your customers make their purchases? How long do they wait between purchases? (NOTE: For example, if you are selling pizzas, where and how often do your customers buy them?) __________________________________________________________________________

5. How many people/businesses fit the characteristics of your target market in the specific geographic location you’re targeting? What is the size of your potential market in actual numbers? __________________________________________________________________________

6. How is your market changing? What are the trends and fads that are affecting your customers’ buying decisions? Is your market growing or shrinking?________________________________________________________________

7. How can you use the specific characteristics of your target market to shape your marketing activities?” __________________________________________________________________________

Answer 1

1. Nail salon provides manicure and pedicure services. Facial treatment and waxing services are also provided. Thus the target market for this nail salon is both females and males in the age group of 18-60. They are both unmarried and married. Their income level needs to be high and the they should be highly educated. As the self hygiene awareness is generally found in educated women and men, they are the target customer for this business.

2. The geographic area being targeted is city as in urban places generally; high income group and educated people live.

3. The psychographic aspects such as lifestyle of leading active life, and outgoing personalities are ideal for the salon business. Thus working women and men leading to active life are being targeted. The values these women and men carry are being independent and leading a healthy life.

4. For a nail solon, the customers wait time depends on how many customers are in the salon. In busiest time, it may take up to one hour for customers to receive service. But generally, they have to wait for 15 minutes to half an hour to receive service. The customers come inside the salon and book appointment through a sales girl who sells different services to them, and waits in the waiting area till their turn comes.

5. The people fit to the business are young people mostly who are working and college going people. They are health conscious, eco-friendly and highly educated. They also lead an active lifestyle. These characteristics make them ideal customers for salon business. They are approximately 1000000 in numbers as they constitute 40 percent of total population and the city population is 2500000.

6. The trends going on in the salon industry reveal that they prefer organic and natural products for facial, and manicure and pedicure. Thus, it is required that nail salon should provide them organic products. Another trend found is young people spending heavily on beauty products. These trends affect purchasing decisions of the customers. The market is growing well.

7. The marketing activities based on the specific characteristics of target market are to be developed. For this purpose, people preference to active life, use of organic products, high education among them, are taken into consideration to run marketing activities. The advertisement and sales promotion will be targeting to urban youth and other age segments because educated people having active and high life style are generally found in a urban city.