Questionnaire for Pamparama
Your Chance to Help us Help you
< Please circle or underline your answer >
1. What is your Gender? M F
2. What is your Age? 16-25
3. What is your area of residence? Eastbourne
4. How often do you visit the Sovereign Harbour? Everyday
Once a Week
Once a Month
5. Where did you hear about Pamparama? Newspaper
6. Do you think any of the services were over priced? Yes. If so what? ________
7. How many times have you used the salon? Never
8. What treatments did you choose?
9. How did you find the manor and attitude of the staff? Professional
10. How did you find the design of the Salon? Modern
11. Do you consider the location of Pamparama - good or bad? Why?
Please list below any constructive criticism that could enhance the service provided by. Pamparama
THANK YOU FOR YOUR CO-OPERATION AND I HOPE TO SEE YOU SOON.
Analysis of Results
For this Analysis I have chosen the questions I think are most important for the market research.
What is your age?
This graph represents of age of people that filled in my questionnaire. From this graph it is clear that the above 40 years went to Pamparama rather than 40 years and under. This is because generally from 16-40 it is the prime time for working and usually above 40 years he/she is either retired or a housewife. This is also reflected for 50+.
What is your area of residence?
This graph represents the area of residence that the person who filled out the questionnaire is from. The graph clearly shows that the majority of people who filled out the questionnaire was from Eastbourne. Also 4 people were from the small town of Pevensey which is located 1.5 miles away.
How often do you visit the Sovereign Harbour?
This graph represents the number of times people visit the Sovereign Harbour. This is an important factor because it determines how many people will visit therefore it establishes the number of potential customers for Pamparama.
The main time of visiting is other but apart from that is once a week and seeing as the questionnaire was taken out on a weekend it is most likely that it would be a Saturday. Other is generally the people who visit at random.
Where did you hear about Pamparama?
This graph represents where people heard about Pamparama. From this graph it is clear that the main resource of advertisement that has been seen by the public is the Newspaper, this would be the Eastbourne Herald, Friday Ad and The Trade Catcher. This has clearly shown that is was a good idea of advertisement and has proved successful. The Radio Ad’s were very expensive but was not broadcasted many times but was still proven to be heard by the public.
How did you find the design of the Salon?
This graph represents what the general public thought of the design of the Salon. This is also important to know because it reflects the view on the new tanning machines and services. It evidently shows that 27 out of 30 thought the design was moderns which to nowadays customers is attractive and shows professionalism.
Do you consider the location of Pamparama – good or bad? Why?
The majority of the citizens I asked this to mentioned how the location was excellent but is in the corner so it is not made visible to the general public as easier as the shops on the ground floor. A young man quoted ‘I think the location of Pamparama is ideal because just as you enter the complex there are stairs with a clear sign of the shop, which attracted me to go have a look, and now I have booked an appointment.’
Overall the general public said that the location was excellent apart from the few minor bad points such as the settlement being in the corner.
I have researched many advertising companies that the Yellow Pages provide and I have found out that Pamparama have already advertised on yell.com:
Unit 18, The Waterfront, Sovereign Way, Eastbourne, East Sussex BN23 5UZ
Tel: 01323 471242
Classification: Beauty Salons
Other Advertisement methods
Eastbourne has a lot of local and county advertising magazines and newspapers to advertise in. There is paper that is delivered to your door in the harbour called ‘Trade Catcher’, which is for Eastbourne and Surrounding Area. The magazine is delivered free of charge 4500 homes and businesses in Polegate, Willingdon, Alfriston, Sovereign Harbour…etc.
Their prices vary per ad size but are very cheap. The prices are below:
The Friday – Ad is more well known than the Trade Catcher. It advertises all over the UK and in each area has its own Friday-Ad. It is also free and not only has advertising by the magazine but has a very professional website which you can also advertise your business or private ads.
This is the rate for an ad for the Eastbourne area:
They also sometimes do deals such as quarter page ad for £5 and two for one, but you’ve got to be quick to get them!
If the ad is small it will generally not be seen. Friday-Ad quoted that you get 8x more response if your ad contains a photo and the logo of Pamparama is fairly loud and sticks out. I will devise an ad on containing the contact details and a picture to see what the price is. There are also many other features such as a ‘star ad’ or a ‘featured ad’ but this would not be necessary and come at an additional cost.
Here is the ad I made on the website, this can be displayed in the magazine and on the internet for the price shown below:
There is also a lot more deals that can be offered such as advertising 10 weeks for the price of 7 or having the ad in 3 different areas, which can be useful because it will attract customers outside of the local area making Pamparama more known.
There aren’t many local radio stations for advertisement around Eastbourne unlike London or Kent. There is Southern Fm, Capital Gold, Radio One and Sovereign Fm.
Here is a rate card for Southern Fm and Capital Gold Fm:
The current location in the Sovereign Harbour is set on the 2nd level in the corner so does not get seen as well as shops on the first floor, nor the shops situated outside the complex as you enter.
This is reflected in the Questionnaire as it took me a whole hour to collect 30 people’s answers, of who 12 entered the parlour.
Suggestions for Improvement
If the store reconsidered its location in the harbour and moved to the centre of town there would be an almost definite increase in customers, this also reflects in the questionnaire that I did research for ‘Body & Soul’ Grove Road, Eastbourne. The parlour located just off the main road with many bus stops therefore it does not only attract the pedestrians that walk by, but also the pedestrians who arrive in Eastbourne on bus. This location is a ‘prime’ location.
The current location is on the suburbs of Eastbourne therefore you need access to transport if you live in the centre. Even though there is car parking at the retail park Pamparama is still not in this position. It is in a separate development which caters only for boat owners.
Consideration of relocation
Here is an example of a shop to rent per annum (year) in Terminus Road in Eastbourne – The prime location for shops, salons, etc.
This is just an example but there are many shops to let or for lease per annum on Terminus Road, Eastbourne and also a lot of main roads leading from it which contains many shops. Here is a shop to let from:
This website is very reliable for information on shops to buy or rent because it is kept up-to-date daily and has useful contact information and all the details of the shop.
In the past year Pamparama have offered many discounts and offers to the customers due to the shop opening. This has attracted many customers and has given a high reputation for Pamparama’s prices.
Here is a leaflet that was handed out to all customers who entered the store from August to November 2005:
I have visited most of the Salon’s ain Eastbourne and they all offer a membership scheme but I spoke to the manager of ‘The S P I C E Hair & Beauty Group’ 39 Grove Road, Eastbourne and they quoted ‘Even though we have rolled out our new membership card scheme the customers do not seem to be interested because the membership form itself. So from this quote Pamparama’s leaflet idea has proven trustworthy. Also membership cards would be fairly expensive whereas the leaflets are very cheap giving the leftover money to spend on their equipment and beauty products.
Market Size and Potential
The Marina in Eastbourne is an area of some 3 square miles and due to the majority of the being of multiple occupancy, there are some 4500 properties. Most of these owners have accepted that to live in the marina complex you are subjected to property cost of about 30% higher than surrounding areas, this fact highlights those people as having expendable income and therefore prime candidates for beauty treatments.
The marina complex offers access for the disabled therefore the salon will have to cater for their needs.
Another important factor at the marina is that parking facilities are excellent and free. This will be excellent for their pamper days where clients will be able to spend the whole day being pampered from head to toe and not have to worry about their cars being clamped or getting a ticket.
The main aim of promotion is to increase the visibility or sales of a product.
Apart from advertisement I suggest that the business should so special offers such as discounts and yearly occasion offers. This would attract more customers because of the results found in the questionnaire – the customers found the prices fairly expensive. These offers could be advertised in the local sovereign harbour magazine ‘trade catcher’ of the Eastbourne Herald. Pamparama could also display a notice board outside the shop displaying their offers making it visible to the public.
Pamparama could also offer a membership. E.g. A discount card – that could be made available to customers by registering with the shop. These are used in all major retail shops, so this would show a sign of professionalism and would also attract the customer to come again due to the points or savings on his/her card.
I would go through with these advertisement schemes because most businesses use these methods and are proven to have great impact on the businesses customers and income. When Pamparama first opened they handed out leaflets around the harbour to attract customers and on the first day seemed very successful but as they failed to advertise further with leaflets customers started to drop.
Most people in the questionnaire thought that the products on offer were overpriced 21-9 but even though these are said to be overpriced the treatments and services on offer were proven modern and are popular due to them being of a new release last year.
Because Pamparama is a fairly new Salon, it offers the latest in treatments and machinery such as sun beds and tanning machines.
Pamparama offers the latest ‘SOTHYS Professional Facial Products’ and ‘OPI – the best in nail care products’.
These expensive products are offered and well as beauty treatments currently available in Eastbourne because it has to cater for the richer half of the marina and for the upper class that come in the harbour via boat to visit the marina itself.
Pamparama offers these products and services
- Spa body treatments
- Hand and foot treatments
- Body treatments
- Eye treatments
- Back treatments
- Semi-permanent make-up
The staffs are devised as partners – a working owner, one full time manager who is a key member of staff, with nine years previous experience in the industry.
There are also four other staff who work part-time, these staff will not change any profit because this is on a pro-rata basis.
The machinery currently in the salon does not produce much noise at all and releases no pollution which is a big attraction to customers.
Capitol, House of Furmuir and Beauty Express are some of the suppliers for Pamparama but there a vast amount of suppliers all looking for Pamparama and therefore the discounts that they offer new businesses are huge, with this they decided to initially order every item and product required in one order, thus achieving maximum discount.
Key Factor for potential
Pamparama offers semi permanent make-up which is not on offer any where else in Eastbourne and is a very popular product.