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.

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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.

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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

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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

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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,

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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.

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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

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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

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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

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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.

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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

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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

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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,

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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.

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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

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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

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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.

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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

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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

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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:-

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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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44. Blyth,F 2005. World of Sociology.Accessed on March 30,

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46. Chung, C.Y. 2000. ‘Differences in attitudes toward nudity in

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Beauty travel across cultures? A self-concept

perspective’.Psychology and Marketing, Vol. 23, pp.98-99.

70

48. Davis. 1995. ‘The Association of Ethical Judgment of

Advertising and Selected Advertising Effectiveness

Response Variables’.Journal of Business Ethics 17, pp.125-

136. (Journal)

49. Debra, G. 2000. ‘College Student Attitudes toward

Advertising’s Ethical, Economic, and Social Consequences’.

Journal of Business Ethics, 48, pp.217–228.

50. Denise, W. 2009.What would a real Barbie look like? BBC

News Magazine.

51. Devi, S. 2000. ‘The effects of brand relationship norms on

consumer attitudes and behavior’.Journal of Consumer

Research, 31(1), p.87.

52. Devi, S. 2000. ‘Their Ideals of Beauty are, on the whole,

the same as ours’: Consistency and Variability in the

Cross-cultural Perception of Female Physical

Attractiveness’. Journal of Personality and Social

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53. Diane, F. 2003. Blackberries in the Dream House.1st World

Publishing. First Edition, ISBN 1-887472-68-1 (Book)

71

54. Dove. 2006. Dubious Equalities and Embodied

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Lanham: Rowman&Littlefield. p. 93

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14.03.2013

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recall?’ Journal of Advertising Research, 18(1), p.47.

60. Jain,R.K 2004.Business of Beauty. The Hindu, Online

Edition of India’s National Newspaper.26 October

61. Jeffries, P. 2005. P&G widens CRM program after success of

skincare diary. New Media Age, p.3.

62. Kalliny and Gentry. 2007. Sociology: A Global Perspective

(7th ed.). Belmont, CA: Thomson Wadsworth. pp. 269–272.

63. Karve, D.G. 1948. Indian population.National information

and publication LTD. Bombay.

64. Kerlinger,F.N.1973.Fundation of Behavioral

Research.Wiston.

72

65. Langlois, J. H., Roggman, L. A., &Musselman, L. 1994.

"What is average and what is not average about attractive

faces?".Psychological Science5: pp. 214–220.

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