MARKET KNOWLEDGE AND PERFORMANCE OF HAIRDRESSERS IN UMUAHIA, ABIA STATE, NIGERIA

Abstract

The study examined how market knowledge affects performance of hairdressers in Umuahia, Abia State. Specifically, the study examined the effect of customer complaint management on competitive advantage; the effect of customer taste management on patronage of hairdressers; effect of customized service for customers on sales turnover of hairdressers and examine the effect of customer lifestyle on service delivery of hairdressers. The population for this study covered all owners of the hairdressing salons in Umuahia, Abia State. The sample size 175 respondent was derived statistically by using Taro Yamane formula. Probability random sampling method was adopted to select 175 hairdressers from the population. Both primary data and secondary data were used. Data were analyzed using descriptive statistics such as frequency and simple percentage. Hypotheses were tested with simple regression model. Empirical result reveals that customer complaint management has significant effect on competitive advantage of hairdressers. Customer taste management has significant and positive effect on customer patronage.  Customized service for customers has positive and significant effect on sales turnover of hairdressers and customer lifestyle has positive and significant effect on service delivery of hairdressers. The study recommended that owners and managers of hairdressers should conduct a marketing research on management techniques related to customers’ complaints. This will help owners and managers of hairdressers to understand the major factors leading to customers’ complaints.