APPENDIX

Questionnaire

We are the students of Department of Business Administration of East West University. For the purpose of our course requirement, the following questions are designed to find out the factors that influence consumers for choosing a beauty parlour. This survey is being conducted only for our academic purpose. The provided information will be kept confidential and will be demolished after the finishing of the work.

Thank you for your cooperation.

Sincerely,

Faysal Amin Sabriya Tasneem Zannat-E-Rasul Zaedur Rashid

Please turn the page

Please put your opinion below:

Part A
1) Do you prefer going to beauty parlour? A. Yes B. No 2) How many times you visit parlour in a month? A. Once B. Twice C. Three- four times D. Five times or more E. Occasionally 3) Rank your favorite Beauty Salon A. Persona B. Farzana Shakils C. Womans world D. Kaya Skin Clinic E. Dreams

4) Mark the spaces that match your opinionStrongly Agree i ii I visit parlour for relaxation I go to parlour for regular care I take beauty treatments from parlour Beautification is a reason of my visiting parlour Agree Neutral Disagree Strongly Disagree

iii

iv

Strongly Agree v If my friend suggest a service, I would give it a try I usually visit parlour with family members I go to parlour with my colleagues I believe good income is crucial for affording parlours Quality service is directly related to my satisfaction The Brand name of a parlour is crucial to me I prefer to have suggestions from experts at parlours My switching does not depend on a parlours reputation I believe the use of branded products for services ensures quality

Agree

Neutral

Disagree

Strongly Disagree

vi

vii

viii

ix

xi

xii

xiii

Strongly Agree xiv I can compromise cost if service is better I believe low cost parlours might lack in quality of service Parlour at a prestigious location is preferable to me I feel bored going alone to parlour I prefer to visit parlour at a convenient place I will stick to my parlour if it changes its location I believe, reputed parlours are good at every service For sophisticated services I can travel more I think providing behavioral training to parlour staffs is important

Agree

Neutral

Disagree

Strongly Disagree

xv

xvi

xvii

xviii

xix

xx

xxi

xxii

Strongly Agree xxiii If my parlour raise service price, I would switch instantly I think different parlours are good at different services I am not bothered about a parlours reputation I dont care about price raise in my parlour To me, cost is a major factor while choosing a parour

Agree

Neutral

Disagree

Strongly Disagree

xxiv

xxv

xxvi

xvii

Part B
5) In what age group are you? A. Under 18 B. 18-22 C. 22-26 D. 26-30 E. Over 30

6) What is your level of education? A. Primary B. SSC C. HSC D. Undergraduate E. Postgraduate

7) In terms of your occupation, how would you characterize yourself? A. Business person B. Public Worker C. Private Worker D. Student E. Other [please specify]

8) What is your average monthly income [in BD Taka]? A. None B. 0-5,000 C. 5,000-15,000 D. 15,000-25,000 E. Above 25,000

Regression analysis
Variables Entered/Removed Variables Model 1 Entered Reference group Brand image Quality of service Cost Convenience of location Variables Removed Method . Enter
b

a. All requested variables entered. b. Dependent Variable: dv

Model Summary Adjusted R Model 1 R .758

a

Std. Error of the Estimate

R Square .574

Square .422

.75068

a. Predictors: (Constant), l4, p, r, b, q

ANOVA Model 1 Regression Residual Total a. Predictors: (Constant), b. Dependent Variable: dv Sum of Squares 10.623 7.889 18.513 df

Mean Square 5 14 19 2.125 .564

F 3.770

Sig. .023
a

Coefficients

Standardized Unstandardized Coefficients Model 1 (Constant) Reference group Brand image Quality of service Cost Convenience of location a. Dependent Variable: dv -.773 .329 .370 .249 -.469 .254 -2.090 1.324 .055 .207 .088 2.362 .325 .636 .060 1.078 .271 3.715 .790 .002 B -3.604 -.599 Std. Error 2.340 .416 -.391 Coefficients Beta t -1.540 -1.441 Sig. .146 .172

Reliability test for dependent variable

Reliability Statistics Cronbach's Alpha .756 N of Items 4

Item Statistics Mean dv1 dv2 dv3 dv4 2.95 3.15 3.00 3.60 Std. Deviation 1.234 1.424 1.338 1.188 N 20 20 20 20

Item-Total Statistics Cronbach's Scale Mean if Item Deleted dv1 dv2 dv3 dv4 9.75 9.55 9.70 9.10 Scale Variance if Corrected ItemItem Deleted 10.303 8.050 8.747 10.832 Total Correlation .475 .682 .639 .428 Alpha if Item Deleted .739 .620 .649 .760

Scale Statistics Mean 12.70 Variance 15.589 Std. Deviation 3.948 N of Items 4

Reliability test for measuring reference group

Reliability Statistics Cronbach's Alpha .367 N of Items 4

Item Statistics Mean r1 r2 r3 r4 3.75 3.45 3.10 3.85 Std. Deviation .716 .945 1.071 .988 N 20 20 20 20

Item-Total Statistics Cronbach's Scale Mean if Item Deleted r1 r2 r3 r4 10.40 10.70 11.05 10.30 Scale Variance if Corrected ItemItem Deleted 3.937 3.484 3.734 2.116 Total Correlation .148 .140 -.003 .619 Alpha if Item Deleted .351 .365 .543 -.310
a

a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

Scale Statistics Mean 14.15 Variance 4.871 Std. Deviation 2.207 N of Items 4

Reliability test for measuring brand image

Reliability Statistics Cronbach's Alpha .367 N of Items 4

Item Statistics Mean r1 r2 r3 r4 3.75 3.45 3.10 3.85 Std. Deviation .716 .945 1.071 .988 N 20 20 20 20

Item-Total Statistics Cronbach's Scale Mean if Item Deleted r1 r2 r3 r4 10.40 10.70 11.05 10.30 Scale Variance if Corrected ItemItem Deleted 3.937 3.484 3.734 2.116 Total Correlation .148 .140 -.003 .619 Alpha if Item Deleted .351 .365 .543 -.310
a

Scale Statistics Mean 14.15 Variance 4.871 Std. Deviation 2.207 N of Items 4

Reliability test for measuring convenience of location

Reliability Statistics Cronbach's Alpha

a

N of Items -.068 4

Item Statistics Mean l1 l2 l3 l4 2.75 4.00 2.40 2.50 Std. Deviation 1.020 .858 .940 .761 N 20 20 20 20

Item-Total Statistics Cronbach's Scale Mean if Item Deleted l1 l2 l3 l4 8.90 7.65 9.25 9.15 Scale Variance if Corrected ItemItem Deleted 1.884 2.450 2.092 2.976 Total Correlation .056 -.039 .039 -.180 Alpha if Item Deleted -.251 -.032 -.189
a a a

.159

Scale Statistics Mean 11.65 Variance 3.082 Std. Deviation 1.755 N of Items 4

Reliability test for measuring cost

Reliability Statistics Cronbach's Alpha .412 N of Items 6

Item Statistics Mean p1 p2 p3 p4 p5 p6 3.85 4.15 3.60 2.90 3.30 2.95 Std. Deviation .933 .933 .940 .968 .979 1.099 N 20 20 20 20 20 20

Item-Total Statistics Cronbach's Scale Mean if Item Deleted p1 p2 p3 p4 p5 p6 16.90 16.60 17.15 17.85 17.45 17.80 Scale Variance if Corrected ItemItem Deleted 5.674 8.989 6.450 5.818 7.945 5.747 Total Correlation .490 -.203 .291 .422 -.032 .336 Alpha if Item Deleted .180 .575 .311 .220 .499 .267

Scale Statistics Mean 20.75 Variance 8.724 Std. Deviation 2.954 N of Items 6

Reliability test for measuring quality of service

Reliability Statistics Cronbach's Alpha .587 N of Items 4

Item Statistics Mean q1 q2 q3 q4 4.80 4.20 4.20 4.55 Std. Deviation .410 .768 .894 .510 N 20 20 20 20

Item-Total Statistics Cronbach's Scale Mean if Item Deleted q1 q2 q3 q4 12.95 13.55 13.55 13.20 Scale Variance if Corrected ItemItem Deleted 3.103 1.418 1.524 2.274 Total Correlation -.015 .679 .420 .465 Alpha if Item Deleted .702 .200 .497 .472

Scale Statistics Mean 17.75 Variance 3.250 Std. Deviation 1.803 N of Items 4