A Study of Customer Satisfaction on Marketing Mix of Lakme: A Case of Opera Prime Salon, Raipur
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A Study of Customer Satisfaction on Marketing Mix of Lakme: A Case of Opera Prime Salon, Raipur
Author:
Sadhana Jain
MBA – IV Semester, Amity Business School
Amity University, Chhattisgarh, India
Abstract: The beauty as well as salon industry in India has seen growth that is indeed outstanding, most especially in tier-II cities such as Raipur. This paper satisfies a number of customers and examines Lakme’s Opera Prime Salon's marketing mix (7Ps) in Raipur. Data was in fact analysed through the use of descriptive statistics after surveying 50 customers by way of a quantitative approach. The findings indicate customer satisfaction is greatly dependent on product quality, professionalism of staff, and service processes. There exist proposals of calculated recommendations for the enhancement of service quality and brand loyalty. The existing body of literature has certain gaps, but this study addresses these particular gaps by focusing in particular upon franchise-based branded salons. Emerging urban centers represent the particular context behind this study's focus.
Keywords: Customer Satisfaction, Marketing Mix, Beauty Services, Lakme, Opera Prime Salon, Service Quality, Tier-II Cities
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