Master Thesis

This study sought to know the marketing strategies and operations productivity of salon industries in Parañaque City particularly along President's Avenue and Aguirre Avenue in Barangay BF Homes. Based on the findings of this study, a salon management model is developed. An impact to salon management model to be more competitive, efficient and effective in salon industries. : Ma. Cristina F. Sanchez The researcher exerts effort to gather the data from the Business Permit and Licensing Office of Parañaque City on how many salons are registered at this time of pandemic and found out that there were 40 salons that are currently registered and operates within the area of Brgy. Bf Homes, Parañaque City. Since that there were 40 salons in said area and of this time of pandomic, the researcher decided to limit ner study to only from Small to Medium-Scale Enterprise or SMSE with the capitalization of 3 million up to 100 million pesos with 10-199 personnels only. And in order to better analyze the study on marketing strategies and operations productivity, the researcher explored the factors and indicators in its effectiveness on implementation that led the researcher to develop and propose the salon management model among the salon industries the importance and benefits of said practices. The researcher used a quantitative descriptive correlational research method to utilize in this study. Since there were 40 saions registered within the Brgy. BF Homes, the researcher limits only and gathered 16 salons who were rendering complete parlor services such as hair and make-up, manicure and pedicure and foot spa with the total respondents of 140 such as managers, employees and customers who were present during the survey to answer the survey questionnaire with an average of 12 respondents. Self-developed survey questionnaire, open- ended, observations and documentary analysis and overviews were used to measure, obtain and analyze the topic of this study in gathering the pertinent data to help the researcher to tabulate to get the results and measured in the 4-point scale and its description as shown in the table. This instrument was validated also by the pilot testing; reviewed and enhanced by the graduate school experts of Olivarez College to assure that the structure, variables and the content of its instrument are reliable and competent. The researcher also utilized the package in getting the frequency count, percentage, rank, weighted mean scores, and analysis of variances for the statistical treatment of data. The Statement of the Problem had been analized, interpreted and treated sequencially. The researcher presented the analysis and interpretation of the gathered data to answer the specific questions in this study through the assessment for marketing strategies and operations productivity in profile category of salon industry based on the type of salon business organization; years of operation in salon; number of employees in salon and the composition of the salon personnel. To answer the statement of the problem, the presentation of interpretation of findings on the extent of the said practices within the area as perceived by marketing strategies were have had a top rank result that the salon warmly accommodates every client, regardless, of gender and physical condition with courteous and jolly staff and freebies such as loyalty discounts are accorded to regular customers through stamps or point system and a reasonable prices, promos and freebies are included in the plugging of salon business as interpreted as very effective. In the operations productivity, the highest ranked was more service and product offerings and growing number of loyal customers as interpreted as highly productive. After the interpretation and gathering the data on said strategies, marketing strategies and on operations productivity, everything was considered and developed to be implemented to become a selon management model for salon industries. So also, the researcher attached her proof of data in this study; the references, letter to the respondents, the correspondence letter from the Business Permit and Licensing Office of Parañaque City as well as the Curriculum Vitae of the researcher for ease of reference.