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    Maslow's theory, analyze client's behavior, service criteria

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    You are the business manager of a trendy hairstyle shop in downtown Chicago. As the manager, you are in charge of payroll and paying the bills, hiring and firing, purchasing, training, and customer service. You provide a luxury service, and your average client has different demographics from the rest of the population in the city.
    Due to recent competitive developments, you feel the need to learn more about your clients; you specifically want to know how they choose your services over that of the competition. You are aware of the steps in the consumer purchase behavior model and are determined to analyze them in detail.
    On the basis of the given scenario, answer the following questions in a 2- to 3-page Microsoft Word document:
    - Using Maslow's Hierarchy of Needs model as a backdrop, determine the real motivations behind the use of your service.
    - What additional social and cultural factors will you consider to analyze your clients' behavior?
    - What service criteria do you think your clients use to select the type of service you offer?
    - What methods might be useful to encourage loyalty among existing customers?
    On a separate page, cite any sources using the APA format.

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    Solution Preview

    The real motivation behind the use of our luxury or premium hairstyling service by our target customers is self actualization and self esteem needs. The fulfillment of self actualization need of our target customers is their desire to experience best hairstyling service in the city. As our target customers are mostly people from upper segment of the society who are ready to pay a premium for a superior hairstyling experience not found elsewhere, the real motivation of such customers is to experience the best, most unique and highest quality service that they are capable of buying. Similarly, the self esteem need is to command respect and being valued by other and thus, by opting for our premium hairstyling service, they wish to command respect and value in the society. Our target customers need fame and glory by opting for our unique and high quality, trendy hairstyling service because it will give them a unique recognition and personality among their peer groups. Our target customers are attention seekers and they believe that their self respect and prestige will be hurt if they will go for a lower priced salon for ...

    Solution Summary

    n the basis of the given scenario, answer the following questions in a 2- to 3-page Microsoft Word document:
    - Using Maslow's Hierarchy of Needs model as a backdrop, determine the real motivations behind the use of your service.
    - What additional social and cultural factors will you consider to analyze your clients' behavior?
    - What service criteria do you think your clients use to select the type of service you offer?
    - What methods might be useful to encourage loyalty among existing customers?

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