Marketing research applied to an aesthetics center

Abstract

Due to the concern with beauty and personal care, the body and facial aesthetics market in Brazil permeates a complete niche market as it encompasses both the male and female public. This segment is impelled an exponential growth of new products, procedures, equipment, su ppliers and consequently, competitors. With this article, we propose marketing actions that can contribute to maintaining and capturing clients in the aesthetic companies in the city of Itabirito. A questionnaire was initially applied to fourteen clients of the aesthetic center to identify determi ning points that led them to buy the service; identify the characteristics of the public; and analyze whether the marketing tools used, were in fact effective. After this happened, a semi-structured interview was conducted with the manager to analyze her perception of the clients’ answers in the questionnaire and then suggest changes for eventual demands. Although the financial resource of the company was limited, it was possible to apply a management and automation tool in response to the observations made by clients. It was also possible to conclude that the use of this material was essential for the company to become more visible, thus increasing its customer base. In addi tion to promoting the company in an elaborate and detailed marketing study of the city.