1. INTRODUCTION
The beauty and wellness industry has grown significantly
in recent years due to the influence of digital platforms, changing lifestyles,
and increased awareness of self-care. Understanding consumer behavior is now
essential to creating strong and unique marketing tactics as competition heats
up. Businesses can use customer insights to understand what motivates
customers, how they perceive brands, and what factors influence their
purchasing decisions. Data-driven insights enable companies to create individualized
and successful marketing efforts in an industry where trust and emotional
resonance are critical. Social media and digital marketing have caused consumer
involvement to shift to online spaces where brand interactions and experiences
are becoming more and more important.
2. Understanding Customer
Insights and Consumer Behavior
The sector has experienced significant expansion, driven
by an increased awareness of self-care, shifts in lifestyle, and the escalating
impact of social media. As competition intensifies within the markets,
comprehending consumer behavior has become an essential element in formulating
effective marketing strategies. Kotler and Keller
(2016) assert that insights into customer behavior form the basis for
developing value-oriented marketing strategies that resonate with consumer
expectations. These insights enable marketers to discover not only the products
that consumers purchase but also the motivations behind their purchases. In the
beauty and wellness industry, consumer decisions are frequently influenced by
emotional factors and personal identity. Solomon
(2018) articulates that
consumers view beauty and wellness as manifestations of self-assurance and
individuality.
3. Role of Customer Insights in
Strategic Marketing
Consumer insights are becoming crucial resources for
developing marketing plans that put relevance and customisation first.
According to Kumar and Reinartz (2018),
companies may forecast behavior, identify target segments, and tailor
communication methods by incorporating customer data into marketing decisions.
Businesses may match their marketing messages with the needs and values of
their customers by analyzing trends in customer feedback, satisfaction, and
loyalty.
Zeithaml
et al. (2018) stress that customer
satisfaction and perceived value have a direct impact on advocacy and retention
in service-based sectors like health and beauty. Long-term connections and
brand trust are more likely to be strengthened by marketing strategies that draw
on insights from consumer experiences. Customer insights thus serve as
strategic resources that influence service delivery and marketing messaging.
4. Research Methodology
The purpose of this study was to examine how consumer
insights help the beauty and wellness sector create more successful marketing
plans and increase brand awareness. The methodology looks at customer
perceptions, satisfaction levels, and behavioral patterns using both
descriptive analysis and quantitative research methodologies.
Research Design: A descriptive research design was
adopted to obtain factual and quantifiable information about customers’
awareness, satisfaction, and perception toward beauty and wellness services.
The design allowed for the identification of patterns and relationships between
service quality, customer satisfaction, and brand recommendation.
4.1. Research Objectives
·
To assess customer insights and their impact on
the development of marketing strategies within the beauty and wellness sector.
·
To assess customer satisfaction and its
correlation with recommendations and brand advocacy.
·
To recognize demographic and behavioral trends
that affect awareness and engagement.
·
To utilize statistical methods to investigate
the connection between satisfaction, loyalty, and the effectiveness of
marketing.
Data Collection: Primary data was collected through
a structured questionnaire distributed among 142 respondents, primarily
students and customers of beauty and wellness institutes.
Sampling Method: A convenience sampling method was
used due to accessibility and time constraints. The sample represented diverse
demographic groups, including different age ranges, educational backgrounds,
and experience levels with beauty and wellness services.
5. Findings
Brand Awareness
·
Very familiar: 37.3%
·
Somewhat familiar: 27.5%
·
Heard of it, but not much knowledge: 16.2%
·
Not familiar at all: 19%
Interpretation:
The brand awareness statistics show that although most
respondents are at least somewhat familiar with the brand, the degree of
awareness varies greatly. The brand has effectively built a strong presence
among a sizable percentage of its audience, as seen by the fact that 37.3% of
respondents say they are extremely familiar. This group most likely consists of
people who have either directly dealt with the brand or been exposed to regular
marketing communications. The 27.5% who are somewhat familiar, however,
represent a market that is aware of the brand but may not fully understand its
value proposition or offerings. The fact that 16.2% of consumers have only
heard of the brand suggests that awareness campaigns are expanding, even though
they haven't yet resulted in significant interaction. Lastly, the 19% who say
they are completely unfamiliar point to lost chances for market visibility and
penetration. Considered together, these results indicate that although the
brand has established a foundation of recognition, there is still much space
for improvement in terms of enhancing deeper, more significant awareness,
particularly among ignorant or inactive consumers.
6. Customer Satisfaction
·
Met expectations: 52.1%
·
Exceeded expectations: 28.9%
·
Fell slightly short: 15.5%
·
Did not meet expectations: 3.5%
Interpretation
The brand's service performance is positively reflected in
the satisfaction data, with 52.1% of respondents saying that their expectations
were met and another 28.9% saying that they were exceeded. This combined 81% is
a powerful sign of value delivery and service dependability. This degree of
happiness indicates that the company successfully satisfies and frequently
exceeds the fundamental demands of its customers, which is crucial in the
beauty and wellness industry because customer loyalty is fueled by experiential
excellence. The 15.5% of respondents who thought the service was somewhat
inadequate indicate minor discontent rather than a total breakdown in the
experience; this group might just need better expectation management,
communication, or personalization. The remaining 3.5% of respondents felt that
their expectations were not fulfilled represent a minor but significant subset
whose issues need to be resolved in order to stop bad word-of-mouth. Overall,
these findings show that the current service model works well, although it
might need some focused improvements to close gaps and move more clients into
the "exceeded expectations" group.
7. Course Recommendation
Behavior
·
Maybe: 37.3%
·
No: 32.4%
·
Yes: 30.3%
Interpretation:
The recommendation behavior offers an interesting dynamic: 30.3% would
recommend the course, 37.3% said Maybe, 32.4% said No, and 0.0% said Never.
This suggests that the customers had experiences that were neither
overwhelmingly positive nor overwhelmingly negative (moderate or inconsistent
service value), that these individuals represent an opportunity (undecided are
not rejecting but need stronger reassurance, clearer benefits, or more
memorable experiences to convert to promoters), and that the 32.4% who said No
could identify service gaps, unmet expectations, or pricing mismatches that
could inhibit organic growth. Taken together, the data suggests that while the
service has a core base of satisfied customers, the brand needs to work on
improving consistency, raising perceived value, and addressing some of the gaps
that are reflected in the No responses.
8. Age Group Distribution
·
15–25 years: 53.5%
·
26–35 years: 29.6%
·
36–45 years: 12%
·
Older groups: Minimal representation
Interpretation:
The age distribution shows that there is a significant
concentration of respondents in the 15–25 age range (53.5% of the sample),
followed by the 26–35 age group (29.6%). The brand's current offerings,
communication style, and platforms greatly appeal to trend-conscious, digitally
active consumers, as evidenced by the strong skew toward younger demographics.
This age profile puts the business in a good position for viral marketing and
online interaction because younger people frequently define beauty and wellness
trends. However, the decreased percentage of those 36 years of age and above
indicates that senior consumers are not as appealing or reachable. This poses a
difficulty as well as an opportunity: broadening the range of services offered
to address long-term wellbeing, older skin issues, or professional-level
services could broaden the clientele.
9. Educational Qualification
·
12th grade: 38.7%
·
Graduation: 32.4%
·
10th grade: 17.6%
·
Post-graduation: 8.5%
Interpretation:
According to the educational breakdown, the majority of
participants are either students or in the early stages of their careers, with
38.7% of respondents having completed the 12th grade and 32.4% having
graduated. This is consistent with the age data and indicates that the audience
appreciates easily available, useful, and career-focused learning resources.
The 17.6% of people with only a 10th grade education may be interested in
pursuing jobs in beauty and wellness, which highlights the significance of program
frameworks that are clear and accessible to beginners. Due to varying
professional choices, the very modest percentage of postgraduates (8.5%)
indicates that advanced academic individuals make up a small share of the
audience. Customizing course difficulty, marketing language, and value
propositions requires an understanding of this educational context. For
instance, marketing messages ought to highlight job opportunities, skill
development, and affordability, resonating with a largely semi-professional
demographic.
10. Discussion
The analysis of customer insights within the beauty and
wellness industry reveals interconnected trends across awareness, satisfaction,
demographics, and recommendation behavior. One prominent pattern is the partial
strength of brand familiarity. While a majority of respondents recognize the
brand, many do so at a shallow level, indicating that awareness is present but
not yet translating into full customer understanding or preference. This
highlights the importance of reinforcing brand identity and differentiation in
a competitive industry where consumers rely heavily on trust, credibility, and
perceived expertise.
Customer satisfaction emerges as a strong point, with a
substantial proportion of respondents reporting that their expectations were
either met or exceeded. This suggests that the brand’s core service delivery is
effective, consistent, and aligned with consumer expectations. However, the
presence of unsatisfied or uncertain customers reminds us that satisfaction
alone does not guarantee recommendation. In fact, the recommendation data
demonstrates a notable gap: despite high satisfaction levels, many respondents
remain undecided about promoting the course. This may indicate that while
service quality is acceptable, it lacks distinctive or memorable elements
capable of generating enthusiastic advocacy. Alternatively, customers may feel
that additional value such as hands-on experiences, certification benefits, or
post-service support is needed to fully justify promotion. These results are
further contextualized by demographics. Young adults and those with only a high
school education make up a significant portion of the brand's audience,
indicating that they are mostly aspirational and looking for prospects for
personal growth or entry-level jobs in the beauty industry. This group responds
very well to relatable stories, influencer material, and digital media.
Marketing efforts should therefore focus on aesthetically appealing,
instructive, and community-driven approaches that appeal to this demographic.
However, the underrepresentation of older groups suggests an unexplored market
that may be filled with wellness programs or anti-aging treatments specifically
designed for older consumers.
With every aspect accounted for, the data shows a brand
with strong underlying performance but apparent room for increased market
reach, deeper engagement, and improved value communication. Recommendation
rates, long-term loyalty, and total brand effect can all be greatly increased
by addressing these issues.
11. Conclusion
In conclusion, this analysis reveals a brand positioned
favorably within the beauty and wellness industry but still navigating critical
areas of growth. The findings underscore a moderate-to-high level of brand
awareness, though not universally strong enough to drive confident customer
preference or advocacy. This suggests that awareness-building efforts must be
more strategic and consistent, emphasizing not only recognition but also
meaningfully communicating the brand’s value proposition. The majority of participants
reported favorable experiences, indicating that customer satisfaction is a key
competency. This demonstrates efficient service delivery and puts the brand in
a strong position for future growth. But turning customer satisfaction into
recommendations is still difficult, which emphasizes the need for better value
articulation, more individualized experiences, and improved customer engagement
tactics. Customers can become active promoters for the company by developing
memorable encounters and encouraging emotional investment.
The significance of focused communication is further
reinforced by demographic studies. Opportunities for accessible program
designs, skill-building material, and digital-first marketing are presented by
the young, varied audience in terms of education. Additionally, an
underrepresented elder population has opportunities for growth through
age-specific marketing campaigns and customized wellness services.
Overall, a clear strategy direction is indicated by the
insights gleaned from this data: increase awareness, improve customer
experience differentiation, foster advocacy, and broaden audience reach. In the
competitive beauty and wellness market, the brand may strengthen its position,
increase consumer loyalty, and foster long-term success by attending to these
concerns.
CONFLICT OF INTERESTS
None .
ACKNOWLEDGMENTS
None.
REFERENCES
Aaker, D. A. (1996). Building Strong Brands. Free Press.
Kotler, P., and Keller, K. L.
(2016). Marketing Management (15th ed.). Pearson.
Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (13th ed.). Pearson.
Kumar, V., and Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and Tools (3rd
ed.). Springer. https://doi.org/10.1007/978-3-662-54049-2
Zeithaml, V. A., Bitner, M. J.,
and Gremler, D. D. (2018). Services Marketing :
Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.
Parasuraman, A., Zeithaml,
V. A., and Berry, L. L. (1988). SERVQUAL : A
Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.
Journal of Retailing, 64(1), 12–40.
Hennig‐Thurau, T., Gwinner, K. P., and Gremler,
D. D. (2002). Understanding Relationship Marketing
Outcomes: An Integration of Relational Benefits and Relationship Quality.
Journal of Service Research, 5(3), 230–247. https://doi.org/10.1177/1094670502005003006
Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human
Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Bitner, M. J. (1990). Evaluating Service
Encounters: The Effects of Physical Surroundings and Employee Responses.
Journal of Marketing, 54(2), 69–82. https://doi.org/10.2307/1251871
,
Dr. Reshma Rakesh Nair 2
, Dr. Bhawna Sharma3
