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.