Factors influencing consumer behavior of women within the SPA & beauty sector: A case in the Kingdom of Bahrain

Purpose: The purpose of this paper is to examine the behavior of women in Bahrain as consumers in the field of Spa & Beauty services. Design/methodology/approach: Sample of 384 is divided using a sampling ratio into the four main governorates of Bahrain and a combination of Chi-square & eta correlation along with Pearson product moment correlation is used. Findings: The study found that there is a significant relationship between all the demographical aspects of females except for education with behavior. It was also observed that self-expression along with achieving ideal self-image are highly perceived personal factors when selecting beauty and spa treatments, although null hypostasis with regard to personal, social, cultural, service criterion factors were accepted, it was found that demographics as an integral part of personal factors are significantly correlated to selection of spa services. The other groups of factors variables were also significantly correlated to the selection of the Spa service. Practical implications: This study suggested that Spa owners should fully recognize the factors that really contribute in shaping the behavior of consumers in the Spa industry such as the importance of complementary services as well as designing an ideal spa service mix that matches the needs and wants of women consumers in the Kingdom of Bahrain. Originality/ value: The study concurs with previous research conducted in the Spa industry, as it reflects that some aspects of women consumption behavior could be planned and predictable. Corresponding author: Mukhtar Al-Hashimi Email addresses for the corresponding author: mukhtaralhashimi@gmail.com First submission received: 12th April 2019 Revised submission received: 25th May 2019 Accepted: 29th May 2019 Introduction: Taking care of the overall human body has been a must for a long time starting from the early years of human existence. According to Tubergen (2002), the ancient women in the past took a good care of their beauty and skin by purely relying on healthy natural ingredients such as using the pearl powder in order to make their skin glowing, or the production of cosmetics by using copper, stones, water and oil to get dark colors. During the ancient age, in particular women focused on enhancing their look in order to gain superior rank in the society and to attract the good-looking and wealthy members of the opposite sex. This phenomenon of beauty care has never stopped to take place particularly among women segments all around the globe for years. The industry of beauty, cosmetics and services is booming significantly as consumers particularly women are putting more time, effort and money in order to look good. According to Newman (2006), even men are increasingly interested in preserving their looks just like women. He also states that the growth of the beauty services industry is reaching incredibly high levels that there is an equivalent of 10% growth in the beauty and personal care service sector especially in emerging markets like the Brazilian market. This means that even the developing countries are actively engaged in growing their personal and beauty care services. He also reports that even the countries like Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 4 July 2019 www.jbrmr. com A Journal of the Academy of Business and Retail Management (ABRM) 290 India are growing in terms of beauty services with a huge climb in retail sales that started from the year 2013. As the majority of the companies recognize that the way to success and reach a global competitive advantage is through the customer orientation, it’s important for major businesses as well as entrepreneurs to devote great attention to studying the behavior of consumer regardless to the type of product and service they are offering. Businesses are no longer product or service oriented; their efforts should be focused on the needs and wants of consumer and finding ways to deliver value to their target markets. This study aims to investigate the women behavior as a consumer in the beauty& spa service sector. The following research intends to define the process followed by women in selecting and acquiring spa services. This research will also determine the criterions along with the factors that are important for the women to consider including personal, social and cultural that will influence her decision-making process and overall patterns of consumptions in Spa & service sector. Literature review 2.1 Definition of consumer behavior The actual birth of consumer behavior as a discipline started back in the year 1940 & 1950 as a result of the motivation research efforts that were gradually translated into forming the foundation of consumer behavior discipline. Using the anthropology, sociology and psychology, motivational researchers were able to build and provide useful aids to form the field of consumer behavior (Fullerton, 2013). According to Sheth et al. (1991), the concept of consumer behavior started in the early years of the world war, where a great deal of attention was devoted to the area of marketing as a result of the economic revolution and the introduction of new products and services that many countries have witnessed. This attention started by acknowledging concepts such as marketing mix and market segmentation then gradually evolved into realizing the concept of consumer behavior as one of the building blocks of marketing since more attention was devoted to the consumer and business started to be aware and oriented towards their customers. 2.2 The Model of consumer decision making process When Engel, et al. (1986) first introduced the consumer decision making process they were the first authors to come up with such model They converted the buying behavior process of consumers into five main stages i.e. need recognition, product or service information gathering, evaluation of different alternatives, the actual purchase of the product or service and the post purchase behavioral phase. Khan (2006) viewed this model as an output of the three main usual parts of any process, he emphasized that the consumer behavior is the final result of a process that involves input, processing and output, where the final output is the way the consumers behave as a result of different input they perceive and process. 2.3 The Phase of Need Recognition The need recognition or as it’s also called problem recognition is the first step that we as consumers encounter in our buying decision process. Kotler and Keller (2011) describe this phase as the point where consumers will recognize a problem that needs to be addressed or a need that needs to be fulfilled. Based on Maslow’s hierarchy human beings have different needs that they strive to fulfill, and they will not be satisfied until their urgent needs are met. This is when people reach the status of relief and trigger another set of needs to accomplish and meet. They describe the same concept to explain the consumer’s need recognition phase. They further narrate that these needs as being stimulated by internal and external stimulus, usually the internal stimuli will arise from the consumers themselves and their inner feelings like hunger and thirst while the external stimuli will be the results of the combination of efforts adapted by marketers and advertisers who will create needs for consumers to satisfy. Schiffman, et al (2013) also agrees with their way of explaining this phase as a gap recognition between two states. The first state is the actual state where the consumer is, while the other state is the desired state that the consumer seeks to reach. As soon as the consumer recognizes the discrepancy between the actual current state and the desired state, a gap will be recognized, and a level of tension will arise to eliminate this gap. The relationship between the gap size and the need fulfillment is positive. The greater the gap size the greater is the level of tension to eliminate it and reach the ideal state. Khan (2006) emphasizes that products and Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 4 July 2019 www.jbrmr. com A Journal of the Academy of Business and Retail Management (ABRM) 291 services represent the means by which consumers will lower their tension level and reach their ideal states. 2.4 The phase of information search The second phase of the consumer buying decision process is the information gathering phase as described by Khosla and Swati (2010). This is a phase where consumers scan their surrounding environments and survey them in order to satisfy their need to gather enough information about the product, service, idea or experience that they are about to purchase, so that they can make a reliable and efficient purchasing decision 2.5 The phase of alternatives evaluation This phase includes the results of the second phase of information gathering. During this phase the consumer will generate a list of alternatives from which the final product will be purchased. Fullerton (2013) states that there is no single way used by all consumers to evaluate the products and services that they are up to purchase. Each consumer will have his or her unique style of evaluating and then finally deciding the product that they want. Perreau (2013) describes the positive and negative attitudes formulated during the evaluation phase as a result of a perception that consumer will create towards the product or the service. For example, an opinion created with regard to a salty meal in an Indian restaurant will result in a negative attitude while another brand of a restaurant recommended by a consumer’s friend could result in forming a positive perception towards the restaurant. According to authors, this opinion is consistent with positive and negative attitudes formulation as described by Kotler et al. (2014) earlier. Baker (2003) also describes the list of products with positive attitudes as a