Persona Marketing Report

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1.1 Background of the study:

Internship can play a crucial role in graduate student professional development. It’s provides valuable experience for graduate students, and can be beneficial in multiple ways. An internship offers an opportunity to gain relevant experience, and to get a realistic perspective on what it is like to work within a given field. Not only are internships valuable in terms of skill development, another key advantage is that you can gain an insider perspective of the profession. This kind of exposure to the field can make the difference between being regarded as a viable candidate, as opposed to an enthusiastic, yet relatively uninformed applicant.

Internship is a vital course of partial fulfillment of BBA Degree offered by the Department of Business Administration, Eastern University. It is must completed three months duration Internship program as well as to prepare an internship report for the same. Beside this BBA program is professional Degree. Any professional Degree cannot be fulfilling without practical knowledge this is the reason that make a student to do an Internship.

1.2 Origin of the report:
This report is the outcome of the three months long internship program undertaken with Persona Hair & Beauty Ltd. The preparation and submission of this report is a fundamental requirement for the fulfillment of the Bachelor of Business Administration (BBA) course curriculum of Eastern University.

Mainly there are six segments in this report; they are Introduction, Literature Review, Company Overview, Analysis, Findings, Conclusion, Recommendation and internship experience.

1.3 Objective of the Study:

Broad objective:

The main objective of the study is to find out the service gap, i.e., the gap between the expectations and perceptions of the customer’s about the beauty parlor service.

Specific objectives of this study are:

➢ To find out the expectations of customer about Service Quality. ➢ To find out the perceptions of customers about Service Quality. ➢ To find out the service quality regarding each area. ➢ To find out area of improvement regarding service quality. ➢ To recommended guidelines for further improvement of service quality.

1.4 Methodology:

The research can be divided become two parts, they are qualitative research and quantitative research.

The study will be done in the following steps:

Sampling frame

Though my research based on female consumer so for this reason my total population of the research is women customer of Persona beauty parlor. To conduct my research collected data from different branches and from random customer.

Sampling Technique

I collected 70 random customers as samples of data. Respondent age limit should be more than 15. In case of sampling technique used non probability judgment sample.

Data Collection Procedures

There are two main sources of collecting data. To complete this report data has been collected from both primary and secondary sources.

Primary Data Collection: The project basically executed by gathering information through random interview from customer.

Secondary data collection:

← Internet

← Internal Sources

← Prior research report

← External Sources

← Different books and periodicals related to the sector

← Website information

Data Analysis

I used liker scale for collecting data and also used SPSS software to complete my report so i analyze the means and independent test for find out gap exists between expectations and perceptions of service and also for accomplishment report appropriately.

Here SERVQUAL Model was used to do the research. Among the seven major service gap, my study was concerned about the gap five, i.e. the gap between the expectations and perceptions of parlor customers....
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