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and times the data was collected, Friday experienced more customers than Monday, and
1:30pm to 3:30pm saw more customers than 9:00am to 11:00am.
The owner/manager reported that she was unsatisfied with the demand levels, but this was
likely due to her additional role in marketing and promoting services, whilst also acting as
owner, manager and therapist, and the extra time required for this, as well as the therapists’
lack of understanding and participation in the marketing and promotion of the spa. She also
felt that the local clientele demographic was responsible, with women over the age of fifty
having more disposable income but less tendency to visit the spa, and women aged thirty to
forty having the motivation, but a lower level of disposable income.
The case study revealed differences in the demand data (see Table 11 in 3.4). February is a
winter month and, accordingly, demand is typically low at day spa Valentino during this
month. The introduction of a discounted product as part of the study prompted an increase in
demand for that product throughout the month. Week one of February 2010 saw three times
as many sales of the specified product as the corresponding week in 2009, week two, six
times as many, week three, five times as many, and week four, four times as many. In 2009
for the specified product the customer typology was 100% female, 100% resident with an
average age of forty. During the test period the typology changed, with 4.5% male clients,
9.1% non-resident and an average age of forty. Customers who bought the products during the
case study test period were, predominantly, price-sensitive, reporting that they purchased the
product in direct response to the discounted rate, with only 20% of these customers having
tried the product before. Both in 2009 and 2010 the customers were frequent visitors to the
spa.
Table 6 February 2009: Customer demand details for the specified product at a fixed
price
Ma
Non-
Female Resident
le Resident
Reservation - Reservation
Time Price
Walk
More than 1 -Less than 1
sensitive sensitive
-in Shows
week week
No- Cancel
shows -lations
I
0% 100% 100%
week
0% 100% 100% 0% 100% 0% 100% 0% 0%
II
0% 100% 100%
week
0% 0% 100% 0% 100% 0% 100% 0% 0%
III
0% 100% 100%
week
0% 0% 100% 0% 100% 0% 100% 0% 0%
IV
0% 100% 100%
week
0% 0% 100% 0% 100% 0% 0% 0% 100%
Table 7 February 2010: Customer demand details for the specified product at a
discounted price
Ma Femal
le e
Resident Non-
Resident
Reservation - Reservation -
Time Price
Walk NoCancel- More than 1 Less than 1 Shows
sensitive sensitive
-in showslations week week
I
0% 100% 100%
week
0% 25% 75% 0% 100% 0% 75% 0% 25%
II
0% 100% 100%
week
0% 33.3% 66.7% 0% 100% 0% 100% 0% 0%
III
week
25
% 75% 75% 25% 0% 75% 0% 100% 0% 100% 0% 0%
IV
0% 100% 87.5%
week
12.5%% 12.5% 62.5% 0% 100% 0% 75% 0% 25%