Consumer profile of a women's aesthetic clinic in the Northwest of Rio Grande do Sul

Abstract

Purpose: Analyze consumer behavior in an aesthetics clinic in a small municipality located in the northwest of Rio Grande do Sul. Methodology: A qualitative and quantitative study was conducted using questionnaires created via Google Forms, applied to 50 female clients of an aesthetic clinic between March and April 2024. Results: Regarding client profiles, all participants were women aged between 20 and 49 years, with the majority being married. In terms of education, almost all had completed high school or higher education, indicating a low presence of individuals with lower educational levels in the clinic. As for monthly income, most clients earned more than three times the minimum wage, demonstrating significant purchasing power for aesthetic services. Personal factors such as age, profession, and income were the most influential in purchasing behavior. However, psychological factors stood out, as many respondents perceived beauty products and services as a means of self-fulfillment. Practical/Managerial Implications: This study provides relevant insights for the analyzed aesthetic clinic and other businesses in the sector, contributing to the improvement of products and services, supporting decision-making, and enhancing strategic planning. Social Implications: The study highlights that aesthetic procedures impact consumers' self-esteem and social life, reinforcing the pursuit of self-fulfillment. It also underscores the influence of income and education on access to services.