Research of beauty industry services in Kazan: analysis, risks, prospects

The research is dedicated to the analysis of beauty industry services in Kazan using nail care services as an example. Kazan is a tourist city with attractive potential for utilizing existing beauty services by both local residents and tourists. The article presents studies on existing nail service enterprises as well as consumers of beauty industry services. A gradation of nail salons based on price segment, quality of services, and materials used within all seven districts of the city is presented. The target group of service consumers is characterized according to social status, gender-age group, occupation, and per capita family income. Based on these findings, conclusions are drawn regarding consumer profiling, enterprise location, and strategies for development and promotion of services. Key factors influencing salon choice have been identified and recommendations formulated for optimal business placement and marketing strategy. Risks associated with providing nail care services are described in the context of preventive measures formulation. Conclusions about comprehensive approach towards enhancing attractiveness of nail service businesses were made. This study has fundamental and applied significance, providing groundwork for effective management of nail service companies under modern market economy conditions and highlighting prospects for further development of beauty industry in Kazan as an efficient product suitable for wide range of consumers.