A survey finds customers are attracted to a salon mainly by the quality of a hairstylist.

A survey of more than 5,000 consumers shows the expertise of a stylist is the primary draw when choosing a hair salon.

The survey conducted last month by the Market Force Network found 64 per cent of those asked cited the quality of the stylist as the top factor in choosing a salon followed by value, relationship with the stylist and location of the salon.

Seventy per cent said they prefer a local salon, driven in large measure by having a relationship with a stylist.

Of large chains, Aveda salons were the favourite of more affluent customers.

Great Clips and Supercuts were tied for first among young couples and families.

But while customer loyalty is strong in the salon sector, many clients are willing to experiment.

Twenty per cent said they had tried a new salon in the past six months, with a quarter citing the advice of friends for making a change.

A third of those surveyed report going to a salon at least every six weeks, while another third go only four times per year.

One-quarter of those surveyed said they spent more than $75 on a cut or style.