Targeting that accurately captures customer needs is expected to become even more important in the future in order to overcome competitors. Some beauty salon customers also come from local areas to urban stores. Even in downtowns, customer demographics and customer preferences vary greatly depending on the region. Therefore, it can be inferred that there is some relationship behind the location of the store and the needs of customers. The purpose of this research is to understand the characteristics of customer needs and the relationship between regions. In this paper, we analyze the difference in the customer segment between regional areas in the beauty salon industry, through analysis of customer review data posted on the beauty salon reservation site. By applying non-negative matrix factorization method to the customer reviews for the stores in the commercial area to be analyzed, we extracted the topics related to the needs in each region. Furthermore, we attempted to visualize the needs caused by the commercial area by associating the response magnitude of this topic with the location information of the store where the review text was posted.
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