Essay Consumer Behavior

1942 Words Sep 18th, 2014 8 Pages
GROUP 2
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CASE STUDY 4.1:
You get me: Personality and self-concept in consumer behaviour – the case of Lush

Table of Contents Executive Summary 2 Introduction 2 Discussion Section 2 Recommendation 11 Conclusion 11 References 12

List of Figures Figure 1: Colgate uses Dentists’ recommendation to gain trust from highly dogmatic consumers 3 Figure 2: MAC uses celebrity endorsers such as R&B singer, Rihanna 3 Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free" 4 Figure 4: "Limited Edition" expedites purchase decision 4 Figure 5: Lush has a large variety of soap, one of its many product line 5
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Marketers at Lush captures the attention of their targeted inner-directed consumers by using key words such as “softening” which appeals to the “I-Am-Me”. Highlighting their products to be organic and handmade will appeal to the “Experientials” whereas the effort to encourage recycling by giving free gifts in exchange, appeals to the “Societally Conscious”. Moreover, Lush uses promotional messages such as “unique fragrance" to appeal to the consumer’s need for individualism.

Figure 3: Lush label states "Fresh Handmade Cosmetics" and "Bring back 5 Pots and Get a Fresh Face Mask Free"
(Source: Google Images)

Consumers of Lush are also portrayed as being fun-seekers, enthusiastic and risk-averse as they are eager to try new products. This may infer that they are high in optimum stimulation level (OSL). Individuals who are understimulated will seek to narrow the gap between actual and optimal stimulation via novelty seeking, exploratory behaviour and variety seeking (Wahlers and Etzel 1985).
Lush had created promotional messages such as “new arrivals”, “now in store” and “limited edition” to attract these risk-takers and novelty-seekers. Lush’s informative website cater for consumers’ exploratory behaviour. The display of their product varieties in their store appeals to the variety-seekers.

Figure 4: "Limited Edition" expedites purchase decision

Figure 5: Lush has a large variety of soap, one of its many

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