Consumer Behavior Audit at Palmer's Multi-Effect Perfecting Facial Oil - Case Study Example

Consumer Behavior Audit University’s Name: Submitted by Names: Tutor: Date: Introduction The anti-ageing market is growing at a relatively faster rate and it is estimated that it has been growing at an average rate of 7.8% since 2013 and the trend is expected to continue till 2019. The market value for the anti-ageing products in 2013 was $122.3 billion and it is expected to reach $191.7 billion come 2019 according to Transparency Market Research. Some of the studies have indicated that the majority of people consuming anti-ageing products were born between 1946 and 1964 (Williams, 2013). However, the most current report shows that the products are consumed by Baby boomers, Generation X and Generation Y, including men and women. The assessment discusses the consumer behavior audit of Palmer’s Cocoa Butter Formula Multi-Effect Facial Perfecting Facial Oil, an anti-ageing product that was voted as the product of the year under the category of anti-ageing skincare in February 2015 in Australia. Palmer's Multi-Effect Perfecting Facial Oil is a blend of about nine anti-ageing oils, which are aimed at keeping skin smooth and glowing (Hughes, 2015). It significantly reduces the appearance of wrinkles and it also banishes pigmentation to keep the consumer young all the times despite the age. The desire to keep young has made Australian consumers to prefer the product due to its effectiveness and relatively low price among the users. Therefore, Australians consumers of the oil have been able to rate the product high, which made it to be rated as the product of the year in the anti-ageing product category in Australia. Market Segmentation Internal influence The primary reason why Palmer's Multi-Effect Perfecting Facial Oil was introduced in the market was to address the social and psychological challenges are faced by the ageing individuals in the society. Many people fear ageing due to common perception that young is good and old is bad, which have forced them to find suitable products that they can use to eliminate wrinkles in their faces (Neilson, 2006). The Palmer's Multi-Effect Perfecting Facial Oil, therefore, was primarily made to reduce wrinkles on the faces of the users for them to appear young. The product was initially used by female consumers between 35 and 45 years old, but it is now used by ladies younger ladies from the age of 20. In addition, men are now using the products for the grooming purposes (Slobadian, 2016). Therefore, the anti-ageing skincare product is meant to address the need of reversing the signs of ageing. However, it has also become one of the grooming products, especially among men. In addition, the product is used to prevent the characteristics of ageing before and that is the reason why it is used even among younger people who have not started developing wrinkles (Slobadian, 2016). The product is not only targeting Baby Boomers, but anybody above 20 years of age. The product targets youth who are sensitive to their skins who want hydrated and textured skins. The Palmer's Multi-Effect Perfecting Facial Oil has an emotional attachment to the target consumers, as it stresses the importance of remaining youthful even among the baby boomers. Consumers believe that it can enable them to remain youthful despite their age (Hughes, 2015). It also associated with beauty, as young people are using it to maintain their skins. Men also use it for grooming purposes to enhance their confidence when they are interacting with other people. The product is therefore associated with youthfulness and smartness, which has helped in creating emotional attachment with consumers. External Influence Like any other anti-ageing products, people also consume Palmer's Multi-Effect Perfecting Facial Oil because of a cultural belief that old is bad and young is good. There are a number of people who associate ageing with ill-health and would not like to grow old despite the fact that ageing is inevitable and everyone on earth must grow old at some point (Slobadian, 2016). People are also motivated to consume the anti-ageing product as a way of controlling their lifespan, as they wish to stay young forever. Therefore, people many believe that ageing is something that should eliminated just like a diseases, as people use the anti-ageing products because the society demands that they should to appear young or perfect, especially after considering the challenges associated with ageing. Initially, the Palmer's Multi-Effect Perfecting Facial Oil was mainly targeting women, but the market has changed and new consumers are also coming in. Despite the fact that the anti-ageing product was traditionally targeting women, the number of men using Palmer's Multi-Effect Perfecting Facial Oil has also increased significantly and they now comprise 47% of the total consumers of the product. Like women, men also fear ageing and they would like to appear smart just like women (Slobadian, 2016). Therefore, the product is good for both men and women and it is consumed by people who are as young as 20 years old. The rate at which wrinkles and spot appear in faces and other parts of the body differ from one race ethnic group to another, as ageing differ from one person to another and from one heritage to another (Crary, 2011). Therefore, people who are ageing faster constitute the majority of people who consume the anti-ageing Palmer's Multi-Effect Perfecting Facial Oil. The product is also relatively expensive, which makes it unaffordable to people with lower income who are struggling to meet their basic needs, as they have little money left to buy the product. At the same time, people in the middle and high social class are more concerned about ageing than those in the lower social class in the society. Therefore, the consumption of Palmer's Multi-Effect Perfecting Facial Oil differs from one ethnic group to another and from one social class to another. The product is specifically appealing to educated and professional women who care so much about their image and how they appear in public. Women value their image and beauty and would not like to see wrinkles and spots in their faces (Hughes, 2015). On the other hand, the majority of men only use the Palmer’s Multi-Effect Perfecting Facial Oil for grooming purposes. Therefore, the product is more appropriate for women, especially professional women who value heir image while in the public. However, it would not be appropriate to focus on specific categories of adopter categories because of the changes that are taking place. The number of men who are using the anti-ageing and grooming products like Palmer’s Multi-Effect Perfecting Facial Oil is increasing and they are becoming important part of the market that should not be ignored (Slobadian, 2016). The product is mainly purchased by women in the households, but some men also purchase the product directly from the stores. Product Positioning Internal Influences Consumers of Palmer’s Multi-Effect Perfecting Facial Oil believe that it is natural perfecting skin oil that makes users youthful all the time. They believe that the product restores a youthful looking complexion that ensures that their skins are smoother and visibly radiant. Therefore, the older market segment believe that Palmer’s Multi-Effect Perfecting Facial is the best anti-ageing product because it removes wrinkles and spots that may stop them from appearing youthful (Hughes, 2015). The younger users who have not developed wrinkles or spot believe that the product makes their faces smooth and visibly radiant all the time. They also believe that Palmer’s Multi-Effect Perfecting Facial Oil prevent them from getting old as it removes wrinkles and spots before they appear. At the same time, men prefer Palmer’s Multi-Effect Perfecting Facial Oil as a product that can enhance their level of grooming as it leaves their faces smooth and with no spots or wrinkles. The ideal version of the product is to eliminate all the wrinkles and spots on the faces and body of consumers so that they appear youthful all the time. Nobody wants to see wrinkles or spots on their bodies, as they fear getting old or have a rough face that does not boost their self-image. Therefore, Palmer’s Multi-Effect Perfecting Facial Oil is made to ensure that every consumer completely eradicates wrinkles and spots from their faces and any part of the body for them to appear youthful all the time (Hughes, 2015). Decision-Process Influence Reputation of the product is the primary factors that consumers of any anti-ageing product would consider before buying a product. Because of the increased awareness of the negative effects of the anti-ageing products that are in the market, consumers only go for the product that they believe to be of high quality (Slobadian, 2016). Cosmetic consultants play an important role in the decision process of the people using anti-ageing products, as consumers always consult them first before making any purchasing decision. In addition, the consultation at the counter also determines whether a customer will buy the product or not. Price also influences the decision process in a significant way. Many consumers prefer luxurious anti-ageing products and they would go for the most expensive products because of the general perception that expensive products are of high quality in comparison to cheaper products in the market (Neilson, 2006). Therefore, beauty consultants, quality, and prices influence the decision process of Palmer’s Multi-Effect Perfecting Facial Oil. Pricing External Influence The people who consume Palmer’s Multi-Effect Perfecting Facial Oil majorly belong to middle and upper income levels in the society and, therefore, they have enough income to purchase the product because it is also relatively cheaper compared to other anti-ageing products in the market. They can therefore afford the product, as they have enough income. Consumers of the anti-ageing products believe that the higher the price, the better the quality of a product. Therefore, lowering the price of Palmer’s Multi-Effect Perfecting Facial Oil may make consumers believe that the quality of the product has been compromised, which may make customers to shun the product (Neilson, 2006). Therefore, it is not advantageous to lower the price. Internal Influence The Piece of Palmer’s Multi-Effect Perfecting Facial Oil determines its status among the consumers, the high the price the higher the status and the lower the prices the lower the status. The price is therefore relevant to the lifestyle of the consumers who either belong to middle or upper class (Neilson, 2006). The price plays an important role in determining the attitudes of consumers towards the brand, as they associate price with the quality of the product. The average retailing price for Palmer’s Multi-Effect Perfecting Facial Oil is $20 per 30ml bottle, which is believed to be the fair price that is affordable the majority of consumers. Situational Influence The role of price of Palmer’s Multi-Effect Perfecting Facial Oil is unlikely to vary with the situation because people buy it for one main purpose, to appear youthful and to maintain a smooth and radiant skin. Decision-process Influence The low price of the Palmer’s Multi-Effect Perfecting Facial Oil cannot trigger the recognition of the problem associated with ageing, as people already have the problem in mind. The price of the product determines it quality and consumers can negatively respond to the reduction of prices in the stores. Distribution Strategy External Influence Distribution systems should vary from one segment of user to another, especially in terms of women and men users. There is a general perception that anti-ageing products like Palmer’s Multi-Effect Perfecting Facial Oil are meant for women and not men. Therefore, women can easily access the retail shop and buy the product without any problem. However, men are likely to have a problem buying the product from the open retail shops (Neilson, 2006). Therefore, men need private and confidential delivery system as opposed to women who can access the product anywhere in the market. Palmer’s Multi-Effect Perfecting Facial Oil is not a complex product, but is a sensitive product that requires special delivery system based on the target market. Internal Influence The product is perceived to be one of the best anti-ageing products and therefore it needs special outlets with special cosmetic consultant to ensure that its position in the market remains unaffected. Women are likely to use the retail outlets that are available in the market while men need private retail outlets where they can access the product, as women have no problem buying the product in open places while men need some privacy (Neilson, 2006). Situation Influence The distribution systems varies with the situation because there is need to consult an expert before using the product because of the possible negative impact that it may have if not used properly. Decision-process Influence Consumers are most likely to seek information from the outlets, especially when they are using the product for the first time. They always consult experts in the outlets before buying the product, as they are cautious of the negative effects Promotion Strategy External Influence Youthfulness and perfect smooth skins are the key values of Palmer’s Multi-Effect Perfecting Facial Oil that can be used to communicate with the potential consumers. Smooth face with no wrinkles and spots can be used as a non-verbal communication system to reach out to all the segments and the main reasons why people use the product is to remove wrinkles and spots to have a smooth skin (Hughes, 2015). The marketers of the product can use celebrities who use the product as the reference group to influence its consumption. In addition, it is possible to use opinion leaders like cosmetic experts to enhance the quality and benefits of the product. Promotion should target women in the household they are more concerned about cosmetics used in the households Internal Influence The promotion campaign of the Palmer’s Multi-Effect Perfecting Facial Oil is structured in a way that all consumers can effectively interpret it. The pictures use portrays women with smooth skin (Hughes, 2015). However, the campaign is not sensitive to men because it rarely shows the picture of men in its adverts. The pictures in the adverts are more pronounced and the word Smooth skin is also visible to make so that the consumers can remember the meaning. The message is about youthfulness and smooth skin, which is the main reason why people use the product. However, the promotion has not considered the emotional implication and lifestyle in the campaigns. In addition, the attitude change techniques have not been used. Situation Influence The campaign has not illustrated the different usage situations, as it concentrate on one gender, women, and ignore men who are also users of the product. Decision-Process Influence The problem recognition occurs naturally as people fear aging and would like to have a smooth face. Therefore, the segments will seek out for the product to solve the problem. However, the segments will seek out information on the product due to the many possible negative effects of the products if not used appropriately. They always seek information from the consultants in the outlets. Consumers are always concerned about the quality and the effects of the product. The product manufacturer passes enough information to consumers through the product labels, adverts, and consultants. The message of promotion is designed in such a way that it creates the brand loyalty. Reference List Crary, D. 2011. Boomers will be spending billions to counter aging. Retrieved from http://usatoday30.usatoday.com/news/health/story/health/story/2011/08/Anti-aging- industry-grows-with-boomer-demand/50087672/1 Hughes, J. 2015. Product Review: Palmer’s Cocoa Butter Formula with Vitamin E Multi-Effect Perfecting Facial Oil. Retrieved from https://weresovain.wordpress.com/2015/08/24/product-review-palmers-cocoa-butter- formula-with-vitamin-e-multi-effect-perfecting-facial-oil/ Neilson, B., 2006. Anti-ageing cultures, biopolitics and globalisation. Cultural Studies Review, 12(2), pp.149-64. Slobadian, R., 2016. Young is Good, Old is Bad: The Controversies and Culture of Anti-Aging Skin Care Products. Retrieved from http://www.academia.edu/7282592/Young_is_Good_Old_is_Bad_The_Controversies_an d_Culture_of_Anti-Aging_Skin_Care_Products Williams, C.M., 2013. Behind the Mask: An Analysis of Women's Perceptions and Rationale Toward the Purchase and Use of Anti-aging Products (Doctoral dissertation, University of Northern Iowa). Read More