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Consumer Behaviour - Assignment Example

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CONSUMER BEHAVIOUR Instructor University CONSUMER RESPONSE TO THE ISSUES IDENTIFIED: In order to identify the feasibility of the product line extension strategy of Lush Cosmetics, a primary research on consumer’s response to the factors identified above is imperative…
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Consumer Behaviour

Download file to see previous pages... A synopsis of their responses is identified in the following table. Influencing Factors Respondent 1 Respondent 2 Respondent 3 Respondent 4 Name Stuart Jane Mark Danial Age 23 35 31 28 Perception about Body cosmetics Thinks that body cosmetics are important part of personal hygiene Thinks that body cosmetics have become a necessity Thinks that cosmetics ultimately worsen the body conditions Thinks that body cosmetics are highly important Perception about Body Lotion Thinks that they have become an important part of cosmetics Thinks that creams and shower gel can do the job Thinks that normal soaps and massage oils are the best Would certainly like to own one Description of their self Considers himself as an early adopter of new products Is not very brand loyal; Will buy any product offered at competitive price Believes in Tried and tested products Is always anxious to update his fashion statement Social Influence in Product purchase decisions He would opt for personal investigation rather than social groups Prefers to take the help from his peers before purchasing a decision. Believes that social pressures are not that important. Individuality matters more Wants to stand out from his peers in terms of the products he uses Influence of Cultural Background Thinks that culture stops him from being an early adopter Considers that culture defines the limits to his purchase decisions Considers that Culture is most important in purchase decisions Has no consideration for culture. Can opt for any product if it suits his needs Psychological Factors Thinks that the promotions is most important in motivating consumers to buy the product Thinks that the texture of the product and its physical layout is most important Thinks that the most important factor is the utility that the product provides Thinks that the linkage between consumer need and the utility of the product can motivate the customer to buy Recommendations for Aqua Mist Considers the product to be reliable because of the brand name; wants to buy the product immediately Considers that although the product is good, more work should be done on the layout of the lotion bottle and the logo Won’t buy the product as it does not offer any think new in his opinion. Wants to buy the product if it is readily available in the market and hype for the lotion Is created. Considering the responses provided by the respondents and evaluating the characteristics of Aqua Mist and the related product line of Lush Cosmetics, we can easily identify that the prospects of this product are great. If the company launches the product with a clear reference to the brand and clearly communicates the core characteristics of the body lotion, the customers will be eager to buy the product (Kardes, 2011). CONCLUSIONS AND RECOMMENDATIONS: In the introduction of the report we clearly identified that the Lush cosmetics is a well established company which has its operations running in several countries and therefore, it has the privilege of enjoying a strong brand name and some loyal consumer base. We then identified the product line expansion strategy of the company in terms of launching a new product called Aqua Mist and related product categories. When considering the decisions like product launch, it is important that a thorough research on the market conditions and the consumers of the products is made and to accomplish the task we identified some of the factors that ...Download file to see next pagesRead More
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