Essay about Consumer Behavior

1930 Words Aug 21st, 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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From the case study, Lush Australia was said to be quite successful in this regard.
Established in the United Kingdom in 1995, Lush specialises in cosmetics and personal care products. They are also known to have strong philosophies on being socially and environmentally responsible.
Lush consumers are open-minded and eager to purchase the new and the latest. They are the complete opposite of highly dogmatic individuals. An example of a promotional message that Lush uses to target this segment is “new invention”. However, marketers can consider to target high dogmatic consumers to expand their market size.
Marketers may highlight experts’ testimonial or recommendation of their products to associate it with special knowledge and trustworthiness (Brian Blake 1970). They may also adopt the strategies used by MAC Cosmetics, like using famous celebrities’ endorsements. (Nolasco 2013).

Figure 1: Colgate uses Dentists’ recommendation to gain trust from highly dogmatic consumers
(source: Google Images

Figure 2: MAC uses celebrity endorsers such as R&B singer, Rihanna
(Source: Google Images)

Lush consumers’ unwillingness to conform to social norms and peers shows that they are inner-directed in social character. Based on VALs ("Values, Attitudes And Lifestyles") by Stanford Research
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