Consumer Behavior Report
Introduction
This report will focus on the topic of consumers’ perception toward brand. To strengthen the theory, there are several brands that are being discussed to illustrate the marketers’ mind in consumer behavior studies. The Body Shop and McDonald’s are the examples that marketers want consumers to perceive a just noticeable difference between their products and competitors’ products. In contrast, OGAWA and Cake History are identified that do not want to be perceived such difference from rivalries.
The Body Shop
The Body Shop is an international manufacturer and retailer whose beauty and cosmetics products are naturally inspired, ethically produced. Compare with the Japan cosmetic brand, SK-II. The Body Shop uses simple packaging to promote the idea of naturalism. They implement environment friendly technology to position itself in a healthy image. For evidence, it uses recycled paper to package their products. This concept appeals to consumer because people these days are conscious of the benefits of green environment (The Body Shop 2011).
Its brand name is noticeably from its competitors. Body Shop, the brand name emphasizes on the well-being of the whole body. It is easy to say, spell and recall. It is distinctive, setting it apart from competing brands. The product is also personally relevant to consumers because of the wide range of products which take care of every part of the body. The Body Shop packages its product by using both cold colors such as green and warm colors such as yellow (Johnson 2011). Moreover, The Body Shop promotes the products through different communication media such as advertisement that shows the image of beautiful women among beautiful flora, television and magazines.
The Body Shop strengthens the concept of using natural vegetation and not testing on animals to differentiate it from other competitors. Appealing concept of The Body Shop raise the awareness of consumers, in turn, attract consumers’ attention. This
This report will focus on the topic of consumers’ perception toward brand. To strengthen the theory, there are several brands that are being discussed to illustrate the marketers’ mind in consumer behavior studies. The Body Shop and McDonald’s are the examples that marketers want consumers to perceive a just noticeable difference between their products and competitors’ products. In contrast, OGAWA and Cake History are identified that do not want to be perceived such difference from rivalries.
The Body Shop
The Body Shop is an international manufacturer and retailer whose beauty and cosmetics products are naturally inspired, ethically produced. Compare with the Japan cosmetic brand, SK-II. The Body Shop uses simple packaging to promote the idea of naturalism. They implement environment friendly technology to position itself in a healthy image. For evidence, it uses recycled paper to package their products. This concept appeals to consumer because people these days are conscious of the benefits of green environment (The Body Shop 2011).
Its brand name is noticeably from its competitors. Body Shop, the brand name emphasizes on the well-being of the whole body. It is easy to say, spell and recall. It is distinctive, setting it apart from competing brands. The product is also personally relevant to consumers because of the wide range of products which take care of every part of the body. The Body Shop packages its product by using both cold colors such as green and warm colors such as yellow (Johnson 2011). Moreover, The Body Shop promotes the products through different communication media such as advertisement that shows the image of beautiful women among beautiful flora, television and magazines.
The Body Shop strengthens the concept of using natural vegetation and not testing on animals to differentiate it from other competitors. Appealing concept of The Body Shop raise the awareness of consumers, in turn, attract consumers’ attention. This
References: Johnson, David. 2011. Color Psychology. Accessed October 2, http://www.infoplease.com/spot/colors1.html The Body Shop. 2011. Our company. Accessed September 30, http://www.thebodyshop.co.uk/_en/_gb/services/aboutus_company.aspx.