BSc Buyer Behaviour Minor Assessment Academic Year 2018-2019

Bsc Buyer Behaviour Minor Assessmentacademic Year 20182019 Term 2

Students are invited to choose ONE of the two case studies listed below from our Consumer Behaviour reference book (buying, having and being 12th Edition Michael R. Solomon) and answer specific questions related to the chosen case. It is recommended to conduct professional research by visiting relevant stores and to utilize extensive reading, observation, and application of theory and analytical models. Responses should be in essay format with proper referencing.

Sample Paper For Above instruction

Title: Consumer Perception and Sensory Marketing Strategies at Lush Cosmetics

Introduction

Lush Cosmetics, founded in 1995 in the UK, has differentiated itself in the cosmetic industry through its emphasis on fresh, ethical, and handmade products. The company's marketing approach heavily relies on sensory engagement, aiming to create a multi-sensory experience that resonates with consumers’ values and emotions. With a unique store environment and promotional messaging emphasizing natural ingredients, ethical sourcing, and sustainability, Lush fosters a distinctive brand involvement. Current consumer involvement primarily revolves around immersive store experiences, social media engagement, and advocacy for ethical consumption, aligning with their brand identity of ethical beauty.

Perceptual Process and Sensory Marketing at Lush

Lush harnesses sensory marketing by engaging multiple senses simultaneously—visual, tactile, olfactory, and auditory. The store environment is designed to stimulate customers' senses through colorful displays, tactile interactions with products, and invigorating scents from freshly made products. For example, their signature bath bombs and fresh face masks invite tactile exploration, encouraging consumers to personally engage with the products. The scent marketing is particularly central; the aromatic environment not only enhances the shopping experience but also reinforces the brand’s message of naturalness and purity. Visual merchandising with vibrant displays and store layouts appeal to consumers’ sight, guiding their attention and influencing perception. Such multisensory stimuli facilitate information processing by creating memorable experiences and emotional connections, thus fostering brand loyalty and preference.

Rational versus Hedonic Consumption in Lush

Analyzing consumer decision-making at Lush reveals both rational and hedonic elements. The rational aspect stems from consumers’ consideration of ethical values, such as cruelty-free ingredients, eco-friendly packaging, and social responsibility. These factors align with a deliberate, value-driven decision process. Conversely, the immersive sensory environment triggers hedonic responses, appealing to consumers’ emotions, pleasure, and aesthetic appreciation. The tactile, olfactory, and visual stimuli stimulate positive feelings, making the shopping experience enjoyable and escapist. Therefore, consumer decisions at Lush are influenced by a blend of rational evaluation of its ethical standards and hedonic pleasure derived from sensory engagement, with a tendency toward sensory-driven, hedonic motivation in many instances.

Counter-Indications and Challenges of Sensory Marketing

Despite its effectiveness, sensory marketing can occasionally backfire. Over-stimulation may lead to sensory overload, causing discomfort or disengagement among certain consumers. Moreover, in diverse cultural contexts, sensory cues like scents and visuals may evoke negative associations or fail to resonate equally across different demographic groups. There is also a risk of sensory marketing becoming insincere or manipulative, undermining brand authenticity if perceived as superficial or coercive. An example is when overly synthetic scents or cluttered store layouts displease customers and diminish perceived authenticity. Empirical studies have documented instances where sensory strategies have alienated specific consumer segments or led to inconsistent brand experiences, highlighting the importance of culturally sensitive and authentic sensory applications.

Conclusion

Lush Cosmetics exemplifies how sensory marketing enhances the consumer experience by engaging multiple senses, fostering emotional connections, and aligning with ethical brand values. While effective, it requires careful execution to avoid potential pitfalls such as overstimulation or cultural misalignment. Balancing sensory appeal with authenticity and consumer diversity is crucial for sustaining positive brand perceptions in the competitive retail landscape.

References

  • Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71.
  • Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Journal of Marketing, 45(7/8), 1246-1266.
  • Krishna, A. (2012). An integrative review of sensory marketing: How to work with the five senses to influence consumer behavior. Journal of Retailing, 88(3), 347-358.
  • Peck, J., & Wiggins, J. (2006). It just feels good: Customers’ affective response to touch and its influence on persuasion. Journal of Marketing, 70(3), 56-68.
  • Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
  • Solomon, M. R. (2017). Buying, having, and being (12th ed.). Pearson.
  • Spence, C. (2014). Managing the senses: The impact of multisensory marketing. Journal of Business Research, 67(8), 1704-1710.
  • Williams, L. (2006). What’s fragrance got to do with it? Exploring the emotional implications of scent in retail environments. Journal of Consumer Behaviour, 5(4), 306-319.
  • Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: Individual and environmental influences on impulse purchasing. Journal of Business Research, 59(6), 685-693.
  • Underhill, P. (1999). Why we buy: The science of shopping. Simon & Schuster.

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