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- 1. You got me: Personality and self-perception in consumer behaviour - The case of Lush BMA262 Consumer Behaviour Taihlaura Denman 173711 Phoebe Wonder 996221
- 2. Lush and Self-image There 2 commodities that a customer buys when shopping at Lush; the physical product and the ethos behind the business. Classified as toiletries/cosmetics Lush products are non-essential items with cheaper alternatives on the market. The products offer a future result of some kind and therefore contribute to a consumers Ideal Self-image or how they would like to see themselves. E.g. “I want to feel sexy. So I will use a Sex Bomb Bath Bomb. ” Physical Product Ethos of the Business Customer Motives Self-image Socially conscious consumer actively support causes lifestyle choices aligned with beliefs sees themselves as socially conscious and believe others see them as social conscious actual self-image & social self-image Social follower consumer Adopts fad causes Desires to be perceived socially as progressive & popular, Broadcasts on social media Ideal social self image Motive for Purchase Ethos Motive for Physical Product Purchase
- 3. Lush and Freudian Theory Behaviour The sensual nature of the products tap into the Id system of Freudian Theory, as it the consumers desire for gratification to look good and ultimately find a mate.. The Lush Product Range: sensual, aromatic, colourful & textural The target market is socially aware, may realise that excessive and non-essential consumption may have negative ramifications. E.g. Demand for palm oil has resulted in the extensive clearing of natural wildlife habitat in South East Asia. Not wanting to be associated with such practices is an impulse of the Superego system. The method adopted by Lush to appeal to consumer id and appease the superego through their business ethos. Therefore the Ego system is making the ultimate choice to purchase the product.
- 4. Does the outcome of the behaviour achieve the initial motive? Or does it satisfy the ego’s attempt to balance id and superego? Which is more ethically responsible? Scenario 1: Cheapest liquid shampoo sold by Lush: I Love Juicy 500ml $32.95 Scenario 2: Nature’s Organics Normal Hair Apple Fresh Shampoo 500ml $2.09 (coles.com.au) & Donate $30.86 directly to the charity Can you recognise any situations where your id and superego may conflict?
- 5. Consumer Innovator Consumer innovators are people who are willing to try a new product Lush customer is very open minded and enthusiastic about trying new products When a new product is released it will be sold out in the first 24 hours Helps to create best seller products- Dream Cream body lotion Are you a consumer innovator or non-innovator?
- 6. Personality traits of a consumer innovator • Low Dogmatism Very eager to purchase the latest product and will tell others about the latest product through social media Facebook- 713,178 Instagram- 525,000 followers Twitter – Tagged in a tweet every three hours
- 7. Environmentally friendly • Reducing landfill- paper bags • Not testing products on animals • Supporting charity with every purchase • Standing up for social issues- illegal whaling in Japan- Soap to raise awareness By purchasing products at Lush you are making a choice based on values, but a social choice that this is what you stand for, for all your friends and family to see WHAT PRODUCTS DO YOU PURCHASE BASED ON VALUES?
- 8. BRAND PERSONALITY Personality traits of human characteristics are linked to brands Lush illustrates it through there ‘we believe’ motto Happy, self-confident, trustworthy, kind, unique, honest, pleasant And interesting Shows through their products creating individual personality - Melting marshmallow moment bath bomb- relaxing, fun, pleasant
- 9. Aaker Brand personality Framework Measure a brand on a scale of 1 to 5 ( five being more like that personality) to see what the characteristics the brand possess Lush would be considered a five for sincerity, as they are about being honest, original and unique to their customers They would also be considered excitement as they are about using your imagination to create something different with their products, by choosing the colour, shape and fragrance
- 10. ‘WE BELIEVE… … IN MAKING EFFECTIVE PRODUCTS, FROM FRESH ORGANIC FRUIT AND VEGETABLES, THE FINEST ESSENTIAL OILS AND SAFE SYNTHETICS. WE BELIEVE IN BUYING INGREDIENTS ONLY FROM COMPANIES THAT DO NOT CONDUCT OR COMMISSION TESTS ON ANIMALS AND IN TESTING OUT PRODUCTS ON HUMANS. WE INVENT OUR OWN PRODUCTS AND FRAGRANCES, WE MAKE THEM FRESH* BY HAND USING LITTLE OR NO PRESERVATIVE OR PACKAGING, USING ONLY VEGETARIAN INGREDIENTS AND TELL YOU WHEN THEY WERE MADE. WE BELIEVE IN HAPPY PEOPLE MAKING HAPPY SOAP, PUTTING OUR FACES ON OUR PRODUCTS AND MAKING OUR MUMS PROUD. WE BELIEVE IN LONG CANDLELIT BATHS, SHARING SHOWERS MASSAGE, FILLING THE WORLD WITH PERFUME AND THE RIGHT TO MAKE MISTAKES, LOSE EVERYTHING AND START AGAIN. WE BELIEVE OUR PRODUCTS ARE GOOD VALUE, THAT WE SHOULD MAKE A PROFIT AND THAT THE CUSTOER IS ALWAYS RIGHT. WE ALSO BELIEVE WORDS LIKE “FRESH” AND “ORGANIC” HAVE AN HONEST MEANING BEYOND MARKETING.’
Editor's Notes
- Before we get to down to the nuts and bolts of this case study I would like to make an important point. If you have a fondness for this business it is very likely that you are their target market and some of the techniques they adopt to connect with their customers, works on you. Yes, Lush is an appealing brand, but it is really important to be objective and remember they are a business with a goal of making profit margin as opposed to a non for profit organization. Lush and Self-image There are 2 commodities a customer buys when shopping at Lush, The physical product and the ethos behind the business. Both these element connect with customers on various levels of self-image. This varies according to the motives of the customer. There is a market that has a genuine interest in social issues, these people are actively support causes and make lifestyle choices that are aligned with their beliefs, and this can be classed as their actual self-image and their social self-image. This is because this consumer see themselves as socially conscious and believe others see them as social conscious and therefore intentionally align their consumption with their value system. Of recent years we have seen a rise in fad or trendy causes, such as The Ice Bucket Challenge or the I DO – gay marriage campaign. These fad causes attract followers who aim to be viewed social as progressive or part of the popular crowd especially if the causes is fuelled by celebrity support. This is part of this type of consumer’s ideal social self-image. A strong indicator of this motive is the broadcasting of purchases choice through social media of this consumer. The products entice customers to purchase through aroma, emphasis of natural ingredients, tangibility (customers are encouraged to test in store) and witty names; such as Dream Cream ($29.95), Sex Bomb Bath Bombs ($6.95) and Honey I Washed the Kids soap ($6.95) (Lush.com.au 2014). Classified as toiletries/cosmetics these products are non-essential items with cheaper alternatives on the market. The products offer a future result of some kind and therefore contribute to a consumers Ideal Self-image or how they would like to see themselves. E.g. “I want to feel sexy. So I will use a Sex Bomb Bath Bomb.”
- Lush and Freudian Theory The Lush product range are sensual, customers are drawn to the smell, colour and feel of the product but are driven by ulterior motives of buying into the brand ethos of natural, ethical, earthiness but also the fun side the products are labelled. The sensual nature of the products tap into the Id system of Freudian Theory, as it the consumer’s desire for gratification. The target market, who has been identified as socially aware may realise that excessive and non-essential consumption may have negative ramifications. E.g. Palm oil is a natural ingredient, sometimes used in toiletries. However demand for this resource has resulted in the extensive clearing of natural wildlife habitat in South East Asia to make way for palm plantations (wwf.org.au 2014). A desire to not wanting to be associated with such practices is an impulse of the Superego system. The method adopted by Lush to appeal to consumer motivation and personality attempts to balance both of these systems of Freudian Theory. Therefore the Ego system is making the ultimate choice to purchase the product.
- Why is this a decision of the ego? Example of alternative socially responsible shampoo purchases: Scenario 1: Cheapest liquid shampoo sold by Lush: I Love Juicy 500ml $32.95 Scenario 2: Nature’s Organics Normal Hair Apple Fresh Shampoo 500ml $2.09 (coles.com.au) This second scenario satisfies the same ethical claims as the first (naturesorganics.com.au) but allows consumer $30.86 to donate to charity. Therefore the question must be asked, is a purchase from Lush the best socially conscious choice? Or the ego balancing id and the superego. If Lush were to release a campaign such as “pick one up now, you deserve an indulgence.” To encourage product purchase this would be appealing to the id system. Once in store the consumer justifies the purchase using the ego by connection their consumption with stores support of a specific cause.