college work - consumer research

8/9/2019 College Work - Consumer Research

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City University of Hong Kon

MKT 3606 Consumer behaviReport by: Group

Name Student ID Email

Ho Wing Hei 53072734 [email protected]

Hung Wing Ho 53083853 [email protected]

Lee Yi Yan 53089925 [email protected]

Leung Yui 53078935 [email protected]

Yip Ho Yan 53080746 [email protected]

The ody Shop

Consumer research and analysis report


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1. Table of content ..................................................................................................................................................... 2

2. Introduction ........................................................................................................................................................ 3-4

2.1 Company Background ....................................................................................................................................... 3

2.2 Research Background ......................................................................................................................................... 3

2.3 Research Objectives ............................................................................................................................................ 4

3. Date Collection and Methodology .....................................................................................................................4-5

3.1 Descriptive Research .......................................................................................................................................... 4

3.2 Exploratory Research .......................................................................................................................................... 5

4. Findings and Data Analysis ............................................................................................................................. 6-13

4.1 General perception of The Body Shop ............................................................................................................. 6-8

4.2 Decision Making Process ................................................................................................................................ 8-9

4.3 Attribute and Preferences towards The Body Shop .................................................................................... 10-11

4.4 Hierarchy of Effects .................................................................................................................................... 11-13

5. Evaluation of Current Promotion Strategy .............. .......... .......... ........... .......... ........... .......... ........... ......... 13-14

5.1 Viral Marketing ............................................................................................................................................... 13

5.2 Promotion of Five Core Values ....................................................................................................................... 14

5.3 Customers Relationship Management ............................................................................................................. 14

6. Recommendations ......................................................................................................................................... 15-19

6.1 Internal Recommendation

5.1.1 Training of Salesperson .......................................................................................................................... 15

5.1.2 Supporting Measures of the Skin Checking Service .............................................................................. 15

6.2 External Recommendation

5.2.1 Label on Product Packages ...................................................................................................................... 16

5.2.2 Orienteering Competition .................................................................................................................. 16-17

5.2.3 Outdoor Concert ...................................................................................................................................... 17

5.2.4 Expansion of E-commerce .................................................................................................................. 17-18

5.2.5 Increase Post-purchase Frequency ........................................................................................................... 18

5.2.6 Upgrading Membership Scheme ......................................................................................................... 18-19

5.2.7 Cross over with Korean Brand ................................................................................................................ 19

7. Appendix ........................................................................................................................................................ 20-48


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1. Introduction .

1.1 Company Background

The Body Shop is an international corporation which produces and sells beauty and cosmetic

products with its five unique core values, including support community trade, defend human

rights, against animal testing, activate self-esteem and protect our planet. It inflames the soul of

beauty, protecting our incredible planet and respecting the community of people.

Notwithstanding the considerable extra production cost, The Body Shop persists on using ethical

business practice to do the production. Besides, it firmly believes using natural ingredients could

help arouse customers’ natural beauty and unique personality.

1.2 Research Background

With an increasing awareness towards ones self-image, people especially females nowadays may

pursue for a better appearance by using skin care products. In return, people may be able to

improve their appearance with the improvement on skin condition and have a neat and tidy as

well as a good-looking impression to others. On top of that, more and more local and foreign skin

care brands have operated branches in Hong Kong so as to satisfy the needs on these people.

The Body Shop, with a clear skin care product line business and company core values, in

order to stand out from the crowd, it should have a better understanding about the consumer

behaviors and make use with its company both soft and hard resources.

➢ The intended areas of study

Customers’ consideration when purchasing The Body Shop’s skin care product

Customers’ attitude toward The Body Shop’s five core values

Customers’ satisfaction towards The Body Shop’s products and services

1.3 Research Objectives

The project aims at investigating the effects of The Body Shop’s business strategies and

marketing tools on consumers’ behaviors by analyzing the following aspects:


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1. To analyze the effectiveness of The Body Shop implementing the consumer behavior

principle.

2. To evaluate the promotion strategies according to findings.

3. To give recommendations to The Body Shop base on the findings.

2. Data collection .

2.1 Descriptive Research

Survey

Nature of Research Quantitative research

Person-administered survey

Research Objectives 1. To identify the underlying reason behind customers’ purchase.

2. To assess the general satisfaction level of customer towards The

Body Shop’s product.

3. To determine whether the five core value have positive influence

towards customers’ purchase.

Date Mid-March

Location The Body Shop retail stores in Mongkok and Causeway Bay

Target Respondents Customers of The Body Shop

Screening Questions 1. Have you purchased in The Body Shop?

Survey Methods Mall-intercept

Face-to-face interview

Sampling Method and

Sampling Size

Simple Random Sampling method is applied.

Sampling Size: Total n = 100


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2.2 Exploratory Research

In-depth Interview with Shop manager

Nature of Research Qualitative Research

Research Objectives 1. To get in-depth understanding about the marketing strategy

adopted by The Body Shop and the reason behind.

2. To understand the effectiveness of the promotion strategy from

the point of view of staff and their attitude toward these strategies.

Target respondent Shop manager of The Body Shop

Location The Body Shop retail stores in Grand Century Place

Sampling Size One people

In-depth Interview with Customers

Nature of Research Qualitative Research

Research Objectives 1. To investigate customers’ perception towards The Body Shop

e.g. the brand image perceived

2. To assess the reasons behind customers’ spending on The Body

Shop’s products

Target respondent Customer of The Body Shop

Location Outside The Body Shop retail stores in Grand Century Place

Sampling Size Two people

3. Findings and Data Analysis .

3.1 General Perception of The Body Shop

3.1.1. Personality-like Associations of Colors


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Green is the major color of The Body Shop. With the color, interviewees can easily associated

environmental friendly image with the brand. They think of plants and vegetation in green color

and perceive the brand with nature. And according to the survey, despite the fact that only little

portion of respondents know about The Body Shop’s five core value, majority still think the shop

produces products with natural ingredients.

3.1.2 Perception

By perception, it means the registration of stimuli by one of the five senses: vision, hearing, taste,

smell and touch.

3.1.2.1 Vision

The Body Shop uses green as the major color in their logo and interior shop design. Green

usually gives the impression of natural, vivacity, life, freshness and hope, perfectly matched with

the image the company would like create. While for the logo design, the details of the O in the

word of BODY resemble a water or oil droplet which also gives a hint of nature.

3.1.2.2 Scent

When asked what other impression has The Body Shop given to the public, interviewees

mentioned about the scent. She agrees that the fragrant of The Body Shop’s products are very

strong. 55% of the respondents rate the scent of products in The Body Shop 4 or above out of

5marks. And only 13% of the respondents rate in neutral. Therefore, it is believed that the scent

is very impressive and attractive.


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3.1.3 Application of Classical Conditioning

Scent

The strong fragrance of The Body Shop’s products serves as the unconditioned stimulus while

The Body Shop’s product serves as the conditioned stimulus. As mentioned, The Body Shop’sstore has very strong scent, shoppers may not be aware at the beginning. But with repeated visit,

they could then associate The Body Shop’s products with the scent. As ladies love fragrance, i .e.

unconditioned response, they would then generate good feeling towards The Body Shop’s

product, i.e. conditioned response.

Vision

The Body Shop’s green and raindrop like icon serves as the unconditioned stimulus. Green and

raindrop generate the environmentally friendly and nature feeling to customers; this is a kind of

unconditioned response. Together with the association through repeated visit, customers then

associate The Body Shop and nature directly together, i.e. conditioned response.


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Operant Conditioning

The simple packaging of The Body Shop’s product as well as its tab attached in its products

awake customers to The Body Shop’s natural image. The label also informs customers of the

domain the product satisfied. If customers have bought the products, they would feel themselves

contribute to the community and the world by encouraging the sustainable business practice.

Therefore, the expected results would be repurchasing.

3.2 Decision Making Process

3.2.1 Pre-purchase Decision

1. Need Recognition

According to Needs Hierarchy (Maslow’s theory), there are totally five types of need. They are

prioritized from functional need to hedonic need namely physically, safety, social, egoistic and

self-actualization. Skin care products are defined to the level of egoistic need as people use skin

care products to maintain and repair their skin quality so as to enhance their self-esteem.

After defining the type of needs that skin care products belong to, what are the real needs are then

being satisfied by The Body Shop products is investigated.

According to the result of the survey, when people are thinking to buy skin care products, 69% of

the respondents concern the effectiveness of the products. It reflects that customers believe that

after using The Body Shop products, they can get the stated benefit from the products which

satisfy their need. Moreover, correspond to the survey, nearly 47% of the customers satisfied

with effectiveness of product functions. It is concluded that most customers purchase The Body

Shop products is due to the need recognition that they would like to maintain and repair the skin

quality by using its products.

2. Perceived Message

In the in-depth interview, the shop manager had mentioned that the company uses green color

and the image of earth in their shop logo since the company wants people can easily associate

these elements with their company value (Protect Our Planet). After The Body Shop creates this

association, it may be able to raise people buying incentives of their products. In the light of our


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survey over 80% of r espondents agree with this company value and 50% of them will increase

their buying incentives only because of the company value-- protect our planet. Therefore, it is

effective for company to relate their company value with the logo, it can make customers more

willing to purchase in the Body Shop.

3.2.2 Purchase Process

During the purchase process of skin care products, respondents mostly concern about the

effectiveness of product functions and the price. This result indicates that when people are

buying skin care product, they are mostly seeking for an effective skin care product which can

deal with their skin problems with a reasonable price instead of the popularity of product brand

or its packaging. Similarly, these two criteria are the two main concerns for the customers of The

Body Shop.

In accordance to the result from the survey, the customers average satisfaction score of the

effectiveness of product functions and price toward The Body Shop are 3.36 out of 5 and 3.25

out of 5 respectively. This reflects that The Body Shop can fairly satisfy its customer’s

expectation on the aspects of product effectiveness and price.

3.2.3 Post-Purchase Process

In general, the overall ratings on the satisfactory of products and services provided by The Body

Shop have a fair score which are 3.40 out of 5 and 3.54 of 5. Although the scores are above the

average (i.e. 3), more than a half respondents re-purchase at The Body Shop half a year or above

or at the promotion period whereas the frequency of respondents repurchasing skin care product

(not specify The Body Shop products)is within one to six months.

This phenomenon shows that respondents may probably choosing to buy skin care products from brands other than The Body Shop when they realize there is a need to buy skin care products

again even The Body Shop has a “not bad” perception in their mind.


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3.3 Attribute and Preferences towards The Body Shop

Priority of different attributes and satisfaction level of customers

A Satisfaction - Priority matrix for The Body Shop is shown below. X-axis shows satisfaction

level (mean mark given by respondents). Y-axis shows priority level (how many customers think

it is an important attribute).

Satisfaction - Priority matrix for The Body Shop (Product)

Satisfaction - Priority matrix for The Body Shop (Service)

Customers generally feel satisfied with The Body Shop’s products attributes as well as the

services attributes which the overall mark exceed 3. The satisfaction levels given to the different


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attributes are very similar.

Among the product attributes, customers think that the effectiveness of product function is the

most important. However, the average mark it got actually does not stand out from the others.

Also, customers think that the attitude of staffs are the most vital service attribute while their

highest mark are given to the store environment. The Body Shop should place more focus to the

attributes that are having high priority level in customers’ mind so as to further enhance the

overall satisfaction level.

Application of Heider’s Balance Theory

As customers generally give high satisfactory marks to The Body Shop’s product attributes as

well as the service attributes, they are believed to have positive attitude to The Body Shop. On

the other hand, our survey shows that customers have positive attitudes to five core values (most

of them agreed with five core values). Therefore, the relationship among the three components is

balanced.

3.4 Hierarchy of Effects

Application of Hierarchy of Effects on Product Attributes

According to the survey, among 100 respondents, 45 of the answered that they buy The BodyShop’s product because of the effectiveness of product functions, which this is the reason that

most respondents chose. This implicated that customers actually develop positive attitude or

liking to The Body Shop after they bought and tried to use the product, and know about the

effectiveness of product functions. Their likings are developed after their buying behavior instead

of before their buying behavior. Therefore, their current buying behaviors actually tend to be


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low-involvement hierarchy, and the process is shown below:

In the case of low-involvement hierarchy, actually customers are not having strong brand preference as they are not buying the products because of the brand. This also supported by our

survey result which only 22 respondents purchase The Body Shop’s product because of the brand

itself.

As customers are not having strong brand preference, they can be swayed by simple stimulus-

response connection. For example, the survey shows most respondents mainly concern

effectiveness of product functions and price the most when purchasing skin care products.

Therefore, if they find products from other brands that also fulfill their needs and requirements of

products attributes, they may easily shift to them.

Application of Hierarchy of Effects on Brand Values

The survey indicated that only 19% of respondents know about the five core value of The Body

Shop. However, we found that The Body Shop’s five core values actually can lead to a standard

learning hierarchy of customers. In the survey, we stated the five core values of The Body Shop

for respondents. Each of the values is agreed by about 80% of respondents. Also, about 50% of

respondents think that they have greater intention to purchase from The Body Shop after

knowing about five core values. The average overall score they give to The Body Shop also

increased after knowing about the values. Therefore, if The Body Shop can make good use of the

five core values and enhance the regarding promotion, it actually allows customers to generate


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positive feeling to the brand even before their purchasing behavior.

If customers are having standard learning hierarchy, their brand loyalty to The Body Shop would

be higher. As a result, they do not easily shift to other brands because the five core values are

actually unique to The Body Shop.

However, as mentioned above, currently there are only small percent of customers know about

the five core values. Therefore, The Body Shop is suggested to use more strategies to promote

the five core values in the future in order to increase customers’ brand loyalty.

4. Evaluation of current promotional strategies .

4.1 Viral Marketing

Viral marketing refers to marketing techniques that use pre-existing social networks to produce

increases in brand awareness or to achieve other marketing objectives through self-replicating

viral processes, analogous to the spread of pathological and computer viruses. It helps to

encourage people to pass along messages voluntarily.

The Body Shop use Facebook Page and website as its major online promotion. These two tools

provide customer with the latest promotion and product information. According to our survey,

among 100 respondents, 36 of them receive information of The Body Shop by Internet, which the

proportion is the highest among different channels. However, 36% is actually not a very high

percentage as online platform is proved by our survey to be the most popular channel of

receiving skin care products. Therefore, The Body Shop can still pay more effort on it so as to

make better use of the spreading effect of viral marketing

4.2 Promotion of Five Core Values


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Five core values are the company value of The Body Shop, however, the result of survey shows

that only 19% respondents know about the five core values of The Body Shop. From the in-depth

interview we conducted with of The Body Shop’s manager, she mentioned that they do not tell

about five core values directly to customers but just mention lightly in the conversation.

In this case, there would be a great possibility that in the communicating process, customers only

have exposure to the values, they come into physical contact with the stimulus by ‘’hearing’’

what salespeople said. However, they may not pay full attention which means they do not devote

mental activity to the stimulus by ‘’listening’’ actively. As it requires attention to process

memory from sensory memory to short-term memory, thus, when it is doubtful about whether

customers had paid attention, it would be even more difficult for them to store information about

the values into long-term memory. Therefore, The Body Shop’s promotion strategies regarding

five core values still have room for improvement.

4.3 Customer Relationship Management

In accordance to the financial report of L’Oreal, the head company of The Body Shop, it

mentions that The Body Shop invested heavily in customer relationship management and winning

new consumers.(P.72) It shows that building favorable customer relationship is the main

promotional strategy of The Body Shop. The Body Shop has implemented membership scheme

since 2005, in order to enhance the attractiveness of membership scheme, The Body Shop held

various activities such as the reward system

Nevertheless, the survey results reveals that there are few respondents joining the membership

scheme(14%) and only 31% of them agree that membership scheme stimulate their willing to

repurchase. Moreover, 17% of respondents stated that their buying behavior is influenced by

family or friends recommendation. It can see that The Body Shop expectation cannot achieve. As

they invested heavily on CRM, they should expect that they can have mutual trust with customers,

knowing customers real needs so the customers will have good impression of the brand and can

be loyal to the brand. However, refer to the statistic, it does not achieve. Customers not so willing

to join the membership scheme and the influences among their social group are low too.


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5. Recommendations .

5.1 Internal Recommendation

5.1.1 Training of Salespeople

As mentioned in section 3.4, five core values contribute a standard learning hierarchy of

customers which helps to enhance their brand loyalty to The Body Shop. However, as

discussed in section 4.2, as The Body Shop’s salespeople do not tell about five core values

directly to customers but just mention lightly in the conversation, it is doubtful that if

customers are listening and remember the information.

Therefore, training to salespeople is recommended. Salespeople should be suggested to make

use of questioning instead of simply saying. For example, they can ask customers questions

like ‘’Have you hear about five core values of our shop?’’. This skill ensures a two-way

communication which customers involved more in the process.

As a result, it can ensure that customers are having both exposure and attention to the five core

values, as well as increasing the possibility that they store the information in long-term

memory.

5.1.2 Supporting Measures of the Skin Checking Service

As it is suggested that to have a skin checking service for customers to improve the post-

purchase behavior (details see 5.2.5), related knowledge like the instruction of the machine use,

implications of different observable skin conditions as well as the promotion strategy of this

service is needed to be taught to staffs in order to effectively boost the frequency of

repurchasing.

5.2 External Recommendation 5.2.1 Label on Product Packages

To further promote the five core values, it is suggested that The Body Shop can place the label

of five core values on the package of its products. The recommendation is designed base on

the consideration of Mere Exposure Effect.


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This recommendation aims at increasing customers’ exposure of the five core values and thus

increases their liking to it. Nevertheless, in order to avoid the wear-out effect caused by excess

exposure, label of only one of the values would be placed on each product package. It is

expected that the optimal level of exposure and liking (red point) can be achieved.

5.2.2 Orienteering Competition

The survey shows that nearly 75% interviewees agree they are willing to purchase more after

understanding the five core values of The Body Shop. Therefore, it is proved that five core

values can persuade customer to choose The Body Shop. It is suggested that Orienteering

Competition which is an activity using map and compass to find the specific checkpoint and

finish the required task can enable more customer to learn the five core values. Different tasks

include the element of five core values, for example, participate need to create a slogan for

supporting community trade which is one of the values.

During the competition, participant can gain the awareness of five core values and

understanding the actual meaning of values. It can easily develop the long term memory to

them and retrieval the message for repurchasing. Furthermore, the campaign can help to

promote the positive image of The Body Shop since various organizations have held the

similar competition like Médecins Sans Frontières (MSF). By sponsoring this kind of

competition, it establishes the sporty and active image to The Body Shop.


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5.2.3 Outdoor Concert

In order to gain awareness of five core values from public efficiently, it is believed that music

is the best way to deliver the message. Outdoor concert can attach many audiences and create

the huge advertising effect and then become a hot topic. The concert would have well-known

local and foreign singers to perform such like Eason Chan and Jason Maraz. In addition to

performance, they would be invited to promote the five core values of The Body Shop to

audience. To raise the benefit of member, The Body Shop members would be given priorities

to participate the concert, they can obtain the E-ticket and invite maximum two person to join.

Moreover, member can get seats in the front line so that it is convenient for them to interact

with the singer on the stage. This event helps to further promote five core values. Moreover,

by demonstrating dozens of member benefits, it can promote the membership scheme of The

Body Shop and attract more potential customers to join the membership scheme.

5.2.4 Expansion of E-commerce

According to the survey, most of the respondents (36%) claimed that they receive The Body

Shop information mainly through the Internet. From this result, there is no doubt that the

power of Internet is really high and The Body Shop customers are used to Internet function

and usage. Therefore, it is proposed that The Body Shop should consider expand their in

online shopping. Nowadays, lots of companies started their online business, as they found that

Hong Kong people are too busy, they do not have sufficient leisure time and so not willing to

go to the physical store. In order to increase the sales revenue and fulfill customers’ needs,

expansion of online shop is absolutely a smart choice. It is also feasible to The Body Shop.

The Body Shop can create a system, ask customers put the products they want into the online

shopping carts, pay through online payment, and products can deliver to cus tomers’ addresses

by post. It is totally practical for The Body Shop as the Taiwan Company already provided

similar service. It is believed that this new service can satisfy customers’ needs and will bring

competitive advantage to the company.

5.2.5 Increase Post-purchase Frequency

From the survey, there are in total 74% respondents repurchasing The Body Shop products

every half a year above or only during promotion period. It shows that most respondents are


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not that loyal to the brand. In addition, nowadays, there are skin care brands all around the

world enter the Hong Kong skin care markets with no apparent market leader. Thus, more

promotion and customer-oriented services are suggested to launch to enhance the

attractiveness of customers repurchasing its products as well as the quality of services.

For instance, a higher discount can be offered to customers when they repurchase the same

products within 3 months with the receipt as evidence. For the customer-oriented service, a

skin checking service can be provided to customers for a better understanding of the skin

condition and tackle the skin problems with suitable products to increase the product

effectiveness. Besides, the checking machine can record customers’ skin data so when they

back to the shop they are allowed to look up for the skin improvement and purchasing

products to improve their current skin condition.

5.2.6 Membership Scheme

Refer to the survey, it is found that majority of The Body Shop customers (86%) have not join

the membership scheme. Even if the remaining customers joined the scheme, it does not

encourage them increase the frequency of purchasing. Therefore, it is proposed that The Body

Shop should strengthen its membership scheme so as to increase customers’ buying incentive.

Unique bundle packing for members would also be attractive. Customers can choose the

things they want in the package, including body butter, lotion, cleaner etc. It can provide

greater convenience for members when they need to buy presents to their friends, family,

lovers etc. Moreover, The Body Shop can also consider providing special discount for this

bundle package. As the package is a special offer to member, it is one way to encourage

customers to join the scheme. Apart from that, providing further discount is also an easy and

common method for a company to attract members. The existing discount is 10% off per

purchase; it can be further increase to 20% off per purchase. As price is an important factor of

brand preferences of customers, lowering the price would be an effective method to attract

more customers joining the membership.


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5.2.7 Cross-over with Korean Brand

Hong Kong is a multicultural city with cultures all around the world under the affection of

globalization. In recent year, Korean culture has deeply influenced the Hong Kong market

and it affects the consumer behavior much. One of the significant influences is Korean skin

care brands subsequently opening branches in Hong Kong. There are more than 5 Korean skin

care store in the Nathan Road of MongKok. With the effect of reference group, most of the

stores are always full of teenage girls. Popular artists are invited to be the spokesperson of

those stores.

Therefore, cross-overing with the Korean brand may be a wise choice to boost the sales of The

Body Shop. For example, a Korean brand, Innisfree has a similar brand image and vision with

The Body Shop which emphasizes the importance of natural. It has invited Leemingho as its

brand spokesman. The Body Shop therefore may cooperate with the brand and being

beneficial by the influences of reference group.

6. APPENDIX


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6. Appendix .

6.1 Survey

問卷調查

– The Body Shop

您好，我們是香港城市大學市場營銷學系二年級學生，現正進行一項有關於 The Body

Shop的問卷調查。是次調查的主要目的是為了解 The Body Shop顧客的意見和消費習慣，

您所提供的一切資料只作學術研究之用，並會保密處理。希望您能抽出五分鐘寶貴的時間

回答以下問題。

第部份:

1. 您有沒有曾於 The Body Shop購物?

□ 有 □沒有 (問卷完，謝謝！)

第二部份:消費者的般行為模式

2. 請問您平均多久購買一次美容產品?

選項

一個月以下

一個月~半年

半年以上

有推廣時才會買

其他 :______________


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3. 請問您購買美容產品時的考慮因素是甚麼？ (請順序排列 1至 5位)

選項

產品功效品牌皇牌產品

流行性親友推薦

香味成份

包裝精美公平交易產品

價格合理職員工作態度

品牌知名度服務效率

廣告店鋪環境

品牌信念其他: ______________

4. 請問您從何途徑接收到有關美容產品的資訊？(可多選一項)

選項

廣告

報章雜誌

互聯網

親友推薦

其他: ______________


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第三部份:消費者在 The Body Shop行為模式及對其意見

5. 請問您平均多久購買一次The Body Shop產品?

選項

一個月以下

一個月~半年

半年以上

有推廣時才會買

其他: ______________

6. 請問您平均消費在 The Body Shop產品的金額為?

選項

HKD$ 200或以下

HKD$ 201-400

HKD$ 401-600

HKD$ 601或以上


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7. 請問您購買 The Body Shop產品時的原因是甚麼？ (請順序排列 1至 5位)

選項

產品功效品牌皇牌產品

流行性親友推薦

香味天然成份

包裝精美公平交易產品

價格合理職員工作態度

品牌知名度服務效率

廣告店鋪環境

品牌信念其他: ______________

8. 請問您從何途徑接收到有關 The Body Shop品牌的資訊？(可多選一項)

選項

廣告

報章雜誌

互聯網

親友推薦

其他: ______________

9. 以 10分為滿分(10分最好，0分最低)，試就 The Body Shop的整體感覺評分，並寫在以

下橫線上。

_________


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11.3 反對動物測試 - The Body Shop是業界首批反對使用動物測試的公司，藉著The Body

Shop基金會，資助各個機構，同心協力令無辜的小動物不再受苦。

現在，當您知道反對動物測試是 The Body Shop的信念後……

非常同

意

非常

不同意

無意見

11.3.1我認同這個信念。 5 4 3 2 1 N/A

11.3.2 增加了我購買 The

Body Shop產品的意慾。

5 4 3 2 1 N/A

11.4 積極支持自尊 -提倡美麗並不局限於外表，而是體現個人生活的哲學。

現在，當您知道積極支持自尊是 The Body Shop的信念後……

非常同

意

非常

不同意

無意見

11.4.1我認同這個信念。 5 4 3 2 1 N/A



5 4 3 2 1 N/A

11.5 尊重地球 -尋找天然及可持續再生的物料，善用地球上的資源保護我們的地球。

現在，當您知道尊重地球是 The Body Shop的信念後……

非常同

意

非常

不同意

無意見

11.5.1我認同這個信念。 5 4 3 2 1 N/A



5 4 3 2 1 N/A


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12. 以 10分為滿分(10分最好，0分最低)，請再就 The Body Shop的整體感覺評分，並寫

在以下橫線上。

_________

第五部份

: The Body Shop會員的消費模式

13. 請問您是不是 The Body Shop的會員?

□是 □不是 (請跳到第 15題)

14. 請問您成為 The Body Shop會員後有沒有增加光顧 The Body Shop的次數?

□有 (原因: □折扣優惠 □會員優惠券 □接收獨家會員通訊 □其他： ________)

□沒有

第六部份: 對 The Body Shop產品及服務的滿意程度

15. 請您對 The Body Shop各方面的滿意程度作出評分，並請圈出您的答案。

15.1 產品

非常滿意非常

不滿意

無意見

15.1.1功效 5 4 3 2 1 N/A

15.1.2價格 5 4 3 2 1 N/A

15.1.3氣味 5 4 3 2 1 N/A

15.1.4容量 5 4 3 2 1 N/A

15.1.5成份 5 4 3 2 1 N/A

15.1.6整體產品評分 5 4 3 2 1 N/A


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15.2 服務

非常

滿意

非常

不滿意

無意見

15.2.1服務員態度 5 4 3 2 1 N/A

15.2.2服務效率 5 4 3 2 1 N/A

15.2.3店內環境 5 4 3 2 1 N/A

15.2.4整體服務評分 5 4 3 2 1 N/A

15.3 您對 The Body Shop的建議

______________________________________________________________________________

______________________________________________________________________________

______________________________________

第七部份:個人資料

16. 您的性別是:

□男 □女

17. 您屬於哪一個年齡層?

□ < 15 □ 15 – 24

□ 25 – 34 □ 35 – 44

□ 45-54 □ 55 – 64

□≧65

18. 您的的月薪是:

□沒有收入 □＜$8,000

□ $8,001- $15,000 □ $15,001 - $20,000

□ $20,001- $25,000 □ $25,001 - $30,000

□ >$30,000

問卷完，謝謝！


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6.2 Major findings from survey

I. Consumer behavior on skin care products (not specify The Body Shop)

18%

35%30%

17%

0%

2. How often do you purrchase skin care products?

within one month

one to half year

above half year

only when promoption period

69

19

25

21

71

33

12

13

16

37

28

8

40

28

18

1

"effectiveness of product functions

epidemic

smell

package

reasonable price

brand visibility

advertising

brand best sellers

family/friends recommendation

products ingredients

fair trand products

attitude of stuff

service efficiency

store environment

others

3. What criterias will you concern when you buy skin care products? ( can

choose more than one)

43

36

52

42

2

Billboard

Newspaper/ Magazine

Internet


others

4. How do you receive the information of skin care

products?


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II. Consumer behavior and opinions on the skin care products of The Body Shop

1%

14%

41%

41%

3%

5. How often do you purchase The Body Shop skin care

products?

within one month

one to half year

above half year

only when promoption

period

others

59%21%

11%

9%

6. The average spending of purchasing in The Body Shop is:

under HKD$ 200

HKD$ 201-400

HKD$ 401-600

HKD$ 601 or

above


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30

45

34

10

32

13

38

22

9

13

17

11

11

40

28

18

2

effectiveness of products functions

epidemic

smell

package

reasonable price

brand visibility

advertising

brand beliefs

brand best sellers


products ingredients

fair trand products

attitude of stuff

service efficiencystore environment

others

7. What is the reason for you to purchase The Body Shop skin care

products? ( can choose more than one)

27%

20%28%

23%

2%

8. How do you receive the information of The

Body Shop skin care products?

Billboard

Newspaper/ Magazine

Internet

family/friends

recommendation

others


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31

III. Consumers’ understanding and attitude toward the 5 core values of The Body Shop

1. Support community trade

21%

79%

10. Do you know The Body Shop Five Core Values?

Yes No

0 10 20 30 40 50

5( totally agree)

4

3

21(totally disagree)

N/A

11.1.1 I Agree with-- support

community trade

0 10 20 30 40

5( totally agree)

4

3

2

1(totally disagree)

N/A

11.1.2 It increases my purchasing

incentive --support community trade


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2. Defend human rights

3. Against animal test

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

11.2.1 I agree with this value-- defend

human rights

0 5 10 15 20 25 30 35

5( totally agree)

4

3

2

1(totally disagree)

N/A

11.2.2 It increases my purchaing incentive--

defend human rights

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

11.3.1 I agree with this value -- Against

animal testing

0 5 10 15 20 25 30 35 40

5( totally agree)

4

3

2

1(totally disagree)

N/A


Against animal testing


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4. Activate self-esteem

5. Protect our planet

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

11.4.1 I agree with this value-- Activate self-

esteem

0 5 10 15 20 25 30 35 40

5( totally agree)4

3

2

1(totally disagree)

N/A


Activate self-esteem

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

11.5.1 I Agree with this value-- Protect our

planet

0 5 10 15 20 25 30 35 40

5( totally agree)

4

3

2

1(totally disagree)

N/A


Protect our planet


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Q.9 Average rating of The Body Shop before knowing the 5 core values= 5.98 (corr. to 2d.p.)

Q12 Average rating of The Body Shop after knowing the 5 core values= 6.87 (corr. to 2d.p.)

Q9

Q12

0

23

89

6

17

25

17

3

00

5

10

15

20

25

0 1 2 3 4 5 6 7 8 9 10

Marks

01 1 2

7

4

13

25

9

2

0

5

10

15

20

25

0 1 2 3 4 5 6 7 8 9 10


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35

IV. Buying behavior of The Body Shop members

14%

86%

13. Are you The Body Shop member?

Yes No

31%

69%

14. Will you increase the purchasingfrequency after being a member?

Yes No

0 1 2 3 4 5

Member Discount

Coupon for member

Receive member information

others

14a. Why you will increase the frequency of

purchasing?


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V. Satisfaction level of The Body Shop Products

0 5 10 15 20 25 30 35 40 45

5( totally agree)

4

3

2

1(totally disagree)

N/A

15.1 Satisfaction level of product

effectiveness

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

15.2 Satisfaction level of price

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

15.3 Satisfaction level of smell


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0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

15.4 Satisfaction level of volumn

0 5 10 15 20 25 30 35 40

5( totally agree)

4

3

2

1(totally disagree)

N/A

15.5 Satisfaction level of ingredient

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

15.6 Overall Satisfaction level of The Body

Shop Products


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38

VI. Satisfaction level of the The body Shop services

0 10 20 30 40 50 60

5( totally agree)

4

3

2

1(totally disagree)

N/A

16.1 Satisfation level of Sales Attitude

0 5 10 15 20 25 30 35 40

5( totally agree)

4

3

2

1(totally disagree)

N/A

16.2 Satisfation level of Service efficiency

0 10 20 30 40 50

5( totally agree)

4

3

2

1(totally disagree)

N/A

16.3 Satisfation level of Shop environment


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0 10 20 30 40 50 60

5( totally agree)

43

2

1(totally disagree)

N/A

16.4 Overall Satisfaction level of The Body

Shop's Service


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40

VII. Consumers’ demographic

18%

82%

18. Gender

Male Female

0%

63%

17%

5%

14%

1%0% 19. Age

< 15

15 – 24

25 – 34

35 – 44

45 – 54

55 – 64

≧65

16%

41%14%

9%

9%

4%7%

20. Monthly SalaryNo income

＜$8,000

$8,001-

$15,000$15,001 -

$20,000

$20,001-$25,000$25,001 -

$30,000>$30,000


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41

6.3 Questions and findings from in-depth interview

The Body Shop Interview Script I

Venue: The Body Shop retail stores in Grand Century Place

Interviewee: Shop manager of THE BODY SHOP

Date: 27-03-2014

訪問者：你好！我們是香港城市大學市場營銷系的二年級生，我們今天想向你作出

個簡短的訪問，請問方便嗎？

受訪者：沒問題

訪問者：首先想問下通常顧客購買你們的產品時最關注什麼呢？

比如是價錢還是產品功效？

受訪者：有數樣東西，價錢是其中項，另外也會留意店鋪的服務

訪問者：那當你知道顧客關注什麼，想追求價錢或服務，那你會用什麼相對的策略

去推銷產品呢？

受訪者：最重要是知道客人需要些什麼，而非他要什麼，這是最重要的東西另外如

果客人喜歡上那件產品，他就不會太關注價錢的了

訪問者：那他們會否有時特別針對某種功能的產品然後希望有些推介呢？

受訪者：功能產品就定會有的，但是我們得先知道客人是否真的想要該樣東西，

比如他很年輕，那他可能不用特別的功能，如果你硬要給他功能也未必有很好的效

果

訪問者：那你認為針對顧客，你用過最有效的銷售策略是什麼？


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受訪者：首先要給予他空間然後再跟他交談理解下，也需要看看他是自用還是買

給親友，即是幫他分類，如果他是想買給朋友，但你不停問他有什麼需要，那你便

會浪費了很長的時間而且他們也會認為你很煩

訪問者：那請問 THE BODY SHOP有否提供些特別培訓，告訴你們推銷時有什

麼特別事項要注意？

受訪者：培訓是定有的每樣東西都有涵蓋，而且範疇比較大，而不會專注在

個範疇

而其他比如日常店鋪運作的東西也會提供培訓而我們的培訓也不定期，比如平日

上班都會有

訪問者：我們知道 THE BODY SHOP有 FIVE CORE VALUE，例如反對動物測試

等等，那你會推銷時會以此作為銷售策略嗎？或者顧容會否向你們詢問這五個核心

價值？

受訪者：其實客人定知道環保這回事了，而市面上論究環保的品牌就不單是我

們，但最初都是以我們為先但其實客人都不定會很仔細地留意關心我們這五個

核心價值，但我們的同事在銷售時其實也是提及這五個核心價值的

訪問者：那是否說那五個價值會影響到顧客對你們的印象？

受訪者：也會的，因為有些客人是真的崇尚環保或是反對動物測試的

訪問者：對了，看到 Body Shop的 Logo都以綠色為主，而且日常網上看見的廣告

都以大自然為主是否有特別意思？

受訪者

：正如剛剛所言，環保是我們五個核心價值之，因此綠色的

logo能讓我們

的顧客記起 Body Shop環保的概念，同時，當想起環保亦會想起我們的品牌

訪問者：好的謝謝你那這是最後條問題了，你們會以什麼賣點來吸引顧客當你

們的會員呢？


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43

受訪者：長期性的會藉，並非單次使用，因為其實我們的會員制度是需要收費的，

所以當你長期使用時，是定會帶來優惠的

訪問者：

是次的訪問結束，謝謝你寶貴的時間！

The Body Shop Interview Script II

Venue: Outside The Body Shop retail stores in Grand Century Place

Interviewee: Customer of THE BODY SHOP, FEMALE

Date: 27-03-2014



受訪者：好的

訪問者：請問你以前曾經購買過THE BODY SHOP的產品嗎？

受訪者

：有呀

訪問者：那你對THE BODY SHOP的印象是什麼？喜歡或不喜歡該品牌的什麼？

受訪者：我認為他成份天然，可能對皮膚會比較好吧。至於喜歡，大概就是他的產品很

香，而且價錢合理功效也不錯。

訪問者：那你為什麼會認為THE BODY SHOP的產品成份天然呢？

受訪者：我見他店裏有很多 NATURAL的字眼，而且 LOGO是綠色的，大概就是很天

然吧！

訪問者：那是指綠色就會令你聯想到天然嗎？為何有這樣的聯想？

受訪者：對呀，可能是因為很多植物比如樹都是綠色的吧。

訪問者：那你知道THE BODY SHOP有他自己的五個品牌信念嗎（five core value）？

受訪者：噢，不知道呢，是什麼來的？


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44

訪問者：包括有支持社群貿易維護人權反對動物測試積極支持自尊和尊重地球得釋

後你有什麼感覺呢？

受訪者：我認為這些信念很好呀，我很支持！

訪問者

：好的

，謝謝你

，這次的訪問也差不多了

謝謝合作

The Body Shop Interview Script III


Interviewee : Customer of THE BODY SHOP, MALE

Date: 27-03-2014

訪問者

：你好

！我們是香港城市大學市場營銷系的二年級生

，我們今天想向你作出


受訪者：好的


受訪者：有呀

訪問者

：那你對

THE BODY SHOP的印象是什麼

？喜歡或不喜歡該品牌的什麼

？

受訪者：我認為這是一個很環保的品牌吧，我見他的包裝都不太花巧，設計很簡單，購

物袋又是沒什麼設計的紙袋。

訪問者：那除了環保，還有其他對THE BODY SHOP的印象嗎？

受訪者：是不是成份天然？我見他店內都有很多天然植物什麼的材料。

訪問者：那品牌以綠色作為其主色有令你有什麼聯想嗎？

受訪者：就是天然和環保吧！綠色一般都是環保的。

訪問者：為什麼綠色就是環保？

受訪者：樹林植物都是綠色的吧！綠色自然會想到植物。

訪問者：好的那你知道THE BODY SHOP有他自己的五個品牌信念嗎（five core

value）？


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45

受訪者：什麼來的？

訪問者：包括有支持社群貿易維護人權反對動物測試積極支持自尊和尊重地球得釋


受訪者：這些信念對地球很好呢！

訪問者：好的，謝謝你，這次的訪問也差不多了謝謝合作

The Body Shop Interview Script IV


Interviewee : Customer of THE BODY SHOP, FEMALE

Date: 27-03-2014



受訪者：好的


受訪者

：沒有呢

！這是第次

訪問者：那你為什麼會忽然選擇選購THE BODY SHOP的產品呢？

受訪者：因為最近皮膚敏感，正在物色新的護膚品，碰巧經過THE BODY

SHOP，想起他成份天然，便決定試試了

訪問者：為什麼會說THE BODY SHOP的產品成份天然呢？

受訪者：他店鋪的作風就令我覺得很天然呀我見他不像其他牌子般包裝精美，店面

風格亦很簡約呀！而且他以綠色為主色，自然會聯想到天然呀！

訪問者：為什麼綠色就會想到天然？

受訪者：大自然很多東西都是綠色的對吧，草已經是啦！

訪問者：那你知道THE BODY SHOP有他自己的五個品牌信念嗎（five core value）？

受訪者：好像有聽說過，但不知道具體是什麼。


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訪問者：其實是支持社群貿易維護人權反對動物測試積極支持自尊和尊重地球得釋


受訪者：聽來好像很有社會責任的，我沒買錯了！

訪問者

：對呀

！好吧

！這次的訪問也差不多了

謝謝合作

！

6.4 L’Oreal – Annual Report 2013 (P.71)

http://www.loreal-finance.com/_docs/pdf/rapport-annuel/2013/LOREAL_Rapport-Activite-

2013_GB.pdf

http://www.loreal-finance.com/_docs/pdf/rapport-annuel/2013/LOREAL_Rapport-Activite-2013_GB.pdfhttp://www.loreal-finance.com/_docs/pdf/rapport-annuel/2013/LOREAL_Rapport-Activite-2013_GB.pdfhttp://www.loreal-finance.com/_docs/pdf/rapport-annuel/2013/LOREAL_Rapport-Activite-2013_GB.pdfhttp://www.loreal-finance.com/_docs/pdf/rapport-annuel/2013/LOREAL_Rapport-Activite-2013_GB.pdfhttp://www.loreal-finance.com/_docs/pdf/rapport-annuel/2013/LOREAL_Rapport-Activite-2013_GB.pdf


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6.5 Recommendation – Orienteering Competition

6.6 Recommendation – Label on product packages

6.7 Recommendation – Outdoor concert

college work - consumer research

Documents