Analysis of Body Image Store
Analysis of Body Image Store
The perceptions of consumers play a big role in the success of any business. Perceptions influence the consumer behavior and lead them to acting differently to various scenarios presented to them. Having a firm grasp on psychological operation of the consumers on how they think, feel, and, reason when making a buying decision is essential in the formulation of the marketing strategies by any company. Customers are enormously influenced by their environment which calls for the need of companies to fully understand the consumer’s perceptions and their information-processing abilities which guide them on how they can buy the products they require. Perceptions of the consumers vary from one consumer to another consumer, as each consumer forms an individual opinion influenced by their stimuli. These consumers continually receive messages through the senses such as: taste, touch, sound, sight and, smell. To successfully market any consumer product marketers should use these sense. These senses are used to stimulate any customer who examines their product. For any consumer, the motivation to buy any particular service is all influenced by image. This is an indication that the image portrayed by any company results in its success or failure. This paper will entail the discussion of the image of a Body Shop.
The Body Shop is an environmentally-minded, natural, and intimate cosmetics shop. It sells a wide range of products to their consumers. Some of the products sold at the Body Shop include products for the hair, face, body, and home. Over the years the Body Shop has claimed to selling products which are inspired by nature featuring ingredients such sesame seed oil, and natural oil which are sourced from the Community Fair Trade Program. This is an indication that the Body Shop entirely concentrates in the sale of beauty products. After conducting a tour of the Body Shop I found out that they sold the following products: body butters, make-up, full skin care ranges, men’s skin care, hair care, fragrances, pediatrician approved baby range, and bath products including shower soaps and gels. Due to the tour I conducted in the Body Shop I noted the following about the image of the Body Shop.
Attractive Image Aspects of the Body Shop
The Body Shop has a good color choice which greatly influences the customer. The Body Shop has some shades of green around the shop which helps in linking their products to the environment. Since the Body Shop sells naturally scented lotions and soaps, the green color helps in reassuring the customer that the products sold in the shop are environmentally friendly. Scent stir emotion and create the calm feeling in the customers. The body Shop boasted of unique good smell. This smell around the store creates a feeling of enticement and makes the customer want to have that scent. This unique smell created by the various fragrances in the store prompts the consumer to obtain a variety of those products. These sensations of the unique smell of the various products sold in the store are enormously enticing. This makes is very attractive, and any consumer who loves body products would definitely buy at least one product in the store.
Every individual has a responsibility towards the community or the society in which they live. To feel that one is part of a community or society they have to make a contribution towards its building. The Body Shop uses this strategy to ensure that the consumers buy their products. This has been done through the various notifications in the shop that from any sort of purchase in the Body Shop, some portion of it will be donated. This ensures that the consumers feel that they are helping out the society when they buy a product from the beauty shop which creates a sense of satisfaction. The sales persons in the shop are also courteous which makes the customer feel valued and appreciated. Feeling the sense of worth the customers buy the products.
Unattractive Image Aspects of the Body Shop
The products used by men seem to be placed in locations which are hard to find in the store. This serves as a hindrance to the male consumers who visit the store. Since most of the products displayed in the store are women products, any male consumer would feel shy into walking into the store as it will seem girlish. However, it should be noted that the largest consumers of the beauty products are female. Music played in the store was somehow higher and this could be irritating to any customer shopping for products in the store. Customers have to be made to feel that they are in a comfortable environment while shopping. Color order in the shop was also not that systematic even though they were of good choice. This calls for the need of systematic arrangement of the colors in the shop.
Improvement of the Body Shop Image
Since the Body Shop specializes in the selling of beauty products, a majority of its customers are women whose income is that of middle class and age range from teenagers to women in their forties. However, the store should aim at increasing the diverse nature of customers by encouraging men to walk into the shop and buy some products. This could be improved by making the men’s products noticeable which will reduce the social risk and improve sales. White color should also be incorporated to attract the male customers and make the women comfortable as the color is considered neutral. All these strategies will greatly help in the psychological influence of the customers and improve the sales in the Body Shop.
Conclusion
It is always important that the interests of the customers are always placed at heart by any company or business entity. This is important due to the existing competition within the market which is increasingly becoming competitive every day. To win over consumers and customers it is essential that they are attracted. This can be made possible by learning of their various psychological perceptions. Any business entity should therefore ensure that the sensations received by any customer while entering a business premise should be attractive. Choice of color should arouse good feelings from the consumer to ensure that it probes them to buy goods and services. Smell within the premise should be attractive and satisfactory which makes the consumer have the desire to always shop within. This is an indication that businesses should seriously consider influencing the perceptions of the consumer.
