Consumer Behaviour and Marketing Psychology Report 2022

Running head: Consumer Behaviour and Marketing Psychology
Consumer Behavior
and Marketing
Psychology

Consumer Behaviour and Marketing Psychology
1
Executive Summary
This report summarizes the marketing issues confronted by The Body Shop for promoting its
shower gel.It would reveal the various marketing communication strategies adopted by the
company for targeting the attitudes of its consumers, group influences, culture, learning
processes of consumers, personal buying decision making processes and the impact of social
class. Lastly, it would also recommend various marketing strategies like conducting charity
and social responsibility campaigns, adoption of direct marketing tools and targeting the male
consumers along with the females for expansion of its market so that the company can attain
leadership in the retail natural beauty product industry.

Consumer Behaviour and Marketing Psychology
2
Contents
Introduction to The Body Shop....................................................................................... 3
Introduction to The Body Shop gel.................................................................................. 3
Examination of the company’s current marketing communication mix by considering how it targets
consumers’ attitudes, group influences, culture, social class, consumer learning processes, and
personal buying decision-making processes........................................................................3
Critical analysis of whether or not the communication mix demonstrates a strong alignment to your
findings in assessment 1 and 2........................................................................................ 5
Three strategic recommendations that either address previously identified misalignment OR proposed
ways in which identified alignment can be strengthened........................................................6
Conclusion................................................................................................................ 7
References................................................................................................................ 8