Consumer Behavior and Marketing Psychology: Aveeno Body Lotion Report

This report provides a comprehensive analysis of the consumer decision-making process involved in purchasing Aveeno Body Lotion. It begins by identifying the needs that led to the purchase, including both internal (dry skin) and external stimuli (online reviews). The report then explores internal and external sources of influence, such as personal experiences and online research. It evaluates alternative products, focusing on attributes like quality, price, and quantity, and compares Aveeno to competitors like Vaseline and L'Occitane. The report also examines the available purchasing methods, highlighting the advantages of online marketing. Finally, it analyzes the post-purchase behavior, emphasizing satisfaction and the likelihood of repurchase. The analysis is supported by references to relevant academic literature on consumer behavior and marketing psychology.

Running head: MARKETING
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Identification and analysis of the needs that led to the purchase of Aveeno Body lotion
Aveeno is referred to a globally popular brand that offers the consumers with skin care and hair
care products (Frederiks, Stenner & Hobman 2015, p. 1389). The Aveeno Body lotion can be
considered as one of the mostly purchased products of the company. As per the claims made by
the company, the Aveeno daily moisturizing lotion refers to a clinically proven for improving the
health of dry skin, with improvement in 2 weeks. The lotion is formulated with active natural’s
colloidal oatmeal as well as rich emollients, it helps put off as well as protect dry skin for a full
24 hours. The product is made for all skin types and is available in two different sizes. The
mention body product chiefly targets the middle class to higher middle class population of the
society. The target consumers of Aveeno body lotions are women between the age of 16 years to
50 years.
According to (Karimi, Papamichail & Holland 2015, p. 147; Hernández-Méndez et al. 2015, p.
1009), the first step of the consumer Decision process includes the stage when a consumer is able
to recognize his needs and subsequently the type of product that will be able to meet the
need.both internal and external stimuli are responsible for triggering the consumer’s need
(Ashman, Solomon & Wolny 2015, p. 127). My needs that led to purchasing of the Aveeno Body
lotion includes both internal as well as external stimuli.
I have dry skin, so using a body lotion is highly required for me. So my intrinsic need was skin
care. The body lotion, I used was on the expensive side so I wanted to switch to a product that
will offer me with the same quality of moisturization in a lower cost price. In order to decide
which body lotion to buy for myself, I have conducted a search on internet. From the reviews
available on internet, I found that within an affordable price range, The Aveeno body lotion is

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providing effective moisturization. The quality of the product was being compared to a good
number of high end body lotions and thus I decided to buy the product.
Identification of external and internal source of decision making
There are a good number of factors playing a significant role for taking consumers to the
final decision. Internal influences include personal influences, perceptions, attitude, motivation,
lifestyle, learning and roles (Block et al. 2016, p. 295). These internal influences affect all our
purchase decisions. For me the internal source of decision was the skin problems I was going
through due to dry skin and my urge to have a healthy, smooth skin. When it comes to the
external influences, it includes cultures, subcultures, friends and family roles, household
structures, along with the groups that affect the purchase decision of an individual. For me the
external factor that affected my decision making included the researchers that I had conducted on
the internet.
Evaluation of alternatives and the attributes of Aveeno body lotion
When it comes to alternatives of the Aveeno body lotion, it needs to understood that exact
dupe of the Aveeno body cannot be found in the Australian skincare market. While searching for
alternatives I have considered two attributes namely, the quality of the lotion and the price range.
Currently some of the major alternatives of the mentioned lotion, in the Australian skin care
includes Vasline, La Mer the Body Crème, Morrocanoil Body Soufflé, Palmers Cocoa
Butter Lotion With Vitamin E, Nivea Body Lotion and L'occitane Sheer Butter Ultra
Rich Cream. While the moisturization given by creams like La Mer the Body Crème and
L'occitane Sheer Butter Ultra Rich Cream is equivalent to that of theAveeno. The price range of

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the two mentioned crème is much higher compared to the later. Thus, I Have made the choice of
buying the Aveeno Body lotion based on the following attributes:
1. Quality: For both utilitarian as well as luxurious products, Quality can be considered as
one of the chief attributes that is considered by the consumer while making purchasing
decision (Pappas 2016, p. 97). While researching for the product on internet, I found that
Aveeno is dermatologically tested and provides prolonged moisturisation. This attribute
thus led me to buy the product.
2. Price: According to Kumar & Ghodeswar (2015, p. 335), for majority of the utilitarian
products, price remains the chief decision driver. From a survey conducted in 2017, it has
been found that 89 percent of consumers acknowledge, price as one of their top three
considerations while making purchasing decision (Xu & Binyet 2017, p. 1381). While
comparing the price of the Aveeno Body lotion, I found that given the quality, it is the
most affordable body lotions that I want to opt for.
3. Quantity: The last attribute that I considered was the quantity of the product offered at the
price range. I found that a decent quantity of Body lotion is offered by the company
within an affordable price range.
Identification and analysis of available purchasing method
As per researchers, the availability of the products, greatly affects the purchasing decision
of the consumers. Utilitarian Products that are highly available are purchased more frequently
compared to products that remains unavailable in the market (Sunstein 2015, p. 313). When it
comes to Aveeno Body lotion, I found that the mentioned lotion is available both Online as well

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as offline. Therefore, two purchasing method was available for me. However, I gave priority to
online marketing over offline marketing for the following reasons.
1. Convenience and Quick Service
2. Better price range (I got a extra 10 percent discount on online purchase)
3. No crowd and pressure
4. Easy price comparison
Advantages of online marketing
Analysis of the post purchasing behavior
The Post-purchase behavior can be defined as the final stage in the decision process of
the consumers while the consumer decides if he or she is satisfied with a purchase or not. The
post purchase behavior of a consumer significantly influence whether he will purchase the
product again. Cognitive dissonance is common in this stage of consumer decision making
(Maniatis 2016, p 228). When it comes to my post purchase behavior, I am very satisfied with
the product I have purchased. The lotion, indeed, helped me to heal my dry skin and rashes. In
future I will definitely opt for repurchasing the lotion.

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Reference list
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Maniatis, P., 2016. Investigating factors influencing consumer decision-making while choosing
green products. Journal of Cleaner Production, 132, pp.215-228.

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Pappas, N., 2016. Marketing strategies, perceived risks, & consumer trust in online buying
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