Consumer Attitude Towards Forever Essential Oils: A UK Market Analysis

This project assesses consumer attitudes towards Forever essential oils, focusing on the UK market. The research investigates market trends, customer preferences, and promotional strategies through a qualitative research approach using online surveys. The study examines the significance of essential oils, customer awareness, and benefits like relaxation. The objectives include assessing consumer preferences compared to other brands, evaluating market growth, and determining effective promotional platforms. The project also includes a literature review, research design, methodology, resource planning, questionnaire preparation, and data analysis. Factors affecting project achievement, interpretation of results, and recommendations are also covered. The project concludes with a discussion of presentation formats for sharing the research outcomes.

To assess the consumer attitude
towards the forever essential oils

Table of Contents
TASK 1............................................................................................................................................1
1.1 Significance/ Rationale of the study.....................................................................................1
1.2 Research aims and objectives ...............................................................................................1
1.3 Literature review...................................................................................................................2
1.4 Research design and methodology........................................................................................2
2.1 Planning and specification of the resources which are required to conduct the research.....3
TASK 2............................................................................................................................................5
2.2 and 2.3 Preparation of the questionnaire which addresses the research objectives.............5
3.1 Evaluating the factors which affects the achievement of the project....................................7
3.2 Interpretation and analysis of the research result .................................................................8
3.3 Recommendations which are based upon the findings of the result...................................10
4.1 Format and media to present the outcomes of the research to the general public at large .10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

TASK 1
1.1 Significance/ Rationale of the study
Essential oils are those which provides natural aroma to the user of oil as compared to the
synthetic oil. Essential oil contains the oil which are derived from the plants and provide specific
fragrance to the user. In the present era, large number of the customers prefers to take use of the
essential oil rather than artificial fragrance. Thus, it indicates that there is the huge growth in the
field of the aromatic oil. The rationale behind the conducting of research is to assess the market
size for the global aromatic oil which indicates high growth.
The present study will place more emphasis upon the market trend and customer attitude
towards the aromatic oil which Forever Livings product International wishes to introduce in the
UK market. Besides this, the present study will also entails the benefits of the essential oil which
encourage customers to make use of the aromatic oil instead of the oil which contains artificial
aroma. Increasing consumption of oil and customer preference towards the aromatic oil is one of
the main factor which compel organization to make research on the concerned project. Besides
this customer awareness and benefits in terms of relaxation provided by the aromatic oil is one
the main factors which encourage organization to assess the customer attitude towards the
Forever's essential oils.
1.2 Research aims and objectives
Research aimed to assess the customer attitude towards the use of essential oils at home.
Objectives of the research are enumerated below:
 To assess the consumer preference towards the use of essential oils as compared to the
other brands.
 To evaluate the market trend and growth of the essential oils.
 To determine the promotional platform in order to launch the essential oils.
Research Questions
Researcher needed to prepare appropriate questions which provides assistance tho the
researcher in conducting the research in an appropriate manner.
Q.1 What is the level of the customer preference towards the use of essential oils?
Q.2 What is the market trend and growth of the essential oils?
Q.3 What is the promotional platform in relation to the launching of the essential oils?
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1.3 Literature review
Literature review can be defined as the review of the secondary sources such as books,
journals and research papers. It shed light on the findings of the other researcher which helps
researcher in finding the appropriate solution of the problem.
1.3.1 Market trend and growth of the essential oils
Essential oils are prepared by the natural plans which contains the real aroma and there
by provides several benefits to the individual. As per the view point of Gupta (2014) customer
awareness towards the natural, care and organic product become a driving factor which compel
large number of organization to enter in this field. Most of the marketers shifted their focus from
the synthetic to the natural oil products which reflects that the market trend and growth potentials
of the essential oils are very high. However, it is to be critically evaluated by the Ribeiro, R. C.
and et.al. (2015) that market of the essential oils are not still fully developed due to lack of
awareness. Still, most of the UK customers are aware from the benefits which are provided by
the care and organic products or oil.
1.3.2 Customer preferences towards the essential oils
According to the view point of Liu, X. C. and et.al. (2015) customer awareness towards
in relation to their health aspects are continuously increasing. Now a days customers prefers
more to purchase the products which provides health benefits to them. In the present era,
customers wishes to purchase the natural and organic oil products which provides relief to them
from the several problems. However, it is to be critically evaluated by You, C. X. and et.al.
(2015) that not all the customer prefers the essential oils due to its strong fragrance. Thus,
customers preferences are highly based upon the attributes or aroma of the oil. Most of the
customers prefers to make use of the essential oil when they are able to inhale the fragrance of
the oil. In accordance with the Singh, R. and et.al. (2015) customers preference towards the
essential oil are highly affected by the fragrance of it. Usually, oil which are prepared through
real plane have intolerable fragrance which impacts the decision making aspects of the customers
to the large extent.
1.4 Research design and methodology
Research design and methodology entails to tools and technique which researcher will
undertake in order to accomplish the research in an effective manner. In order to conduct the
research in the right direction researcher requires to assess the nature of the research. There are
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specifically two types of research such as qualitative and quantitative (Ebadollahi and Jalali
Sendi, 2015). For this project researcher will undertake qualitative research to assess the
customer attitude towards the forever's essential oil.
2.1 Planning and specification of the resources which are required to conduct the research Methods of data collection: In this study, researcher will collect the primary data with the
help of the questionnaire. Researcher will make online survey in order to get information
from the respondents. Further, researcher will also consider the secondary sources such as
books, journals and research papers to meet the purpose of the research (Letourneau,
2015). Sampling methods: In order to select the sample researcher undertakes purposive
sampling method which helps in selecting the suitable sample frame (Carson and et.al.,
2014). For the present study researcher selects the 200 people in which 100 are male and
the remains are female who make use of the SPA services. Ethical issues: By maintaining the confidentiality aspects researcher will able to maintain
all the ethical aspects and consideration (Rise, Solbjør and Steinsbekk, 2014). Data analysis plan: in order to analyze the collected data researcher will undertake
qualitative analysis. Researcher will make use of thematic perception test to identify the
customer attitude towards the essential oil.
Schedule or time plan
Researcher will also prepare the schedule which clearly indicates the time taken by the
the researcher in order to accomplish the each activity of the research (Kremers and Çakir,
2014).
Sr. No.
Activities List of activities Weeks Preceding activities
1 A Supervisor discussion 1
2 B Preparation of proposal 1 A
3 C Submitting the proposal 2 B
4 D Acknowledgement by supervisor 1 C
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5 E Literature review 5 D
6 F Collection of data 4 D
7 G Analysis of data 5 E,F
8 H Interpretation of the outcomes 4 G
9 I Preparation of the project report 5 E,G
10 J Conducting review 3 I
11 K Finalizing the project 1 J
12 L Submission of the project 1 K
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TASK 2
2.2 and 2.3 Preparation of the questionnaire which addresses the research objectives
Demographic information of the customers
 Name( )
 Age( )
 Income( )
1. Which kind of oil do you like?
 Natural or organic oil ( )
 Medical oil ( )
2. How many times in a week do you use your selected oil?
 Daily ( )
 Alternatively ()
 Once in a week ( )
 Twice in a week ( )
3. Which elements of the oil do you attract more while purchasing the aromatherapy oil?
 Price ( )
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 Quality ( )
 Fragrance ( )
 Naturality and quality of the oil ( )
4. How much do you prefers to spend in the organic products??
 50£ ( )
 100£ ( )
 <100£ ( )
 < 150£ ( )
5. Do you satisfied with the natural oil product which are already provided by the other brands?
 Highly satisfied ( )
 Moderately satisfied ( )
 Not satisfied ( )
6. Factor which plays an important role when you make purchasing decision regarding the
organic oil?
 Fragrance ( )
 Health benefits ( )
7. Which flavor of oil do you like most in the organic or herbal oil products........
8. Which brand firstly comes in your mind while you make purchasing decision regarding the
organic or herbal oils ….......
9. Do you prefer to use the other organic oil which offers better quality and benefits to them?
 Yes ( )
 No ( )
The above mentioned questionnaire clearly states that researcher have prepared the
questionnaire by taking into consideration the objectives of the research which are as follows:
 To assess the consumer preference towards the use of essential oils as compared to the
other brands.
 To evaluate the market trend and growth of the essential oils.
 To determine the promotional platform in order to launch the essential oils.
The first research question in relation to oil which customers like helps researcher in
fulfill their research objective. Through this, organization can easily assess the customer
preference and attitude towards the organic or natural oil products rather than the medical oils. In
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addition to this, customer satisfaction and factors which plays an important role in the decision
making aspects helps researcher in assessing the promotional platform for the herbal or organic
products. Further, preference of the customers towards the use of the substitute or another natural
oil product helps researcher in assessing the market potential. Through this, Forever Living
products International is able to make appropriate decision in relation to the launching of
Forever's essential oil. Further, by identifying the price which customers prefers to pay Forever
Living products International become able to make effective pricing decisions. Through this,
organization become able to offer the oil products as per the needs and expectations of the
customers. It enables them to attract large customer base by providing quality services to them at
the very cost effective rates. Online survey provides several benefits to the organization in terms
of high productivity and profitability.
3.1 Evaluating the factors which affects the achievement of the project
There are several factors which researcher will face in the conducting the research in an
effective manner. Time limitation is one of the major issue which researcher faces in the
accomplishment of the project. Due to this, researcher is unable to conduct the research in more
depth. Along with it, researcher requires to huge fund in order to conduct the research study in an
appropriate manner. Its is one of the main issue which are faced by the researcher in performing
the activities as per the research plan. Due to this, researcher is unable to take information from
the large number of respondents.
Besides this, customer responses in relation to the filling of the questionnaire is also one
of the major factor which creates difficulty in front of the researcher in collecting the suitable
data. Along with it, researcher have also faced difficulty in opting the person who make use of
the spa services. In addition to this, researcher also faces difficulty in collecting the data through
the secondary sources. Moreover, journals which are published by the another researcher does
not provides specific information to the researcher. Besides this, previous journals also have loo
falls which closely impacts the accuracy of the result of the research. Further, most of the sites
are restricted to use which is also the main cause which have imposed problem in the collection
of the data. This aspect limits the research area and there by impact the finding of the research
project. In addition to this, there are several unauthentic sites which affects the quality of the
researcher. Thus, researcher have only few sites to collect the information which provides
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information regarding the market tend and growth potential in relation to the organic or herbal
oil.
3.2 Interpretation and analysis of the research result
Interpretation and analysis of the results of the research are enumerated below:
Theme 1 Customers prefers organic or herbal oil as compared to medical oil
Responses No of respondents % of respondents
Organic or herbal oil 125 65.00%
Medical oil 75 35.00%
Total 200 100
On the basis of the above mentioned results it has been analyzed that customer preference
and attitude towards the organic products are positive. As it can be seen in the table that 65%
respondents prefers to make use of the herbal oil for the aromatherapy rather than the medical
oils. This aspect clearly states the customer awareness towards the herbal products. In addition to
this, now a days customers gives more preference to the products which does have any kind of
side effects. It is one the main cause due to which only 30% customers of UK prefers the medical
products.
Theme 2: Naturality and quality of oil product is one the main factor which attracts the large
number of the customers when they make purchase of essential or herbal oils
Responses No of respondents % of respondents
Price 20 10.00%
Quality 50 25.00%
Fragrance 30 15.00%
Naturality and quality of the
organic oil
100 50.00%
Total 200 100
According to the above mentioned table it has been determined that only 15%
respondents give preference to the fragrance or aroma while purchasing the essential oil
products. Where as the potential customers who gives more preference to the price of the oil
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products are lie up to the 10%. In addition to this, 25% respondents claims that quality is one of
the main factor which attracts them when they make purchasing decisions. Further, large number
of the respondents such as 50% potential customers considers the naturality and organic oil
product when they make purchase of such kinds of the product. This aspects clearly states that
potential customers give more preference to the relief and better care rather than the other other
factors. Thus, market potential for the Forever's essential oil is high.
Theme 3: Customer gives more priority to the health benefits aspects when they make purchase
of the oil products
Responses No of respondents % of respondents
Fragrance 60 30.00%
Health benefits 140 70.00%
Total 200 100
The above mentioned figures clearly states that 70% respondents who make use of the
spa services give more priority to the health benefits as compared to the fragrance of the massage
oil. It shows the greater awareness of the potential customers towards their health in comparison
to the fragrance of the product. In addition to this, respondents undertake aromatherapy to get the
relief from the health problem. Due to this aspect, only 30% customers give priority to the
fragrance of the oil product.
Theme 4: large number of the customers prefers to pay <100 for the organic or herbal oil product
which better quality
Responses No of respondents % of respondents
50 £ 15 7.50%
100 £ 25 12.50%
<100 £ 120 60.00%
<150£ 40 20.00%
Total 200 100
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The above table shows that 60% respondents prefers to pay <100£ for the herbal
products. In addition to this, 2 % respondents prefers to give <150 £ for the herbal oil products.
Usually customers have the psychology that product whose prices are high quality is also high.
In contrary to this, 7.5% customers prefers to give 50 £ which shows that they are more price
sensitive. Where as 12.5% respondents wishes to pay 100£ for the herbal products which they
make use in the aromatherapy.
3.3 Recommendations which are based upon the findings of the result
Recommendations:
 Customer attitude and preference towards the herbal oil product is positive. Thus, It is
recommended to Forever's Living Product International that they should launch their
Forever's essentials oil product at the market place. It provides assistance to an
organization in maximize their sales as well as profitability aspects.
 Further, respondents prefers to make use of the herbal oil in against to the medical oil.
This aspect, clearly states that Forever's Living Products International will attain success
by launching the herbal product in the existing market.
 Forever's Living Products International can build and sustain competitive advantage by
launching the natural and quality oil product which provides more relief to the customers.
 It is also recommended to the organization to undertake research which helps them in
identifying the unique and natural oil which resolves many kind of diseases of the
individual.
4.1 Format and media to present the outcomes of the research to the general public at large
There are several ways or media through which organization can present the output of the
results to the large group of people. Forever's Living Products International can exhibit the result
of the research on the website of the company by providing legal protection to them in the form
of copyright. It helps researcher in prevent the duplication of the data or results which are
derived by them (Hippisley‐Cox, Coupland and Brindle, 2015). Besides this, company can also
publish their data in the corporate reports which helps another researcher who are going to make
research on the same topic. Further, company can also present the result on the professional or
educational sights which helps other researcher and organization in assessing the market trend
and growth towards the organic products. In addition to this, it also helps in assessing the
customer preference and attitude towards the herbal oil products .
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