THE BODY SHOP: A CASE ANALYSIS Introduction This

This research analyzes the Body Shop case in a consumer behavior context. Focal points of the analysis are customer identification, buyer behavior, consumer decisionmaking processes, environmental influences, competitive advantage, and marketing communication.

The Body Shop customers are identified within the contexts of the social class system and psychographic segmentation as these models affect marketing. With respect to price, the upper social classes are not price conscious, while the middle social class is value conscious, the working social class is price sensitive, and the lower social classes tend to equate price with quality but frequently seek the lowestpriced products. The Body Shop customers tend to be value conscious; thus, these individuals are by an large middle class.

Psychographic segmentation classifies individuals according to lifestyle preferences and personality traits. Within the context of psychographic segmentation, Body Shop customers tend to be drawn from three groups. The first group is the socially conscious classification. There individuals are drawn by the commitment of the Body Shop to environmental and animal rights causes. The second group is the Iamme classification. These individuals are drawn the Body Shop because of the characteristics of the firm's products. The third group is integrated classification. These individuals tend to be drawn to the Body Sh

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ss more so than through conditioning. As stated earlier in this discussion, cognition plays a major role in the learning process of the typical body Shop customer. Attitudes in a marketing context refer to a learned predisposition to respond in a particular way to a specific stimulus. The typical Body Shop customer tends to employ cognitive processes to a greater extent than affective processes in reaching purchase decisions. The typical Body Shop customer also tend in a conative context to think about the implications of a purchase in terns that transcend product utility. Consumer DecisionMaking Processes The typical Body Shop customer employs and extended decisionmaking process. These individuals, for the greater part, seek out firms that operate in ways consistent with the social objectives held by themselves. Thus, the commitment of the Body Shop to environmental protection and animal rights is used by the typical Body Shop customer in the extended decisionmaking process to select a vendor. The typical Body Shop customer also searches for the products that will satisfy their own individual needs. For many of these individuals, the product formulas of the Body Shop that emphasize the use of organic and non allerg

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