Consumer Behavior

Presented by
MBA 41 Ye Zarni Oo
MBA 58 Win La Pyae

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Question 1(a)

Find two brand names that you feel are particularly appropriate and two that you feel are not very
appropriate. Explain your reasoning for each name.
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Positioning Meaning Positioning Meaning

1.For serious Athlete 1. Goddess of Victory 1.to build a place where 1. The largest river in
people can find the world
anything
Irrelevant Brand Name
Question 2(b)

Find and describe a logo that you feel is particularly appropriate and one that you feel is not very
appropriate. Explain your reasoning.
Design Criteria for Logo

● Easy to recognize
● Simplicity
● Distinctiveness
Logo Comparison
Question 1(c)

Assume that you are a consultant for a marketer who wants to design a package for a new premium
chocolate bar targeted to an affluent market. What recommendations would you provide in terms of
such package elements as color, symbolism, and graphic design? Give the reasons for your
suggestions.
 Assumptions

❄ Product is Dark Chocolate

❄ It is made up of Cocoa imported from Ecuador
❄ Ecuador is a country from South America where world finest
Cocoa are cultivated

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Packaging Elements

Color Graphic Design Symbol

To reflect the color of product and To reflect that product is made To Associate with the Ecuador
being prestige up of finest Cocoa
Case Study
Company Background

❄ Founded in 1995 by Mark Constantine and Liz Weir

❄ Headquartered in Dorset ,United Kingdom
❄ Fresh handmade product
❄ Manufacture creams ,soaps ,shower gel , lotion, mask and other cosmetics for
face and hair
❄ Operate around 900 stores in 49 countries
❄ Passionate about being fresh and organic
❄ Attract the nature –loving consumer

❄ Cruelty – free cosmetics

❄ Limited packaging for its product or environmentally friendly packaging
❄ Stores near high –end fashion
❄ Target the high –end customer and communicate a premium image

❄ The colorful and unwrapped products are displayed

❄ Hire energetic and positive people who interact with customers
❄ Sale persons encourages the customer to explore and interact with the product more and give free sample to the customers .
❄ Fresh , Natural , Handmade
❄ Label contain names of natural ingredient

❄ Used creative words and fun and green image in communication

❄ Eg .Go naked campaign and Have a Sniff point
of purchase sign
Based on your understanding of the perceptual process ,discuss how Lush uses sensory marketing for its
products and encourages its customers to process information .
❄ Displayed the colorful , unwrapped products like food on marketstalls ,
❄ The stores furniture are made of natural wood and floor is done natural stone that creates an environment for fresh , natural
products .
❄ Open a background music which create warm , lightly environment for customer .
❄ Encourage customer to interact with the product

❄ Make a minimal packaging which provide stores with distinct smell . The distinct smell of lush is an emotional
connector with its customers .
Are the decisions of Lush’s consumers driven by a rational consumption appeal that
uses the message of ethical ,organic ,fresh, and healthy products or is it influenced
by the hedonic consumption and pleasurable multi –sensory experience they
encounter in the stores ?

We assume that consumers are driven by both rational consumption and hedonic
consumption because
 Consumer looking for organic products more than ever
 Product Ingredient
 Emphasize the need for a greener environment

 Colorful , unwrapped products

 Well train staffs
 Warm and Friendly
Thank You !

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