A Study on the awareness and perception of actual and potential consumers of the Body Shop Philippines

• Main Authors: Chan, Maribel O., Estacio, Abigail A., Mackay, Ria Theresa R., Ventura, Tania Rowena P.
• Format: text
• Language: English
• Published: Animo Repository 1997
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16833
• Institution: De La Salle University

The Body Shop's explosive international growth was driven by its franchising program, expanding sales at a rate of 50% annually. It opened its doors to the Philippine market last May 1996, tapping an estimated population of 72 million Filipinos who spend billions of pesos for personal care products. The present study identified the actual and potential market of The Body Shop and determined their awareness and perception with regard to its products, retail environment, and marketing communications. The buying behavior of actual and potential consumers were also assessed. The variables of the study were measured by conducting a survey of 267 potential and actual consumers, aged 14 and above. Quotas were set to assure that both females and males were represented by the sample. A Focus Group Discussion was facilitated to 10 participants, with a mean age of 20-24 to validate the results of the survey. Results reflect a very promising market for The Body Shop. Responses show high level of awareness about the product, the retail environment, and the marketing communications of The Body Shop. Overall public perception is generally positive. Recommendations were based on the results of the study. The feasibility of the strategies were evaluated by taking into consideration the following factors: consistency with objectives, exploiting present and projected trends, consistency with resources and timeliness of strategies.