Documente Academic
Documente Profesional
Documente Cultură
ON
USAGE AND ATTITUDE STUDY IN SHOWER GELS AND SOAP CATEGORY IN
DUBAI WITH ANALYSIS OF IMPACT OF ACQUISITION OF THE BODY SHOP BY
LORAL
ACKNOWLEDGEMENT
I am sincerely thankful and indebted to all those who have helped me successfully complete this
research. First and foremost, I would like to thank our mentors, Prof. Balakrishna Grandhi and
Mrs. Jyothsna Singh, for their timely and valuable suggestions and feedback and Prof. Dhrupad
Mathur for his guidance and insistence on perfection and quality. This pushed me to work harder
and has helped me broaden my knowledge, both in terms of the topic and the approach one
should adopt when conducting any research. I am grateful to Mr. Umesh Kothari for the data
analysis and marketing research sessions that better equipped me to successfully complete my
research. His mentoring has taught us how to be good researchers and has inspired us to write
reports in a scientific manner.
Secondly, I would like to express our gratitude to Mr. Anudeep Raghuthaman who has been a
constant source of support and guidance throughout the course of this research. I greatly
appreciate the commitment and assistance he has shown with regard to all our research-related
clarifications.
Thirdly, I would like to extend our heartfelt thanks to my colleagues Akanksha Seth, Ashish
Jain and Shraddha Hegde who have made this the richest experience for me. I would like to
thank them for always being there for me.
Lastly, I would like to thank all the industry experts and store owners and keepers for their
time and for providing me with an in-depth opinion about the personal care industry in general
and bath and shower category in specific. Their insights on consumer behavior in the region have
proved invaluable in my understanding of the market for soaps and shower gels in Dubai.
Sincerely,
Neha Vishwas Shinde (MGB12CMM086)
DECLARATION
I hereby declare that the matter included in this Capstone Research Project report entitled Usage
and Attitude Study in Shower Gels and Soap category in Dubai with analysis of impact of
acquisition of The Body Shop by LOral, is the result of study and interviews carried out by
me. I further declare that this is my original work and has not been published anywhere before.
This Project Work has been carried out for the sole purpose of submission in partial fulfillment
of Semester two of Master of Global Business (MGB) at S P Jain School of Global Management,
Dubai.
The above is true to the best of our knowledge and understanding.
We have read, understood and signed the code of Ethics.
COPYRIGHT ASSIGNMENT
For the good and valuable consideration, receipt of which is hereby acknowledged, the Project
researcher (Assignor), hereby irrevocably transfers and assigns to S P Jain School of Global
Management (Assignee), located at Dubai, Singapore, Sydney, its successors and assigns, in
perpetuity, all right (whether now known or hereinafter invented), title, and interest, throughout
the world, including any copyrights and renewals or extensions thereto, in Usage and Attitude
Study in Shower Gels and Soap category in Dubai with analysis of impact of acquisition of The
Body Shop by LOral.
In witness thereof, Assignor has duly executed this agreement.
Date :
Neha Vishwas Shinde (MGB12CMM086)
__________________________
Project Mentors
Prof. Balakrishna Grandhi
Mrs. Jyothsna Singh
__________________________
__________________________
Table of Contents
Executive Summary ---------------------------------------------------------------------
1.
Introduction -------------------------------------------------------------------------------
1.1
1.2
11
2.
14
2.1
14
2.2
20
3.
3.1
23
3.2
24
3.3
25
3.4
27
3.5
27
4.
4.1
4.2
4.3
43
4.4
47
5.
Conclusion ---------------------------------------------------------------------------------
51
5.1
51
5.2
51
References ---------------------------------------------------------------------------------
55
58
Appendix ----------------------------------------------------------------------------------- 60
A.1
60
A.2
61
A.3
A.4
Questionnaire ------------------------------------------------------------------------------
63
A.5
68
A.6
74
A.7
A.8
88
List of Figures
Figure 1
Figure 2
10
Figure 3
11
Figure 4
20
Figure 5
29
Figure 6
30
Figure 7
31
Figure 8
Figure 9
Figure 10
Figure 11
Figure 12
Figure 13
32
Figure 14
33
Figure 15
34
Figure 16
35
Figure 17
Figure 18
Figure 19
Figure 20
Figure 21
Figure 22
36
Figure 23
37
Figure 24
38
Figure 25
39
Figure 26
Figure 27
Figure 28
31
32
35
36
39
Figure 29
Figure 30
Figure 31
40
Figure 32
41
Figure 33
46
Figure 34
46
Figure 35
Figure 36
Figure 37
40
50
EXECUTIVE SUMMARY
The research entails a study of the products in bath-and-shower category, namely soaps and
shower gels. The research is restricted to retail and specialty stores in the United Arab Emirates.
Since, not much research has been done in this category of personal care products for this region,
and also, because the penetration as well as usage of personal care products is high. I have
focused my research on the popular retail brand called The Body Shop.
The Body Shop has a wide variety and range of shower gels as well as soaps. The brands
marketing efforts revolve mainly around the value proposition of being an ethical business, with
products not being tested on animals, involvement in various environmental and human rights
issues and use of skin-friendly and natural ingredients in the production of their products.
Usage and attitude study has been done for the category at large, with study of bathing and
shower habits and market segmentation on behavioral differences. Among the various segments,
one target segment was selected based on the correlation between what the brand has to offer and
what he selected segment offers.
To study the regional dynamics and dos and donts of marketing, advertising and promotional
activities in the United Arab Emirates, four expert interviews were conducted. These provided
practical and implementable insights in to the market place and cultural sensitivity that the
marketers need to be aware of. Also, insights on the image of The Body Shop among these
market experts provided a great value add to draft recommendations for the brand.
The Body Shop was taken over by the cosmetics giant LOral in the year 2006. Since the brand
values and propositions for the two brands are not only diverse, but also conflicting in some
cases, it was interesting to study the impact of the acquisition on the brand image of The Body
Shop. This was done through a brief qualitative research with in-depth interviews with
respondents. Also, excerpts from the expert interviews were used in this analysis.
Finally, managerial recommendations were made for The Body Shop culminating from the
research. These were divided in to two sections: one which required immediate action and the
other with long-term goals. KPIs to measure this progress have also been mentioned.
1. INTRODUCTION
1.1 Personal care industry
The category of bath and shower under personal care industry has seen gradual and
steady increase over the past few years. It has been estimated at approximately 5% in the
United Arab Emirates. The sales are expected to grow to a whooping AED 585.5 million
by the year 2016 from the current AED 456.4.
The various factors contributing to the growth and success of this segment of retail in
Dubai is the escalating tourism (Goal to touch 20 million visitors by 2020 Vision 2020),
growing expat population, changing lifestyles of the expats as well as the nationals and
the prominent positioning of Dubai itself as the retail hub and a fun shopping destination.
The increasing awareness of looking good and being healthy has had a significant impact
on the way people perceive themselves and the amount of efforts and money they put in
to fill in the gaps. The innovative products high-end brands come up with cater to only
the wealthy or at times, to an exclusive set of consumers only. In these cases, brands like
The Body Shop play a very important role of not only catering to the rest of the segment
but also, caters to more or less the entire segment, which makes it a mass as well as a
prestige product-line.
Another important trend is the social responsibilities that these brands take up. The Body
Shop was introduced as cruelty-free and has stood by the philosophy of not testing on
animals ever since. The brand also associates itself with greening initiatives globally.
These initiatives give brands a new humane look which consumers relate to at an
emotional level.
10
14,337.20
8,697.30
6,231.50
7,659.10
8,587.50
11
The non-grocery retailing accounts for greater value. In the year 2012 it accounted for
nearly AED 54,942.70 million. This retailing category has shown tremendous growth of
31.3% within a span of five years starting from 2007 to 2012. (Business Monitor, 2012)
Among the non-grocery category, Apparel Specialist Retailers account for about 26%,
followed by Leisure and Personal Goods Specialist Retailers (16.4%) closely followed by
the Health and Beauty Specialist Retailers (close to 16%).
UAE, and specifically Dubai, looks very attractive for retail because of the financial
stability and market confidence. The country withstood the Global as well as Dubai
economic crisis strongly. The contribution of retail to UAEs GDP has been close to a
healthy 14%, in spite of the lull due to economic slump.
During the economic recession of the year 2008, the annual per capita disposable income
fell by 40% and consumer expenditure fell 42%. This hit the retail industry in Dubai
really hard. The financial crisis was so intense that the consumer behavior changed
almost overnight from spending to saving. A significant percentage of the expatriate
population also left the country because poor employment conditions.
However, the economy recovered because of the hike in prices of petroleum and steady
population growth. The national contribute just about 16-17% of the total population of
the country. Also, growth in the expat population has been seen since the economy
stabilized. The political disturbances in the region have further encouraged immigration
to the UAE. Dubai is perceived to be politically and economically quite stable. (CBRE
, 2012)
Although the internet penetration in the country is close to 90%, the retailers have not
been able to fully capitalize on this opportunity. There is huge potential for the industry
to diversify their business into online retailing making it convenient for the consumers.
Social networking sites like Facebook and Twitter can be leveraged upon to promote the
brand and communicate the brand image in a more visual way.
Dubai is known to the world as a shopping destination with huge investments into
infrastructural developments of malls, an entire festival dedicated to shopping and a wide
variety of national as well as international brands. Currently Dubai caters to ten million
visitors every year.
12
Liberalization on issuing of visa has promoted tourism to a great extent. Dubai has
become the third busies airport in the world connecting the eastern and western worlds.
The national airline, Emirates Airlines, has become the largest operating commercial
airline in terms of ownership of A380 (which is currently 35 and they have placed an
order of a whopping 80 more).
13
2. REVIEW OF LITERATURE
2.1 Independent variables pertaining to my research
2.1.1 Fragrance
Fragrance constitutes one of the major ingredients of a personal care product,
especially soaps and shower gels. Smell is one of the five senses that can create a
lasting impression and also, a separate identity for a particular brand. (Ap.
Dijksterhuis, 2005). Studies have shown tha consumers can actually smell the
brand. Through fragrance, positive emotional responses can be invoked, like
cleanliness, freshness and so on. Moreover, the usage of natural ingredients in these
products is gaining popularity due to increase in the wellness demands. (Fragrances:
Looking beyond the scent, 2012)
Natural fragrances such as citrus fruits as well as indulgence fragrances such as
chocolate have become very popular in the bath and body category of personal care
products. The advent of aromatherapy and proliferation of spas have added to the
usage fragrant products like oils, moisturizers, shower gels and so on. Fragrances
particularly produced for the region are extremely popular; for example: the various
strong ouds.
Nonetheless, fruity and floral fragrances remain the most used in the region. The
Middle East, along with Latin America and Africa, has shown the strongest growth in
usage of fragrances in bath and shower category. (Fragrances: Looking beyond the
scent, 2012)
Shower gels are gaining share in bath and shower category, but use of bar soaps is
dominant. This can be attributed to the fact that soap is being used from generations
and is a much more familiar product as compared to shower gels. Consumers are
attracted to new product launches and a variety of fragrances. Hence, focus on
technology to bring in these changes will play a crucial role.
14
Another study conducted on brand loyalty for cosmetics showed that packaging,
country of origin, product quality, skin type and suitable products for the same,
recommendations from friends and family, advertisements and reputation of a brand
directly impact customer loyalty and advocacy. Packaging was shown to have the
highest significant influence on brand loyalty. (Akagun, Ozdemir, & Parilti, 2005)
In yet another study, the importance of competitive positioning was brought forth. A
brand needs to connect with its consumers not only on the functional and emotional
levels, but also in terms of a valid purpose that gives back to the society and
environment. Brands are known to have reaped good benefits from a strategic
positioning of this kind. (Du, Bhattacharya, & Sen, 2007)
Brand awareness is another factor that was studied by Ingrid Staisch in 2007. His
report on the brand audit of LOral showed that of the 93% consumers who were
aware of the brand, 83% used LOrals products. Many of the consumers showed
positive attitudes and perceptions towards the brand because of the functional
attributes of the product. But lack of emotional connect with the brand was evident
because the brand did not provide what the customers expect. Moreover, majority
of the respondents had about average loyalty towards the brand which just reiterates
the fact that if a brand does not cater to what the customer expects and keeps itself
relevant, it will lose loyalty, and probably not even be advocated.
2.1.5 Ambience of the retail outlet and face of the brand it showcases
Store design and interiors is very much handled by the retailers in the region. But a
lot of emphasis is given on living the brand. This means that along with the
showcasing the original values and features of a brand, effort goes into making the
brand relevant and sensitive to the region. A research conducted by Mohanty &
Sikaria (2011) showed that the ambience of a retail outlet has can make a large
difference to the performance of the outlet. It has also been studied that income and
gender did not influence this performance as much as ambience did. Age of the
respondent mattered to a great extent, which again bring in the point of relevance into
16
this discussion. Window displays and store fronts had a huge impact on attracting
customers towards the retail outlet.
Another research conducted by Yalch (1990) showed through intensive study the
influence of music played in the store on consumer behaviour. Emphasis on
segmenting and dividing the store according to needs of particular age-groups nd
playing relevant music accordingly creates a stronger impact and connect subconsciously with the consumers.
In order to understand the relationship (if any) between store ambience based on the
signage, colours, designs on the door (right down to the handle and clutter) sales
person availability and to persuasion to buy the product, was conducted by Sharma &
Stafford (2000). It was found that prestige image as well as the salespersons role
was an atmospheric cue. Secondly, store salespeople are likely to be persuasive
simply as a function of how their working environment is perceived by customers.
Nicer environments simply appeared to enhance the scenarios available for further
study. Attractiveness, knowledge and expertise are found to be highly relevant.
2.1.6 Recommendations by peers and family
An attempt to understand the impact of social factors consumers buying behaviour
was done by Sudhakar & Suchitra (2012) where recommendations and pressures from
family and friends were studied. It is usually the family that influences a persons
buying behaviour in the case of personal hygiene products more than friends. The
same has been found from Mahmud & Gopes study.
17
65 were concerned with skin type. On the other hand, women between the ages of 16
and 24 years cared more about fragrance as well as packaging.
18
important factors that influenced buying behaviour were price, quality and CSR
initiatives the brand was involved with. The study also showed that CSR activities
can and should be used to influence purchase decisions positively, if the CSR
activities are trustworthy.
19
20
I have used this framework to analyse the alignment of functions of The Body Shop
and LOral after LOral acquired The Body Shop and the impact of the acquisition
on the image of The Body Shop. The fact that this acquisition was not considered
ideal by brand management experts of the age because of the very diverse brand
values of LOral and The Body Shop got me interested to study it more in detail.
21
22
Weaknesses
Opportunities
Threats
23
3. RESEARCH METHODOLOGY
like Bath & Body Works that have managed to position themselves very similar to the
brand. It was amazing to study the efforts the brand takes from a marketing perspective to
maintain its brand image. The Body Shop has incrementally built on its reputation of
being a natural brand and has always portrayed itself as a brand for every woman. They
have never given emphasis on artificial or cosmetic beauty and this can be seen in each of
their marketing campaigns, be it Give Joy or Dreams Unlimited or Beauty with
Heart. Right from the models they use to the salesgirls at their stores, all are ordinary
and young women taking pride in the emotion and passion of the brand. Hence, my study
also includes a brief analysis on the repercussions of the acquisition of The Body Shop by
the cosmetics giant L'Oral.
My colleagues have chosen the brands LUSH, Marks & Spencer and Bath & Body
Works. These brands comprehensively define the retail market for the personal care
industry. The Body Shop is a brand that lives the values of ethics, human rights and
environmental sustainability. Marks & Spencer is known more for its apparel and
accessories. The fact that it functions in the personal care category was interesting to
study. Bath & Body works is a strong competitor of The Body Shop but has a distinct
brand image among its consumers. LUSH is a new entrant in the market and has built a
strong presence in Dubai in a short span of three years.
To study the impact on the image of The Body Shop after it has been taken over by
LOral
25
Quantitative analysis of primary data collected through surveys helped reinforce as well
as augment the strategic implications of the recommendations for The Body Shop.
Sample Size
121 responses were collected for the quantitative research. Further, expert interviews
with four industry experts and qualitative research with 25 women who have purchased
The Body Shop products in the past one year were done.
Target Consumers
Men and women are largely influenced by the UAE lifestyle and hence appearance is
very important for them. With the rise in globalization and increase in expat population,
the preference towards strong fragrances, international brands and premium products that
are perceived not to harm the skin is becoming more dominant. Several factors like
increased disposable income, large youth population, high presence of global bath and
shower category brands and expanding retail landscape in the form of bigger, better malls
are further driving its demand. Consumers are focusing on organic ingredients in their
products even though they are more expensive as the demand for natural skin care is on
the rise. (Euromonitor International, 2013)
Our main target segment for analysis was women in Dubai consisting of both Emiratis
and expat population.
27
4.1 Usage and attitude analysis for Soaps and Shower Gels
4.1.1 Factor analysis
The questionnaire comprehensively captured consumer attitudes and usage behaviour for
bath and shower category, specifically for soaps and shower gels. Factor analysis was
done on the attitude battery to form six distinct factors for analysing consumer behaviour,
namely pleasure-seeking, habitual, aesthetically attracted, stringent planner, experimental
and routine. Shown below is the rotated matrix component depicting the variable
constituting each factor and he weights of each variable within the respective factor.
Rotated Component Matrix
Component
3
Factors
Stress_buster
Relax
Pamper
Smell_nice
before_sleep
After_physical_activity
before_leaving_house
Before_work
More_than_once
0.846144
0.776844
0.579296
0.510962
0.499389
0.257051
-0.07275
-0.16592
0.300139
0.073201
0.050748
0.02794
0.067604
0.288948
0.753822
0.739455
0.703443
0.616158
good_packaging
Retail_store
Preplanned_list
Supermarkets
Fun
Variety
Me_time
Routine
-0.0441
0.008513
0.405216
0.372958
0.122739
-0.2165
0.108158
0.12517
0.280238
0.049486
0.108835
0.057306
0.057128
0.058747
-0.20487
0.311488
0.240525
0.137852
-0.0193
0.114811
0.266458
0.222414
-0.2465
0.005277
0.084438
-0.0583
0.029632
6
Pleasure 0.101036 seeking
0.090952
0.056667
-0.20765
0.474835
-0.11348 Habitual
0.308223
0.439781
-0.14532
Aesthetic
-0.0422 attraction
0.087882
0.00476 Planner
-0.05465
0.454204
-0.04016 Experimental
0.277837
0.820137 Routine
29
Routine
Pleasure - seeking
1
0.8
0.6
0.4
0.2
0
-0.2
-0.4
-0.6
Experimental
Habitual
C1
Aesthetic attraction
Planner
The variety seekers are the people who behaviourally buy products they think are
innovative, provide variety and have certain individualistic or unique qualities they enjoy
during their me-time of bathing. They represent 33% of the respondents pool (39
respondents). The product attributes they expect to be present in their soaps and shower
gels are suitability for their skin type and lathering followed by colour, texture and good
packaging.
30
Age
0%
Nationality
0%
0%
<15 years
13%
13% 13%
16-25 years
Emirati
26-35 years
29%
58%
36-45 years
46-55 years
Expat Arab
34%
40%
Expat Asian
Westener
>55 years
Figure 7
Figure 8
Monthly Income
Usage
<10,000
10,000 - 15,000
8% 8%
18%
21%
8%
3%
Shower gel
alone
15,001 - 20,000
11%
20,001 - 25,000
42%
42%
25,001 - 30,000
Bath soap
alone
30,001 - 35,000
Both
35,001 - 40,000
18%
5%
40,001 - 45,000
16%
> 45,000
Figure 9
Figure 10
31
Occupation
9%
18%
43%
3%
Homemaker
Usually never
10%
26%
Full time
employment
13%
4-6 times
Part time
employment
30%
1-3 times
7-9 times
Student
45%
Figure 11
9-11 times
Figure 12
Monthly expenditure
3%
10%
<10
29%
11-20
21-30
32%
31-40
>40
26%
Figure 13
Majority of the variety seekers are young expat consumers aged between 16 and 35. A
cross-tabulation of their monthly household income along with monthly expenditure on
bathing products shows that they are not a price-conscious segment as long as they get
what they expect. 84% of them use shower gels, which again shows the increasing
popularity of using shower gels among young consumers. They are frequent visitors to
malls and usually buy their bath and shower products from retail outlets, instead of
supermarkets, hypermarkets or groceries. This means they do not buy the regular FMCG
products for their bathing needs and purposes.
32
Variety offered
Knowledgeable staff
Innovative
7
6
5
4
3
2
1
0
Ambience
Familiar
Eco Friendly
Easily accessible
Quality of the
product
Price
Sales promotions
Figure 14
The way The Body Shop is being perceived by the variety seekers actually poses an issue
of concern for the brand. The key strengths and attributes of The Body Shop are ecofriendliness, variety in the product lines and ranges they offer, innovations or
revitalizations and knowledgeable staff that provide suggestions on complementary
products buyers can buy along with what they are already intending to buy. From the
perception map for The Body Shop among the variety seekers, it can be gauged that the
existing strengths and attributes of the brand are not being communicated fairly well and
hence, The Body Shop has scored low on all of these. Almost 63% of the respondents are
aware of the brand but do not use its products for this category.
33
Routine
Pleasure - seeking
0.6
0.4
0.2
0
-0.2
-0.4
-0.6
Experimental
Habitual
C2
Aesthetic attraction
Planner
The second segment that prominently stood out was the potential brand loyalists. These
are the people that already have a pre-planned shopping list and hence, usually buy soaps
and shower gels from the supermarkets along with the monthly groceries. Their bathing
habits tend to seeking relaxation and rejuvenation. They have a bath to smell nice or to
bust stress or even have a good night sleep. They represent the largest chunk of the
respondents, which is about 48%. The product attributes important to them are suitability
to the skin type, lathering and texture of the soap or shower gel.
Factors like revitalization, innovation and variety are not considered influencers in their
decision making process. Also, aesthetically how the product looks or the ambience of
the retail outlets cannot attract these people. They represent 48% of the respondents pool
in this research.
34
Age
Nationality
0% 0%
<15 years
19%
17%
23%
16-25 years
43%
26-35 years
Expat Arab
6%
36-45 years
17%
Emirati
46-55 years
Expat Asian
Westener
54%
>55 years
21%
Figure 16
Figure 17
Monthly income
Usage
<10,000
10,000 - 15,000
9%
19%
15,001 - 20,000
9%
37%
20,001 - 25,000
13%
25,001 - 30,000
19%
50%
30,001 - 35,000
6%
15%
4%
6%
35,001 - 40,000
40,001 - 45,000
Shower gels
alone
Both
13%
> 45,000
Figure 18
Figure 19
35
Occupation
2%
Usually never
1-3 times
10%
25%
Full time
employment
40%
25%
34%
19%
4-6 times
Part time
employment
7-9 times
Student
9-11 times
33%
10%
12 times and
above
Figure 20
Figure 21
Monthly expenditure
6%
9%
33%
<10
11-20
21-30
33%
31-40
>40
19%
Figure 22
The potential brand loyalists are adults aged between 30 and 55 years of age. They
mainly represent the Expat Asian and Emirati population. 87% of them use shower gels
and monthly expenditure on bathing and shower products is from Dhs. 21 and above with
a large chunk spending Dhs. 40 and above. Their minimum monthly household income is
Dhs. 35,000 which mean these people can be made loyal to a brand because their
expenditure versus their income as well as the habit of making a pre-planned list for
shopping entails that they usually buy a particular brand of soaps and shower gels. On an
36
average these people visit malls 4 times in a month. These people usually buy from
supermarkets and hypermarkets like Carrefour and Spinneys. This is one major factor
that works to the disadvantage for The Body Shop.
Variety offered
Knowledgeable
staff
Innovative
10
9
8
7
6
5
4
3
2
1
0
Familiar
Eco Friendly
Series1
Ambience
Easily accessible
Quality of the
product
Price
Sales promotions
Figure 23
The perception of the brand attributes of The Body Shop is very dismal in this case as
well. Respondents are just familiar with the brand but not aware of the brand attributes
that are the key strengths of The Body Shop. Brand propositions such as variety offered,
quality of products and eco-friendliness should score higher on the radar. This may be
also because of the fact that respondents from this segment do not buy personal care
products from retail outlets or specialty brand stores. Almost 51% know the brand but do
not use its products for this category. The attributes they expect out of their shower and
bathing products are texture and suitability to the skin type.
37
Routine
Pleasure - seeking
0.6
0.4
0.2
0
-0.2
-0.4
-0.6
-0.8
-1
-1.2
Experimental
Habitual
C3
Aesthetic attraction
Planner
The compulsive bathers are the people that bathe merely because it is a part of their
routine. There is no sort of emotionality or rationality behind making purchase decision
for their soaps and shower gels. These people are finicky about bathing before work or
leaving the house or after a physical activity or workout; basically keen on cleanliness
and hygiene, and not relaxation or variety offered. They do not even have a pre-planned
list for shopping, which means they impulsively and spontaneously decide on purchase of
a bathing product without giving it much thought. Hence, these people are not even
brand-conscious or brand-loyal. They represent about 20% of the respondents pool in
this research.
38
Age
Nationality
0% 0%
<15 years
13%
16%
26%
16-25 years
13%
45%
Expat Arab
36-45 years
Expat Asian
19%
Figure 25
Figure 26
Monthly income
Usage
Westener
<10,000
10,000 - 15,000
7%
15,001 - 20,000
14%
16%
Shower gels
alone
20,001 - 25,000
13%
25,001 - 30,000
30,001 - 35,000
30%
39%
>55 years
3% 3%
20%
26-35 years
46-55 years
29%
Emirati
10%
0%
29%
55%
Bath soap
alone
Both
35,001 - 40,000
40,001 - 45,000
> 45,000
Figure 27
Figure 28
39
Occupation
0%
0% 0%
Homemaker
32%
1-3 times
19%
29%
Full time
employment
13%
Part time
employment
58%
10%
Student
4-6 times
7-9 times
9-11 times
39%
12 times and
above
Figure 29
Figure 30
Monthly expenditure
3%
29%
<10
36%
11-20
21-30
31-40
>40
19%
13%
Figure 31
Compulsive bathers are young professionals aged between 16 and 35 years of age. They
are significantly spread over various nationalities and thus, do not represent any
particular geography. Peculiarly these people use soaps as much as shower gels unlike the
other two segments. These people fall in the mid-income range of Dhs. 15,000 to Dhs.
35,000. Hence, their monthly expenditure on bathing and shower category is also very
diverse and spread over the entire spectrum. This just augments the fact that these people
40
are not very particular or choosy about the products they buy. It is usually a spontaneous
decision.
Familiar
1.5
1
Knowledgeable
staff
Eco Friendly
0.5
Series1
0
Ambience
Easily accessible
Quality of the
product
Price
Sales promotions
Figure 32
Compulsive bathers have a very distorted image of The Body Shop. There is not any
clarity on even a single product attribute which adds on to the fact that these buyers are
not very particular about the bathing and shower products they buy. The attributes
important to these people are easy availability of the product followed by price. They
perceive The Body Shop as an expensive brand. Majority of them spend no more than
Dhs. 40 on bathing products and this includes buying bathing products for the entire
household and not just an individual purchase.
41
The Body Shop has a very dismal presence in the United Arab Emirates considering the
grandeur of the brand globally. It seems to be disconnected to its buyers at an emotional
level and buyers probably still buy from The Body Shop because of the great quality of
products it has to offer.
The stores and the front-line salesgirls at the retail outlets are great. They represent the
brand essence and provide a great experience when you are in-store. But the problem lies
with getting people in to the store. The products are arranged according to the one key
ingredient the range has; for example: the tea tree oil products like the tea tree night
cream, tea tree oil extract, tea tree face washes, tea tree based BB creams, tea tree based
foundation etc. are all placed together. The shower gels and soaps however, have a
separate section in the stores. The shower gels are placed at the eye level but soaps are
placed in baskets on lower shelves.
Products mixes are decided according to the locations of the malls. Usually Mall of the
Emirates and Dubai Mall, that have greater floor space for The Body Shop, have wide
mix of the product lines as well as ranges. Even the newer products are usually released
in these bigger malls that have greater footfalls of buyers with diverse backgrounds of
lifestyles and buying behaviours. Malls like the Lamcy Plaza, where the maximum
footfall is from Expat Asians, usually limited product ranges that are displayed.
Mall of the Emirates as well as Dubai Mall has mainly Emirati, Expat Arab and British
consumers buying from The Body Shop.
The brochures and catalogues distributed at The Body Shop outlets are dated 2012. This
indicates their lackadaisical approach towards marketing in the region. Moreover, the
content in their catalogues is not tweaked to make it relevant and appropriate for the
region. This has been further discussed in the next section.
Their online presence is bleak as well. The facebook page has mere 19,500 likes of which
only 777 are talking of the brand. The twitter page as well has meagre 473 followers. And
since, their inceptions, the tweets made by the brand are just 99. Considering the fact that
more than 80% of purchase decisions in the United Arab Emirates are made through
reviews by friends and family on social media platforms, The Body Shop needs to put in
42
great effort to make their online presence more active and evident. Their website needs
strategic planning to increase their relevance and connect in this region.
The catalogues that they distribute at their outlets have some pictures of models which
not be appropriate for the region and can be considered offensive if brought to the notice
of authorities here. This also, has been discussed in the next section.
43
Along with the four industry experts I interviewed (transcripts included in the Appendix),
I have even spoke to three of the frontline salesgirls at the retail outlets at Dubai Mall,
Mall of the Emirates and Lamcy Plaza. The industry experts are people that hold
important marketing positions with Paris Gallery and Al Tayer Group. Paris Gallery
houses French luxury brands like Art Deco, Christian Dior, Estee Lauder, Giorgio
Armani, Givenchy, Lancome, Sisley and many more, while Al Tayer Group houses
Jimmy Choo, Fendi, Hermes, Burberry, Bulgari, Jaguar Fragrances and many others in
their cosmetics business. These interviews have yielded great insights in to the market
dynamics of the United Arab Emirates. The key insights and inferences derived from the
expert interviews are enlisted below:
Promotions during festivals as well as special occasions like Mothers Day are
important to keep relevance and connection with the audiences.
Extension of product lines and revitalizing the existing ones are done almost every
month. Details are kept secret always.
It is not about what I say to them, but what they ultimately hear.
The Body Shop is all marketing blah blah. According to the expert, The Body
Shop claims to be an ethical brand, but sourcing natural ingredients from Vietnam
where deforestation is major issue is not ethical at all. Hence, The Body Shop
basically just communicates what the consumers will think is right and ethical.
44
They emphasized on the importance of living the brand with regional relevance and
consistency in terms of store design, front line salespeople and product lines.
Discounts are a big no. With established brands like the ones housed by Al Tayer
Group and Paris Gallery, discounts can tarnish the image of product quality to a great
extent.
They believe that The Body Shop is losing its competitive positioning in the market.
Being an ethical brand alone does not work in this part of the world.
Competitive product launches have to be dealt with lot of keenness on details and
nuances of differences.
ii.
No low cuts.
iii.
iv.
v.
vi.
vii.
For example: a print ad that looks as follows in the United Kingdom (Figure:)
has been tweaked to the print ad in the region as shown in Figure:.
45
But as mentioned earlier, the catalogues circulated in the region have images with certain
connotations and hence, the management of The Body Shop needs to look into these
things with keenness.
47
4.4 Analysis of Acquisition by LOral Strategy and impact on Image of The Body
Shop
The Body Shop was acquired by LOral in March, 2006 for 562 million. The
acquisition came through when The Body Shop was in distress financially, while LOral
was (and is always) on the lookout for brands that complement their existing portfolio as
well as diversify it to meet the changing consumer demands and reach newer consumers.
It was a win-win situation for both the brands as The Body Shop could leverage upon the
expertise in marketing, research and development as well as the strong position that
LOral had globally in the cosmetics and personal care industry, while LOral could
add a brand with strong values and identity to its portfolio and learn from The Body Shop
to cater to environmental as well as human rights issues.
While strategically this seemed like the best move for both the companies, it attracted
great speculation and criticism due the fact that the brand values of The Body Shop and
LOral are very different. Also, among the brands that LOral already housed, The
Body Shop was significantly different in terms of positioning and brand image. This was
the reason this acquisition was not welcomed by the stakeholders of LOral as well.
Nonetheless, Jean-Paul Agon, the CEO of LOral and the management went ahead with
this acquisition instilling faith in the stakeholders saying that this was an addition to the
diversity of LOrals portfolio of brands.
Corporate strategy
Though LOral has a diverse/segmented portfolio, its main focus is in beauty & personal
care (skin care, hair care, and color cosmetics). Therefore, LOral can be said to follow a
differentiation strategy in each of the markets it serves and it caters to three segments
premium, mid-tier, and mass. LOrals goal is to drive sales growth through category
expansion and its primary objective is to increase its customer base from 1 billion to 2
billion by the year 2025. The company has also announced three environmental goals to
48
cut by half its greenhouse gas emissions, the waste generated in its factories and
distribution centers, and water consumption.
The Body Shop also follows a differentiation strategy with its strong ethical stance and its
embodiment of five core values protecting the planet, defending human rights, taking a
stance against animal testing, supporting community of fair trade, and activating selfesteem.
Figure 35: Corporate strategy for The Body Shop and LOral
For LOral, acquiring The Body Shop was a very good decision because it provided
LOral with an opportunity to enter the natural/organic category of beauty and cosmetics
with a strong brand. The takeover has also helped LOral build its credibility and brand
image that was earlier marred with criticism for testing of its products on animals. A
socially responsible company is perceived by consumers as having a great reputation and
provides a strong competitive advantage.
49
50
When asked whether the respective respondents were aware of the acquisition, all of
them denied. Further questioning led to great insights for The Body Shop. The
respondents tended to extrapolate the image they had of LOral on to The Body Shop.
One of the respondents said I am unpleasantly surprised while another said That is
good for them, LOral is a great brand.
The respondents that gave a negative perspective on the acquisition were then told that
the acquisition has happened in the year 2006, and they have still continued to buy from
The Body Shop; they were asked whether they have felt any difference in the product
value, quality or any other attribute. The responses then were fairly in favor of The Body
Shop and the respondents said that they will continue buying the brand as it holds a
special place in their everyday life.
51
5. CONCLUSION
innovations and variety of products offered. They can even venture out into Arabic
fragrances and scents. They need to create the ambience that can be relevant and
engaging for customers. Elements of experiential marketing need to be inculcated to keep
these young and impulsive buyers to be associated with the brand and increase customer
lifetime value. They need to eliminate stressing over accessibility and quality as quality
of the products they offer is already great and accessibility through retail outlets is
already prevalent. They need to reduce selling on the value propositions of ecofriendliness and mildness of the products, as these are not important influencers to make
a buying decision in this part of the world.
Make brand presence active online and tailor it to the needs of buyers here.
53
Communicate what already exists: The brand attributes such as product aesthetics,
quality and advantages (effect) that are important factors for buyers to purchase
shower gels and soaps need to be effectively communicated to this segment.
Facebook, blogs, Twitter and YouTube: Use these social media platforms to increase
a two-way communication with the customers. The key performance indicators to
monitor the success of these strategies are engagement and reach through likes,
shares, tweets etc., social page views, unique and repeat visitors on the website,
online purchases and sales at retail outlets (conversion rate) and depth and duration of
visits on the website.
If these tasks are outsourced to a social media agency, the monthly expenses of
maintaining an active online presence would be approximately Dhs. 5000. Yearly this
would amount to Dhs. 60,000.
Considering the respondents pool is representative of the population of the United
Arab Emirates, the variety seekers constitute 33%, which is about 3 million people
(33% of 9 million). If The Body Shop is able to reach out to even 500,000 of these
through the initial efforts, and say 250,000 actually come to the outlets and buy one
shower gel in a month, the monthly revenue from shower gels alone will be Dhs. 10
million (on an average, shower gels cost Dhs. 40 in The Body Shop). Although these
are rough calculations, one can see the impact on finances through small marketing
efforts.
54
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Ap. Dijksterhuis, P. K. (2005). The Unconscious Consumer: Effects of Environment on Consumer
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Business Monitor. (2012). Business Monitor International.
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Deloitte U.S. . (2013). Global Powers of Retailing. New York: Deloitte.
Du, S., Bhattacharya, C., & Sen, S. (2007). Reaping relational rewards from corporate social
responsibility: The role of competitive positioning. International Journal of Research in
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Euromonitor International. (2012). Retail Industry in the UAE. Dubai.
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Khaled Mahmud, K. G. (2012). Factors Influencing The Extent of Brand Loyalty of Toilet Soap Users in
Bangladesh: A Case Study on Dhaka City.
Lundgren El-Salhy, S., & Lundmark, A. (2009). Corporate Social Responsibility in Branding: A Study of
The Body Shop's Visitor's Attitudes and Purchase Decisions. Umea: UMEA University.
Park, W., Jaworski, B., & Maclnnis, D. (1986). Strategic Brand Concept - Image Management. Journal of
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Du, S., Bhattacharya, C., & Sen, S. (2007). Reaping relational rewards from corporate social
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Khaled Mahmud, K. G. (2012). Factors Influencing The Extent of Brand Loyalty of Toilet Soap
Users in Bangladesh: A Case Study on Dhaka City.
Lamb, J. (n.d.). Engaging consumers.
Lundgren El-Salhy, S., & Lundmark, A. (2009). Corporate Social Responsibility in Branding: A
Study of The Body Shop's Visitor's Attitudes and Purchase Decisions. Umea: UMEA
University.
Mohanty, S., & Sikaria, C. (2011). Creating a Difference The Store Ambience in Modern Day
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Patwardhan, M., Flora, P., & Gupta, A. (2010). Identification of Secondary Factors that
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Staisch, I. (2007). A Brand audit on the LOral Brand.
Sudhakar, A., & Suchitra, R. T. (2012). Social Factors Influence on the Buying Behavior of
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Vicky Lofthouse, T. B. (2006). An investigation into consumer perceptions of refills and
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Alarcon, C. (2008). LOrals Other body Beautiful. Marketing Week Vol. 31 No. 13
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Barney, J. B. (1995) Looking Inside for Competitive Advantage Academy of
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Bhattacharya, P. (2011) The Body Shop Gets Closer to Mass Market in India Global
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Campaign (2011) Body Shop to Reposition Campaign (UK) Vols. 31/32 p.6
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Johnson, G., Whittington, R. and Scholes, K. (2011) Exploring Strategy (9th edn.) FT
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57
58
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party or unlimited liabilities on themselves.
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wherever it occurs in the course of research. This includes, knowing personal preferences,
orientations etc. Also influencing or canvassing in any form is not allowed.
15. Giving or taking any form of gift, benefit or favor from the research activity is prohibited.
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sundry and operational reimbursements from the associated company.
16. Research Supervisors are expected to deploy the students/teams in a fair manner ensuring
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_______________________
Name: Neha Vishwas Shinde
Date: October 24, 2013
59
APPENDIX
A.1 Discussion guide for Consumers
1. Gender
2. Age
3. Do you prefer to use shower gel or bath soap?
4. Do you use shower gel or bath soap or both? If both, then why and how often?
5. What are the factors that influence your purchase of the same?
a. Hygiene
b. Long lasting benefits
c. Quality
d. Quantity
e. fragrance,
f. packaging, refills
g. eco friendly
h. price/value for money
i.
COO
j.
skin type
ease of use
61
62
A.3 Discussion guide to study the impact of acquisition of The Body Shop by L'Oral on
brand image of The Body Shop
1. What are the brand attributes for The Body Shop in your opinion?
2. What are the brand attributes for L'Oral in your opinion?
3. Are you aware that L'Oral has taken over The Body Shop?
4. Now that you know, what do you think of The Body Shop as a brand?
5. Will you still continue buying from The Body Shop?
63
A.4 Questionnaire
SECTION A:
1) Please specify your age
<15 years
1
16 25
2
26 35
3
36 45
4
46 55
5
>55 years
6
(Proceed if respondent answers 2 - 8, else terminate the questionnaire)
2) Do you use bath soap/shower gel/body washes?
Yes
1
No
2
(Proceed if respondent answers 1, else terminate the questionnaire)
3) Gender (recorded but, not asked)
Male
Female
1
2
1
2
3
4
1
2
3
4
5
6
7
8
9
64
SECTION B:
6) Please rate the following statements on a scale of 1-5, (1-Strongly Disagree to 5- Strongly
Agree)
Strongly
Disagree
Disagree
Neutral
Agree
Strongly
Agree
1
2
3
65
Easy to use
Quick
Familiarity
Never realized/Not bothered
Strongly
Disagree
1
1
1
1
Disagree
Neutral
2
2
2
2
Agree
3
3
3
3
4
4
4
4
Strongly
Agree
5
5
5
5
4
4
4
4
Strongly
Agree
5
5
5
5
4
4
4
4
4
4
4
Strongly
Agree
5
5
5
5
5
5
5
9) Why do you use shower gels? (If respondent uses shower gel)
Hygienic
Easy to use
Long lasting benefits
Milder than soap
Strongly
Disagree
1
1
1
1
Disagree
Neutral
2
2
2
2
Agree
3
3
3
3
10) What are the key benefits that you look for in shower gel/bath soap?
a) Cleansing
b) Moisturizing
c) Fragrance
d) Refreshing
e) Relaxing
f) Exfoliating
g) Antiseptic/ Germ fighting
11) What are the key product features that you look for in shower gel/bath soap?
Good Packaging
Color of the shower gel/soap
Texture of the shower gel/soap
Suits my skin type
Lathering
Home made
Organic
Strongly
Disagree
1
1
1
1
1
1
1
Disagree
2
2
2
2
2
2
2
Neutral
Agree
3
3
3
3
3
3
3
12) Do you buy the body wash/shower gel/bath soap for only yourself or for others as well?
Only myself
Myself and others
1
2
66
SECTION D:
13) Which brands come to your mind when I say shower gel?
Brand
The Body Shop
Marks & Spencer
Bath & Body Works
Lush
Nivea
Victorias Secret
Hermes
J&J
Lux
Dove
Fa
Others
Top of Mind
1
2
3
4
5
6
7
8
9
10
11
12
Spontaneous
1
2
3
4
5
6
7
8
9
10
11
12
Aided
1
2
3
4
5
6
7
8
9
10
11
12
Innovative
Familiar
Eco friendly
Easily Accessible
Product quality
Sales promotion
Price
Ambience
Knowledgeable staff
The Body
Shop
1
2
3
4
5
6
7
8
9
LUSH
1
2
3
4
5
6
7
8
9
Marks &
Spencers
1
2
3
4
5
6
7
8
9
67
17) What is your level of familiarity and involvement with each of the brands or companies
listed below?
Never
heard of
Have heard
the name, but
know nothing
about them
Have used
their
products, but
not in the last
12 months
Have used
their products
in the last 12
months
2
2
Know
something
about them,
but never
used their
products
3
3
Lush
The Body Shop
1
1
4
4
5
5
1
1
2
2
3
3
4
4
5
5
18) In a month, on an average, how much do you spend on body wash/shower gel/bath soap?
(in AED)
< 10
10 20
20 30
30 40
>40
1
2
3
4
5
1
2
3
1
2
3
4
5
68
Attributes and positioning of your brand: Paris Gallery, the name itself is enough in
luxury retailing
What do you want your ambience to portray? What are the steps you have taken to
promote it? stores need to portray the essence of the brand and the country from where
it comes; very stringent selection of salespeople and trained staff, state-of-the-art interiors
and designs
Promotional offers during Eid, Ramadan, DSF very important; sales during September
are usually low as people are getting back to routine from long holidays and are
financially exhausted
Marketing strategies focussed and well thought out during these periods
Extension of product lines on the basis of trends and review of the existing portfolio as
well
Promotions through online media and integrated efforts are important in this region
which has a youthful and tech-savvy population
Promotions and marketing efforts should always add value. They are never instruments
of increasing awareness and knowledge of products or the brand alone!
Initiatives educational, syllabus design with a few colleges, help students with research,
strategic partner of Dubai Care, carbon footprint measures regulated strictly in office
69
Many dont care about organic or eco-friendly products; all they care about is the effect
and how long it lasts
Cultural sensitivity very important very easy to tarnish already established brand
names
Its not about what I say, but what they ultimately hear.
What are the attributes and positioning of your brand? Live the brand! with emphasis
on regional relevance
Festive season, tourist season, Chinese January, Saudis come during Ramadan and Eid
70
The Body Shop: Image is very diluted not enough CSR. It is a competitive market, and
TBS is struggling
Do you see any potential product lines that you can expand into?
Niche new launches very frequent, similar times, focus needs to be there, relevance
makes the decision for competing product launches during same times
Could you elaborate on your marketing campaign in Dubai a little bit? Is it any different
from the other parts of the world?
a. Bare shoulders and bare legs no!
b. New visuals have to be created for this market, low cuts no!
c. Saudis find Dogs offensive
d. Phrasing sexual connotations
e. Demos of make up privately
f. No make up artists demonstrating on women
g. Images of sexual connotations big no
Social media as an important form of marketing updates every week best content
middle eastern pages activities and promotions
No online sales! whole different setup and operation required and they are retailers
No plans of going digital selling less important creation of a fun shopping experience
instead
71
market for shower gels, soaps is a very niche market. Sales of shower gels to soap would
be in the ratio of 50:1.
73
Correlation Relax
Stress_buster
Before_work
before_leaving_hous
e
More_than_once
After_physical_activi
ty
Smell_nice
Pamper
Preplanned_list
Supermarkets
Retail_store
Fun
good_packaging
Me_time
before_sleep
Routine
Variety
Preplanned_li
Pamper
st
Supermarkets Retail_store
.435
.111
.170
.121
.370
.134
.143
.004
.038
.199
.186
.091
good_packagi
Fun
ng
.335
.105
.265
.132
.320
.036
Relax
1.000
.610
.027
Stress_buster
.610
1.000
-.030
Me_time before_sleep
.175
.269
.169
.421
-.002
.379
Routine
.153
.154
.267
Variety
.100
.084
.017
.139
.085
.719
1.000
.405
.330
.068
.113
.266
.274
.160
.334
.036
.095
.219
.268
.032
.235
.347
.320
.405
1.000
.306
.226
.199
.210
.082
.167
.225
.239
.160
.288
-.041
.102
.168
.178
.276
.330
.306
1.000
.110
.093
.005
.254
-.066
-.023
.060
.060
.239
.049
-.072
.343
.435
.111
.170
.121
.335
.105
.175
.269
.153
.100
.292
.370
.134
.143
.004
.265
.132
.169
.421
.154
.084
-.010
.038
.199
.186
.091
.320
.036
-.002
.379
.267
.017
.068
.113
.266
.274
.160
.334
.036
.095
.219
.268
.032
.226
.199
.210
.082
.167
.225
.239
.160
.288
-.041
.102
.110
.093
.005
.254
-.066
-.023
.060
.060
.239
.049
-.072
1.000
.452
.033
.003
.244
.274
.230
.195
.164
-.045
.149
.452
1.000
.012
.095
.365
.362
.297
.256
.308
.096
.203
.033
.012
1.000
.427
-.044
.317
-.016
-.057
.171
.030
-.083
.003
.095
.427
1.000
-.097
.216
-.197
.070
.094
.093
.112
.244
.365
-.044
-.097
1.000
.266
.413
.263
.046
.094
.198
.274
.362
.317
.216
.266
1.000
.132
.368
.348
.304
.245
.230
.297
-.016
-.197
.413
.132
1.000
.055
.163
.016
.090
.195
.256
-.057
.070
.263
.368
.055
1.000
.171
.225
.303
.164
.308
.171
.094
.046
.348
.163
.171
1.000
.235
-.079
-.045
.096
.030
.093
.094
.304
.016
.225
.235
1.000
.094
.149
.203
-.083
.112
.198
.245
.090
.303
-.079
.094
1.000
Approx. ChiSquare
df
Sig.
.704
579.951
136
.000
74
Anti-image Matrices
Anti-image
Covariance
Relax
Stress_buster
Before_work
before_leaving_hou
se
More_than_once
After_physical_acti
vity
Smell_nice
Pamper
Preplanned_list
Supermarkets
Retail_store
Fun
good_packaging
Me_time
before_sleep
Routine
Variety
Anti-image
Relax
Correlation
Stress_buster
Before_work
before_leaving_hou
se
More_than_once
After_physical_acti
vity
Smell_nice
Pamper
Preplanned_list
Supermarkets
Retail_store
Fun
good_packaging
Me_time
before_sleep
Routine
Variety
a Measures of Sampling Adequacy(MSA)
Relax
.542
-.233
.011
Pamper
-.102
-.034
.036
Fun
-.073
.000
-.064
good_packa
before_slee
ging
Me_time
p
.033
.019
.039
-.016
.019
-.163
.011
.102
-.175
Routine
-.029
-.073
-.048
Variety
.023
-.036
-.048
-.010
-.018
-.226
.376
-.099
-.083
-.002
-.017
-.053
-.044
-.056
-.027
.031
-.024
.108
-.077
.047
.009
-.136
-.047
-.099
.602
-.109
-.031
.025
-.098
.076
-.036
.016
-.089
-.075
-.025
.169
-.067
-.047
-.001
-.030
-.083
-.109
.691
-.061
.004
.128
-.184
.086
.123
-.072
-.053
-.072
.008
.082
-.029
.022
-.034
.036
-.007
.027
-.021 -8.70E-005
.084
.003
.000
-.064
-.016
.011
.019
.102
-.163
-.175
-.073
-.048
-.036
-.048
-.465
.025
.690(a)
.251
.251
.610(a)
-.002
-.017
-.053
-.044
-.056
-.027
.031
-.024
.108
-.077
.047
-.022
-.043
-.614
-.031
.025
-.098
.076
-.036
.016
-.089
-.075
-.025
.169
-.067
.015
-.256
-.101
-.061
.004
.128
-.184
.086
.123
-.072
-.053
-.072
.008
.082
-.077
-.002
-.060
.710
-.160
-.010
.053
-.038
-.073
-.037
-.026
.012
.102
-.028
-.112
-.050
.044
-.160
.571
.066
-.065
-.133
-.058
-.079
-.009
-.101
.026
-.051
-.183
-.066
.079
-.010
.066
.643
-.267
.033
-.150
-.042
.097
-.042
.041
.120
.015
-.012
.057
.053
-.065
-.267
.641
.035
-.023
.141
-.020
.030
.008
-.125
-.046
-.038
.000
-.038
-.133
.033
.035
.651
-.043
-.227
-.107
.045
-.019
-.026
-.037
.153
.006
-.073
-.058
-.150
-.023
-.043
.523
-.008
-.153
-.070
-.084
-.089
-.137
.000
-.149
-.037
-.079
-.042
.141
-.227
-.008
.712
.085
-.045
-.018
-.039
.053
-.027
.022
-.026
-.009
.097
-.020
-.107
-.153
.085
.703
-.077
-.110
-.144
.031
.033
.202
.012
-.101
-.042
.030
.045
-.070
-.045
-.077
.549
-.059
.144
.071
-.322
-.395
.102
.026
.041
.008
-.019
-.084
-.018
-.110
-.059
.752
-.027
-.045
-.123
-.093
-.028
-.051
.120
-.125
-.026
-.089
-.039
-.144
.144
-.027
.778
.036
-.060
-.092
-.069
-.102
.009
-.027
-.022
-.073
.033
.019
.039
-.029
.023
.784(a)
-.465
.025
-.022
-.043
-.614
.683(a)
-.209
-.163
-.005
-.038
-.108
-.089
-.113
-.062
.060
-.046
.238
-.145
.087
.015
-.256
-.101
-.209
.756(a)
-.168
-.047
.043
-.157
.122
-.057
.029
-.136
-.115
-.044
.251
-.098
-.077
-.002
-.060
-.163
-.168
.636(a)
-.087
.006
.192
-.276
.129
.205
-.103
-.076
-.117
.011
.111
-.112
-.183
.015
-.046
-.037
-.137
.053
.031
.071
-.045
.036
-.050
-.066
-.012
-.038
.153
.000
-.027
.033
-.322
-.123
-.060
.044
.079
.057
.000
.006
-.149
.022
.202
-.395
-.093
-.092
-.005
-.038
-.108
-.089
-.113
-.062
.060
-.046
.238
-.145
.087
-.047
.043
-.157
.122
-.057
.029
-.136
-.115
-.044
.251
-.098
-.087
.006
.192
-.276
.129
.205
-.103
-.076
-.117
.011
.111
.844(a)
-.252
-.014
.079
-.056
-.120
-.051
-.036
.020
.140
-.037
-.252
.824(a)
.108
-.108
-.218
-.106
-.124
-.014
-.180
.040
-.076
-.014
.108
.565(a)
-.416
.051
-.259
-.062
.144
-.070
.060
.169
.079
-.108
-.416
.594(a)
.055
-.039
.208
-.030
.051
.012
-.176
-.056
-.218
.051
.055
.711(a)
-.073
-.333
-.158
.074
-.027
-.037
-.120
-.106
-.259
-.039
-.073
.809(a)
-.013
-.253
-.130
-.134
-.140
-.051
-.124
-.062
.208
-.333
-.013
.678(a)
.120
-.072
-.025
-.053
-.036
-.014
.144
-.030
-.158
-.253
.120
.689(a)
-.123
-.151
-.194
.020
-.180
-.070
.051
.074
-.130
-.072
-.123
.673(a)
-.092
.220
.140
.040
.060
.012
-.027
-.134
-.025
-.151
-.092
.699(a)
-.036
-.037
-.076
.169
-.176
-.037
-.140
-.053
-.194
.220
-.036
.600(a)
75
Communalities
Extractio
Initial
n
1.000
.639
1.000
.736
1.000
.793
Relax
Stress_buster
Before_work
before_leaving_hou
1.000
.763
se
More_than_once
1.000
.589
After_physical_acti
1.000
.736
vity
Smell_nice
1.000
.501
Pamper
1.000
.578
Preplanned_list
1.000
.811
Supermarkets
1.000
.695
Retail_store
1.000
.657
Fun
1.000
.703
good_packaging
1.000
.622
Me_time
1.000
.566
before_sleep
1.000
.638
Routine
1.000
.713
Variety
1.000
.638
Extraction Method: Principal Component Analysis.
76
77
78
Component Matrix(a)
1
.682
.614
.604
.594
.589
.576
2
-.011
-.438
-.221
.139
-.184
.118
Component
3
4
.189
.359
-.075
-.013
-.453
.099
-.161
-.159
-.564
.016
-.029
-.400
5
.069
.042
-.100
-.376
-.190
.220
6
-.259
-.034
-.006
-.269
-.037
.185
-.131
.051
.105
-.127
.364
-.185
.420
-.133
-.486
.355
.204
.221
-.167
-.089
.347
.185
.106
-.589
.515
.069
.305
-.020
.192
-.105
-.226
-.149
-.431
-.378
-.138
.546
.404
.194
.435
Fun
Pamper
Relax
before_sleep
Stress_buster
More_than_once
before_leaving_hou
.565
.555
.323
se
Smell_nice
.482
-.420
-.149
Me_time
.423
-.285
.229
Before_work
.478
.607
.392
Supermarkets
.323
.444
-.244
Retail_store
.377
-.416
.529
good_packaging
.323
-.397
.248
Routine
.351
.154
.267
Preplanned_list
.316
.430
-.185
After_physical_acti
.351
.333
-.205
vity
Variety
.257
-.306
.297
Extraction Method: Principal Component Analysis.
a 6 components extracted.
79
1
.846
.777
.579
.511
.499
2
.073
.051
.028
.068
.289
Component
3
4
-.044
.049
.009
.109
.405
.057
.373
.057
.123
.059
5
-.019
.115
.266
.222
-.246
6
.101
.091
.057
-.208
.475
-.205
.005
-.113
.311
.084
.308
.241
.138
-.103
.023
.873
.603
.485
.037
-.092
-.030
-.058
.030
-.081
.321
-.181
.259
.317
.791
.650
.159
.440
-.145
-.042
.088
.005
-.055
.454
-.040
.278
.820
Stress_buster
Relax
Pamper
Smell_nice
before_sleep
After_physical_acti
.257
.754
-.216
vity
before_leaving_hou
-.073
.739
.108
se
Before_work
-.166
.703
.125
More_than_once
.300
.616
.280
good_packaging
.162
.095
.753
Retail_store
-.008
.037
.738
Preplanned_list
.093
.083
-.012
Supermarkets
.146
.264
-.413
Fun
.287
.059
.273
Variety
.018
-.001
.090
Me_time
.223
.037
.078
Routine
.078
.048
-.074
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a Rotation converged in 8 iterations.
5
.276
-.330
.355
.560
.156
.593
6
.328
.222
.357
.326
-.688
-.369
80
1
.342
.396
-.179
2
-.061
-.049
.302
Component
3
4
-.098
.002
-.126
-.048
.077
.038
5
-.006
-.099
-.065
6
.008
.030
.208
.083
.042
.082
.010
-.010
-.232
-.291
.061
-.175
.029
.004
.618
.351
.035
.278
-.045
-.141
-.069
-.130
.000
.081
.074
-.172
.217
.124
.100
-.161
.412
-.277
.040
.555
-.220
-.027
-.083
-.158
.006
.228
-.054
.135
.305
.585
-.113
Relax
Stress_buster
Before_work
before_leaving_hou
-.150
.329
.043
se
More_than_once
.052
.312
.121
After_physical_acti
.104
.464
-.207
vity
Smell_nice
.176
.010
.148
Pamper
.194
-.055
.149
Preplanned_list
-.005
-.110
.058
Supermarkets
.030
.077
-.278
Retail_store
-.129
-.013
.412
Fun
.018
-.131
.109
good_packaging
-.001
.027
.448
Me_time
.027
.003
-.080
before_sleep
.201
.029
.029
Routine
-.003
-.082
-.103
Variety
-.080
.029
-.048
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Component Scores.
5
.000
.000
.000
.000
1.000
.000
6
.000
.000
.000
.000
.000
1.000
81
Quick Cluster
Initial Cluster Centers
REGR factor
score 1 for
analysis 1
REGR factor
score 2 for
analysis 1
REGR factor
score 3 for
analysis 1
REGR factor
score 4 for
analysis 1
REGR factor
score 5 for
analysis 1
REGR factor
score 6 for
analysis 1
Cluster
2
-1.81860
1.53153
.38799
.44418 -1.17374
.71571
-1.73404
.38998
1.30243
.18285
1.58261 -2.49799
2.53799
-.72681 -2.13186
1.06015 -3.00525
1.13046
Iteration History(a)
Change in Cluster Centers
Iteratio
n
1
2
3
1
2.744
3.050
2.746
2
.153
.118
.133
3
.070
.090
.082
4
.000
.058
.088
5
.000
.077
.132
6
.076
.078
.081
7
.114
.071
.089
8
.110
.043
.094
9
.066
.088
.093
10
.127
.097
.064
a Iterations stopped because the maximum number of iterations was performed. Iterations failed to converge. The maximum absolute coordinate change for any center is .082. The current iteration is 10. The minimum distance between initial centers is 6.437.
82
Cluster Membership
Case
Number
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
Cluster Distance
2
2.663
3
2.142
2
1.071
2
2.192
3
2.552
2
1.178
2
1.794
2
1.073
3
3.260
2
3.365
3
4.429
3
2.289
3
1.574
3
3.207
3
1.544
2
2.696
3
2.244
3
2.044
3
1.609
2
1.797
2
1.156
2
3.156
2
2.347
2
1.140
2
1.332
2
2.212
1
2.945
1
2.165
2
2.409
1
2.672
3
1.716
2
2.338
2
1.607
2
2.352
1
1.271
2
2.339
1
3.314
3
1.913
1
1.590
1
3.263
2
.939
1
3.096
83
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
2
2
1
2
3
3
1
1
2
1
1
2
3
1
1
1
2
1
2
2
2
1
1
1
1
1
2
2
2
3
1
1
3
1
3
2
1
1
3
2
3
2
2
3
1
1
2.332
2.350
1.723
1.205
2.380
1.610
1.550
1.282
2.240
2.190
3.652
1.450
2.784
2.855
1.796
1.924
1.693
.311
2.087
3.215
2.269
1.744
1.744
1.744
1.744
2.584
.953
1.935
2.161
2.222
2.043
2.361
1.414
1.817
1.784
.701
2.612
1.141
2.272
1.628
1.664
1.223
1.608
2.057
2.073
1.366
84
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
2
1
1
2
3
3
2
2
2
2
2
2
1
2
3
1
1
1
3
3
2
2
2
2
3
3
2
2
3
1
1
3
1
1.423
2.674
2.349
2.411
2.101
2.618
1.360
1.746
2.542
1.223
.674
.943
2.348
4.013
1.534
2.082
3.088
2.419
1.588
2.261
2.241
2.923
2.268
2.426
2.221
2.887
2.516
1.890
1.923
1.777
1.620
1.400
3.261
85
1
REGR factor
score 1 for
analysis 1
REGR factor
score 2 for
analysis 1
REGR factor
score 3 for
analysis 1
REGR factor
score 4 for
analysis 1
REGR factor
score 5 for
analysis 1
REGR factor
score 6 for
analysis 1
-.50512
.33399
.05894
.09032
-.38685
.53820
-.02492
-.18237
.33646
.21442
.47481 -1.05930
.96289
-.44303
-.43718
.13710
-.22800
.21440
1
1.770
2.059
2
1.770
3
2.059
1.936
1.936
38.000
52.000
31.000
121.000
.000
86