Interviewee # EXAMPLE CT1

Questions
Demographic & General Information
Question 1 Female Female
Question 2 26 to 30 21 to 25

3 a Body Wash
Question Dove
b Body Butter Biotherm
c Face Cream Bare Escentuals
d Shampoo MAC

e Conditioner
Lancome
f Face Wash Estee Lauder

g
Pantene
h Aveda
i The Body Shop

La Roche Posay
4 a Body Wash
Question Lancome
b Body Butter La Roche Posay

c Face Cream
Kerastase
d Shampoo Biotherm
e Conditioner MAC
Question 5 Yes Yes

6 Face BBW
Question MAC skincare
 Face Lush
Clinique
Face Aveda

Face Body Shop

Face Origins
Body BBW Biotherm
Body Lush Dove
Body Aveda Fructis
Body Body Shop
Body Origins
Question 7 91-100 $31 - 40
Question 8 No NO

Section 1.
Question 1 a Yes YES

Organic Pesticide-free

it is kind of
natural, not too
sure how to
describe
Natural Can be found

no preservatives

Green Environmental

products that are

not harmful to the
environment, what
goes into the
water is not
harmful to
environment
 2 Organic
Question Don’t Care
Question 3 Yes NO
4 Very Likely
Question Very likely
Question 5 No NO
Question 6 c. d.

I would feel
comfortable using
them. I’m not the
7 Healthier type to go and
look for it. If there
were more natural
products
available, then I
would be more
likely to buy. But
I’m kind of
indifferent. I do
feel there would
be some
positives. I would
buy them if it’s
better for me and
still does the
Question same job.

Wouldn’t buy
anything that is
8 Parabens too oily. Will not
buy things that
are too dry either.
Looking for lighter
Question things.

9 21-30% more

Question 31-40% more

Section 2.
 1 Yes
Question No.

Which? Child Labour

Question 2 Yes Yes.

 Why? Corporate Responsibility

Because I see it
all the time. But
to me as a
consumer, it
doesn’t matter if a
beauty brand
supports social
causes or not.

3 Proud

Makes you feel

better, because
not all your money
is going to the
company but also
going to some
Question good cause.
Question 4 a1 Yes Yes
a2 4 3
 b1 Yes Yes
b2 3 2
c1 Yes Yes
c2 4 4
d1 No Yes
d2 2 5
e1 No Yes
e2 3 5
f1 No Yes
f2 4 4
g1 Yes Yes
g2 5 2
5 41-60 cents
Question 0-20 cents
Question 6 Yes No

Which? Child Labour

Question 7 4 5
Question 8 Maybe YES
Question 9 Yes Yes. L’Oreal.
 10 Owner Hypocrites, too large

L’Oreal is good
but they can do
better. They can
Question be more exciting.

The Body Shop

has aspects that
L’Oreal should
have in their
brand. The fact
that The Body
Shop’s core
Ownership Bad decision values has been
conserved after
the acquisition,
makes it an ok
relationship. It’s
definitely weird
because The
Body Shop acts
like a smaller
company but it’s
not.

Section 3.
 1 a1 Origins

Question Chanel

a2 I wish I knew :)

Dior
b1 Mac
 b2 I wish I knew :)

c1 Mac
c2 I wish I knew :)
d1 Mac
d2 I wish I knew :)
e1
e2

2 a Price

Question Packaging

b Quality

what it feels like

on your skin

c Skin Symptoms
smell

3 a N/A

Question N/A
 When I go into
their store I get
confused. There
are so many
things to choose
from. I only buy
the body butter,
but I haven’t
bought for awhile.
There are too
many little items, I
don’t know what
to buy. They
used to focus
more on soap, but
I’m not really into
soap. I rather just
go with Dove than
to go with their
more elaborate
b It's too smelly there :) stuff. If I want to
spend more
money, I rather
spend it on face
or body creams.
But I will not pay
more for soap. I
would pay more
say Ivory vs. Dove
but not for the
more elaborate
stuff. I got a
Fruits & Passion
basket, but I don’t
use that stuff very
much. I don’t take
baths.
Question 4 a 3 5
b 4 4
c 1 4
d 5 3
e 2 3
f 3 N/A
g 4 4
Question 5 a 4 1
b 5 3
c 2 1
d 3 3
e 4 1
f 5 2
g 3 2
h 2 N/A
i 3 1
Question 6 BBW 1 2
Lush 3 4
 don't know this
Origins 4 brand
Body Shop 2 1
Aveda 5 3

7 a Smelly
Question Body butter

b Organic
colorful

c Cheap products are

colorful
stands that they
have outside the
store where you
d Old
can try their
cream

e Dying

g
h

j
k
l
Section 4.
 Customer service:
1 a Customer Service service: I want
someone that
really knows what
they are talking
about, know their
products inside
out. If I don’t buy
something it’s
because I’m not
sure what I’m
looking for.
There’s so many
options, I get
confused and I
Question don’t buy anything

b Space in the store

Product quality
Prefer it to be laid
out by category
instead of by
brand. Because I
know the product I
want, but I want to
c Knowledgable salespeople compare between
the brands. To
me, it would make
shopping
experience easier
if it was by
category
 d Loyalty Card

e Brand Name

f
g

2 Knowledgable salespeople

Question Service
Question 3 4 5
 4 BBW

Shopper’s Drug
Question Mart

Because they
have people that
Why? Space in the store know what they
are talking about.
I like Sephora, but
there is always
too many people,
and I don’t like
that. I like a
quieter shopping
experience.
 5 I almost choked on smell

Question I don’t remember.

 6 Loyalty Card

Their Body
Question butters.
 7 Like Loyalty Card

Usually there’s
not too many
people in their
stores so I like
Question that.
But it’s confusing
because there’s a
lot of things I
Dislike Salespeople won’t buy. I
would only buy
the body butter
and lip balm.

8 a Annoyed
Indifferent. Don’t
Question feel anything.

b Not missing out

c Laughing stock
d Better off
e More money in pocket

Question 9 Yes/No No
 Why/Not? Salespeople are annoying

10 Lush More likely

Question less likely

rationale Less likely

because I find the
scents too strong.

Aveda Less likely

less likely
 less likely
because I do not
know much about
their products and
have not had a
rationale great experience
with their
shampoo/conditio
ner ( do not like
the feel of my hair
afterwards)

Origins Less likely

less likely
I guess less likely
because I know
rationale
nothing about
their products.

BBW More likely

more likely

rationale
but I’m not
purchasing the
same thing as
what I would buy
at The Body Shop
Question 11 packaging 4 4
display 4 4
cust serv 2 4
fragrance 5 5
 CT2 CT3 CT4 CT5 AR1 AR2

Female Female Female Female Male female

26 to 30 26 to 30 46 to 50 26 to 30 26-30 26-30

Bliss L’Oreal Biotherm Bliss Body Shop fab india

body
Biotherm Garnier Fructis Lancome Biotherm Olay shop

Philosophy Jergens Pro-Activ Lancome Dove aveeno

L’Oreal Oil of Olay Dior Shiseido Neutrogena loreal

Clarins Philosophy Estee Lauder Estee Lauder John Frieda garnier

Dove Bath & Body Works The Body Shop Chanel Axe dove

Crabtree & clean &

Estee Lauder The Body Shop Evelyn Vichy clear
Elizabeth cean &
Nivea Bliss Khiel’s Arden clear
Shiseido Dove L’Oreal L’Oreal

Bath & Body

Works Nivea Oil of Olay Shu Uemura

Estee Lauder Bliss Pro-Activ Biotherm

Clarins Philosophy Biotherm Bliss

Shiseido Shiseido Lancome Chanel

Biotherm Dior SK-II Estee Lauder
Crabtree &
Bliss Armani Evelyn Lancome
YES YES YES YES Yes yes

Bliss L’Oreal Pro-Activ Complex 15 Olay fab india

Lancome Garnier Fructis Lancome Cetaphil aveeno

Philosophy Biotherm Vaseline

SK-II Carmex
Khiel’s
Crabtree &
Bliss Jergens Evelyn Bliss Dove dove

Jergens Bliss The Body Shop Curel olay

Khiel’s

$71 - 80 $51 - 60 $91 - 100 $91 - 100 21-30 $11-20

NO NO YES NO No no

NO NO YES NO Yes yes

products
doesn't
Certification harm
Used without that product animals/e
using pesticides doesn't have nvironme
and chemicals chemicals nt
naturally grown,
coming from non-
herbs, flowers, ingridient
fruits Non Artificial s

good for
environm
ent. used
Using less for
energy, energy Something marketing
efficient Enviromental .
 Natural Don’t care Don’t care Don’t care Don't Care natural
NO NO NO NO No no
Btw very likely
Not sure Not sure Very likely Not sure and not sure very likely
NO YES YES YES Sometimes yes
a. a. c. d. a d
I tried Dr.
Hauska and
Derma E but I
broke out in it.
I felt like there
bumps in my
skin – didn’t
feel like it was
cleaning that
well. I don’t
feel like there is
proper science
I’m on the fence. and right
It doesn’t need technology
to be natural, but behind it yet.
if I like the smell It doesn’t
of it, and I know matter how
it’s natural, then I natural it is, it
will choose that has to suite me.
over something If I like it, I will
that is not good try. Some has It’s not the first
and not natural. really nice thing I look at.
Natural would be packaging. I If I pick up a
more important. did try, but product that
I like less smell somehow I interested me skin will
or almost no didn’t quite and it’s natural, be
smell. I would believe in it. I would try it. protected
choose natural I’m indifferent as Just telling me But I wouldn’t Less irritating, from
attribute over long as it works natural is not discount it just less harmful, harmful
fragrance. and it doesn’t going to cut it. because it’s less dangerous, chemical
irritate my skin. not natural. less allergic s
yes..once
made
from
animals
and
harmul
Methylparaben, Alcohol, chemical
No Aloe vera alcohol. fragrance None s
I would not be
I would not be willing to pay
willing to pay more more for a
for a natural beauty natural beauty
6-10% more product. product. 11-20% more 6-10% 6-10%
 Not really. Yes. Yes Yes Yes. yes

animal
cruelty,
Women’s universal
Health, Breast WWF, Animal religion,
Cancer, charities, make people zero
Animal welfare Osteoporosis Humanitarian prettier proverty
I guess so. Sure. I think so Definitely Yes. yes
 Because it is
something that
Because it’s draws more
more about attention from I think every
lifestyle and you women. If they industry where
feel if they care make donations it’s consumer
about the same or some kind of part, people
causes as you, fund that they can do their
you have can support for part to better
something in women, with the world.
common. And if I think there are a their product There’s
you care about lot of ways that sales, then that examples of it
animals, you businesses can do can be being
would want to it. Promise not to meaningful for successful –
support a test on animals, something like especially with
company that is part of proceeds go breast cancer The Body they are because
against animal to charity. research or Shop and with profitable so they have
testing. Absolutely. osteoporosis. MAC. can contribute money

It makes me
feel good. If I
buy something
and $1 goes to
breast cancer
research, then I
would support if genuine
Makes you feel it. Sometimes I it creates
more positive, do that. I respect
like you’re It makes me more purposely but
contributing, likely to consider it. would buy the mostly it's
happy, Happy about not product for Makes me feel fake for
worthwhile. testing on animals. those reasons. good. Indifferent ads
Yes No No No no yes
5 3
 Yes Yes. Yes Yes no yes
4 4 3 3 4
Yes No No Yes no no
4 4
Yes Yes. No Yes no yes
5 5 4 5
Yes No No Yes no no
5 3
No No No No no no

Yes Yes. No Yes no yes

4 5 4 5

0-20 cents 21-40 cents 0-20 cents 21-40 cents 0-20 ca'nt say
No No. Yes Nope. yes no sure

Domestic
violence for aids, cancer; for
women. Breast no particular
Cancer. reason
5 5 5 5 3 4
N/A YES MAYBE MAYBE no maybe
No. Nope. No. Nope. no no
 I think L’Oreal
is very
successful –
they are very
big and has
powerful
marketing.
L’Oreal is They can get all
profitable, they the celebrities I think that
have been to do their L’Oreal is a surprised,
around for advertisements. very reputable deceiving
awhile. I like L’Oreal. company. don’t care ,

It doesn’t really
change my
views for
anything that
L’Oreal owns
L’Oreal The Body
separates itself Shop. L’Oreal
from The Body can take some
Shop. You cues from The
would have Makes me more I think that’s a Body Shop to
never known. comfortable with good thing that be more
L’Oreal doesn’t buying The Body L’Oreal owns socially
push animal Shop because the The Body conscious. I
testing as much, quality of the Shop. I have think L’Oreal
whereas The products that I no reasons to has initiatives
Body Shop have bought from like or dislike too but it’s not
supports that. L’Oreal in the past about that. I as well known
You can’t tell has worked, so if it think it’s a good as The Body
from any of the works, I would stick idea. Shop’s contradict
branding. with it. initiatives. don’t care ory
 Don’t know. It
Bliss Shu Uemura – won't be body
None. Lancome Cleansing oils: shop none

I don’t know. I
just use these
things and I’m
quite happy
with it.
Lancome is
something that
I want to buy
because I feel
like there is a
lot of science
there. I think
the product
could be good
but I’m not in a
position to
switch my skin
care to
It works on my Lancome. I I like the fact
skin. You can feel recently bought that they have
it working, I don’t Genefique high quality
react to it, properly serum and products. The
moisturizes, moisturizing cleansing oils
improves my cream and I like has a lot of
complexion. it. good reviews
Biotherm
 same as above

Something that
suites my skin
(I would not
break out, or
Properly make my skin won't buy
Results moisturizes dry) Packaging private brands natural

non
animal
Smell I’m not allergic to it availability Sensitive skin sale tested

Brand price pricing Smell smell fresh

Very satisfied.
For my body
butter, that’s all
I use. I have
tried other
brands and
they are
nowhere close.
I go back to
The Body
N/A N/A Shop. N/A n/a average
 I did when I
I’m traditionally was younger.
used to other No, I can’t
brands. I bought think of a
it when I was in reason why I
junior high don’t purchase
because there one now. I
was no Bath and wouldn’t go
Body Works or there because
Bliss, none of the of the highly
American brands I’ve used their scented
were here. I strawberry bubble products which it's not readily
used to buy the bath and I was all may cause a available. Don't
perfumes and itchy and reacted reaction for go to speciality
the soaps. afterwards. N/A me. stores
3 3 5 3 3 4
3 4 4 4 3 4
N/A 2 5 4 3 3
N/A 3 5 4 2 4
4 2 5 4 4 n/a
N/A 4 3 4 4 4
4 4 4 5 4 n/a
1 2 5 1 1 1
1 1 5 1 1 1
1 2 5 1 1 4
1 2 5 4 1 3
N/A N/A 4 4 1 3
1 2 4 1 1 1
1 1 4 2 1 1
1 1 1 1 3 1
1 3 1 1 4 2
2 1 4 3 3
3 2 2 5 2 4
don't know this don't know this
brand brand 5 2 5
4 3 1 4 1 2
1 4 3 1 1

Socially-
Soaps Animal-friendly Nice fragrance conscious sucks green

good customer
animal testing no animal testing service responsible dusty variety

they have point

green green cards green soil

innovative with
every time I go branding
pink fruity smelling I get 10% off strategy sand
one of the first
company’s to
do ‘no
advertising,
orange rabbit body butters word-of-mouth'
promoting
brand through
socially
little wave (part conscious
of deco) grass fruits objectives
fluorescent The Body
colors coconut Shop T-shirts
trees tangerine cruelty-free
reminds me of
a lot of fruits
aromatherapy and flowers
gives me a
candle natural feeling
gift-wrapping orange
purple
 When you have
someone
helping you.
You often don’t
know new
products that
are out there. If
you are given
samples to try
and if customer
service spends
a little time with
you, it is
important.
There are so
many products
out there, and it
is difficult to
choose. If
there are sales
people that
lead you to the
right product,
tries product
with you, that
makes a good Displayed/mer
experience for chandised Pretty people in try them
Convenience Customer service me.
If store is nicely store out,
nicely
organized and
nicely
displayed, then Part of that
I like that too. experience is
if it had the Good display of able to test and
product that I Knowledge of the things will get play with expert
wanted staff my attention. products advise

Have an
good customer The variety of advisor that is
service selection knowledgeable
 the smell

cleanliness
the appearance
displays that
draw you in

Somebody
helping you to
find the product
or to tell me Displayed/mer
Customer what is new out chandised
service Customer service there. nicely pretty faces all
4 5 5 5 3 3
 Lot of times I
buy things from
The Bay
(especially one
in Southgate is
very nicely
arranged, good
customer
service, more
choices) or
London Drugs (
like it because I
know exactly
where things
are, and there
is always
someone there,
and it’s not too
busy, loyalty
card). Body
Shop is also
one example.
Khiel’s – I like it
because they
talk to you,
show you
things and give
Starbuck’s has you samples to
great customer Sephora. try. I like Lise can't think of
service. Watier too. Sephora any

Because the girls

always have been
super friendly. Any
time I asked the
girls any question,
they had a lot of
product knowledge. let's try
They didn’t push product.
one brand more Because there Nice and
than the other, they are so many friendly
Sephora – I like just tried to match brands there staff,
the products and what I was looking and everything coolness
the variety. for. has a tester. factor
 could definitely use
some work. Some
girls could be
condescending, or
they don’t notice
you are there, or
you get the other
extreme where
they push you to
buy something.
The girls that they
hire are extremely They had this
average. They sale – I saw
seem to only know sale sign on.
what I could read They had 2 for
myself on the $20, so I went
labels. They and I got the
couldn’t tell me products. With
whether it would be my points card,
good or bad for I got a good
sensitive skin. discount. I
Sometimes the remember
scents are so there was this
strong and so girl that was
competing, it trying new
makes my stomach things, and she
hurt. It makes me was making a
not want to buy fuss about
anything because it things, and was It was bright,
irritates my system. yelling at the there were
I try not to spend customer testers,
too much time service reps. merchandised
there because the Somehow there well. I got
scents are too was a kafuffle greeted by overwhel
overwhelming. I do going on. I had people at ming, too
have to say, though to stand in line customer many
that I love their for some time, service. The crowded, products,
I can’t body butter – that so they store had a christmas time confusing
remember. stuff is amazing. apologized. fragrance. sale, soldout, , costly
 Always on my
way. It’s a nice
location in West
Edmonton Mall.
When I need it,
I know I have to
go and get it.
Sometimes I go
to see what
they have, and
drop by to see
what they are
selling, if there
are any deals
going on. I use
If I’m looking for a their lip balm
body butter, too. It’s very
sometimes they nice. Body
have limited edition butter is
ones, like during awesome. I
Christmas (e.g. also use their
Cherry Blossom), moisturizing
or if I am getting a cream. We use It was the
N/A gift for a friend. their soap. products. friend kill time
 Nothing that I
don’t like. I like
it because
there are
mostly young
girls that are
serving,
friendly, always
ask if I have a
membership so
that I can get
my 10% off,
they always ask
if you have a
membership,
so it reminds
you if you have
to show the
card. They
also have your Interaction with
I think the people number in the the products,
were really nice. Just using the system if you picking things Sales. Good innovativ
Very friendly product after I forget your up smelling it, looking sales e
staff. bought it. card. testing things. rep products

Nothing I didn’t
Nothing Nothing Nothing like. crowd
If it works, and if I
pick a product that I
like, then I feel
relaxed and
Very neutral. moisturized. Feels good! Neutral. nothing special normal

no no
 no strong
why should i? loyalty;

thebecause
Only same I less likely less likely less likely
don't really use because I like
Lush or The The Body Shop Because
Body Shop, so I so much, that I Lush’s
don't really have I don’t know their don’t think any products are
a preference of brand. I don’t know of these other way too
one over the what they have in brands can do fragrance for
other. it. the same job. me.

most
more likely less likely less likely more likely likely
 I used Aveda
before and I liked
the products.
When you dye Because I like
your hair and the their products,
salons use it smells really
Aveda products, At this point, good, and it
it doesn't make Again, I don’t know unless they performs well,
my scalp feel as their brand and I come up with and I’ve used it
itchy or as think they may be something I fall for many years
sensitive. more expensive. in love with. (their hair care) upscale

N/A N/A less likely more likely

because I’m not Origins more of

I'm not familiar familiar with the a prestige
with the products products brand.

more likely more likely less likely more likely less likely
I like the smell of
the products at
BBW. I think
we've known the
Body Shop for so
long, but BBW is I buy BBW
new especially hand soaps,
for Canadians. If but it’s not
it's around (now necessarily
that it's in because BBW has because I like
Canada), you better quality, it is I tried it and I the products
want it more. so much better didn’t like it. more.
3 4 5 3 3 4
3 4 5 4 2 4
4 1 5 4 3.5 2.5
3 4 5 3 2.5 1
 Body
The Body Shop - Intervie
AR3 AR4 AR5 –
Lotion ML1 ML2 ML3 ML4 ML5
Bath and
Body
Works,
female female female
Johnson Female female female female female
21 to 25 26-30 21Face
to
& 25 21 to 25 26-30 26-30 21-25 31-35
Johnson
Lotion – a.
Baby
Neutroge Johnson
body Lotion,
na, a.body and a. a.
shop bbw Nivea
Loreal(for a. origins shop johnson shiseido shiseido
Vico marc and lotion
Body b. b. b.panten
turmeric spencers with
Wash SPF)
Face – Clinique b.l’oreal b.aveeno biothrem e
Victoria Victoria’s
Cleanser c.
dove secret Secret
-
Hand c. SK2 c.olay clinique c.h2o c. lancom
Neutroge
Moisturiz d.estee d.skin d.biother d.
oil of olay clarins er –na Bath lauder food m d. kose mableline
andFace
Body e.
hugo Toner
Works- Elizabeth
nivia boss Murad
(True e.laneige e.clinique e. lancom e.annasui arden
Blue
Body
Acnespa f.biother f.clairanc f.body
panteen products)
Exfoliator
Repairing m f.lancome e shop f.H2O
–
Treatmen g.
head & Victorias
t– crabtree g.lancast g.laneige
shoulders Secret
Proactiv,
Face & evelyn er (Korean) g.fresh
Clean
apricot h.loccitan h.shiseid
vatika and
scrubClear
– e o h.garnier h.clinic
vacelline St. Ives I. khiels i.chanel i.h2o i.nevea
j.kies (UK
brand),
Body followed
Spray – by MAC,
Johnson' Bath and Sephora,
s baby a. Body j. shu Olay,
powder a. Works uemura j.nivea Dove
Proactiv
Victoria’s
body all of acne
Secret
shop above solutions
body SK2 shiseido skII kose chanel
sugar Estee
bbw scrub lauder sisley la mer shiseido lancom

ponds(qu kies (uk

ality wise) loccitane chanel clairance brand) shiseido
lancom clinique shiseido guila (?) arden
laura
mercier lancome chanel dior MAC
yes yes yes yes yes yes yes yes
body
shop NeutrogenaNeutroge
cleanser na, origins clinique clarins kose arden
 body
shop
cream cetaphil St Ives aveeno vichy lancom
neo
Scentir Loreal, strada avene shiseido
bio
Garnier,
Proactiv, derma shiseido
Alba
victoria
secret dove garnier johnson avene opal

nivea
vatika bbw olay ivory
shampoo

$11-20 $11 - 20 $11 - 20 41-50 91-100 41-50 31-40 41-50

yes yes no no yes no no no

Organic:
no no The
yes no yes no yes no
products organic
that use as in
natural using
substanc non-
es but synthetic
these compone
substanc nts and
es are pesticide
not s are not
produced used
or stored during
using the
harmful culture of
chemical plants
s like that are Man-
pesticide used as made,
s and ingredient artificial
preservati s for the not
ves. products natural
 using
only
natural
ingredient
s, doesn’t
have to
be
organic;
Natural
as in
using
non-
synthetic
The compone
products nts but
those are that
free from doesn’t
harmful mean Ingredien
or strong pesticide ts are
chemical s are not more
s. All used natural,
ingredient during brown
s are the sugar,
either culture of won’t add
natural or plants chemical,
byproduct that are more
s of used as alike your
substanc ingredient skin, very
es found s for the similar to
in nature products, your body
environm
ental
friendly,
should be
more or
less the
same as
organic…

difference
is that the
profit
from
Green: green
The products
products help
that use maintain
bio the
degradab environm Green,
le ent… i.e. don’t
biodegra ingredient replanting realy
dable s trees know
organic,
natural non-
green organic natural natural organic natural natural natural
yes no no yes no no yes no
Very
likely very likely not sure very likely
sometime not sure
yes yes yes no s no yes no
a c a a d c a a

I feel
natural
products
won’t
trigger
any
like it… sensitivity
feel more in my
confident. skin. It Don’t
Prefer Chemical think
might not
using it… work
s likeas about it
know fast
Sodium as much;
what it the
Laureth Doesn’t
contains. chemicall
sulfate or really
Body any y rich
other affect As long
shop has products
sulfates. purchasin as it Comforta
Aloe vera but
Definitelyit g works as ble,
and is would NO be decision; the label moisture,
good for more Only buy claims…
Alcohol. Feel less less
skin beneficial
Paraben natural it’s fine… preservati smell,
(came to and
Free, ‘cause doesn’t ves and better for Not
know healthier
Witch origins have to chemical sure, chemical,
through for skin
Hazel is happen be s, Feel makes better
customer rejuvenat ok long
for to be natural or like they you more absorptio
care rep) ed term.
now but natural not have less white, n
in future
would like
to avoid
it. Rose
Anything water that
Too that causes
chemical much makes allergic
s perfume skin dry. alcohol reaction no pt (lead) no

6-10% 1-5% 6-10% a a d c b

 yes yes no not really yes yes no

Poverty,
Lack of Natural
education disaster;
, Environm
Upliftmen ent;
t of Don’t’
women, No care
Voice out testing on about
opinion, animal economy;
Make (MOST Politics;
world IMPORT Safety
better ANT); (relating
place for During to
people testing society,
who don’t Yes. recycle and overall
enjoy to Women their stuff, research, safety/se
the same and donate, see if curity,
degree children plant a they will like crime
causes tree pollute rate)
yes yes yes yes yes yes yes yes
 ingredient
through
natural
ways
instead of
grinding
The the
Company ingredient
that through
donates a artificla
percentag stuff or
e of its whatever;
products
YES,
selling
price for such as
social global
cause is during warming,
favorable. research, like air,
However, don’t test atmosphe
They the Yeah, on re, we will
should. products almost all animal, pullute
People needs to women use more them with
are using Any type be eco- use humane carbon
beauty of social friendly skincare methods; dioxide,
and as
products. cause effective products Reduce more
Demands that as their so it’s a pollution radiation,
are genuinely non- big during and they
inelastic. helps natural market productio are
People someone counterpar with a n; Ask damaging
are Fairness, in need ts. Also, huge volunteer for your
depende tanning . around they opportuni to help skin…
nt on they the globe shouldn’t ty to testing, the
them. should or increase make then company
They can not get develops the price people donate can make
of the
afford to into that eco- product to aware of some more
increase sector. friendly compensa social money products
price and There products te for the problems towards targeting
contribute should be and donation. / issues their these
to social sensor to environm That is and etc… chosen problems they
causes. the ads ent. cheating! charity … should

Will feel
more
comforta
ble, If
products
are
similar,
good will buy
because from the
they one that
benefit supports
scociety the
causes; Maybe,
Satisfied That I am Will make will try;
with the kind of me feel No
purchase supportin like I’ve Will feel special
with the g the done good, feeling,
sense of social some contributi only
doesn’t purpose causes charity ng like supportin
mtter and joy no impact too work donation, g
not sure yes no no yes no yes no
3 5 2 3
 yes no yes yes no no
5 5 3 3 4 5
no no no yes no no no
2 4 5 2 4
yes yes yes yes yes no
2 5 3 5 5 5
no no no no yes yes no
1 4 5 4 4
no no no no no no no
May 3 be 4 3 1 3
they no no no yes yes no no
could
4 do 4 4 5 5
somethin
21- 0-20 21-40
g in
40cents cents cents b a a a a
developin
not sure not really no yes yes yes yes no
g
country… Spend
make it money to
accessibl invite
e to students
people in children to learn
developin (they are more
g left out, about the
countries usually environm
so that it's the ent and Protect
they environm Against their the
could buy ent and domestic productio environm
it children) violence n process ent
5 3 4 5 4 4 4 3
maybe no yes no no no maybe yes
no no no no no no no no
 However,
I din’t feel
that the
body
shop
products
reflected
the same
confidenc This
e as YES… makes it
Loreal. I ‘cause worse…
have not L’Oreal is I don’t
really a very big like
tried name, l’oreal,
many of like really
body LVMH… hate the
shop L’Oreal so if they brand….
products doesn’t buy out Bad
so can’t seem to the body quality…
say much support shop, the
about any of they company
quality those might be itself is ok
but if social more but don’t
Loreal is causes concerne like the
Like the associate as d about products
owner. d with it, I prominen profit …. So
Prefer might tly as the more body NO
bodyshop give it a body than what shop effects,
. Don’t try. But it shop; But the body might individuall
think too is won’t shop is become y run, like
much expensiv affect trying to like that loblaws
about it. e! nothing brand stand for also and TNT

Non
organic
products.
Don’t
know
much
about
them. No
comment
s
 Buying
what I
need to.
Not able
to buy
Himalaya
(Indian
brand), in Sonicare,
Dubai because
cause not reviews
available. say it’s
Himalaya more
are effective
natural than any Dior,
products. other kiesh,
They are brand Christian
effective. and its dior,
Reliable. more or people
Available less say they
everywhe pioneer estee are very
re. clinique sonicare
of the lauder Shiseido no good MAC
technolog
y in
commerci
al market.
Night
crèmes
are
expensiv
e, haven’t
decided
on a
specific
brand
yet.
However,
I saw
Vitamin E
moisturiz
er in body
shop
recently
that I
would like they have
but specific
expensiv stuff for
Like e for the specific
brands quantity problem starting to MAC,
they are they give. like pore get acne ‘cause
highly It is true minimizin again and never
priced in general g lotion… shiseido used
which I for body and it helped before,
cant shop. has rave with acne want to
afford. review before try
 Natural natural suitability anti-aging price ingredient Price

Function
What it (how
contains. good is it
Affordabl
Want to reasonabl for your
see e
it has yeffective
priced. suitability suitability effect skin)
turmeric, smells Skin
sandalwo good is a online sensitivity
od. bonus! price review price , irritation

Pretty
satisfied
with their
products
… they
do what
they
should
do…
except for
the anti-
aging
part
‘cause I
Very Quite cannot
satisfied satisfied. see any
but not Always effects
extremely works yet
 too
smelly,
ingredient
is bad,
didn’t do
anything
for me;
probably
added
too much
smelly
ingredient
….
Smells
like
too chemical
perfumy, stuff…
Expensiv too natural
e and smelly, stuff
quantity ‘cause (MOST shouldn’t
for the I’m happy IMPORT smell like
retail with the ANT that… NO, no
price is current reason); things are special
below skincare too oily; getting reason,
what I and not good more rarely
would bodycare for my smelly goes in;
expect. products skin type now even habit
5 5 3 3 4 3 3 4
3 4 4 3 4 4 3 3
5 4 3 3 4 3 3 3
4 2.5 3 4 2 2 4 3
4 3.5 2 3 4 4 4 4
4 3 2 4 3 3 3 3
3 3 3 4 5 4 4 2
4 1 1 n/a 2 1 3 2
4 3 2 2 3 1 2 2
4 2 3 2 1 1 3 1
4 4 3 1 3 1 2 2
4 1 1 3 2 1 3 1
1 1 2 n/a 1 2 3 n/a
1 n/a n/a 2 1 2 2 1
3 2 n/a 1 1 3 3 1
4 3 n/a 1 1 2 n/a 1
2 1 1 2 3 3
1 5 4 4
 it is
because
products
are
expensiv
e and
hard to
locate
2 1 5 1 2
and
1 1 4
correlate 2 1 5 4 1
3
to when 3 2 1
just Smelly ,
skimming very
Fresh through environm no animal strong very
natural fruit the store. entalist testing stinks smell aromatic

body
organic spa bright natural butter Tree oil
Hand
cream is
nice colourful gift bags good
easy to
buy
bubble (comes in
bath package) christmas

fragrance
oil
 Easy to
find
products
in a store
along
with a
knowledg
eable
associate
who can
help one
find the
right
product
for ones
needs.
Balance Salesper Salesrep
of son Sales will help
reasonabl knows associate you but
e price what she s are won’t Sales are
Quality, and is talking Product knowledg pressure passionat
smell, Display quantity. about range eable you e,

Won’t
show you
Not being Can test attitude
affordabili Lighting: pushy or and try when you friendly
ty warm arrogant Price out don’t buy service,

The
products
When actually
asking for work in
sample, Different the way
give products they
generous aiming at claim it to
amount different be,
ease of and won’t Personal skin honest, explain in
purchase. Smell rush advice types no lie detail
 Must
have
sample
(need to
try before
buying,
sometime
s the
effect is
Have not as
Love the fresh good as
sale. testers you think)

Product
display
must be
easily
accessibl
e…. No
need to
walk from
one end
to
another
to
compare
a range
of
Testers products
Easy to
find, I
often get
overwhel
med and
confused Sales
with the associate
variety of are
Quality: products knowledg
good and leave eable and
product. the store passionat
Functiona without e about
l value, looking Knowledg the Product Sales
texture, display further. eable price products quality attitude
5 4 5 5 3 5 4 4
 Usually Sephora
buy at – the rep
shoppers are very
… (have friendly,
different tell you
Was counters what’s
origins Sephora to try out good and
(but they – product everythin what’s
changed range is g, won’t bad,
Bath and salesgirl big and be limited won’t Shopper’
body who is a interior to one pressure s – no
bodyhsop nothing in works, bitch looks particular you, easy special
, particular saphora now) nice brand) return reason

Now
Laneige
(very
friendly
staff, not
pushy,
sales rep same and
helps to reasons friend
find out mentione buys from
products d above there)
 Very
colourful;
Ambienc Aromanti
e was c; Lots of Too
good. different many Can’t
Customer Quiet and line of the people, remembe
service too many same too r, only
Okay. good. products product crowded; remembe
Nothing Variety of or I shall Nice, Relaxed (i..e same Too few r going to
great… products say not bright, … dunno shampoo sales, not the one in
nothing to choose organized but a bit what else has 10 enough Hillcrest
bad. from. well. cramp to say smells) help Mall
 the past
it’s an
option to
put on
lotion;
Now it’s a
must…
so I
rather
buy
somethin
g more
specific;
Body
shop
products
don’t
function
as well
(percepti
on from
the past);
Smells
nice,
looks
nice, but
that
seems to ‘cause
be the husband
selling wanted to
point go there
instead of to buy
actual If they someone
function; have he has
Shop is When I special or bought
small… Their have to specific before;
can get products, buy ingredient Also used
really price/qual Christma s (like $5 to buy
product products products crowded ity ratio s gift tree oil) a gift bag
 I like that
the sales
can be
It’s helpful,
organized they have
– i.e. all lots of
skin options
products for
are in Christma
one area; s gift; But
It’s bright; usually
Sames just in
people and out
are ok I know ‘cause it
sometime their really
The fact s; brand stinks….
that Testers well so I Should
someone are know reduce
is there to usually what to the smell,
help to ok; look for a little is
choose Rebate and I can ok but
the right on used trust their now it’s Nothing
product. Variety bottles products too much special

Never
ended up
shopping
proce anything
okay….n Smell
ot like a good…
queen. (for
Good Nothing people I very
natural about it. n/a nothing special can see) smelly

Not much
feeling for
indifferent myself

yes yes not sure no yes no no maybe

 ‘cause it
stinks
and bath
and body
works
offers the
same
thing at
much
cheaper
price…
also they
don’t
seem to
be very
concerne
d about
the social
causes ‘cause
that I personall
care or y I’d
for the prefer
communit natural
y… will stuff;
perhaps Usually
Yes. buy more my
Yes They quality of if they friends
because would like the become recomme
of the it….. I like don't use product more nd to me no
quality it myself and price engaged instead reason

the same less likely n/a less likely same n/a n/a

dunno
the brand

same n/a less more more n/a

 dunno
the brand

more
same likely less more n/a n/a

works for dunno

me the brand

more
less likely the same likely n/a less more more n/a

non- dunno
natural the brand
3 5 3 4 4 3 5 4
3 4 1 3 4 2 3 3
4 4 3 3 3 3 4 4
4 4 3 4 4 1 3 5
he Body Shop - Interview Questionnaire
JL1 JL2 JL3 JL4

Female Female Male Female

26-30 26-30 21-25 21-25

Dove La roche Body Shop biotherm

Oil of Olay Kiehl's L'Occitane proactiv

Axe Olay Lancôme clinque

Old Spice Neutrogena Neutrogena estee lauder

Aveeno Lancôme Oil of Olay clean and clear

St Ives clinque L'Oreal body shop

estee lauder Maybelline bbw

biotherm
YSL

biore

Vichy le mer L'occitane Prada

Shiseido lancome Kiehl's Kiehl's

Kiehl's Biotherm
prescriptives clinque

YSL h20
Yes Yes yes yes

Oil of Olay la roche oil of olay biotherm

 olay

biore

neo strada

Aveeno BBW aveeno clinque

Biotherm kiehtl's
Dove

40 20 21-30
No No No Yes

No Yes Yes Yes

naturally grown; no
all products are organic certified; made added preservatives;
Without chemicals and (no preservatives, no without no chemical added to
preservatives chemicals0 pesticides product
 not processed;
not having
no scents no chemicals, scent free chemicals ?

during the production it

marketed as doesn't harm the
something that's enviornment; after you
good for the use it doesn't harm the
environment friendly biodegradable environment environment
 Natural don't care organic don't care
No no No no

Unlikely not sure likely not sure

Yes yes no Yes
c less likely less likely

makes me feel
function the same, or cleaner; I'm
better, then you will; putting less
no feelings, no health won't pay a premium for weird on your
relation it. body nothing

anything that may

cause cancer (but
Alcohol nickel no unable to name any)

a) not willing d) d) 10-20 6-10%

 Wildlife foundation -
preservation; sick kids; feminism;
kids related; anticapital;
None environmental migrant justice No

Yes Yes Yes Yes

 something is
better than
nothing; industry
is here to stay,
so might as
Women giving back well, has a huge it's not just beauty
from all the money that against animal testing - effect on companies have the
they spend. It makes it cruel to animals; CSR - people; self- responsibility. All
less evil and corporate disposal of chemicals esteem companies should

Feel better for

spending so much responsible;
money, less guilty for deceived ("the
being vain, these feeling good about company
products really aren't helping the cause, actually
needed supporting the cause cares"?) contributiion
yes Yes Yes No
1 3.5 4 1
 yes Yes Yes Yes
3 3.5 3 4
no Yes Yes yes
5 4.5 5 4
yes Yes Yes Yes
1 4.5 3 4
no Yes Yes Yes
5 4.5 5 4
yes Yes No Yes
5 4 4 4
yes yes Yes Yes
4 4.5 3 3

0-20 cents b) 21-40 95 a)

No No No No

3 3.5 5 2
No NO No No
No No No No
Not high end, not low,
medium. Wide range of Cosmetic skin care Big; Mass production of
products. Scents are brand, more commercial, glamourous; low cosmetics; big brand;
too strong global budget all types of products

marketing itself
different;
undermines
Interesting; other arms Body's shop
Surprising. completely are so not social image; you just
opposites. L'Oreal responsibility; using BS expect it from
seems much more to be their CSR?; but it is other, that
glamourous. Very a logical part of their insincerity and You question business
different. umbrella. gap strategy; do not align;
 Shiseido Le Mer Kiehl's philsophy

pricing is ridiculous;
good results; proven too expensive;
results, wouldn't mind feel less gross,
Too expensive trying it more natural expensive
The body shop Burt's Bee
 too expensive;
now I buy from BBW; too feel less gross,
many similar products more natural
Biotherm
Too expensive;
shiny; image

Free of dyes and content

strong chemicals results (ingredients) fits my skin type/tone

No scent price point price cleanses properly

hypoallergenic testimonials quality moderate pricing

not very satisfy; I don't

think they work;
exfoliant, masks
 too expensive, i'm don't like the
happy with my current store;
products and i don't like salespeople too
to switch. not worth the pushy; too
risk and just stick with fragrance; too
current products substitute products perfumed
3 4 3.5 3
5 3 3 1
3 3.5 4 2
2 2 3 2
2 4 3 4
3 4.5 2.5 4
3 5 4 5
1 N/A 1.5 1
1 2 2 1
1 2 3 1
1 2 3 1
1 4 3 1
1 2 1 1
1 2 2 1
3 1 4 3
2 4 1 2
3 1 4 5
4 5 3 4
 2x 1
2 3 2 3
1 4 1 2

Nothing social responsibly green tea environmental

environment friendly colourful cheap

human rights fair trade easily accessible

green earthy lots of products

good back up plan for

good products products
 staff who give sales person gives you
knowledgeable you space to options to choose to
Clean salespeople walk around from

Organized sample products testers professional advice

variety of options facts about the product find what you want
knowledgable staff free samples

samples

organized salesperson staff professional advice

5 4 3 5
 Ikea Departments H&M Murale

lots of salepeople
available for questions;
staff are fun; a lot of brands; store is
helpful & not nice; very organized
organized, it makes multiple of different pushy; stylish - different types of
sense, good signage, counters, experts in that adds to the fun products, easier to find
bright, clean, not counter, always shopping stuff; you can earn
cluttered somebody there. experience optimum points.
 there was a lot people;
promotions during
Looking for something; christmas; spin the
didn't find the product; wheel; buy one get
alternatives was went in; quick one free, or 50%;
recommended; sales round; accosted different types of
people were good, took by 2 people; coupons you could
the time to understand needed help? receive; encourage
needs; suggested Advice? No; you to buy more; it
Christmas: crazy alternatives causally walking was fun
 looking face
cream; specific
products, do a
tour of body
looking for a specific shop and spin the wheel; friends
product; to buy a specific several other (they go so you go,
Shopping for a gift product stores group shopping)
well-organied, options big bowl; wash
are available people available your hands; nothing

too smelly; too

much going on, nothing; therre's only
too many scent; brand; not much to
not as bad lush, choose from; sales
but still pretty people not
nothing really wrong nothing bad professional

it's nice if it’s the

right product,
I have no use for the not sure about
products reassured the brand, indifferent

there are
different lines,
their green tea
feel good stuff is nice
refreshed

No Yes yes No
 depending on
the product; if
I would have used it, and the quality is
No feelings for the I would recommend. special for the
product. No bad or Brand agnostic. Actual bodyshop price
good feelings. results of the product range they aren't that great

less; branding Less; too weird; weird

annoys me; scents; blocks of soap;
Less: stinky, sales people are hard to use; not very
overpowering less likely the worst natural, too colour

Less; doesn’t fit

my lifestyle; 40 less; more expensive,
more: higher quality less year old women it's not everywhere
 less; more expensive,
less; never you actually have to
N/A more heard o fit find it.

the same; go to
Less: cheaper product, them for same; it's everywhere,
lower quality more different things cheap

3 3 3.5 3
5 3 3.5 2
4 4.5 3 3
2 4 1.5 2
 JL5 KM1 KM2

DN ML
Female Female Female
21-25 26 to 30 21 to 25

ponds Aveeno Dove

neutrogena Vaseline St Ives

dove Neutrogena Oil of Olay

pantene BBW Nivea

herbal essences Nivea Neutrogena

clinque Oil of Olay Vaseline

st ives

vasoline
aveeno

safeguard

Clinque Clinique Kiehl's

Lancome Shiseido The Body Shop

Neutrogena Mary K Some $150 cream

Tres Emme Lancome

Estee Lauder Elizabeth Arden

Yes Yes Yes

Clinque Mary K Olay face wash

Neutrogena Aveeno Olay cream

Ponds

Aveeno

Dove Vaseline St Ives body wash

Bath & Body
Works Aveeno Any cream on sale
Neutrogena Nivea cold cream
BBW

21-30 21 - 30 11 - 20
No No Yes

No Yes Yes

I think of rice,
farming, thinking Created without any
of food instead fertilizers, pesticides,
of skin care Raw ingredients chemicals
not using any
chemicals,
using aloe vera;
you wouldn't put
on your face
what you
wouldn't; cover
girl, taylor swift,
cucumber Can be found in nature Plant-based

natural, but
recyclable, Sustainable, good for the
reduce, reuse Environmentally-friendly environment
natural Natural Organic
no No No

unlikely Not sure Not sure

Yes Yes No
less liekly a. c.

interesitng; don't
know if they
work as well as
non-natural; I
don't know if
Iam ready to put
oatmeal on my
face, I'm not Not care that much, on
informed; packaging you can say
unsure about it; natural as long as it's
if someone told found in nature, and if
me I would use More comfortable, better for you made it in the lab
it skin, less damaging effects with herbs it's still natural

antispectic;
nothing too Parabens, Stuff with a
strong, that strong scent, lots of
burns my skin Not hypoallergenic colouring

1-5% 31-40% 1-5% more

Yes Yes No

Kids with
nothing; st
vincent dePaul
(catholic
organization
that collects old
things for the
poor, clothes,
etc.) not like
good will, they
actually give it;
food banks;
supporting
teenage
mothers,
teaching life
skills (vita Child abuse, domestic abuse,
manner) minimum wage labour laws N/A
yes Yes Yes
All the money
that goes to
them, women
spend so much
money, even
men, boosting
physially
beauty, lots of Why not! Any corporation that They source a lot of
room to boost makes money should aid any ingredients from places
esteem, you can type of social causes. Why where they could do a
still be beautiful would the beauty industry be good job of giving people
instead, any different? Everyone opportunities and
encouragement should! equality

I feel good. I will

purchase more
stuff from them;
I know that part A bit better, but
of it is going sometimes I wonder how
somewhere much of my donation
good; I buy a lot Proud, warm & fuzzy, keep it actually goes to these
of dove stuff. myself causes
No No Yes
3 3 3
Yes Yes Yes
3 5 2
No No No
5 4 5
Yes Yes No
2 4 1
Yes Yes No
5 5 5
No No No
5 5 5
Yes Yes Yes
5 5 3

40 41-60 cents 21-40 cents

Yes Yes No

Loving yourself,
something
about self- Health issues (e.g. breast
esteem cancer) N/A
5 5 4
Maybe Maybe Maybe
No Yes Yes
I love L'oreal;
their products
are good; their
makeup is good;
it's a higher
class than Really good at keeping
maybeline and Purely face cosmetics line, and their brands separate
cover girl, or hair dye, I see that they and hitting every single
relvon; I trust promote "you're worth it", i.e. price point and target
l'oreal promoting self-esteem market possible

surprised; Idon't
think I'll still
shop at the
Body Shop; I go
to bath & body Surprising, L'Oreal completely
works, I don't go cosmetics-focused, The Body They could do way more
to fruits & Shop is all about natural sustainable stuff for all
passion products their brands!
lancome The Body Shop Don't really care

products don't
appeal to me, to
my mother's
age; I'm
satisified with
Clinque, loyal; I
like lancome
make; for older; There are a few brands I
income in the like and I'll buy whichever
future Natural products one is on sale
Lancome
 High quality products

Specialized for my particular

gentle skin type (e.g. dry skin) Price
it does what it
claims to do, as
advertised;
example: my
cheeks are
sensitive -- if it
doesn't do that,
I'll stop
purchasing it Hypoallergenic Degree of Quality

Smells good and natural, not

affordable chemical, but still not cosmetic Known Brand

Was happy, but didn't see Pretty satisfied, but I buy

extraordinary results it more as a gift
purchase stuff
directly from the
drug store; st.
ives or vasoline;
when it comes
to presents I go
to bath & body
works; selection
of handcream
available there; I
am more
attracted to go
to that store; it Hasn't really given any benefit
has everything; that I was looking for, so didn't
bath & body really develop a brand loyalty Sometimes a bit pricey,
works to it. hence I buy as a gift
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2 1 1
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x 5 5
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2 1 1

gift No animal testing Good quality

unnecessary
( idon't need all
their stuff) Natural A little pricey

OK Expensive Natural

overshadowed Green (logo, bags) Pretty store

Nice smells (strong yet

pleasing scents)
availability of
the product Having testers Having testers

sale or
promotion Being able to try the product No really long lines

tester Having customizable options Knowledgable people

something is
boosting it up
"try this" Cheap price Not aggressive

availability Being able to try the product Having testers

5 5 3
The Bay Mac Aveda

it has
everything; I
love the
comestic
counters;
selection;
testers; if you
do need help,
sales people are
there; they can
apply makeup
on you; not
crowded; at
peace; I don't Can test, try, people know how They have a lot of
need to fight for to use it, diverse selection, product variety, they also
stuff quality, reasonable price run hairdressing schools!
no recollection
of the
experience; I
didn't even
enter the body
shop; I don't
need a scented
the body lotion; I
would just go
the drugstore; I
don't need the
extra ingredient;
I would go to Christmas time, bought a
brand that I bag for $5 and gave a
trusted; I don't donation to a cause, and
associate face I walked in, looked around, I got to fit as much as I
care to body and left could in the bag
 Customer service,
looking for a set friendly staff, free gift-
for a gift Don't really go wrapping
it was
interesting due
to selection; lots
of gift packs,
baskets Testers, natural Friendly staff

christmas - it Price, and being natural = not

was crowded that much benefits for me Price

nothing out of
the ordinary Rich Content
it wouldn't be
different from
buying it from
lush; it's just a
soap to me. Prestigious
Pretentious

No, I'm not loyal

to the brand Yes Yes
not well
informated to
spread rmours If they were looking for natural Good products, good
abut ti products quality
more likely;
cool, soap made
from…? Lush is
popular for
being different,
not dove, they
charge a
premium Less likely Less likely

more likely; they

have more skin
care product More likely Less likely
less likely; at
least I know
body shop, and
I'm more
familiar with
body shop Less likely Less likely

more likely; I
think it has the
widest seletion;
cheaper; hip;
range of scent ;
interesting More likely Less likely

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 KM3 KM4 KM5

SK SC DY
Female Female Female
26 to 30 21 to 25 26 to 30

The Body Shop L'Oreal Clarins

L'Oreal Covergirl Lancome

BBW Maybelline L'Oreal

Dove The Body Shop Olay

Ivory Dove Jamieson

Herbal Essences Olay The Body Shop

Nivea Nivea Estee Lauder

Oil of Olay Vaseline Aveda

Vaseline Johnson's & Johnson's BBW

Johnson's & Johnson's St Ives Vichy

N/A Vichy Lancome

Lancome Estee Lauder

Dior Roc
Sephora L'Oreal

Clinique Clarins
Yes Yes Yes

Nivea The Body Shop L'Oreal

The Body Shop - Vit E
Moisturizer St Ives Olay

Jamieson

Say Yes to Carrots

Dove Olay St Ives

Ivory The Body Shop Vaseline

Irish Spring Vaseline
The Body Shop - vanilla Nivea
Vaseline - body lotion St Ives
41 - 50 31 - 40 21 - 30
Yes Yes Yes

Yes Yes Yes

No chemicals put into

the products How they are grown Without pesticides
 Ingredients from natural
Things found in nature, sources as opposed to
Can be found in nature e.g. Tea-Tree oil synthetics (made in the lab)

Can contain synthetics but

No harmful chemicals, made in a way that has
so no impact to the less impact on the
Environmentally friendly environment environment
 Natural Natural Natural
Yes Yes Yes

Very likely Very likely Very likely

Yes Yes Yes
a. d. c.

Healthier (don't feel I think its better, less

guilty about using it), synthetics means less
Good, feel real, feel Use frequently and feel cancer-causing agents
natural, part of the earth safe supposedly

No, not sure what they Parabens, Sodium Lauryl

would be called Long chemical names! Sulfate

6-10% more 41-50% more 1-5% more

 Yes Yes Yes

Exploitation of workers
especially in 3rd world
Children's poverty and countries, Animal
hunger Testing Cruelty against animals
Yes Yes Yes
 Beauty has become so
much more in terms of
people, they are selling
more than products
They hold such a big (lifestyle, image, etc),
part in people's lives, so so you HAVE to sell the
people would be more socially responsible Every company should,
likely to see it image they owe it to society

Great, feels like I am

helping, Makes you want Great, feels like I am
to buy from that brand helping someone out
more there Slightly righteous
No Yes Yes
3 4 3
 Yes Yes Yes
4 5 1
Yes No Yes
5 4 3
No Yes Yes
4 5 4
Yes No Yes
5 4 4
No No No
4 3 4
No Yes Yes
4 5 4

41-60 cents 0-20 cents 0-20 cents

No Yes Yes

Environmental-related
N/A causes Protect the rainforests
5 4 4
Maybe Maybe No
No No Yes
 L'Oreal as a beauty
company is very well
established, lots of
different lines that
target a different They are a corporation out
demographic. As a to get money and may not
business student, I can have the best interest of
appreciate what they their consumers or society.
Like them, use their are doing. They spend For example, in India they
products for almost a lot on R&D and I promote the whiteness
everything, don't personally know people products (i.e. not self-
consider them premium, who work there and I esteem) which proves their
well known brand am impressed. double standards

Shocked, didn't expect They should not own them,

that at all, The Body The Body Shop should be
Shop is more natural so L'Oreal needs to start run independently. Now it's
didn't think L'Oreal would supporting these just part of another large
be into that stuff causes too corporation
 Aveeno Vichy N/A

Seasonal products Prestige, to test it out

None None
I'm not really sure what's
good out there but I'm
sure there's stuff out See if the benefits are
there really worth the price

Affordable Gentle Price

Customized for my skin

type Natural Packaging

Good smell Should actually work Quantity

Satisfied with some

products but not with
everything. I think they are
mediocre at best. They
Pretty satisfied, buy it a products are overly-
lot (Body Butter, facial fragranced that tends to
Enjoy them a lot products) affect people with allergies
 Heard from people that
they swear by a set line
of products, and it's
very hard to get them to
Heard from people that switch unless they ask
it's too expensive for a recommendation N/A
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2 2 1
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 5 5 2
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3 3 1

Natural Body Butter Natural

Fragrant Smells good Reliable

Good product variety,

but store is small Friendly service Orange (?!)

Affordable for me Colourful displays Friendly staff

Employee knowledge Rainforests

 Friendly staff that is not
Customer service Should be fun pushy

Having testers Lots of stuff to try out Good displays

Don't like aggressive Product descriptions on the

Price point salespeople product itself
 Complimentary product
Product variety Displays are KEY lines

Should be affordable

Customer Service Should be affordable Good displays

5 3 3
 The Body Shop BBW Shopper's Drug Mart

Got multiple products to

choose from at a large
Shopper's Drug Mart.
There is no pressure to
choose a particular brand,
and you can spend as
much time as you want
More tailored to help the reading up and browsing
client Just so much fun! through the products
 Looking for face cream
that wouldn't dry out my
skin, and had no idea
what to look for. I asked
a salesperson who
asked a bunch of
questions and explained
why the stuff I am using
is drying it out. She
showed me the Vitamin
E moisturizer and made About 2 weeks ago,
me try it out on my skin, went in to refill some
which really helped. She products. But they had I got 1/2 off so I ended up
wasn't aggressive and a buy 2 get 1 free, or buying a lot. The staff was
mentioned extra buy 3 get 2 free - got very nice and they had
promotions but left me great deals. Fast orange bags so I donated
alone to decide service. Fun! $5 to some cause
 It's a fun store to visit once
Products Products, Convenience in a while
 Layout of the store (can
see exactly what you
Customer Service, need, grouped together
Products by fragrance) Friendly staff

Store size (especially

during busy times) N/A Price

Good Satisfied Satisfied

Content
Happy
Proud
Natural

Yes Yes Yes

 Like the products and
they work for me, so if
someone is looking for I would recommend some
Know that it works for something similar I products, especially their
me, so I would totally would point them first to hair products (curl booster
recommend it to friends the Body Shop spray)

Less likely Less likely Less likely

More likely The same Less likely

Less likely Less likely Less likely

More likely The same Less likely

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