Ch. 6 - Consumer Decision Making

     Why do consumers choose Lush Cosmetics' products over others? This is simply because it so strongly appeals to the the consumers' process of buying a product. Need recognition is the first and one of the most important steps in the consumer decision-making process. Of course people of all cultures and social backgrounds will have different ideas of what a "need" is, however Lush Cosmetics' products are so universal it appeals to a large variety consumers. Unlike centuries ago when body odor was perceived as acceptable and the norm, many cultures today believe that it is something to be ashamed of and hide. In most cultures today, it is common for one to bathe frequently. In North America, cleanliness is taken to an extreme  most likely due to advertisers of the late 50's and early 60's using the "bandwagon appeal" to sell bath products. Some ads would tell teenage girls that they wouldn't be popular or get a second date without buying products like deodorant. It is because of the advertisers exploiting humans' desire to belong and fit in with society, that today people wash their body and hair everyday, despite it being scientifically proven that daily cleansing isn't as healthy as Westerners believe it to be. Since Lush Cosmetics' makes and sells bath products, it is automatically recognized as a need to consumers, especially those in North America. (Even though people by definition soap and other bath products aren't considered an actual need.)
     After identifying a product as a need (or want), a consumer then conducts an information search to fully understand the product and why they would buy it. Usually an internal search would come first. The consumer tries to remember all past experiences with the company, product, service, etc. or remember a friend or family member's review of such product or perhaps an online review of the product. These would be considered nonmarketing-controlled information sources (information source about a product that is not associated with the advertising or promotion of such product). It is because Lush Cosmetics does not have an advertising department, Lush depends on their loyal customers to spread the word to their friends, family, coworkers, etc. It is because of this that consumers make purchases at Lush because of their nonmarketing-controlled information sources telling them which products are "good."
     After gathering all of the information they have received about Lush and their products, the consumers must evaluate their alternatives. Due to the price range of Lush products, some consumers may choose to pass on their products, however it is because Lush's products are associated with organic, green marketing, and ethical treatment of animals that many consumers will pay the extra money for they know it is morally responsible to buy those products instead of cheaper ones that are tested on animals and cause environmental damage. Consumers are driven to purchase Lush Cosmetics' products because of culture and values. Lush is able to thrive due to the ever progressive environmentally conscious culture of today.