Bath & Body Works

Buyer Behavior Report

January - March 2020

Bath & Body Works

I created a buyer behavior report for Bath & Body Works as part of an intensive course on the subject.

 

I used a combination of primary and secondary research to collect data about consumers of the brand to understand their purchase and decision-making process. Analyzing and understanding these patterns helped me to make recommendations for the brand on how they can alter their marketing efforts to be the most effective. 

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In the context of consumers' purchasing behavior I studied and analyzed the following phenomena-

• Perceptual & Learning Processes

• Decision Making & Information Searching

• Consumer Motivations

• Emotional Factors, Shaping Attitudes & Beliefs

• Brand Personality

• Values & Cultural factors

• Social Influence Strategies

• Target Segmentation

• Tailoring Marketing Communication

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Learning about these concepts theoretically and then applying them to the company’s case helped me to understand and gain a good understanding of buyers’ psychology and how marketing can be tailored to cater to meet specific consumer needs.