Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
Consumer Shopping Habits for Wellness and Environmentally ...
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Figure 80 - Eye Care Decision Criteria<br />
PRICE<br />
“WHAT MY OPTOMETRIST GIVES ME”<br />
NATURAL/HOMEOPATHIC<br />
NO ANIMAL TESTING<br />
PERIPHERY MID-LEVEL CORE<br />
Br<strong>and</strong> <strong>and</strong> Product Offerings<br />
There are few natural or directly H+W related products available in this category, other than<br />
somewhat obscure products at the Core (e.g. Similasan). This may seem like an opportunity, but it<br />
should be approached with caution due to the lack of direct H+W resonance in the category even to<br />
some degree in the Core.<br />
Figure 81 - Eye Care Br<strong>and</strong>s<br />
VISINE<br />
STORE BRAND<br />
RENU<br />
OPTI-FREE<br />
SIMILASAN<br />
PERIPHERY MID-LEVEL CORE<br />
Feminine Hygiene<br />
H+W Resonance<br />
This category generally tends to lack a strong H+W resonance despite direct contact with, <strong>and</strong> in<br />
some cases, in, the body. While ―natural‖ <strong>for</strong>ms of feminine hygiene products <strong>for</strong>m part of an overall<br />
H+W product repertoire <strong>for</strong> Core consumers, there is generally little use or awareness of such<br />
products outside the Core.<br />
Purchase Drivers<br />
Price, product effectiveness perceptions, <strong>and</strong> to some degree scent, <strong>for</strong>m key purchase decision<br />
criteria in the Periphery <strong>and</strong> Mid-level. Core consumers prefer to buy products that are chlorine, dye,<br />
<strong>and</strong> fragrance-free (―chemical free‖) <strong>and</strong> they are willing to pay higher prices <strong>and</strong> sacrifice some level<br />
of effectiveness to have products meet these criteria. Core consumers are also concerned about<br />
environmental impact in this category.<br />
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