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Marketing Report in Consumer Behaviour - L'Oreal

In: Business and Management

Submitted By phanlinh1987
Words 3009
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MARKETING REPORT

Group: Phan Xuan Linh (77139428) Shyam Mallan (77140430) Christian Andrea (77142477) Prakash Pothina (77144112) Shrey Sugla (77144256)

CONTENTS
INTRODUCTION 4
LITERATURE REVIEW 4
L'ORÉAL MARKETING PLAN AND CONSUMER BEHAVIOUR 6 Cultural factors: 6 Social factors 7 Psychological factors 8
CONCLUSION 10
APPDENDICES 10
REFERENCES 11

REPORT ON THE EFFECTS OF CONSUMER BEHAVIOUR ON L'ORÉAL MARKETING PLANS

ABSTRACT: Consumer behaviour strongly affect the consumer buying process, hence marketers always want to know what is actually happening inside customer's mind in order to provide additional values of products to users to satisfy their needs and wants. However, it is mainly influenced by three key factors - cultural factors, social factors and psychological factors - that are vital conditions for every marketing strategy to be considered before launching in the market. In cosmetic industry, although L'Oréal is the leader of the market, it is necessarily for the company to concern these factors in its marketing plan, so as to gain the market shares and remain its position above rivals such as P&G and Unilever. The report will try to find out the role of consumer behaviour in marketing strategy planning and discover the process of how L'Oreal adapt the three factors to their marketing plans order to achieve success.

INTRODUCTION

The term consumer behaviour is defined as "the study of how individuals, groups and organisations select, buy, use and dispose of goods, ideas or experiences to satisfy their needs and wants”(Kotler & Keller, 2009:150). In other words, the study focuses on how individuals spending their available resources - time, money and effort - to create final decisions in buying process (Schiffman, Hansen & Kanuk, 2008).
Since consumer behaviour has huge effects on marketing…...

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