Essay on Assignment Consumer Behaviour

Submitted By Kristabelle-W
Words: 3156
Pages: 13
Open Document
Contents
1. Introduction 2
2. Culture 2 2.1 L’Oréal in China: Product line 2.1.1 Product line: Facial Skin Care………………………………………………………….2 2.1.2 Product line: Skin Whitening……………………………………………....................3 2.2 L’Oréal in the USA: Product line 2.2.1 Product line: Eyes Makeup……………………………………………………………..4 2.2.2 Product line: Skin Tanned……………………………………………………………....5 2.3 Comparison and analysis………………………………………………………………………..6 2.4 Improvements and recommendations…………………………………………………….8
3. Perception…………………………………………………………………………………………………..9 3.1 TV advertisement in China: New L’Oréal Paris shampoo……………………….10 3.2 Perceptions of customers 3.2.1 Vision Perception…………………………………………………………………………13 3.2.2 Sound Perception…………………………………………………………………………14 3.3 Improvements and recommendations…………………………………………………..14
4. Conclusion………………………………………………………………………………………………...15 References………………………………………………………………………………………………...16

1. Introduction
L’Oréal, which started as a hair coloring business by a French chemist, Eugène Schueller, was established in 1909. By following the guideline, “innovation in the field of beauty ”, L’Oréal has now perceived by worldwide as a multidimensional brand in terms of beauty products. Aside from hair coloring products, the company stretches its product range to make up, skin care, hair care and fragrances. Nowadays, L’Oréal sells its products in approximate 130 countries across five continents (Braizaz, 2014). Cultural learning and product adaptation have become the priorities for the company to successfully earn its brand recognition in the global market. Moreover, the perception of customers is another influencing issue that affects consumer behavior, which is worthy to be discussed.
This report will firstly focus on L’Oréal’s marketing activities through product variety between China and the USA. It is then followed by how the perception of customers influences the TV advertisement of L’Oréal in China. Both of the sections will contain the analysis and recommendations to make improvements.
2. Culture
“Culture is the fundamental determinant of a person’s wants and behavior.” (Kotler and Keller, 2013, p.173) Since, culture differences influence people to display a variety of preference. Product variety is one of the marketing mix, which offers customers to have various choices to fit their preference. According to Fisher et al. (1994, cited in Bowman and Kogut, 1995), a company with a wide variety of products can pull customers compared to those rivals with narrower product lines. This section will discuss how culture variation affects L’Oréal to launch distinct product lines in different countries.
2.1 L’Oréal in China: Product line
2.1.1 Product line: Facial skincare
Yue Sai, a local Chinese skincare brand, has been a successful brand with its traditional Chinese medicine skincare products in Chinese beauty market. In order to effectively adapt into China, L’Oréal chose to acquire Yue Sai when it first expanded to China in 2004. In order to practice its motto, innovation in “all kinds of beauty”, L’Oréal has been increasing its research on the ingredients and Chinese skin (L’Oréal, 2014). The company established Shanghai Research and Innovation Centre to combines traditional Chinese medicine and western technical skills to produce the unique skincare products, which are tailored for the skin types of Chinese (L’Oréal, 2014). (Figure 1)
Figure 1: The product line of facial skincare in Yue Sai focuses on the special ingredients, traditional Chinese medicine, to fit the skin types of Chinese.

(Adapted from Yue Sai Website, 2014)

2.1.2 Product line: Skin Whitening
L’Oréal creates a particular product line of skin whitening in Asian market, called “White Perfect” (Mire, 2010) (Figure 2) The company promotes the products with slogans such as, “White skin gives you confidence." "Be a white bright star, people will focus on you!" "White Sensation." The usage of the language
Show More

Related Documents: Essay on Assignment Consumer Behaviour

Questions On Business Economics

Coursework Assignment Brief Semester: Summer 2014 Module Code: PM101 Module Title: Business Economics Programme Business Management Business Management (Travel & Tourism) Management with Human Resource Management Business Management and Information Technology Human Resource Management with Information Systems BSc Accounting and Finance BA Accounting and Finance Oil and Gas Management Law with Management Business Studies Level: Level 4 Awarding Body: University of Plymouth Format:…

Words 576 - Pages 3

Essay about Marketing Concept

Page INTRODUCTION 2 MODULE TUTORS (6 & 7) 2 AVAILABILITY OF MODULE TUTORS (8) 2 RATIONALE 2 AIMS (9) 2 LEARNING OUTCOMES (9) 2 MODULE TEACHING (10) 3 TEACHING PLAN – indicative content (11) 4 RESOURCE LIST (12) 10 ASSESSMENT (13) 10 ASSIGNMENT DETAILS (14) 12 FEEDBACK (15)............................................................................12 INTRODUCTION This handbook has been designed to provide you with information on the module objectives and content for each session of…

Words 2492 - Pages 10

TASKSHEET Unit 3 Essay

UNIT 3 INTRODUCTION TO MARKETING BTEC NATIONAL MANDATORY UNIT Student name: _____________ Teacher: Ms. Lais Assignment start date: 4th September 2014 Assignment Deadline: ----------------- INTRODUCTION Marketing is at the heart of every organisation’s activity. Its importance is also growing in the non-commercial, public and voluntary sectors. Also, at the heart of marketing is the customer. This unit will introduce learners to some of the tools and techniques all types…

Words 1535 - Pages 7

Marketing And Consumer Behavior

Marketing and Consumer Behaviour –MEMBERSHIP # ?????? Marketing and Consumer Behaviour I confirm that in forwarding this assessment for marking, I understand and have applied the CIM policies relating to word count, plagiarism and collusion for all tasks. This assignment/ project is the result of my own independent work/investigation except where otherwise stated. Other sources are acknowledged in the body of the text and/or a bibliography is appended. The work that I have submitted has…

Words 1340 - Pages 6

Essay on Marketing Research

Assignment IV BTEC LEVEL 3 CERTIFICATE IN BUSINESS By: Student Name: Tutor(s):BD Date: Date issued: 16.09.13 Date due in: 09.12.13 Unit Title: Unit 3: Introduction to Marketing Assignment Title: Marketing Criteria Covered by Assignment: P1, P2, P3, P4, P5, P6, M1, M2, M3, D1, D2 Brief Following your successful completion of your BTEC course you have been employed as a marketing assistant for the research organisation ‘Keynote’. They currently have a vacancy in their ‘Food and Leisure’ department…

Words 998 - Pages 4

Rational and Emotional Motives Essay

Amalia dos Ramos 17830176 Industrial Psychology 224 Ms L Bailey 24 March 2014 Assignment 2: Rational and Emotional Motives INTRODUCTION When consumers think of ice cream, majority picture the brand with the enormous red heart logo, OLA. From an indulgent classic Magnum ice creams to the delicious Rich ‘n Creamy, OLA offers a large variety of frozen treats*. Magnum was owned by a Dutch UNILEVER company and sold as part of the Heartbrand line of products in most countires.* Magnum was launched…

Words 1432 - Pages 6

2014 15 Tm4001 Handbook Essays

Examine the growth and development of marketing and discuss the theoretical approaches in current use. 2. Evaluate fundamental marketing concepts and principles in relation to a range of contexts and scenarios. 3. Evaluate the impact of marketing on consumers Module Programme Throughout the programme we will be developing your study skills, such as presentation skills, essay writing, plagiarism, exam technique etc. Whilst they are not specifically listed on the scheme of work, they will be embedded…

Words 1913 - Pages 8

Essay on Marketing and Cadbury

P4 – Unit 3 Introduction to Marketing In this assignment I will be describing how Cadbury’s uses market research to contribute to its marketing development plans. I will be considering the customer behaviour, competitor behaviour and the market environment. Cadbury’s uses market research to get the public’s opinion on Cadbury’s products or upcoming products. Market research is the action or activity of gathering information about consumers’ needs and preferences. Cadbury might use primary…

Words 1258 - Pages 6

Essay about Marketing Lecture Notes 2013

not-for-profit organisations and looks at the processes available to manage these organisational functions. Topics: the nature and purpose of marketing, the need for customer orientation, evaluating markets, targeting market opportunities, assessing buyer behaviour, the role of market information, products and services, pricing, distribution and promotion. Students undertake a marketing audit of a firm as part of their assessment. 1.2 COURSE STAFF Name: Janet Stone Location: Room 10.45 Building: Level 10, 10…

Words 4834 - Pages 20

Equity - Fiduciary Duties Essay

Compulsory Assignment Coversheet SUBJECT CODE ASSIGNMENT NUMBER SUBJECT NAME 08 8.1 Commercial Transactions NAME & ADDRESS FOR RETURN OF ASSIGNMENT Full Name: Gregory Ward Address 1: PO Box 460 Address 2: Suburb State Postcode: Richmond, VIC, 3121 * PLEASE DO NOT USE YOUR STUDENT NUMBER TO IDENTIFY YOURSELF WHEN SUBMITTING YOUR ASSIGNMENT. YOUR NUMBER SHOULD NOT BE INCLUDED ON THE COVERSHEET, IN A HEADER OR FOOTER, OR IN THE BODY OF THE ASSIGNMENT. Student declaration (must be signed by all…

Words 2719 - Pages 11