Consumer Behavior Analysis of L'Oreal Paris Fall Resist 3X Anti-Hair Fall Shampoo

Running Head: CONSUMER BEHAVIOR
Consumer Behavior
Name of the Student
Name of the University
Author Note

1CONSUMER BEHAVIOR
Executive Summary
The present report is aimed at demonstrating an understanding and application of various
consumer behavior concepts and theories by analyzing the facts gathered from the video and the
survey of previous assessments and present strategic recommendations. The report incorporates
recent peer-reviewed literature in order to justify the proposed recommendations. The selected
brand is L’Oreal Paris and the product is fall resist 3X anti-hair fall shampoo.
The report critically analyses the company’s current marketing strategy and marketing
communication mix and its alignment to the findings in assessment 1 and 2. The findings from
the previous assessments suggest areas where there are improvements required. Although
L’Oreal is a brand that has received the endorsements of celebrities and has promoted itself in a
grand manner in various places, the specific product L’Oreal Paris Fall repair 3X anti hair fall
shampoo requires some more promotional campaigns.
The results from the survey validated this point. Another fact has been found from the
survey that in terms of offering great value and keeping the clients motivated and inclined
towards the organization, maximum respondents disagreed. It means that the brand needs to
focus more on this area in future for providing better buying experience to the customers. Lastly
another area to be taken seriously is the spreading of positive or negative messages and
information regarding the brand products to its potential customers. More specifically, it
determines if identified consumer behavioral factors in previous assessments align with
company’s current marketing focus.

2CONSUMER BEHAVIOR
Table of Contents
The selected product overview........................................................................................................3
Critical Analysis..............................................................................................................................3
The marketing campaigns........................................................................................................4
The economic condition / affordability...................................................................................4
The personal preferences.........................................................................................................5
The group Influence.................................................................................................................5
Social class...............................................................................................................................6
The purchase behavior satisfaction..........................................................................................6
L’O`real’s Current marketing strategy............................................................................................6
Recommendations............................................................................................................................8
Reference.......................................................................................................................................11

3CONSUMER BEHAVIOR
The selected product overview
L’Or`eal S.A is a France based personal care company the headquarter of which is
located in Clichy, Hauts –de –Seine. The company was founded by Eugene Schueller in the year
1909. The CEO of the company is Jean –Paul Agon and by the year 2017, the company has
gathered revenues up to 4. 676 billion Euros. It has been considered as one of the largest brands
in the cosmetics industry and the products of the company range from hair color, sun protection,
skin care, perfume, make up and others. The new innovation of the company is the fall resist 3X
anti-hair fall shampoo (Loreal.com 2019).
The innovative components in the product are Arginin which is essential for hair growth
and nourishment along with creating micro circulation in the scalp. The protein used helps to
rebuild the hair fibre in depth for resistant and stronger hair. The results have shown that this
product strengthens the roots of hair and the hair looks heathier and beautiful. The new formula
facilitates a triple –anti-hair fall action. The usage of the product is easy. The steps are- wet the
hair and scalp, massage the shampoo for 5 minutes and rinse off. This new product is a
revolutionary innovation in the entire history of L’Oreal (Loreal.com 2019. The report will
demonstrate an understanding and application of various consumer behavior concepts and
theories by analysing the facts gathered from the video and the survey, and present strategic
recommendations. It will also determine if identified consumer behavioral factors in previous
assessments align with company’s current marketing focus.