Consumer Buying Behaviour and Marketing Psychology Report 2022

Running head: CONSUMER BUYING BEHAVIOR AND MARKETING PSYCHOLOGY
Consumer buying behavior and marketing psychology

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 2
Executive summary
The main aim of this report is to critically analyze consumer buying behavior with respect to
L’Oreal shampoo. It is found that the communication mix is used for promoting the products of
L’Oreal such as advertising, personal selling, publicity, public relations, interactive marketing,
and events. It is illustrated that L’Oreal Company uses a direct marketing communication
channel due to some benefits such as an easy, convenient, and private mode for buying products
and services. It is found that the communication mix helps in lowering cost, increasing
efficiencies as well as, competencies for arriving at the target market. It also positively affected
brand image and sales between sponsor target markets. It is addressed that any time, a consumer
is intended to offer feedback and demonstrating their personal choices, and providing data that
marketers can practice for guiding their communication hard work towards L’Oreal Shampoo.
It is found that events and experiences help in attaining the marketing and company objectives
towards L’Oreal Shampoo.
It is also beneficial for influencing the consumers’ attitudes, culture, and personal buying
decision-making processes of consumers. It is exhibited that there are different benefits of using
this communication channel such as brand equity, media exposure, industrial labor relations, and
demonstrating new challenges. It is addressed that marketing managers of L’Oreal should decide
types of sales promotion as it would lead to influence culture, consumer learning processes, and
consumer’s attitude. It is evaluated that advertising would be beneficial for target personal
buying decision-making processes, group influences, and social class towards L’Oreal Shampoo.
It is also founded that digital marketing networks, frequency card programs, and SEO should be
considered for improving the marketing of L’Oreal.

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 3
Table of Contents
Executive summary.......................................................................................................... 2
Overview of the product or service and its market performance....................................................4
Marketing communication mix............................................................................................ 4
Three strategic recommendations......................................................................................... 9
References................................................................................................................... 12

CONSUMER BUYING BEHAVIOUR AND MARKETING PSYCHOLOGY 4
Overview of the product or service and its market performance
L’Oreal Paris is a brand of L'Oréal USA, Inc. is a total beauty care firm that integrates advanced
technology with superior quality for ultimate in luxury beauty at bulk. L'Oréal Paris is an
international beauty brand that is renowned products. The tagline of this product is ‘because I am
worth it’. The aspect behind the advertising campaign is superior preferences such as hair color
launch in the year of 1973. In current times, it has demonstrated the essence related to the
L’Oreal Paris brand as a whole that is related to supporting each woman (L'Oréal Paris, 2019).
It embraces her unique beauty when reinforcing innate sense regarding self-worth. The L’Oreal
Paris brand involves five major beauty categories such as hair care, hair color, skincare,
cosmetics, and hairstyle. As, it is the biggest brand on the international level, L’Oreal Paris has
the unparalleled commitment for research and innovation, and technology as well as, offering
groundbreaking. It also delivers high-quality products for men, women, as well as, children for
all ages as well as, ethnicities. The sales of L’Oreal are increasing as compared to last year.
Furthermore, a consumer is demanding more to this product due to its unique features (L'Oréal
Paris, 2019).
Marketing communication mix
Advertising
L’Oreal Shampoo currently uses advertisement that entails someone who usually an organization
of some sort and paying for the right to demonstrate a message of their own choosing at a
specific space at a particular time. It is a form of mass media with the intention of persuasion of
L’Oreal Shampoo. In addition to this, advertising is the transmission of paid messages regarding
L’Oreal Shampoo via mass media that worth over $12 billion/year in Australia. The main benefit
of using this communication channel is to reach a large number of people at an associatively low