International Consumer Behaviour

International Consumer
Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction of company..............................................................................................................3
Reason for the country choice......................................................................................................3
Product model..............................................................................................................................4
Segmentation, targeting and positioning......................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
When the company is doing business in the market then to understand international
consumer behaviour or the buying behaviour and the factors related to purchase decisions is
important for the business to achieve goals (Kasemsap, 2018). Larry cosmetics is the herbal
cosmetic company which is known for authentic beauty products. This study will discuss the
company and the market share and in which country it will expand. Further, explain that what is
the reason of making the choice of company like competition, consumers etc. it will also explain
product model as well as brand equity model. Segmentation, targeting and positioning of the
company will be done.
MAIN BODY
Introduction of company
Larry cosmetics is the herbal cosmetic company which is based in UK. It has started in
2000 with the aim to manufacture and supply chemical free cosmetic products. They have good
market share in UK because nowadays people are more concern about their skin so prefer herbal
cosmetics over chemical one. As cosmetics which are not herbal are loaded with chemical so this
is also the reason that larry have good market share. Now company want to increase their market
share so planning to perform business at global level and ready to go in India.
Reason for the country choice
India is chosen for further expansion by Larry cosmetics because of the massive use of
cosmetics by Indian so company found that launching company in this market can be helpful for
increasing the sales which will increase profit and now worldwide people are preferring herbal
products over chemical based products to enhance the beauty (Reisch and Zhao, 2017). As to be
healthy is trending nowadays so consumer also want safe option in the cosmetic industry as well.
Company has researched and found that there are less herbal cosmetic company in India so India
is the best option to target as company can grow in Indian market. Less companies means less
competitors which means more profit.
It is always the wish of people to look attractive and good but now they are searching for
healthy options. With the passing time the demand for herbal cosmetics is growing day by day
and giving more opportunities to herbal based business. Nowadays consumers have many
options, so they are not ready to compromise on beauty products and go for chemical beauty
products. In India people now has started using cosmetic products more as compare to earlier