Analysis of Consumer Behavior and Marketing Psychology for L'Oreal

This presentation provides an analysis of consumer behavior and marketing psychology, focusing on the cosmetic brand L'Oreal. It explores the needs and wants of consumers regarding L'Oreal products, examining how the brand satisfies both basic needs and desires for services like salons and parlors. The presentation discusses the internal and external sources of information influencing consumer purchasing decisions, including the impact of celebrity endorsements and customer reviews. Key attributes of L'Oreal are highlighted, such as its focus on hair care, skincare, and luxury products. The study also addresses the purchasing methods that affect consumer decision-making, recognizing that L'Oreal targets higher and middle-class consumers. Furthermore, it outlines the diverse services and product features L'Oreal offers, emphasizing innovation, beauty, and sustainability. The conclusion emphasizes the importance of consumer behavior analysis in understanding customer needs and the effectiveness of L'Oreal's brand features.

CONSUMER BEHAVIOR AND
MARKETING PSYCHOLOGY

Introduction
• It is the study of the customers and the group of the
organization which uses, buy and dispose the goods and
services.
• Marketing study is done to satisfy the needs of the
customers.
• It is the part of the human behavior which consume the
product and services.
• In this presentation the needs and wants of the product
L'Oreal will be explained.

Needs and Wants to purchase the product
• It completes the basic satisfaction of the customers.
• It keeps the hair healthy and clear the skin.
• It gives several services such as saloons, parlor rather
than just providing the product (Befve, et al., 2014).

Internal and external sources of information to buy
the product
• The sales of L’Oréal is
continuously increasing which
influences the customers to buy
(Srivastava, 2014).
• Celebrities also use this products
which makes the other girl to buy
the product.
• By analyzing the reviews from the
customers people also buy this.

The attributes of the L’Oréal
• It is the largest cosmetic company of the world.
• It majorly concentrate on healthy hair, skin care, make up,
perfume, and sun protection.
• Luxury product whose performance is continuously
increasing (Robinson, et al., 2012).
• It also offer safety, quality and the efficacy.

Purchasing method which impact the decision
making process
• Consumer buying method is used for purchasing the
product.
• This method impact the decision of the product as it
focuses on the preferences, attitudes, and intentions of the
market place.
• It is costly product so the higher and the middle class of
the people can only afford this (Duru and Loreal, 2014).

Features of L’Oréal
• It provides many services to the
customers such as makeup product,
hair product, perfumes, etc. (Julien,
et al., 2016).
• It is the high luxury product for nails,
skin and hair.
• This product majorly stands for the
innovation, beauty, excellence and
sustainability.

Conclusion
• Consumer behavior helps in analyzing the needs and the
wants of the customers.
• From the above presentation it is concluded that L'Oreal
has the very effective features.
• It is also an expensive product which provides highest
quality.
• It is the biggest beauty brand which satisfy the needs and
the wants of the customers.

References
• Duru, N., LOreal SA, 2014. Heating packaging and application device
for cosmetic product. U.S. Patent 8,864,401.
• Befve, D., Caulier, E. and De Brouwer, E., LOreal SA, 2014. Cosmetic
product applicator and associated production method. U.S. Patent
Application 14/350,233.
• De Lataulade, O., LOreal SA, 2010. Device for packaging and
dispensing a product. U.S. Patent 7,661,563.
• Srivastava, M., 2014. A study of determinants of brand loyalty in
cosmetic and buying behavior of female consumers from the retailer’s
point of view in Pune city. International Journal of Business and
General Management, 3(3), pp.77-86.
• Gatesoupe, M., LOreal SA, 2012. Cosmetic product compact having
pivoting sections and a product application device. U.S. Patent
8,156,948.

References
• Nguyen, T.X.Q., 2015. STRATEGIC MARKETING PROPOSAL PLAN
FOR A COSMETICS COMPANY.
• Cocaud, O., Cannarozzo, F., Julien, J.M., Charnay, P., Joly, L.,
Scouarnec, N. and Aubret, K., LOreal SA, 2016. Package containing
a cosmetic product. U.S. Patent Application 15/105,677.
• Julien, J.M., Charnay, P., Baudin, G., Barre, P. and Forrester, M.,
LOreal SA, 2016. Cosmetic product dispensing head comprising a
scraping member, and associated packaging device. U.S. Patent
Application 15/031,368.
• Robinson, A., Recckio, J. and Altmann, C.F., LOreal SA,
2012. Method and system for providing customized color cosmetics.
U.S. Patent 6,338,349.
• Gueret, J.L., LOreal SA, 2014. Brush intended for the application of a
cosmetic product, in particular to the eyelashes or the hair. U.S.
Patent 5,345,644.