MBA404 Report: Consumer Behavior and Marketing Psychology of Luna 2

This report analyzes the consumer behavior and marketing psychology of the Foreo Luna 2 face cleanser, focusing on the communication mix strategies employed to influence consumer attitudes and drive sales. The report provides an overview of the product, its market performance, and the current communication mix, including advertising, sales promotion, and internet marketing. It then aligns the communication mix with findings from consumer surveys and studies, highlighting the impact of factors such as advertising, social media, and price promotions on consumer purchasing decisions. The report also offers strategic recommendations for improving the company's marketing efforts, considering the challenges of competition and evolving consumer preferences. The report concludes with a discussion of the effectiveness of different communication strategies and their alignment with consumer behavior, emphasizing the importance of understanding consumer attitudes and preferences in developing successful marketing campaigns.

RUNNING HEAD: CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY 0
COMMUNICATION MIX

CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY 1
Executive Summary
The objective of the paper is to describe the communication mix channels which can influence
the attitude of the consumers and encourage the large number of target consumers. Through the
analysis, it is demonstrate that market performance of Luna 2 foreo face cleanser is good because
of meeting the needs and demands of the consumers. The report also revealed that by adopting
various strategies for communicating message to the audience still company face problems, for
this it can change the target strategy and select new channels for communication.

CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY 2
Table of Contents
Introduction......................................................................................................................................3
Overview of the product and market performance..........................................................................3
Current communication mix............................................................................................................4
Alignment of communication mix with findings.............................................................................5
Strategic recommendations..............................................................................................................7
Conclusion.......................................................................................................................................8

CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY 3
Introduction
The communication mix refers to specific methods used to promote the company or its products
to targeted customers (Bacik et al., 2018). Therefore, the company uses different elements for
communicating the message to the target consumers so that loyalty will be increased. The
present report focuses on describing the current communication mix strategies used y the
company by considering the manner it target consumers attitudes, social class etc. for Luna 2
foreo face cleanser product.
Overview of the product and market performance
Luna 2 foreo face cleanser is the facial cleansing product and the anti-wrinkle system which is
specially designed and introduced for decreasing the blemishes appearance. The product also
helps in addressing the problem and issues which women face related to the aging skin according
to their raising age (Popescu, 2016). Therefore, the product is recently available for all the skin
types to encourage and motivating the consumers such as for normal skin, combination skin,
sensitive skin as well as for oily skin. The product mainly used to remove the dead skin and
decrease up to 99.5% of the oil as well as dirt and other components through which adult may
find the problem of acne breakouts. The reverse side of the product supports the consumers for
face massage and decreases the overall fine lines which occur under eyes and mouth (Jackson &
Ahuja, 2016). Through, the absorption of this product consumers can use and apply other
skincare products which they want.
The market performance of Luna 2 foreo face cleanser is excellent it is because about 60.00% of
the consumers believe that it is the excellent products and provide various benefits in comparison
to their competitors. The product is more loyal and superior in the eyes of the consumers it is
because of maintaining the skincare expectations and ultra-hygienic as well as resolve the major
concern of the consumers regarding removing wrinkles (Memon et al., n.d.). The company earns
more profits because of offers the product by providing various distinctive features to the
consumers through which consumers can remove the dead skin and the consumers can use the
other skincare products according to the types of their skin. The market performance of the
product is increased in the present era it is due to the reason because there are several factors

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which influence the consumers to buy the specific product which include friends, past experience
as well as social media (Gatersleben et al., 2014).
Current communication mix
Foreo adopt the strategy of advertising it is because through this company target the different
attitudes of the consumers because of promoting Luna 2 foreo face cleanser continuously in
different media. It is because this product can stuck in the mind of the consumers and can
encourage the changing attitudes, behavior and actions of the consumers (Rahman et al., 2019).
Therefore in the year 2017 the company does advertising in radio station, social media because
large number consumers remain active on social media. The company also made advertising in
the website and develops innovative content to attract large number of consumers towards the
product so that more number of consumers for Luna 2 foreo faces cleanser (Langer et al., 2017).
In the year 2019, the company develops the page for the product by describing all the distinctive
features and results and experience of the women by using the particular product. So, that more
women gets attracted and encouraged towards buying the product according to their type of skin.
This strategy is highly effective and target different attitudes and perception of the consumers
because of increase in the sales of the company and raises the number of consumers for the
product (Wu & Li, 2018). In the year 2018, the company earns more revenue that is it was up to
$104.25 after attracting more consumers through making promotion in television. Therefore, the
company also target consumer attitudes by offering the product at lower prices that is in 2019,
company online product by providing discount through which consumers can save up to 41%
(Popescu, 2016).
Foreo also use sales promotion strategy so that promotion and communication of the product
with the consumers this is mainly done by the company so that consumers personally make the
buying decision of the Luna 2 foreo face cleanser. The company provides various offers,
discounts to gain competitive advantage it is because Foreo believe that in the current
environment consumers wants to buy the product through online and at lower price which meets
their needs and expectations (Schivinski & Dabrowski, 2016). In addition to this company ensure
that while promoting Luna 2 foreo face cleanser it also does advertisement regarding the deals,
coupon and also adopt the strategy of lucky draw contest to provide more discount to some

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consumers. In 2018, this strategy encourages more number of consumers and changes their
buying decision towards the product. In the year 2018, the company also develops tagline in
which it promotes the product by describing its features and maintaining the culture so that
products satisfy the needs and requirements by focusing on their values and philosophies
(Memon et al., n.d.).
Internet marketing is the strategy which is adopted by Foreo to target and attract more consumers
towards Luna 2 foreo face cleanser in this distinctive features in comparison to their competitors
is written with the price tag so that it can attract consumers and also address the point that is
consumer learning processes (Kumar & Patra, 2017). In this type of marketing company
communicate the message the about the product to the consumers and ask feedback about the
product and also take the opinions of the consumers from their past experience so that needs and
requirement of the consumers will be understood by Foreo in highly manner. Therefore, this
marketing communication mix helps the company in making alterations in the features of the
product accordingly that is in the year 2019, company provide the facility to the consumers to
buy Luna 2 foreo face cleanser for all skin type (Langer et al., 2017). Therefore, the above
estimation evaluated that company use internet marketing, sales promotion and advertising
strategy so that they can understand the preferences and motivate the consumers to buy the face
cleanser according to their needs.
Alignment of communication mix with findings
The communication mix shows the strong alignment of communication mix with the findings
received from understanding the overall mission and vision of the company as well as from
taking the survey regarding the attitudes for the Luna 2 foreo face cleanser. It is because through
advertising of the product from different media about the distinctive features and attributes of the
products consumers encouraged towards buying the product and describe that it is the excellent
product because past experience of the consumers was positive. The consumers also influenced
that they buy the product due to skincare expectation as well as ultra-hygienic (Badgaiyan &
Verma, 2015). The survey also revealed that Luna 2 foreo face cleanser mainly used for
massaging and ensure beautiful complexion these opinions also used by the company while
advertising the product television so that viewers gets attracted towards the product.

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The company use marketing communication mix and does sales promotion by understanding the
differences and different attitudes as well as perception of diverse consumers and group by
providing various discounts deals and offers to the consumers (Gatersleben et al., 2014). The
findings also revealed that media, friends is the major factor which encouraged the consumers to
buy the product that is friends and family dos marketing because of more offers and deals
through which large number of consumers gets attracted towards buying the particular product.
Therefore, the survey also revealed that culture and ethics of the individual encouraged the
consumers to buy the product in which discounts and commitment of the product play a major
role towards attracting the consumers. It is due to the reason that consumers believed that Luna 2
foreo face cleanser support the consumers by maintaining values, social corporate responsibility
as well as social norms and philosophies so that they become major part for encouraging the
consumers to purchase Luna 2 foreo face cleanser (Biswas et al., 2016).
The estimation and investigation of the consumers perception finds that communication mix is
the major factor for motivating the consumers to purchase the product and encouraging others
related friends and family. It is because of the reason that individual can maintain modern
lifestyle and product can impact the lifestyle of the consumers in highly positive manner (Jung et
al., 2016). The other communication mix that is internet marketing helps the company to attract
large number of consumers which help the individual to maintain culture, attitude as well as
understand the differences of the individual and group (Abidin et al., 2018). This results in
increasing the number of consumers in the year 2018 and helps the Foreo to increase the profits
as well as raise the reputation of the company it is because of managing the work and leads in
understanding the needs and perception of the consumers regarding their attitudes towards the
skincare expectations (Langer et al., 2017).
From the analysis it is analyzed that in the year 2019, the consumers of the company increases it
is because of raising the lifestyle of the consumers and meeting their expectation so that growth
of the firm will be maintained in the long run (Ramya & Ali, 2016). The several initiatives of the
company was taken because of gaining competitive advantage and to increase the capability so
that the company can sustain in the competitive environment. The other factor that is modern
lifestyle and income affects the individual to purchase the product, for this company also takes
initiatives to gain advantage in comparison to their competitors (Kumar & Patra, 2017). In this

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company continuously marketing in social media, company website about the features of the
product so that modern lifestyle of the consumers increases and for income factor, company
provide more discounts and deals through which low income group consumers also influence to
purchase Luna 2 foreo face cleanser.
Strategic recommendations
Foreo adopt various strategies to motivate the consumers for buying the Luna 2 foreo face
cleanser product and adopt several communication mix so that message is communicated to the
consumers in efficient manner. However, still company faces various difficulties because of high
degree of competition and continuous changes in the attitudes and perception of the consumers
(Bacik et al., 2018). The estimation revealed that profits sales of the company do not increase in
the same ratio (Abidin et al., 2018). The other issue which company face is increase in cost and
expenditure of the organization because of using communication mix strategy so that message is
communicated to the target consumers that is there is misalignment among the communication
mix strategy and consumer behavior. However, to solve this misalignment company can adopt
several strategies which includes-
It can develop the communication objectives in which company review the vision and mission
with the goals and objectives of communication. The objective should include the following
aspects which include self-image, personal advocacy, self-efficiency, emotion, perceived risk,
norms as well as knowledge. It is because this helps in aligning the behavior of the company
than that of the consumers and makes the necessary change in the Luna 2 foreo face cleanser so
that objective of the company will be achieved (Langer et al., 2017).
The other strategy which company can adopt is selecting the appropriate channel to reach the
target audience that is the company can also change and adopt the channel according to the
desired consumers. The estimation describes that it is important to understand the effective and
efficient usage of the channels by describing their strengths and weaknesses so that efficiency is
maintained in the organization. Therefore, there are four channels which includes interpersonal,
community based, mass media and digital as well as social media it is because through this Foreo
can target large number of audience and can understand their needs by asking their feedback. In
this the organization has to identify strengths and limitations of each channel and describe the

CONSUMER BEHAVIOR AND MARKETING PSYCHOLOGY 8
habits as well as preferences of the audience (Biswas et al., 2016). This strategy also support the
company to maintain fit among the message as well as channels through which they are
communicating.
Selecting the appropriate target audience is also the efficient strategy which Foreo can adopt,
through this company can organize program so that audience can provide the information about
their needs and requirements. In this Foreo review the current situation of the market and analyze
the audience so that all the barriers and characteristics of the change should be identified and
described. In this strategy the company should answer several questions that is how many people
should involve in the target group and described whether it can achieve the objective of
organizing the program (Bacik et al., 2018). The company also identified the timeframe and
resources which is helpful in maintaining communication. In this several information regarding
the values attitudes, age as well as attitude of the consumers is also recorded and develops the
analysis of the audience so that company can guide and develop the profiles of the audience.
Conclusion
From the above, it is concluded that Luna 2 foreo face cleanser is the excellent product which
satisfy the needs and requirements of the consumers. Therefore the company uses advertising,
internet marketing strategy to communicate the message to the audience. Foreo also face
difficulties because of more competition and for this it can rephrase the communication
objectives and can select the target audience.

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