Consumer Behaviour: Case Example of Loreal

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Consumer Behaviour

For a product or service of your choice select a print or broadcast advertisement or campaign. Using appropriate theories and modules explain how your chosen marketing communication seeks to influence consumer behaviour. 1. Knowledge and understanding of psychological core: attention, perception, motivation, learning, attitude, and memory. 2. Knowledge and understanding of consumer culture: social class, household influences, personality, lifestyle, values and social influences. 3. Knowledge and understanding of the consumer decision making process

Introduction
L’Oreal
L’Oreal is the world largest cosmetics and beauty organisation, which is headquartered in Paris, France. L’Oreal has developed different product for the field of cosmetics, which are hair colour skin care, sun protection, make up, perfume and hair care. The company operates in over 103 countries. It markets 18 brands through two divisions, which are cosmetics and dermatology. The cosmetics division of L'Oreal has four segments: professional products, consumer products, luxury products and active cosmetics. L’Oreal advertising is one of the most important factors affected purchasing decision. The advertising is available anywhere both inside and outside home. Recent research suggests that people spend two and a half hours on average watching television (Dekinson R, cited emeraidinsight, 2003). Typically every company realise an essential of advertising as it is shown in the profit and loss statement. Moreover it is noticeable that budget for advertising always high. It is well-known fact that advertising plays an important role in people's daily lives. In this assignment, I have chosen one of the most famous advertisements for L’Oreal hair care product, which are the new L’Oreal Paris Elvive Full Restore 5 shampoo, conditioner and masque. L’Oreal have chosen Cheryl Cole as a new spokesperson for this advertisement. As a rising global star, Cheryl’s beauty, personality and style have helped her secure a place in the hearts of the nation. Also Cheryl is a glamorous, stylish and talented young woman whose warmth and charm has helped to establish her as an inspiration to women throughout the UK. Cheryl’s striking beauty and much admired hair makes her the perfect ambassadress for L’Oreal Paris UK.

This new range has been developed following a nationally representative study of thousands of women in the UK. The findings identified 5 shared hair concerns. In response to the findings, L’Oreal Paris has developed Elvive Full Restore 5 to address these top 5 concerns with 1 solution, for hair that feels stronger and soft to touch, looks fuller and revitalised with a healthy-looking shine. (Cited loreal-paris.co.uk: 2009)

Psychology of marketing
Perception
Perception is the process by which physical sensations such as sights, sounds, and smells are selected, organised and interpreted. We process raw data (sensation); however, the study of perception focuses on what we add to or take away from these sensations as we assign meaning to them. (Solomon M. et. al, 1999 p.40) A perceptual process is a widely used marketing tool, which evaluates the relative standing of competing brands along relevant dimensions. Marketing stimuli have important sensory qualities as we rely on colours, odours, sounds, tastes and even the feel of products when forming evaluation of them. Many stimuli compete for our attention and the majority are not noticed or comprehended. Therefore, not all sensations have successfully made their way through the perceptual process.

The display of red and white in the L’Oreal Full Restore 5 Elvive reminds feeling of nationalism for English people as part of the United Kingdom. Therefore, such powerful cultural meanings make colour a central aspect of many marketing strategies. (Solomon et. al., 2002, p. 38) There is also an evidence to suggest that the red colour is arousing while others (such as blue and...
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