Digital Marketing

CONSUMER PSYCHOLOGY AND BEHAVIOUR - A3 (Template Version)

You should follow this flow: Nature of company (when & where it was established) → industry introduction, main products → primary target market → major rivals → market share/sales

Table of Contents
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Table of Contents

DETAILED INSTRUCTION

A/ Assignment recap

 

  • Choose a brand
  • Analyze internal and external factors that brand marketers used to influence target customers
  • Provide recommendation to the brand to improve the consumer behavior

 

Suggested structure:

I/ Introduction (Suggested 8 Slides)

II/ Internal influences

  1. Learning (Suggested 8 Slides)
  2. Motivation (Suggested 5 Slides)
  3. Attitude (Suggested 4 Slides)

III/ External influences

  1. Cultural value (Suggested 8 Slides)
  2. Demographics (Suggested 2 Slides) 
  3. Group Influences (Suggested 2 Slides) 

IV/ Recommendations (Suggested 6 Slides) 

 

B/ Keyword Explanation

  1. Classical conditioning: Classical conditioning is a learning process where a previously neutral stimulus becomes associated with a naturally occurring stimulus. Over time, the neutral stimulus comes to evoke the same response as the natural stimulus.
  2. Operant conditioning focuses on the consequences of a behavior to influence future behavior (Rewards and Punishments, Feedback and Reviews, Product Customization, Social Media Engagement)
  3. Iconic rote learning: involves memorizing through repetition, creating associations between concepts without conditioning, often achieved through repeated advertising messages.
  4. Vicarious learning: Learn by observing others' behavior and adjusting our behavior
  5. Reasoning: Brand contents using this approach usually provide the information necessary to allow the learning to take place.
  6. Motivation: The underlying psychological processes that influence consumer decision making steps.
  7. Affective component: Emotion or feelings about specific attributes or overall object
  8. Cognitive component: Beliefs about specific attributes or overall object
  9. Behavioral component: Behavioral intentions with respect to specific attributes or overall object
  10. Other-oriented cultural value: Appropriate relationships and behaviors with others
  11. Environment-oriented cultural value: Prescribes a society’s relationship with its economic, technical, physical environments
  12. Self-oriented cultural value: Reflects objectives and approaches to life that are desirable for an individual of a society.
  13. Informational influence: Behaviors and opinions of reference groups are used as useful pieces of information

 

  1. Normative influence: A person satisfies group expectations to gain a reward or avoid a punishment. Approval or Disapproval
  2. Identification influence: Value-expressive influence. A person uses group norms and values to guide their own attitudes or values. Self-concept & identity

 

C/ Detailed guidance:

I/ Introduction

  • You should follow this flow:

Nature of company (when & where it was established) → industry introduction, main products → primary target market → major rivals → market share/sales

 

Example: LaRoche Posay

Established in 1975, La Roche-Posay has become a hallmark of skincare excellence, leveraging its Selenium-rich Thermal Spring Water from La Roche-Posay, France, to craft products acclaimed for their healing and protective benefits. The brand's Thermal Center, a beacon of thermal dermatology in Europe, underscores its dedication to using these natural properties to address a range of skin conditions effectively.

 

LRP's history

La Roche-Posay's storied heritage, beginning with its 14th-century discovery and leading to its recognition by the French Academy of Medicine in 1897, showcases its longstanding commitment to dermatological health through its selenium-rich thermal spring water. The brand's establishment in 1975 and subsequent innovations, such as the Anthelios sunscreen line with advanced UVA and UVB protection, highlight its dedication to pioneering skincare solutions. These milestones not only mark La Roche-Posay's evolution but also reinforce its role as a leader in dermatological care and sun safety.

 

Market analysis:

a, Brief analysis of the cosmetics market

90% of the cosmetics in Vietnam are imported, since many local consumers believe that foreign products offer better quality than local alternatives. Furthermore, They tend to be willing to pay higher prices for the perceived higher quality of international skin care brands.

b, Brand’s values, purpose & positioning:

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