Consumer Behavior

SYED AKBAR HASAN

BBA 4-D 1811264

HEWLETT-PACKARD | [Company address]
Ans.1) The basis of segmentation for Garnier is on product usage as it is available in general
stores and is used regularly by the customers. Maybelline is segmented on usage, as well as on the
basis of culture as it is a French company but is associated with the origin of the country it is
manufactured and sold in, so that the customers think it is a local brand. Professional range is
segmented on the basis of usage as it is only available on saloons for the customers seeking beauty
service and want to improve their skin. Active cosmetics brands are segmented on the basis of benefits
as it is available in pharmaceuticals and need experts opinion to beautify their skin and face. Helena
Rubinstein skin care is segmented on the basis on gender and age as most women between the age of
20-30 to look young and have wild colors.

Ans.2) The need for segment for Garnier is to capture a large base of customers as it is available in most
or all stores and is a product that can be used by almost everyone. This way, L’Oréal would be able to
capture a large market and gain more revenue and would also be able to get a good brand image.
Maybelline is also the same as Garnier, however it also adds cultural segmentation which benefits them
in a way that they will be able to capture a better market as they will adapt the American culture and
this will increase their sales. By adapting the American culture, it will help them to enter the market and
attract customers, as most Americans think that it is a local brand and hence will create brand loyalty.
The need for segmentation for professional range is necessary because they are expensive and are only
available at saloons for beauty and this will bring an elite touch to it. If they don’t segment it from other
products then customers will think of it as a low quality product and would not consider buying it. By
making it available only in saloons, this makes it look like good quality product which is only available
where people go to look more beautiful and this makes professional range different from others and it is
imaged as only beauty product. Active cosmetics brand needed segmentation because they are intense
beauty creams and products and require expert opinion before using it and that is why they are only
available in pharmaceuticals. If it will be available everywhere then this will put a bad image for the
product as without expert opinion it might ruin skin and hence, brand image. Helena Rubinstein skin
care needed segmentation because there was no particular product that targeted working women who
were between the age of 20-30 and by this they can capture working women market by age
segmentation.

Ans.3) L’Oréal makes cultural segmentation because this way they will capture market globally as most
customers think that they should buy local products as compared to international products so that their
local economy benefits. By doing cultural segmentation, this increases the customer base as well as
loyalty because L’Oréal has blended in the local culture of the country, e.g, Maybelline has adapted the
American culture and most people think that it is a local brand and buy that. By doing cultural
segmentation, they can capture a huge target audience and a more lasting relationship between the
company and customer by sharing values and language.
Ans.4) Digital segmentation is different from non-digital segmentation in a way that no matter how you
communicate or do marketing, you still cannot cover the whole market. By using digital segmentation,
you can cover most or all customers in a way that you can send messages about advertisements and
promotions. Most people now a days use Facebook and other social media applications and this will
help the product to come into recognition and promotions in a way that ads can be played so that
people can know about the product. By digital segmentation, it can cover over 130 countries in which
they are selling. Through chat rooms and online communication, we can know about the customers
needs and wants and then cater to their needs and make accordingly. Also, 10-15 seconds
advertisements can be played on Youtube, this is more effective than non-digital segmentation as it
covers a vaster customer base. Now a days people get influenced more by social media and this can help
L’Oréal in a way that they can capture more customers by doing the suitable advertisements on social
media. Another benefit of digital segmentation is that queries and other information can be received
online and this improves the knowledge about the product and tells us what it really is about