Contents

Question 1: .................................................................................................................................................... 3
I. Consumer buying path for UV Defender Invisible Fluid Loreal sunscreen ..................................... 3
II. The stages of consumer learning on the Internet. .......................................................................... 5
1. Components and features ........................................................................................................... 5
2. Performance and efficacy:.......................................................................................................... 5
3. User manual................................................................................................................................. 6
4. Affects skin .................................................................................................................................. 6
5. User ratings.................................................................................................................................. 6
6. Prices and promotional offers ..................................................................................................... 6
7. Brand and origin ......................................................................................................................... 6
III. In the purchase phase go through the following steps:.............................................................. 7
1. Decision to buy ............................................................................................................................. 7
2. Purchase channel ......................................................................................................................... 7
3. Payment ........................................................................................................................................ 7
4. Complete the transaction ............................................................................................................ 7
5. Shipping and Delivery .................................................................................................................. 7
6. Product Experience ...................................................................................................................... 7
Question 2: .................................................................................................................................................... 8
Question 3: .................................................................................................................................................. 10
1. Awareness and Learning Stage ...................................................................................................... 10
2. Review and Discernment Stage ..................................................................................................... 10
a. Not tested on animals .................................................................................................................. 10
b. There are no reports of skin irritation of the sunscreen .............................................................. 10
3. Procurement Phase ........................................................................................................................ 10
4. Post-Purchase Evaluation Stage..................................................................................................... 10
Question 4: .................................................................................................................................................. 11
1. Product Policy ............................................................................................................................... 11
a. Design ......................................................................................................................................... 11
b. Packaging .................................................................................................................................... 11
c. Uses ............................................................................................................................................. 11
d. Pack ............................................................................................................................................. 11

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2. Price policy .................................................................................................................................... 12
a. Expense ....................................................................................................................................... 12
b. Pricing strategy: Product line pricing ......................................................................................... 12
c. Price adjustment strategy ............................................................................................................ 12
3. Distribution channel policy .......................................................................................................... 12
a. Direct distribution channel model .............................................................................................. 12
b. Selecting channel members ......................................................................................................... 12
c. Rate channel members ................................................................................................................ 12
4. Mixed promotion policy................................................................................................................ 13
a. Advertisement............................................................................................................................. 13
b. Personal sales .............................................................................................................................. 13
c. Promotion.................................................................................................................................... 13
d. Public Relations .......................................................................................................................... 13
e. Direct Marketing ......................................................................................................................... 13
f. KOLs ........................................................................................................................................... 13

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 TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING
MÃ ĐỀ/ĐỀ SỐ
KHOA: MARKETING

ĐỀ THI KẾT THÚC HỌC PHẦN HÌNH THỨC THI

Môn thi: Consumer Behaviour

 Tự luận
Lớp học phần:. 100071  Trắc nghiệm
Thời gian: Từ 14/08 đến 28/08/2023 - Được sử dụng tài liệu
 Thực hành/
Vấn đáp

Họ và tên: Nguyễn Thị Bích Ngọc Mã sinh viên: 2121011977

Họ và tên: Trịnh Hoài Phương Mã sinh viên: 2121012567

Họ và tên: Ngô Thảo Vy Mã sinh viên: 2121013065

Lớp: IP21DMA03

EFFECTING CONSUMERS' PURCHASING BEHAVIOR THROUGH DEFENDER

INVISIBLE FLUID LOREAL UV ANTI-SUN PRODUCTS

Question 1:

I. Consumer buying path for UV Defender Invisible Fluid Loreal sunscreen

Stage Consumer action Factors affecting

1.Awareness Saw a social media ad for L'Oréal . - Online advertising, product

sunscreen images, internal agents.
- Referred by friends and family

2.Learn Search online for "Uv Defender Search online, reviews, manuals
Invisible Fluid Loreal Sunscreen"

3. Review Read reviews on the website, watch User reviews, other people's
how-to videos experiences

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4. Delimitation Compare with other products, see Price, features, promotions
promotional offers

5. Shopping Make a product purchase Payment conditions, ease of

transactions

• Real experience, make an

6. Post-purchase Write reviews, share experiences on
impact on others
review social networks

• At the awareness stage , the need to buy sunscreen products can originate from 2
factors:
• Intrinsic irritants: Use sunscreen to avoid UVB rays present in the sun, which cause
skin damage such as sunburn, darkening of the skin and contribute to skin cancer.
• External actors: Consumers learn about Uv Defender Invisible Fluid Loreal Sunscreen
products through advertising, media, or other sources. They do not really understand
the sunscreen product and its effects. Besides, they can receive products through
relatives, friends, influencers,...
• During the research phase , consumers will search for information about UV Defender
Invisible Fluid L'oreal sunscreen products on the Internet.
• Online resources include:
o Loreal official website : provides information on features, ingredients, instructions
for use, effectiveness and user feedback

Figure 1: Product information on Loreal .'s official website

o Online shopping sites: Shopee, Lazada, eBay provide product information, user
reviews, product images and pricing information.

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 o Websites specializing in beauty and skin care: Allure, Cosmopolitan, Reddit,
SkincareAddiction provide an environment for users to share experiences and skin
care product reviews.
o Social networking platforms: Instagram, Facebook, Twitter share product
information along with images and videos demonstrating how to use.
o Relatives, friends, Influences: Share their experiences and reviews about sunscreen,
providing a view from the user's perspective.

Figure 2: Beauty Blogger Lucia's UV Defender Invisible Fluid L'oreal sunscreen

experience and review
II. The stages of consumer learning on the Internet.
1. Components and features
• It's a pure chemical sunscreen
• 6 modern sunscreen filters
• Silica, Silica Silylate: help control oil, reduce greasy.
• Hydroxyacetophenone, Sodium Hyaluronate, Glycerol, Sodium Hyaluronate, Vitamin
E: antioxidant, moisturizing and soothing skin, reducing flaking
• Contains fragrances such as: Limonene, Linalool (citrus), Fragrance, Alpha-Isomethyl
Ionone, Hexyl Cinnamal (fragrance) and dry alcohol
2. Performance and efficacy:
• Sunscreen, moisturizer, chemical sunscreen, anti-dehydration, texture, UV protection,
soothing.

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3. User manual
• Apply an appropriate amount to the skin and spread evenly so that the sunscreen lotion
is absorbed into the skin.
• It is recommended to reapply the product when outdoors or exposed to water after 2
hours.
4. Affects skin
• All skin types, especially oily-dry combination skin, skin treatment
5. User ratings
• Customers can view reviews on review websites, discussion forums or social networks.
• Watch video reviews by influencers
• Recommended by friends and colleagues
6. Prices and promotional offers
• Many discount programs such as: 60k discount voucher, buy 1 get 1 free, 25% sale,
Shock deal 0 VND,...

Figure 3: Offers of UV Defender Invisible Fluid Loreal Sunscreen

7. Brand and origin
• L'Oreal - France

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In short, consumers will receive product information to help them make informed decisions about
buying products or not.
• During the review phase , consumers start looking for sunscreen product reviews. The
information is accessed from sources such as the official website, blog, reviews on
facebook groups, reviews on e-commerce platform shopee, lazada, video tutorials of
influences, and opinions from people. personal use, friends, colleagues,...
• In the segmentation phase, consumers will make specific comparisons between different
sunscreen products to make a final decision on which product to buy. In this stage, the
consumer has identified a list of potential products and looks at each product in more detail
to find the product that best suits his or her needs and expectations.
• Compare product features: SPF protection, water resistance, usage, soothing ability,...
• Compare skin benefits: prevent UV rays, reduce redness and burning, fade dark spots,
provide nutrients to the skin, and maintain healthy skin.
• Compare prices: the price of sunscreen products and product quality compared to the price
• The importance of reputation and brand: consider the prestige and reputation of the
sunscreen product brand; scientific literature, quality licenses, and product scientific
studies
III. In the purchase phase go through the following steps:
1. Decision to buy
• After consideration and identification, consumers chose the sunscreen product they
believed was appropriate.
2. Purchase channel
• Consumers decide to buy products from direct stores such as cosmetic stores or
supermarkets, shopping malls, orthodox stores, guardians, hasaki, etc.
• Shop online via company website, mobile app, or e-commerce platforms shopee,
lazada.
3. Payment
• They choose the appropriate payment method such as cash, credit card, debit card, e-
wallet or other online payment methods.
4. Complete the transaction
• Order Confirmation: After selecting a product and making payment, the consumer
receives an order confirmation from the store or purchase website.
5. Shipping and Delivery
• Delivery time: They wait for the product to be shipped and delivered to the desired
address. Delivery time is served quickly so as not to affect the shopping experience.
6. Product Experience
• After receiving the product, the consumer will inspect the product to ensure that it
matches the description and is free of damage.
• Post-purchase evaluation phase:
After consumers have purchased and used a sunscreen, they will comment on their
experiences with the product as follows:
1. Evaluation of effectiveness and features: feel when used, not greasy, sticky;
ability to penetrate the skin.

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 2. Product quality: side effects, skin irritation, allergies,...
3. Repurchase decision: level of satisfaction with products and associated services
4. Social interaction: share your experience with other consumers: friends,
colleagues, relatives, people who want to experience the product

Question 2:

Factors affecting the stages of formation and changing consumer attitudes in the buying
process of UV Defender Invisible Fluid Loreal sunscreen include:
• Cultural Factor
• Social Factors
• Personal factors (play the most important role)
• Psychological factors

Stage Cultural Factor Social Factors Personal factors Psychological

factors

Awareness Attitudes towards - Influence from - Knowledge of Emotions and

and skin, appearance: acquaintances: skin care related needs:
Understanding In some cultures, Advice from products. Feelings of
fair skin is family, friends or - Skin insecurity about
considered the loved ones can condition: skin, concerns
beauty standard. motivate people with about the effects
Products with skin consumers to sensitive skin, of UV rays, or a
whitening learn about UV acne need to desire to have
properties may be protection and find sunscreen healthy and
of interest to use sunscreen products. beautiful skin
consumers in these products. can motivate
cultures. Social influence: consumers to
Stories, articles or seek
conversations in information.
social about the
communities can product.
create awareness - Finding a
about sunscreen solution: The
use and the need to find a
impact of UV solution to a
rays on the skin. problem drives
the discovery of
sunscreen.

Review and Prioritize health Beauty pressure: - Personality Feeling of

Discernment and safety: In In some places, and lifestyle: enjoyment:

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 some cultures, skin beauty standards active, active With the use
health and product and fair skin are people who love and features that
safety may come considered outdoor UV Defender
first. Strong and important. activities can Invisible Fluid
non-irritating sun Pressure from look for UV Loreal
protection can be society can push Defender sunscreen
important. consumers to Invisible Fluid brings, it helps
seek sunscreen Loreal motivate
products to sunscreen with consumers to
protect their skin. good oil control. choose
products.

Shopping Brand Reference group Income and Emotions

trustworthiness: influence: finance: UV Satisfaction:
Brands play an Influence from Defender Buying products
important role in family, friends, Invisible Fluid that meet the
determining the co-workers or Loreal needs and
quality and other consumers sunscreen desires of
reliability of a can drive decision product is consumers will
product. The to buy sunscreen priced from create a feeling
L'Oréal brand can products. 200-300 of satisfaction
create trust in some - The influence VND/sp. This is and satisfaction.
cultures. of opinion considered a
Cost and value: leaders: models, student price,
Consumers may be influential suitable for the
willing to pay large celebrities in the pocket of
sums for a product field of beauty. consumers but
with good the quality is up
performance. They to standard.
see UV protection
as an investment
for the future.

Post-purchase News about - Share - Personal Feelings of

review results: Personal experiences: experience: pride: When a
experiences and Share positive after using the product works,
results of using the experiences on product, meets
product can be social networks. consumers have expectations,
shared within Community a positive consumers feel
cultural involvement: attitude. proud of having
communities. The Join skin care and - Goals and made a smart
success or failure of beauty groups expectations: decision.
the product makes a that help support The level of
big impact on other and influence satisfaction with
product use. the use of the

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 consumers in the product and the
same culture. level of
response to
consumers'
personal
expectations
through star
rating.

Question 3:

At each stage, different forms of persuasion are used:

1. Awareness and Learning Stage
• Advertising and Communication: Traditional advertising, social media ads, YouTube
product tutorials, and fashion websites can persuade consumers to learn about products and
protections skin from UV rays.
• Educational content: Expert articles, blogs, or articles on the effects of UV rays on skin and
the importance of sunscreen use can convince consumers to raise product awareness.
2. Review and Discernment Stage
• User Reviews: Real reviews from other users can convince consumers of a product's actual
effectiveness in protecting skin from the effects of UV rays.
• Ingredient Information: Detailed information about sunscreen ingredients, UVA/UVB
protection, non-irritating, and nutrients can convince consumers of a product's safety and
effectiveness.
• The difference of the product compared to other sunscreens:
a. Not tested on animals
• Ensure safety and ethics : build a brand and make an impression on consumers who care
about animals.
• Determination of safety for users : This is a commitment in research into the safety of
products for the user's skin.
b. There are no reports of skin irritation of the sunscreen
• Build confidence: No reports of skin irritation can build confidence about the product's
gentleness and skin-friendliness, low irritant potential.
• Proof of Quality: The absence of reports of skin irritation can be an indication of product
quality and likely skin safety.
3. Procurement Phase
• Promotions and Offers: Promotions, giveaways or special discounts on products can
convince consumers to decide to buy the product during this period.
• Free Sample Experience: Offering a free trial or sample of a product can convince
consumers before deciding to buy.
4. Post-Purchase Evaluation Stage

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 • Experience Sharing: Sharing a positive or negative experience after using a product on
social media or review sites can convince other consumers.
• Loyalty program: Special offers for regular customers can convince consumers to
continue supporting the product.
In short, the appropriate form of persuasion will vary with each purchase stage. From advertising
and educational content at the awareness and learning stages, to user reviews and ingredient
information at the review and identification stages, promotions and sample experiences at the
shopping stage, As well as sharing experiences and loyalty programs at the post-purchase
evaluation stage, all of these factors can drive consumer purchasing decisions.

Question 4:

Marketing mix strategy for UV Defender Invisible Fluid Loreal sunscreen product
1. Product Policy
a. Design
• Compact design, white body with gold lid accents, easy to hold and carry.
a. Ingredient
• Chemical sunscreen
• Use strong UV protective film
• With SPF50+ sun protection and long-lasting UVA protection, it effectively protects
the skin from the signs of aging caused by UV rays such as brown spots, dull skin and
wrinkles.
• x20 texture is thinner and lighter than conventional sunscreens, durable protection
under the effects of pollution, humidity, high temperature, even skin tone, reduce
darkening
• L'Oreal's exclusive Netlock technology.
b. Packaging
• Easy-to-open lidded packaging
• Show detailed product information
• The text printed on the packaging is slim and sharp, the font is elongated and the colors
are simple and clear
c. Uses
• Prevent aging 5 years in just 6 months of use
• Minimizes fine lines, dark spots and tan.
• Protects from long-range UVA, UVB and ultraviolet rays.
• Moisturizing
• Suitable for all skin types
d. Pack
• UV Defender Invisible Fluid Loreal sunscreen product has a package packaging, the
sunscreen is packaged in a plastic bottle with a screw cap, inside with a small round
cap to help users get the right amount of cream when used.

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  Helps protect products, keep products from being damaged, broken before reaching
consumers, easy to handle, use as well as transport.
2. Price policy
• The average price of UV Defender Invisible Fluid Loreal sunscreen is from 200-300
thousand VND/product.
• Same product but different prices in different places. Products sold at the mall will cost
more than those sold at the grocery store.
a. Expense
• Fixed costs: Ground, fixed asset depreciation
• Variable costs: Materials, staff salaries, investment costs, communication,...
b. Pricing strategy: Product line pricing
As a new innovation to meet the needs of natural, benign beauty for the skin, combining
both sun protection and skin care with many natural essences such as vitamin B3 & C,
collagen ... should have a slightly higher price than the previous type.
c. Price adjustment strategy
• Discounted unit prices and rebates:
o Discount 1 time a year on store systems.
For example: On holidays, the store systems often create a sale hunt to stimulate
demand
UV Defender Invisible Fluid Loreal sunscreen with attractive promotions.
o Gratitude to customers.
For example: Showroom Rohto. The program is exclusively for Rohto members.
Customers with birthdays in July, get 15% off on purchases. Aeon Membership
Day (July 5 & Jul 20): At Aeon, When buying any Rohto product, you will get 5%
off.
o Buy 1 get 1 free
• Discriminant pricing: different prices depending on time, customer characteristics,
product, location
• Psychological valuation
3. Distribution channel policy
a. Direct distribution channel model
• Sunscreen ⇒ Consumers through e-commerce platforms
a. Indirect distribution channel model
b. Selecting channel members
• Recruiting experienced staff, with stable sales records, friendly and welcoming.
• Among the members, there must be interaction, close harmony, and mutual support
in work.
c. Rate channel members
• Periodically, the company will let people check sales, inventory, delivery time ...
and offer solutions.
• There is a separate way to handle goods that are lost or damaged during
transportation to customers.

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4. Mixed promotion policy
a. Advertisement
• Advertise on FB, Youtube, Tiktok through introductory videos, product manuals
b. Personal sales
• Professional staff, fully trained, help answer questions and improve product knowledge
c. Promotion
• Buy 1 bottle get 1 lotion free
• Buy 2 get 1 free when you buy 1 bottle of sunscreen with a box of lotion, you will get
another bottle of sunscreen for free.
• Discount voucher, freeship
d. Public Relations
• Increase customer awareness with products through community programs
e. Direct Marketing
• Television, newspapers and magazines
f. KOLs
• Influencers in the beauty industry create trust and drive purchase decisions.
• Examples of cultural and subculture influences:

In a culture that considers fair skin the beauty standard, sunscreen products with skin-
whitening properties can be strongly promoted and generate demand.

• Examples of family and reference group influences:

Example: A consumer often hears skin care advice from friends or family. If friends
recommend specific sunscreen products, this may influence their purchase decision.

• Example of the opinion leader role:

Example: A beauty celebrity or influencer gives a positive review of a sunscreen

product, which can convince a large number of consumers to follow them.

In summary, the Marketing Mix strategy not only creates specific elements, but also interacts
with cultural factors, reference groups, families and opinion leaders to influence the buying
decision process. of consumers

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