Shiseido is a Japanese cosmetics company looking to launch products in the US market. Their target market is women. The presentation discusses various cultural, social, personal, and psychological factors that influence consumers' cosmetics buying behavior, such as opinions of friends and family, brand status, age, and motivation. It also outlines the different types of buying decision processes consumers may go through, from initial need recognition to post-purchase evaluation. Suggestions are provided to Shiseido for promoting their products online and through events and ensuring their retail outlets are well-trained.

1. P R E S E N T S

2. MKT201 Presentation
Salman Bin Firoz

4. Introduction
Shiseido
Moto
Target Market Launching Product in USA
Product Categories

5. Products

6. Culture factors:
***What is culture??
***Relationship between culture
and cosmetics
*** cosmetics buying behavior
Factors that Effect Cosmetics Buying Behavior
Social factors:
*** Relationship between consumer
buying behavior and social factors
***cosmetics and status

7. Personal Factors:
*** cosmetics and age
*** cosmetics and occupation
*** buying decision with
economical status
Psychological factors:
***motivation, perception and learning
*** cosmetics experience
How are these factors changing?

8. Types of Buying Decision Behavior are
involved in Purchasing Cosmetics
Complex Buying Behavior:
 Price is high
 Significance differences between brands
 Customer wants more information
Dissonance-Reducing Buying behavior:
 Price high
 Customers feel uncomfortable
 Less significance differences

9.  There are a few participants who play the vital roles in the consumer
buying decision.
 In the cosmetic industry, these participants are more vivid and effective.
 The roles tend to be the role of user, influencer, decider and buyer.
Sometimes one participant can play many roles.
 INFLUENCER is likely to be the most crucial role in cosmetic buying.
 Internet, Advertisements and advice and experience of friends and family
are important.
 Shiseido mainly focuses on female products and therefore their behavior
is the goal decider.

10. Variety Seeking Buying Behavior:
 Price is low
 Perceive brand switching
Habitual Buying Behavior:
 Price is low
 Buy in regular basis
 Accept alcohol, drugs etc.

11. Buying Decision Process for
Cosmetics.
Need Recognition
 To feel beautiful
 Need for cosmetics
Information Search :
 Suggestions from friends & family
 Browse internet
 Consumer organization
 Own experience

12. Evaluation of Alternatives :
 Lack of free samples
 Beauty consultants
Purchase Decision :
 Depends on others suggestion
 Price is higher than consumer’s budget
Post Purchase Decision :
 Depends on consumers expectation
 Start business by giving consumers low expectations

13. Suggestion
 Should emphasize on online promotion
 Should arrange or sponsor some related events
 Should pass up cultural blockades
 Make consumers get reminded their products
 Should train people who are in charge of the retail outlets.
 Should find right place to make sales of beauty products
 Should give away sample.
 Should focus on channel or distribution differentiation
 Goodies Sold in threes
 Skin care promises
 Should take competitive advantages