Main factors that affect the choice of brand LOREAL
L’Oreal is a global organization. The company's activity is aimed at meeting the needs of the cosmetics on the global market. Thus L’Oreal is using common methods of its activities in all countries at the same time adapting them according to the features of a particular geographic market.
All the variety of factors influencing the choice of the brand L’Oreal can be divided into two groups: external factors and personal factors
External factors include marketing factors and environmental factors.
L'Oreal has a direct impact on consumers through marketing factors. These include elements of marketing mix (product, price, marketing and communications).
Environmental factors cannot be directly controlled by the company. However, they have a significant impact on consumer behaviour. The consumers have become taking into account the list of materials of which are manufactured the products of L’Oreal, closely watching the company's shares in favour of the environment. People increasingly require new tools that can really protect them from the negative impact of the exterior environment.
Thus cosmetic sector currently relies on the creation of products based on the most advanced technologies. These tools allow you to solve most of the problems with the skin and hair, which will not cause an allergic reaction. Creating such products and costly research and development can only afford major companies such as L’Oreal.

Economic, political, cultural and social factors play a special role.
Economic and political factors increasingly affect all other factors (social, cultural) than on the individual behaviour.
The most important economic factors are the dynamics of inflation, the state of the market for goods. For example, the impact of inflation on consumer behaviour is reflected in the financial possibilities, so the company L'Oreal makes a wide range of cosmetic products of high quality, to meet virtually any level of needs and financial ability. L'Oreal has a single and most effective philosophy is high quality products at the most affordable price for the consumer. This is the secret of high profits and constantly growing number of consumers
The political factors have greatest impact on consumer laws and regulations adopted by the State.
Cultural factors have the most direct impact on choosing the brand L’Oreal. They significantly influence the formation of the core values in society; define relationships in concepts such as risk, personal freedom, success, individualism, etc. well as cultural factors determine significant differences in the behaviour of consumers living in different countries.
Consumer behaviour is always influenced by social factors, most of which are social status, reference groups, family, social roles and status. In this case, the huge role played by advertising L’Oreal, which generates positive emotions involving very famous people: actress, singers, models, TV presenters - world stars. L’Oreal products designed for people motivated and secured, and the asking price for a product promises decent quality.
Among the most significant personality factors are usually the following: age, occupation, education, economic status, type of personality, self-esteem, perceptions, attitudes and beliefs; lifestyle.
A person's age determines his tastes, desires, values and general behaviour. The major group is women aged 25-35 who use the brand L’Oreal. Their brand choice is associated with their life cycle.
Occupation is also a factor influencing the choice of brand. L’Oreal uses advertising slogans that claim with L’Oreal, you will be more confident and successful.
Economic status (income level, its stability, availability of savings, etc.) man largely determines its consumption and the behaviour of the market. L'Oreal products mainly used by women who have w a high income.
So today, branding is considered as one of the most effective ways to win and keep consumer preferences and position in the market, determines the brand recognition and loyalty to him that ultimately affects the profitability and efficiency of the operation and also effectiveness of the brand
.Bibliography:
http://www.fashionista.ru/beauty/skin_cosmetics/loreal.htm http://loreal.com/default.aspx Marketing, Donal Rogan, 3rd Ed. Gill& Macmillan
Organizational Behaviors and analysis: An integrated approach. Derek Rollinson. Second Edition.p17,48.