Understanding Consumer Behavior on Unilever (GC01708)

How successful is Unilever in applying its understanding of factors that influence consumer behavior to market its products?

Table of Contents

1.0      Introduction.

2.0 How successful is Unilever in applying its understanding of factors that influence consumer behavior to market its products?

2.1 Shiffman’s consumer behavior frameworks.

2.2 Unilever’s understanding of three factors that influence consumer behavior to market its products

Marketing mix and communication.

Socio-cultural factors.

Physiological factors.

3.0 Conclusion.

References.

1.0  Introduction

Unilever is known as the British-Dutch international consumer goods organization which is famous for being the biggest soap producer in the world (Jack, 2019). The definition of consumer behavior is the activities and the decision methods of people who buy goods and services for individual costs. The socio-cultural factors, physiological factors, and marketing mix communication can influence consumer behaviors. In this report, the main purpose is to discuss how the Unilever Company creates success after using these factors.

2.0 How successful is Unilever in applying its understanding of factors that influence consumer behavior to market its products?

2.1 Shiffman’s consumer behavior frameworks

According to Taylor (2018), consumer behavior means the person, teams, or companies and all the performances attached with the buying, use and adjustment of commodities, products and services, and how the consumer’s feelings, behaviors and choices affect purchasing behavior. Basically, consumers study their customers and their behavior refers to how the customers will behave when they buy products for their satisfaction. The consumer decision-making example is knotting together the thoughts on consumer decision-making and cost behavior. It is planned to adjust and identical topical ideas into a serious whole. The example signs that the factors can be discovered at the input level, process and output level.

2.2 Unilever’s understanding of three factors that influence consumer behavior to market its products

Marketing mix and communication

Marketing mix means a root sample for organizations, concentrated on goods, values, location, and progress. Ross (2019) stated that the marketing mix has been known as the “set of marketing instruments that the organization uses to research its marketing motives in the target market”. Unilever materials a complicated marketing mix that figures out manufacturers’ varieties and alternatives among markets all over the world. David (2018) stated that a company’s marketing mix or 4Ps that means Product, Place, Promotion and Price considers the conjunction of business techniques plans to receive the aim market. In Unilever’s marketing mix, the manufacture material and location material are most essential. Still, the progress material and value material confirm the firm’s benefits. As the main company in consumer accessories labor, Unilever must hold a marketing mix that conducts competition and other challenges in the worldwide market. Unilever’s marketing mix (4Ps) engages a variety of manufactures and markets, which indicate varieties in pricing. Imagining the range of its consumer goods business, the company has complicated access to its marketing mix.

Socio-cultural factors

George (2018) stated that socio-cultural factors mean the bigger range of impacts within cultures and communities that affect the ideas, thinking, emotions and attitudes. Also, it affects a person’s lifestyle. These can be involved accessories, religion, purchasing manners, education level, and family size quantity and formation and population fortune. By attaching its soap brand to news fortify secure self honors for females of all generations, races, types, forms, and shapes, the soap name Dove has earned the respect and trust of consumers in many nations. Unilever also sells laundry manufactures in progressing countries where water is a rare arsenal, still, consumers are used to seizing dresses many times to get them clear. Joe (2018) stated that, to dealing with both consumer requirements and socio-cultural problems, Unilever has kept manufacturers out in the market that only require one scour. In addition, consumers were still doing more than two scours, so Unilever had to be very unique in teaching them. Mainly, Unilever wants to create strong connections with its customers by forming confirm its brands are down-to-earth and original.

Physiological factors

Physiological factors mean the things with is related a person’s physical body. Frinkle (2018) stated that it can affect a person’s thinking style. It can also bring variations to the brain’s formation for wound, elaborated times of laziness, or physical pressure.  In the period of Dove’s “Campaign for Real Beauty”, Unilever concentrates on large consumer experiments into females’ behaviors and feelings, the campaign uses publicity, special occasion, and other information to converse beauty stereotypes and create the tip that actual beauty is more than skin thick. Unilever is seeing far quickly achievement attitude to motivate hygienic, environmentally maintainable attitude to the entire world (kite, 2019). By many experiments, it has ordained that the primary move is to assist consumers to feel why they should do something for example cleanup with soap to confine the expansion of illness. Another move is to display to them how facile it is to take the case such as to purchase dozen of soap and use them. Then, they must create the modern attitude desired such as cleanup can provide the family secure from the bacterium. The next step is too essential to create consumers realized better about doing this activity for themselves, their relatives, and communities. The last step is to search a path to remain the attitude over time by telling the children to cleanup before their food. To use these five moves, Unilever has convinced pile of consumers in progressing nations to resort to the hygienic habit of cleaning up their hands and raising the firm’s Lifebuoy soap brand at the same time.

3.0 Conclusion

In this essay, the discussion is about how successful Unilever is in applying its understanding of factors that influence consumer behavior to market its products. After the discussion, the conclusion is that Unilever is very successful in applying the factors. Besides, in this essay, the first discussion is about Shiffman’s consumer behavior frameworks and the next discussion is about Unilever’s understanding of three factors (marketing mix and communication, socio-cultural actors, and physiological factors that influence consumer behavior to market its products.

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