Applications Of Consumer Behavior Concepts And Theories

This report discusses the application of consumer behavior concepts and theories in the contextual analysis of Dove products. It explores the impact of consumer behavior on marketing strategies and decision-making. The report also provides strategic recommendations for further advancements in marketing.

Applications Of Consumer Behavior Concepts And Theories 1
CONSUMER BEHAVIOR CONCEPTS AND THEORIES; CONTEXTUAL ANALYSIS OF
DOVE PRODUCTS.
By (Student’s name)
Professor’s Name
Course College
Date

Application Consumer Behavior Concepts And Theories 2
CONSUMER BEHAVIOR CONCEPTS AND THEORIES; CONTEXTUAL ANALYSIS OF
DOVE PRODUCTS
Executive summary
Consumer behavior theories primarily enable the prediction of how consumers undertake their
purchasing decisions. These theories, therefore, indicate the prevalent opportunities that come up
with the predictable behavioral trends of the consumers. For instance, four significant models
describe the behavioral patterns of consumers. They are discussed extensively later in the report.
In undertaking the various marketing strategies, it is imperative for a marketer to have prior
knowledge of the many consumer behaviors. Besides, enhancing the grasp of the significant
ideas in the concepts and theories forms the background on marketing decisions. Therefore, a
proper understanding of the methods enables the marketers to strategize and implement
marketing plans in alignment to consumer behavior. Marketing based on relevance to consumer
behavior is integral and significant in enabling market penetration. Similarly, it promotes the
achievement of marketing objectives.
Marketing is a similarly relevant subcategory of any entrepreneurial activity. For instance, the
basic concept of marketing involves finding strategies to attract the consumer’s attention towards
the consumption or purchase of a particular product or service Moreover, the strength of a
marketing strategy entails clarity in the marketing message and the ability of the message to get
the attention of target consumers. In most cases, the availability of a unique selling point of the
product in the marketing message makes the marketing process quite feasible.
Therefore, using a contextual approach of dove shampoo products, we get a deep and extensive
insight into the application of the various marketing theories and concepts. In a nutshell, we
evaluate the marketing from both customer behavior and purchasing decision.

Table of Contents
Executive summary.........................................................................................................................2
1. Dove products overview...........................................................................................................3
2. Critical analysis and Models of consumer theories and concepts............................................4
3. Strategic Recommendations.....................................................................................................8
References......................................................................................................................................11
1. Dove Products Overview
Dove product, which is a personal care product are also essential products designed to
meet the daily hair wash needs. The product was designed and developed by Unilever in 1957.
Presumably, the company is based in the United Kingdom. Furthermore, the current total brand
value is 5.52 billion dollars. The market of the product is both male and female in gender.
Besides the diversity, the product’s market share is explored in over 80 countries. Moreover, the
brand is also diverse since it entails a range of products for personal care needs. The popular
products produced and marketed under the dove umbrella include; body washes, deodorants,
beauty bars, dove lotions, haircare, moisturizers, and facial products (Dove and Powers 2018).
The diversity of the brand has been a critical strategy to enable market penetration and
development besides its marketing. Furthermore, the company’s corporate social responsibility
which involved a beauty campaign in 2004 and a self-esteem fund in 2006 which looks to inspire
girls towards success has worked positively in terms of familiarizing the product to the potential
markets (Taylor, Johnston and Whitehead 2016).
Notably, the key competitors of the company are Procter &Gamble, Nestle, and Reckitt
Benckiser. The competition has played a role in the way Dove products are marketed to
consumers. For instance, the marketing strategy of Dove is incorporated in both the product

Application Consumer Behavior Concepts And Theories 4
design, which is superior compared to competitors.moreove, it includes pricing which is slightly
higher than competitors and feasible due to the product design — also, the diversity of its market
in over 80 countries. Finally, its promotional strategy which involves the prior mentioned
campaigns in the product overview.
2. Critical Analysis and Models of Consumer Theories and Concepts
Nevertheless, before a detailed report on the contextual applications and evaluation of the
multiple consumer behavior concepts. A prior understanding of the consumer behavioral theories
is significant for an accurate, extensive, and comprehensive application report discussion in the
contextual preview of Dove hair products.
They include the theory of reasoned action. Notably, the model theory was put forward in
the late 1960s by Mr. Fishbein and Icek Ajzen. For instance, the model centers its analysis on the
pre-existing attitudes exhibited in the prior decision-making processes. Moreover, the model also
epitomizes the rational nature of customers (Davies, Foxall, and Pallister 2002). Besides, under
situations where a specific result is expected out of consumption, consumers tend to be product-
specific. For instance, critical lessons identified from the model; however, notably, the most
implemented is that; product marketing should always relate the purchase of the product to a
positive outcome perspective (Baker and Hart 2008).
Secondly, the Engel, Kollet, and Blackwell (EKB) model is primarily an evolution of the
theory of reasoned action. However, the approach evaluates the consumer purchase decision
process in steps. Firstly, the consumer captures marketing information about a product or service
on whichever marketing channel used, secondly, the consumer analysis the perceived
information concerning past experiences and expectations. Thirdly, the decision-making step
involves rationality in the thinking process to make purchases.

However, many factors that influence the consumer decision to purchase preferential
goods. This factor can either be external or internal; for instance, they include what the consumer
expects out of consumption. Notably, marketing, according to this model, is supposed to
sufficiently enhance in two phases to achieve the marketing objectives. In the initiation phase,
marketers are expected to provide comprehensive information to stand a better chance in the next
step of the decision process (Karimi, Papamichail and Holland 2015.). Besides, in the last phase,
the marketer is also expected to impact externally and create the consumer's need to purchase the
product or services (Caruana, Carrington and Chatzidakis 2016.)
Thirdly, the Motivation-need theory. The theory was established in 1943 by Abraham
Maslow. According to the model, the consumer’s need is based on a hierarchy in order of
importance. The hierarchy entails; Physiological, which involve survival needs, safety, love,
esteem, and self-actualization. Notably, concerning marketing, the theory insists on the
importance of establishing the product niche in the hierarchy besides creating awareness.
Furthermore, it is notable that consumers make prioritize their purchases with a considerable
basis on the aspects of the hierarchy (Brennan, Previte and Fry 2016).
Fourthly, the Stern Hawkins impulse buying model out shows the consumer purchasing
behavior not only from the rationality perspective but also the impulse buying the argument.
Furthermore, Stern relates to the influence of external factors on the impulse purchasing idea.
There is also zero relationships established between impulse buying, the external factors, and the
traditional decision-making procedures. Besides, the protagonist of the model categorized the
consumers into four categories, namely, the pure impulse consumers, reminded impulse
consumers, suggested impulse consumers who are influenced by factors like warranties on
goods. Lastly, the planned impulse consumers are identified to the idea that; they have set

Application Consumer Behavior Concepts And Theories 6
products in mind to purchase but do not recognize the specifics. Notably, its contextual analysis
is apparent in the marketer’s efforts to capture all aspects of product design that could impact
consumers’ impulse control and influence purchases (Kimmel 2018).
In the contextual description of the product overview, we identified the marketing
strategy of the company, which was diversified in nature. For instance, the feasibility of the
company's marketing objective is significantly enabled by the distinctive features in the products,
competitive pricing, the geographical size of its market, and its promotional strategy towards
marketing. Moreover, due to the size of the company, it is also presumed that there is a superior
marketing department which undertakes its marketing actions based on proper market research.
Furthermore, besides the marketing department, aspect is also imperative that the distinctive
features identified embedded in the product, the geographical size of the market, product
promotions, and pricing are quite costly. This factor gives an early portrait of the cost aspect of
the marketing strategies used by the company.
Furthermore, an analysis of consumer reviews on the dove products produced by the
Unilever indicates high levels of consumer satisfaction. Besides, the basic concept behind the
consumer purchase decision can be explained in a series of five steps. They are; problem
recognition, information awareness on the available salutations, alternative evaluations, the
decision to purchase and finally the post-purchase behavior after consumption which typically
displays either satisfaction or dissatisfaction (Anker, Sparks, and Grönroos 2015)
This procedure can also be relatable to Dove products. For instance, it starts with a hair
wash need which could be triggered by an impulsive though on seeing dove products on the store
shelves or advertisement. Secondly, the consumer does research both internally or externally
regarding the available hair wash products. Internally, it could be a memory recall of certain

products, for instance, a prior experience with dove products (East, Singh, Wright and Vanhuele
2016). Thirdly, the consumer will also evaluate the value of the products to find the one with the
most benefit rationally. The purchasing decision may also be influenced by the following factors,
from which store to buy considering discounts, past experiences among other factors, when to
buy, depending on shopping pressure and attractive festival offers or not purchasing the chosen
product. Lastly, after consumption of the dove products, the consumer counter evaluates the
outcomes with the expectations to rate the satisfaction. In real life, the post-purchase stage is the
driving aspect of dove sales.
As mentioned early, the marketing strategy of diversifies, and very feasible besides being
unique. Notably, just like most other business entities, the company does it marketing through
most marketing platforms. Moreover, with the revolution of the marketing trends towards the
online platform, the company is no exception and has also fully exploited the channel alongside
advertisements, promotions, discounts, billboards and other avenues of marketing.
However, the usual marketing strategies’ have been successful in impacting the market as
in the upward trend of the sales statistics and the net value of the pattern not without the
following; notably, the mix of uniqueness in the product, prices, market size, and promotions.
Moreover, this idea is entire regarding the various marketing theories and concepts and are
tailored to have a significant impact on the consumer purchase decision.
Elaboratively, the product design is superior with carefully entailed consumer desirables
like softness for up-to-the expectation outcomes on the consumer. Marketing such an excellent
product gives an upper hand in curbing competition (Goffin 2017). Secondly, the pricing which
was previously higher but changed due to low sales is also significantly higher than competitors,
and this is competitive and strategic in out showing the superiority of the brand. Thirdly, the

Application Consumer Behavior Concepts And Theories 8
market size, which is geographically in over 80 countries, enables the company to venture into
extensive scale marketing to entice a large customer base. Lastly, the promotional idea inters
CSR campaigns all create significant public awareness on the company and the dove products
(Gopaldas 2015). A mix of all these factors into the usual marketing creates positive marketing
outcomes reflected in sales volumes.
Moreover, it also brings out the important and meets the essential requirements of a
marketing strategy, as discussed earlier in the consumer behavior theories. Using superior
aspects is vital when giving consumers marketing information, it dramatically influences their
decisions. Furthermore, it affects purchase during impulsive buying. Moreover, the identification
of the product as a physiological product in its marketing, as in the motivation-need theory,
influences its purchase.
However, the demerit of the marketing strategy is the costs involved, and the cost
intensity is due to the size of the market explored, the resources needed to create a superior
product and the promotional expenses associated with the CSR product awareness campaigns.
These costs further reflect on the product prices
3. Strategic Recommendations
Notably, in this contextual approach, it is essential to note that marketing understanding
involves two macro-aspects. They are; the understanding of consumer behavior and
comprehension of the consumer decision-making process. In application, a better understanding
of the two aspects enables activation of better and suitable marketing strategies and plans. The
marketing of the dove products, in particular, is also significantly influenced by the
understanding of the macro-aspects.

However, besides the costs, Dove also faces other inadequacies in its marketing
strategies, for instance, other problem areas include; the minimal investment in research and
development is lacking, this disables the company a proper opportunity to grow parallel to the
fast-growing competitors in the sector, the gap in technological advancements to enable adequate
management of resources including the marketing department also downplays the existing
efforts. Besides, considering the company is a fast-developing entity, there are inadequate
frameworks to manage changes effectively and productively. For instance, the organizational
structure is also not flexible to incorporate the development changes. These developmental issues
affect the ability to maximize revenue from existing opportunities. Notably, it also affects the
way marketing is undertaken to enhance the full effect on the potential and existing customers
(Parsons, Maclaran and Chatzidakis 2017).
Essential recommendations to enable further advancements on the marketing ability and
feasibility of marketing objectives range from; modification of the organizational structures to
enable adaptability and effective change management. Importantly, the ability of an entity to
manage and adequately exploit changes influences departmental productivity. Furthermore,
technological advancements are quite essential and critical in promoting business success in the
current world. Besides, technology helps curb most challenges experienced due to the
development of the business entity (Baker 2016). Therefore, there is a need for the company to
develop its technology adequately to meet organizational needs, including marketing needs.
Predominantly, the marketing needs include developing the marketing departments with the
requirements to facilitate strategic marketing in the vast geographical orientation.
Similarly, besides enhancing organizational strength to meet the required capacity for the
organizational need due to development, especially in marketing, the company should also

Application Consumer Behavior Concepts And Theories
10
strengthen and invest in research and development (Sebastian, Yammiyavar and Jones 2017).
This aspect will enable the company to be aware of various opportunities to exploit, for instance,
in the marketing niche. Also, adequate investment in marketing and research is anticipated to
boost problem-solving in the marketing strategies besides the whole organization (Rezaei 2015).
In conclusion, the implementation of these recommendations is expected to raise some
positive impacts on the marketing ability and success of the company. Moreover, the success of
marketing strategies is an essential indicator of the increase in sales revenue and consequently,
the development of the organization. Therefore, besides an understanding of consumer theories
and the purchasing decision-making process, enhancing organizational strength, investing in
research and development and exploitation of all other alternative marketing channels can have a
positive impact on the marketing of the product.

References
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behavioral ecological model to address wicked problems. Journal of Social Marketing, 6(3),
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