Applications Of Consumer Behavior Concepts And Theories

Applications Of Consumer Behavior Concepts And Theories 1
CONSUMER BEHAVIOR CONCEPTS AND THEORIES; CONTEXTUAL ANALYSIS OF
DOVE PRODUCTS.
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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.