Consumer Buying Behavior: An Analysis of Dove, Dettol, Nivea, Pears

This report presents an analysis of consumer buying behaviors, focusing on brands such as Dove, Dettol, Nivea, and Pears. It explores how various product features, including packaging, pricing, and cultural adaptation, influence consumer choices and brand loyalty. The research incorporates primary data from interviews to understand consumer perceptions and preferences. The report examines how Dove's packaging, Dettol's pricing, Nivea's cultural adaptation, and Pears' advertising strategies affect consumer behavior. The findings highlight the significance of brand features, quality, and promotional techniques in shaping consumer decisions. The study concludes that effective marketing management, including reasonable pricing, product availability, cultural adaptation, and celebrity endorsements, is crucial for building customer loyalty and influencing purchasing behaviors. The report references consumer behavior theories and provides a comprehensive overview of the factors influencing consumer choices in the context of these prominent brands.

Consumer
behaviour

Introduction
 The assignment presents information and data based on the primary
research findings related to the consumer buying behaviours.
 The brands chosen here include Dove, Dettol, Nivea, Pears to which,
the consumer behaviour theories and concepts have been applied
 The assignment will present an idea about how the various features
of these brands have helped in influencing the consumers’ buying
behaviours largely
 It will also represent how not only the consumers behaviours have
been influenced, but also about building customer loyalty and trust
(Szmigin and Piacentini 2018).
 The products include Dove soap’s cover glossier, Dettol soap, Nivea
soap, Pears soap, etc.

Literature review
 It has been found that for Dove soap, consumers’ buying
behaviours are influenced by vision and touch more, rather than
the quality
 Thus focus of the brand has been on the designing and
packaging of the product
 Dettol’s high quality germ cleaning product has been set with a
proper and reasonable price to influence consumers’ buying
behaviours
 The brand has focused on its features and components along
with the pricing structure, which influenced consumer behaviour

Literature review
 Nivea brand has focused on adaptation to the culture of different
places, which influenced consumers behaviours
 The personalised items have been introduced to match the
customers’ specifications based on their skin colour, atmosphere
and environment and even according to the income level
 Pears soap represents the gentleness and purity, which has been
designed to suit sensitive as well as fragile skin (Meah 2014)
 The wide variety of products has helped in managing different
functions, which represent the brand’s statement too

Results
Interview questions:
What is your age?
25
Are you employed or not?
Yes
Where are you from?
Queensland
Do you believe that the packaging for Dove soap represents the vision and
allow customers to touch and feel, which influences their buying behaviours?
Yes definitely, the sturdy packaging has let us feel how well the product has
been packaged and with the availability of product in different sizes, our
buying behaviours have been influenced.

Results
What is your age?
50
Are you employed or not?
No
Where are you from?
Melbourne
Does the pricing of Dettol influenced your behaviours of buying?
To be precise, along with the reasonable price, the brand product has
been exceptional in terms of germ cleaning and with such as positive
brand image and identity, the brand has remained true to its value and
mission statement, which influenced my behaviour.

Results
What is your age?
35
Are you employed or not?
Yes
Where are you from?
Queensland
How far do you agree that the quality and cultural adaptation influence
buying behaviours?
I totally agree to the statement because Nivea has introduced new products
according to the culture by focusing on the skin tone, environment and
atmosphere, Moreover, the reasonable prices set considering the great
quality have further influenced us to make purchases.

Results
What is your age?
40
Are you employed or not?
Yes
Where are you from?
Adelaide
Is it true to believe that the Pears maintain purity and the
advertisements represent goodness of the soap that are apt?
Yes, the pure and gentle packaging and its goodness represented
through advertisements involving mother and children have made me
buy the product for my daughter too.

Discussion
 Considering the four brands, it is clear that the various features
of products, quality, vision and touch and advertisements have
influenced the buying behaviours of consumers
 While Dettol has made its pricing in such a manner that the
products are reasonably priced, the Dove has focused more on
packaging and design
 Nivea has adapted to the cultural aspects while Pears has
represented goodness in the form of advertisements and
promotions (Shetty 2015).
 The non-probability convenient sampling method has been used
here to interviewing the participants of the research

Discussion
 Based on the comparison, it is also understood that he brand
features have been represented to deliver values and benefits,
which influenced the buying behaviours.
 When asked to the friends and families about whether they are
happy to be interviewed or not, most of them seemed to be
happy with it and represented their opinions and responses about
the factors that influenced their buying behaviours
 The responses were unbiased, which also proved the fact that
they had been wiling to share their opinions regarding what had
been the factors that influenced their mind sets to make
purchases from the brands (East et al. 2016)

Conclusion
 The marketing management of these brands have built customer
loyalty and influenced their behaviours
 The reasonably priced products and easy availability have
created trends among the people to make purchases consistently
 The management of cultural adaptation also helped in raising the
customer satisfaction level
 The celebrity endorsements as part of the promotional
techniques further raised brand awareness and influenced
consumers’ buying behaviours largely

References
 Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford
University Press.
 Meah, A., 2014. Still blaming the consumer? Geographies of
responsibility in domestic food safety practices. Critical Public Health,
24(1), pp.88-103.
 Pinto, R. and Mekoth, N., 2014. Consumers' willingness to pay based on
gender, brand reputation and involvement in cause related marketing.
 Shetty, N., 2015. CONSUMER RECALL TOWARDS POSM FOR LUX AND
DOVE BODY WASH WITH RESPECT TO VISIBILITIES EXECUTED IN
STORES. Sansmaran Research Journal, 5(2), pp.46-50.
 East, R., Singh, J., Wright, M. and Vanhuele, M., 2016. Consumer
behaviour: Applications in marketing. Sage.