Impact of Emerging Global Brands on Customer Behavior

RESEARCH PROJECT Part 1

Table of Contents
CHAPTER 1.................................................................................................................. 4
INTRODUCTION........................................................................................................... 4
1.1 Introduction...................................................................................................... 4
1.2 Research Background....................................................................................... 4
1.3 Problem statement........................................................................................... 4
1.4 Aims and Objectives......................................................................................... 4
1.5 Rationale for the study..................................................................................... 5
CHAPTER 2.................................................................................................................. 5
LITERATURE REVIEW................................................................................................... 5
2.1 Literature Review............................................................................................. 5
2.1.1 Theme 1: To determine idea to globalization and its impact on consumer
behavior................................................................................................................. 5
2.1.2 Theme 2: To evaluate the importance of managing better customer service
with emergence of global brands...........................................................................6
2.1.3 Theme: 3 To examine the impact of emerging global brands on customer
behavior and choices.............................................................................................. 7
2.1.4 Theme 4: To recommend ways to manage better customer services with
increasing globalization. ........................................................................................ 8
CHAPTER 3.................................................................................................................. 9
METHODOLOGY.......................................................................................................... 9
3.1 Introduction...................................................................................................... 9
3.2 Research Process............................................................................................. 9
3.3 Research Philosophy......................................................................................... 9
3.4 Research Approach........................................................................................... 9
3.5 Research Strategy.......................................................................................... 10
3.6 Research Choice............................................................................................. 10
3.7 Data Collection............................................................................................... 10
3.7.1 Secondary Research.................................................................................... 10

3.7.2 Primary Research........................................................................................ 10
3.8 Sampling........................................................................................................ 11
3.9 Data Analysis.................................................................................................. 11
3.10 Research Plan............................................................................................... 11
3.11 Limitations.................................................................................................... 12
APPENDIX 1- Questionnaire...................................................................................... 13
REFERENCES ............................................................................................................ 15

CHAPTER 1
INTRODUCTION
1.1 Introduction
Consumer Behavior of the buyer is referred to the behavior that is displays by the
individual while they are buying, consuming or disposing any particular product or services. In
other words, consumer behavior affected by multiple factors. Before purchasing the products
customer has been search for the different other products that helps them to choose best deal on
the basis of product feature, characteristics, price benefits etc. present research has been based on
to analyzing the buyer’s behavior and their importance of consumer service with emergence of
global brands. Further in this report will be describing the idea to globalization and its impact on
buyer’s behavior. Likewise, this project also explains about the emerging impact of global
brands on customer behavior and choices. Overall, present research project emphasizes the role
of modern global market influences on consumer behavior.
1.2 Research Background
Unilever is the multinational company which is situated in London, United Kingdom and
Rotterdam, Netherlands. Its products include food and beverage. Unilever is the best and sell the
best and upbringing product or services. They provide cleaning agents, beauty products and
personal care products. Unilever has been owning almost 400 brands products and fulfill the
needs and wants of the consumer. However the present will talk about the consumer behavior
and importance of consumer service with emergence of global brands which is relatable to the
Unilever brand.
1.3 Problem statement
In order to present the study the main issue which will be addressed by this study is to
establish the brand value for the customers in order to face the global challenges. However, the
present research can helpful to determine the best interest for the customers to maintained the
consumer service.
1.4 Aims and Objectives
Aims: “To investigate consumer behavior and importance of consumer service with
emergence of global brands A case study based on Unilever.
Objectives:
To determine idea to globalization and its impact on consumer behavior.
To evaluate the importance of managing better customer service with emergence of global
brands