Marketing Consumer Behavior .

Running head: MARKETING CONSUMER BEHAVIOR
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Marketing consumer behavior
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MARKETING CONSUMER BEHAVIOR
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Executive summary
This report will show the fact that Unilever KSA Company has incorporated system to
guarantee that their items acknowledge quality and value when acquiring items. Unilever KSA
Company has dependably conveyed in the part of customer value and has overseen what no
other organization is fit for in the Company products advertise, where their item image markets
itself to the numerous customers around the world. It is an item that mirrors the organization's
objective of class and tastefulness as an incredible promoting articulation that it pitches to its
customers. Customer encounter turns into a need and furthermore goes far into guaranteeing that
they fulfill this requirement for style and class in each new item that they jump start year in year
out. Therefore, the organization keeps on epitomizing in its endeavors to accomplish a high
score in the customer value recommendation and keep their customers content with the item and
pitch to customers who have not yet encountered the item. In my reports I will focus on
customer value basis in regard to the Unilever KSA Company.

MARKETING CONSUMER BEHAVIOR
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Table of Contents
Executive summary...................................................................................................................... 2
Introduction................................................................................................................................. 4
Methods ................................................................................................................................... 4.1
Analysis and interpretation .......................................................................................................... 6
Perception, production, and deliverance of customer value in Unilever KSA Company............ 7
Porter’s five forces analysis for Unilever KSA Company ...........................................................8
Unilever KSA company customer value ................................................................................... 8.1
Caution was taken by Unilever KSA Company .........................................................................10
Customer relations in Unilever KSA Company..........................................................................11
Recommendation ...................................................................................................................... 13
Conclusion ................................................................................................................................ 15
References................................................................................................................................. 17
Appendixes ............................................................................................................................... 18

MARKETING CONSUMER BEHAVIOR
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Introduction
Customer value has been of growing interest to marketing and other business researchers.
Customer value is a strategic weapon that has commonly been used in attracting as well as
retaining customers. When a firm delivers superior customer value, the customer-relationship-
management performance is improved thus creating and maintaining a competitive advantage.
Customer value can thus be described as the perception of what service or a product is worth to a
customer compared to the other possible alternative (Seminar, 2017). The customer, therefore,
weighs the gain received from the benefits of the cost that he or she pays for the product. The
customer value is essential since, for a particular offering, the customer will purchase the
commodity with the highest customer value in the marketplace. Merely the benefits of a product
minus the costs of a product equal the customer value (Ettenson, Smith, Klein, & John, 2016).
However, the customer value is different for various customers. Since every consumer has a set
of resources and needs, it is impossible for two consumers to place the same amount on a
specific service or product. The benefit of a particular item is usually measured against the cost,
and thus the highest-quality service or product does not usually produce the highest customer
value. There exist different ways and dimensions used to measure customer value. The value
perception is often attributed to the overall consumer’s examination of the utility provided by a
product based on his or opinions of what is given versus what is earned.
Methods
Conceptualization of customer value poses divergent opinions to researchers. The
different methods used in the conceptualization of customer value entail substantial differences.
The four perceived value dimension ranges from the functional, emotional, and social to
epistemic values. The practical value in itself is the supposed efficacy that is acquired from any