Consumer Behavior and Global Brands

This research project focuses on analyzing the buyer's behavior and the impact of global brands on consumer choices. It explores the importance of managing better customer service with the emergence of global brands. The study aims to investigate consumer behavior and the importance of consumer service with the case study of Unilever.

RESEARCH PROJECT Part 1

Table of Contents
INTRODUCTION.....................................................................................................................................2
LITERATURE REVIEW.........................................................................................................................3
RESEARC METHDOLOGY...................................................................................................................6
CONCLUSION..........................................................................................................................................8
REFERENCES..........................................................................................................................................9

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.
Company Overview
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 fulfil the
needs and wants of the consumer.
Rationale
The reason behind this research is to identify the different consumer behavior on global
product or services. Besides, the another reason to conduct this study is to investigate in an
emerging market, consumer attitude towards local and foreign brand purchase against a
background of factors like culture, country of origin, products. It was found that the quality of
global brands was perceived. It also helps to explore the importance of better things and more
aware about the product or services in order to effective manner. This study adds to the body of
knowledge about consumer behavior and their views on the global brands. In other words, The
perception of consumer perception of Global and local brands in within the UK country.
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
 To examine the impact of emerging global brands on customer behavior and choices.
 To recommend ways to manage better customer services with increasing globalization.

LITERATURE REVIEW
Theme 1: To determine idea to globalization and its impact on consumer behavior.
Balabanis and Siamagka, (2017) Globalization is activity which makes company more efficient
in producing result and they focus on the reach of its capitalization. Process of Globalization simples the
marketing trends and also speed up the business modernization process, many sectors such as remote
communications, trade and hospitality are bond to execute results in areas of globalization.
More reach with the people makes is more mobiles and good amount of consumer market is
taken over. As a part of this world where marketing of good and consumers where people are strongly
engaged and molded into many choices it is hard to make a strong brand within the market. This market
globalization has a moderate line that also beneficial for consumers as the cost is reduced. With the
reach of globalization, the products are now entirely available worldwide and people can demand off all
the goods and products with the same cost and quantity, even there are a lot of choices of brands and
product manufacturers these days into the entire worldwide market.
Godey and et.al (2016) E-commerce markets are the bold line achievers in the field of result
driven promoters which are generating revenue by making their presence globally and also, they are
payment ready in all possible payment gateways. Several factors are associated with the benefits of
globalization such as multinational corporations and trade. Large number of people are enrolled into
trading goods with a high number of demand and supply and this impacts the cross-cultural
management. However, there are many flaws that comes with multinational markets live as alteration in
the currency trends. As sometimes there are delays in making payment of products on the other hand
there are most people which are affected if there is any change is rules and laws of outsourcing. Few
drawbacks are seen when globalization is defined in international platform.
In a Consumer business environment both quantity and quality are to be managed with keeping
the standard margins as customer’s satisfaction is key to put on the consumer markets, and company
success comes if the employee are happy and they have security and confidence in their job. Once the
employee is happy and engaged in buying the product and also delivering and sharing with the greater
number of people there comes the success for all certain in a company which results into employee
success and satisfaction. With lower prices availability of the products more consumers are attracted
and getting the prices that are cheaper as compared to other brands makes it more efficient in making a
presence within the consumer’s mind. Sales are directly connected towards the consumer behavioral
satisfaction and decision to choose the right product. And this result in making a chain marketing
worldwide.
Theme 2: To evaluate the importance of managing better customer service with emergence of
global brands.

that are delivered within time and on demand. Getting involved with the customers and
delivering them support including the comments that makes understandable about the things. Providing
the frequent surveys and knowing the feedbacks and suggestions from the end users makes the product
more readable and reliable. Many things are hidden and that creates a layer within the company and
consumers, only the team that is in touch with the customers make them understand the real potential
of the products and that needs to be hyper-volatile. Quality and authentic solution to the consumer
makes the customers more satisfied and appreciate the business efforts.
(Thøgersen and et.al., 2017) As social channels are in power and different global brands are on a
same stage of reviews, they are also very much responsible in knowing the opinions from the customers
about the company. Business is highly affected with social media as the biggest business fluctuations are
seen through social media environments. Important point here to lead is making the unhappy customers
happy with understanding theirs pain points and needs also providing them stable solutions.
In surveys to the customers also notices that sometime the net success score is not matched
with the level of company standards and this can directly affect the sales and strategy with the company
also can shake the confidence of customers within them. To deal with such situations several reckoner
teams are hired to manage the data and comments within the organization as these negative comments
and data can make the sales stand still. Lee and Mazodier, (2015) Weekly or Monthly training sessions
are organized with customers to help them better knowing the product and also getting them grow with
the product. When the customer is on boarded to the company, they are providing with many modules
and questionnaire to get handy and are promised to seek service as well. Customer seeking service are
very vital bodies in business generation and can impact the operations from top to bottom, making a
relevant service plans and implementing into the company is best a customer wants.
Theme: 3 To examine the impact of emerging global brands on customer behavior and choices.
(Araujo Neijens and Vliegenthart, (2015) Global branding has now become a vast and visible
business and globalization made it to appear more standardized worldwide. Factors and values which
are most favorable to the customers makes a company more potential and result driven. Establishing
the connection around the world and making the market collective and responsive. Reaching and
focusing on each part of areas with mind theory to read and understand the customer needs. Foreign
market is now a place full of all brands considering to a low to very high scale. The major point to ponder
is here to know and keep the service allocation standard matched up with other brands and to also
provide the cost and brand benefits from the capitalized ranges.
Gillespie and Riddle, (2015) Globalization marketing comes up will high level sales and service
and now when different and hundreds of brands are taking part on delivering services and products
worldwide, it is a challenge to accept and deliver the same amount of service to the customer and by
knowing the needs and modifications of the product. The product is only successful if it is good worth
the cost and manageable to service.

Consequences that come across the global branding includes the majority of cultural differences
and the actual premises where the success or failure of the product is measured.
(Chae and Ko, 2016) The goal is totally to achieve the long-term relations with the customer
and to give a big global sale. Integrating the brand personality on a global level is a vest exposure and a
strong image of brand influences people to trust and but any product that are associated with the
brands. Cases are looked where people become collective and categorize different products of the same
brand as they are moved with the identity of the brand. Choices are very much high in each sector and
field to give a fight in market and companies are trying the best of marketing agendas to cover and
cultivate as much as market they can by lowering brand prices and making impact on the mid-range
people, sometimes also by giving them the sponsorships for getting the trust and to keep the customer
for years.
Brand name phenomena comes with choices and mindsets among people in which the
competition comes with several dimensions and points to sync within the outline’s consumer decisions.
Theme 4: To recommend ways to manage better customer services with increasing globalization.
Cheah and et.al., (2016) Improving the relationships with the consumers when it comes to
globalization marketing and sales as the market is only capture when there is a better sales opportunity
and also the company is responsible to produce branding results with relating to the controlled
consumer satisfaction rate. At first, making a strong move towards building relationship and moving
ahead of business terms. Managing the customer with their needs and questions and also to give them
to the point solution and handling them to focus on the right skills.
Each customer has its own opinion to produce their feedback with changes into their
adaptability. Clear communication with the customer is one of the best ways to boost and engaging with
the customer. Globalization increase of brands makes the service more enhances, and companies are
now making the best of strategic decisions to practice all the service problems and to deliver great
solutions faster. By delivering services 24 by 7 and also to all communication channels makes the reach
among people easier and more mobile.
Balabanis and Siamagka, (2017) Every Indi dual should feel like a very important part of the
company and to get services by fully covering the needs and demands of the customer. Engaging with
customer by making a corporate event and delivering the knowledge and power of the product with the
service goals as well as making them handy to the product is the most vital activity among increased
sales and inroad globalization needs. Delivering the best services to the customer not only means the
company us doing good but also need to understand what extra is to be added and this part can also be
access if we understand the actual needs of a customer by pricing them the net promoter survey in
which different inline surveys are engaged with the per email format which can be clearly read and
answered by each customer and also produce results with added programs and comment to know the
advance mints and configuration for next releases and updates. Training modules are provided to the
support team as they are first face with the customer, with that they are highly skilled to talk and

manage the requests which can be from any root of the product and they should be on the top of it.
Knowing the fact that on global market there are different brand services that are available to give more
results and to give a completion in fields of service strategy as their product which are huge when it
comes to stage which is the whole world. Tracing the customer and giving them the knowledge that can
be used to share among the circle of people that will benefit the market company, also to keep the
customers happy and positive in publicity and branding.
(Dessart, Veloutsou and Morgan-Thomas, (2015) Advancements and improvements in
delivering success around the globe also created opportunity for different sector of people and also
highly skilled professional comes to a same level and are bounded to drive the company into the positive
direction and to product results. Motivating the employee to deal with any environment and customer
questions with great listening capability and understanding it with the actual needs. Major point to
ponder also lists about proving the investment and finding to get on the best onboarding mudiks and
low-cost trainings that comes with product fratire and functionalities to deal and rectify the tip issues
and errors and where customer fees confident into making the rightful deal decisions. Overcoming
barriers and leading into the format makes the employee better understand the company culture and
also becomes coach in margin the teams with great knowledge and strategy.
RESEARC METHDOLOGY
Research philosophy: This is the vast topic and term in the research that makes the study more
effectively. Researcher use this philosophical concept in order study into the deeper manner. This helps
to meet out the project goals (Kumar, 2019). There are two types research philosophy Interpretivism
and Positivism. Interpretivism also known as interpretivist involves researchers to interpret elements of
the study. This philosophical interrelate the involvement of human that help to collect the effective and
collectively research objectives. In the contrast, positivism which is based on the critique of positivism in
social sciences. Present study has been based on Interpretivism philosophical approach in order to
conduct the study into more proper way.
Research Approach: Research is the effective research approach which helps to build the
effective research objectives in order to fulfill the project aims and objectives. There are two types of
research types deductive and inductive research approach. Deductive approach defines based on
hypothesis and assumptions. Whereas, inductive research based on theories and generalization, it is also
based on observation through theories or different applications. present study based on Inductive
approach by applying the different kinds of observation results to fulfill the needs of the project aims by
deep understanding of the research (Mackey and Gass, 2015).
Data Collection: it is the process of collecting the data through different sources in order to find
the research problems. Data can be collected through different manner such as secondary and primary
method of data collection. Secondary methods of data collection are the method where researcher finds
data through external sources such as books, Journals, magazines, online websites etc. There are bundle
of data that can be generated by the researcher. Therefore, application of appropriate set of criteria to
select secondary data to be used in the study plays an important role in terms of increasing the levels of
research validity and reliability. Primary data collection is the another method to collect data

information for very first time. Primary data collection is the methods where it adopts the function or
methods such as quantitative and qualitative method. Primary data collection method has been
conducted on the basis of has been based on an effective method and goals. Methods or techniques of
this method includes questionnaire, survey, interview and group discussion. Present study based on
Secondary and primary.
Data analysis: Data collection is the foremost function in the research which helps to analysis
the collected data from multiple methods or techniques (Silverman ed., 2016). There are two types of
method of data analysis qualitative and quantitative. Qualitative method of data analysis determines the
data in non-numeric manner. In the contrast, Quantitative method expected to turn raw numbers into
meaningful data through the application of rational and critical thinking. A quantitative approach is
usually associated with finding evidence to either support or reject hypotheses at the early stage of
matter. Present study will be uses the method of Qualitative method by collecting the data through
questionnaire. So that, it will help to analyze the impact of global brands on consumer behavior.
Sampling: Sampling is the research term which can be defined as a specific principle which is
used select the participants for the research. It has been rightly noted that because many populations to
be included in the study. In other words, due to the large size of the target population, researchers have
no choice but to study the number of cases of elements within the population to represents the
population and to reach conclusions about the population (Taylor, Bogdan and DeVault, 2015. There
are two types of sampling probability and non-probability sampling method. Probability samplings
where researcher selects population and give chance to everyone to take participate in the research in
the study. In this method also includes some methods or techniques such as stratified systematic,
multistage and cluster method. In the contrast, non-probability is the method in which researcher
selects some group of respondents to take the survey. non-probability methods include purposive,
quota, convenience and snowball sampling methods. Present study will be uses simple random sampling
by taking 30 customers
Ethical Consideration: Ethical consideration is most crucial part of the research without which
research is not been possible. It relates to the ethical behavior of the research which is required by the
researcher. In other words, Researcher should have acquired all the required implications and goals in
order to meet out the aims and objectives. It consists some essential principles of researchers.
Participants also should not be facing any unethical situation due to which it suffers. On the other hand,
it also required to fulfill the effective learning outcomes and goals (Bresler and Stake, 2017). Apart
from that, protection of the privacy of research participants should be prioritized. In order to protect the
research project and information of the collected data. Researcher required to adopt all possible ethical
ways to fulfill the aims and objectives.
Questionnaire
What is your age group?
 18-25
 26-35
 36-45
Would you consider yourself to any specific to any particular brand?

 One or two brands.
 Not really
 Depending on the other alternatives.
Which of the following elements by you attracted most?
 Quality
 Good Value added services
 Low/Premium Prices
 Marketing strategies
 Others
Global brands are now become more famous than local brands?
 Strongly agree
 Agree
 Neutral
 Strongly disagree
 Disagree
Do you focus on brands at the time of purchasing?
 Yes
 No
What types of problems do you face with brands?
 Durability
 Reservation
 Quality
 Availability
How do you take decision making approach while dealing with multiple brands?
 On the basis of Price
 On the basis Quality
 Self-judgment
 References
CONCLUSION
As per the above research project it has been discussed about the factors and impacts of
global brands on consumer behavior. In order to accomplish the aims and objectives study by
applying different methodology or results. Further study also collects data from primary
supported by Questionnaire and secondary data by supported LR. Overall, study explores the
importance of globalization and factor affect and change consumer behavior.

REFERENCES
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