Consumer Behavior and Global Brands

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.