How Unilever’s Brands Connect with Consumers

How Unilever’s
Brands Connect with
Consumers

Table of Contents
INTRODUCTION...........................................................................................................................3
How successful is Unilever in applying its understanding of factors that influence consumer
behaviour to market its products............................................................................................3
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................6

INTRODUCTION
Global markets has a lot of opportunities for different kinds of businesses and customers
oversees have different behaviour which need to analysis well before they are approached with
products and services by firms. Recognising customer base in another nation is the first step in
marketing and delivering the product and service to them which generates meaningful sales. The
case study is about how Unilever's brand connects with customers. In this report, it would
analysis how Unilever is successful in applying the comprehension of factors which influence
consumer behaviour to market their products.
How successful is Unilever in applying its understanding of factors that influence consumer
behaviour to market its products
From the case study, there are various factors that influence consumer behaviour which
are mentioned below:
Psychological factor: Psychological factor is a main dominant of consumer behaviour.
This factor is hard to measure but it is influential enough to influence the buying decision. These
factors include an individual's attitude, perception about a situation, ability to understand
information, what motivates them, its personality and their beliefs (Chen and Cheng, 2019).
According to Shiffman's consumer behaviour theory, the procedure of making purchase decision
based in cognitive and emotional authority such as impulse, relations, friends and many more
which influence a purchase. Unilever's marketing initiative Dove's Campaigns for Real beauty
has created influence on people to counter beauty stereotype and make point that real beauty is
more than skin deep.
From this factor, it has been depicted that Unilever's initiative towards the real beauty has
appreciated by people and with this, they are able to increase their sales and profitability. This
campaign's theme has reinforced good self-esteem in women of various ages, sizes, years and
shapes. On the other hand, as the organisation's message is to make the point about real beauty,
there are many rival firms which could oppose and manipulate the message. This could create a
negative impact on the selected organisation.
Culture factor: Culture factor is the requirement, values, behaviours, wants and
preferences which are observed and absorbed by us or from close family members and also other
significant individuals (Mohan and et. al., 2017). This factor includes groups which shared a
common set of beliefs or values. It also includes social class such as occupations, backgrounds,