Factors & Frameworks Influencing Consumer Behaviour of Unilever
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This report analyzes the factors and frameworks that influence consumer behaviour of Unilever. It includes the consumer behaviour of the Unilever and their frameworks and factors that influence the consumer behaviour.
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................3 MAIN BODY...................................................................................................................................3 Factors & Frameworks that influence consumer behaviour of Unilever.....................................3 CONCLUSION................................................................................................................................5 REFERENCES................................................................................................................................6
INTRODUCTION Consumer behaviour is the analysis of the people or consumer about their decision making of purchasing the product. Consumer behaviour theory also help business and help them to enrich the customer demands and their need of buying the product. Consumer behaviour also enlighten the decision taken by the consumer and enhance the strategy to handle the behaviour of the customer and influence them. This report includes the consumer behaviour of the Unilever and their frameworks and factors that influence the consumer behaviour. MAIN BODY Factors & Frameworks that influence consumer behaviour of Unilever Consumer behaviour indicates the individual for buying the product in four w and the process where buying goods in change for acquire them and make them habit. In importance of consumer there's a retention of consumer and predicting the product value in the market. Produce innovative product to maintain the standard of the brand. Schiffman & kanuka elaborate the consumer behaviour framework that describe the behaviour of the consumer whose finding the purchasing products and services.Consumer behaviour include a four W and how this identify that what product consumer want to buy. Why consumer wanna buy that product. When consumer are gonna buy that product. And from where? Importantly how. This evaluationof consumer behaviour included all the aspect of this frameworks. In this rapidly changing environment every organisation wants to maintain their products sales and quality in the environment. In Unilever they grow their consumer base with consciousness with this consumer easily decide which product they actually want to buy (Unilever–UK government global hygiene coalition reaches 1 billion people,2021). All the consumers know about the Unilever products and they also willing to buy the company product but still company have to do marketing and create their brand awareness among the targeted audience (Nguyen, and Johnson, 2020). FIVE LEVER FOR CHANGE when people neglect their health and ignore cleanliness while, Unilever's founder saw a business opportunity and they bring a world first health soap as lifebuoy and so many more products like Pepsodent. Which prevent people from having an unwanted disease by hands through germs etc. and after they promote the product which has great impact inthe market till now. Company develop the five levers for change approachfor
setting a ethics in the company. While applying new approaches. Company adapt the needed and uses for the change and inspire from them and apply the five levers for change. Understood:- Make it understood for all the people why they do wanna buy that product what it needs for them in their life's. When company apply this approach while launching lifebuoy soap this was very beneficial for them. Easy:- While explaining about the product company have to clear their perception and explain their thought regarding the product the are willing to sell like lifebuoy. Company make people convince with the advertisement and confidence about the product. Desirable:-Company must make it desirable people haveaspirational self-image in that advertisement or product that company want them to buy (Voramontri, and Klieb, 2019). This approach is about the individuals and the society well-being. As the infant mortality is big issue in so many state. The purpose of advertisement is like if people wash their hands clean with health soap when look after for a infant then this issue will be gone forever. Rewarding:-In these kind of approach company have to clear their thought to the consumer while giving proof and pay-off. Like Unilever did for their shampoo brand they motivate the women to save water while applying shampoo. Even though they start a brand campaign of this they aware so many women, family about the brand. Habit:-Company mustmake it habit , this approach is all bout the reinforce and and time to time remind consumerabout the product like lifebuoy soap campaign is run so many days that reinforce the people to buy that product and assure them that this product is useful and company concern about the people health. In five lever of change there are also three major things that is barrier, trigger, motivator. Barrier is aboutwhat's the major thing that control people foradapting new changes. And trigger is about how company trigger people of force them to use that product and start something new. Motivator is about what help company to motivate and remind people for stick to the new product. Consumer behaviour factors that affect the company are :- psychological factor:- human psychology is play an important in consumer behaviour. In Unilever they use their inter process for changing and understanding the consumer behaviour which include motivation, attitude , knowledge , perception (Murphy, and Murphy, 2018). They motivate people for buying there product while applying w's andthey show their customer to
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how to use the product in easiest way.For e.g. company play with people mind while launching lifebuoy health soap. Social factor:- in this Unilever have dove's campaign for real beauty product. It is belonging to the social group which describe every women is beautiful in their own this influence the people to buy the company products. In dove's setup they set an uncategorised campaign for all women this shows that every person is equal. This innovative idea is because to target all kind of people and the campaign of this product work out so great and have a good impact on the people. Environmental factor:-consumer behaviour of purchasing goods is also depends on the economy of a country. Because of COVID-19 every company, every business has a major impact of that including Unileveralso but the company come up with the new idea's and bring new product that time such as sanitizer, spray bottles etc. and after that company also working on their hygiene in a product (Reisch, and Zhao, 2017). Unilever start a lot of campaign after COVID that bring awareness among the lower class of people and in NGOs. CONCLUSION After seeing the consumer behaviour of the Unilever. Majority of the consumer of Unilever buy the health care and beauty products from company because the trust that company gain from the customers and the product availability and reinforcementand reminderis also important that company bring in their advertisement and campaign also. The approaches and the framework which uses by the company have made very clear about their consumer behaviours.
REFERENCES Books and Journals Murphy, P.E. and Murphy, C.E., 2018. Sustainable Living: Unilever. In Progressive Business Models(pp. 263-286). Palgrave Macmillan. Cham. Nguyen,N.andJohnson,L.W.,2020.Consumerbehaviourandenvironmental sustainability.Journal of Consumer Behaviour. 19(6). pp.539-541. Reisch,L.A.andZhao,M.I.N.,2017.Behaviouraleconomics,consumerbehaviourand consumer policy: state of the art. Behavioural Public Policy.1(2). pp.190-206. SHARMA, S., EFFECT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR. Voramontri,D.andKlieb,L.,2019.Impactofsocialmediaonconsumerbehaviour. International Journal of Information and Decision Sciences.11(3). pp.209-233. Online Unilever–UK government global hygiene coalition reaches 1 billion people,2021 [Online]. Availablethrough;<https://www.unilever.com/news/covid-response/hygiene-and-behaviour- change-coalition.html>