Influencing Consumer Behaviour: A Critical Analysis of Unilever's Success

This report critically analyses Unilever's success in influencing consumer behaviour using Schiffman's consumer model and key influencing factors such as extended decision-making, brand and company loyalty, and variety seeking. Unilever has prioritised consumer satisfaction and has effectively used social media to communicate with customers. The report concludes that Unilever is effectively using its understanding of consumer behaviour to influence buying patterns.

Individual project

TABLE OF CONTENTS
Individual project.............................................................................................................................1
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Critically analysing Unilever success in terms of influencing consumer behaviour within using
Schiffman’s consumer model and appropriate influencing factors.............................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Unilever has been proven highly effective in terms of assuring effective satisfaction to the
consumers. The present study will analyse the extent up-to which Unilever has successfully
applied its understanding factors that influencing the consumer behaviour in market for its
products. Also, the key three influential factors for supporting the analysation will be
highlighted.
MAIN BODY
Critically analysing Unilever success in terms of influencing consumer behaviour within using
Schiffman’s consumer model and appropriate influencing factors
Unilever has prioritised consumer from starting therefore, the organization has been proven
effective enough in understanding the major demands of the consumer and on the basis of that
organization have taken the actions. As a result, consumer has effectively got the opportunity in
terms of gaining high amount of utilities from the products and services of Unilever.
Schiffman’s consumer model is associated with the behaviour of consumer that displays while
searching, purchasing and using of the product, services and the ideas (Mohanty, Ramesh and
Kamat, 2020). Thus, in similar manner Unilever has focused over these behaviour patterns and
influence the consumer behaviour towards the products and services of organization.
It has been reviewed in the case study that, Unilever has made effective communication with
customers within using the platform of social media. The customers are highly active over social
media. Therefore, Unilever has efficiently used this platform for consumers. In similar manner,
Schiffman’s consumer model revealed that it is important to display the information in regards to
product and service in effective manner as consumer behaviour has been influenced from the
ways in which the information of products has been displayed. (Suleman, Ali, Nusraningrum and
Ali, 2020). Thus, within using Facebook, YouTube and Twitter and special websites, social
media has provided effective support to the Unilever to display the information in context of the
products and services to the customers.
Social media campaign by the Unilever is clearly stating that Unilever has prioritised the
consumer behaviour pattern and on the basis of that the action has been taken by the company
which results in creating effective interaction among the consumer and Unilever. While
searching about the product consumer visits the social media platform so, they can get effective

information. Thus, Unilever has focused over this element in effective manner. The complete
procedure that is being followed by Unilever is aligned with the steps that includes-
 Helping the consumers
 Taking actions
 Behaviour desirable
 Satisfaction of consumer
 Contribution in behaviour pattern of consumer
It has been found from various studies that, in first step Unilever provides help to consumer
within providing specific information related to products. The next step is aligned with taking
action by the consumer. Afterwards, understanding the desires of consumer related to product is
highly important so they can be attracted towards product. After understanding the desires of
consumer, assuring satisfaction to customers is next step. When consumer use the products and
services and get utilities from them that determines the satisfaction level that has been gain by
the customers.
Thus, after consumer makes purchase the last step is entitled with making contribution in the
behaviour pattern of customers so, the customer can get satisfaction throughout the time. The
steps that has been used by Unilever are same as described under the Schiffman’s consumer
model. The factors that has been determined in Schiffman’s model are linked with influencing
the behaviour pattern of consumers. Here is the analysation of the major three factors that are
efficient enough in proving that Unilever is effectively focusing over the consumer behaviour
pattern.
ANALYSING THE MAJOR THREE FACTORS
Extended decision-making
This refers to that decision making while consumer makes the expensive purchase.
Customer evaluates every aspect in relation of the product (SEM III, 2018). Thus, Schiffman’s
consumer model states that customer search in depth before buying the product therefore, it is
important to communicate about the product in effective manner so, the consumer can have idea
in this regards. Unilever has adopted the same concept. Therefore, it can be said that company is
effectively influencing the customers. Unilever assures help to consumer within analysing the
details of product in specific way that helps in taking specific decision related to buying of
product.

Brand and company loyalty
The theory of reasoned reaction state that consumer behaves in particular way that is
entitled with believe of consumers (LaCaille, 2020). Thus, Unilever has created effective brand
image in the market that helps in influencing the customers just by their brand name. Large
number of consumer in market buy those products that consist the brand name of Unilever. This
clearly depicts that loyalty of company is also an influencing factor that attracts the potential of
buyer in order to make the purchase. Thus, it can be said that in this context Unilever has been
proven highly effective.
Variety seeking
While making purchase customers seeks variety in products and this act as one of the
biggest influencing factor that needs to be focused by company. Thus, Unilever has assured
effective focus over this as company is providing different varieties in products that further
creates the options for customers. Thus, in this manner, Unilever is effectively focusing over the
satisfaction level of customers and influencing the buying behaviour of customers. Within
providing different range of products Unilever is contributing in the behaviour pattern of the
consumers.
Thus, the key influential factors are effectively performed and managed by Unilever which
clearly depicts that Unilever is using its effective understanding in terms of influencing the
behaviour of consumers.
CONCLUSION
The above report has concluded that, Unilever is playing vital role in influencing consumer
behaviour and this has resulted in increasing the interaction among the Unilever and its
consumers. The report has critically analysed the extent up-to which Unilever has been proven

successful in order to influence consumer behaviour. Schiffman’s consumer behaviour model has
used in the report in context of performing analysation. Also, appropriate factors have also been
described.

REFERENCES
Books and Journals
LaCaille, L., 2020. Theory of reasoned action. Encyclopedia of behavioral medicine, pp.2231-
2234.
Mohanty, S., Ramesh, B. and Kamat, M., 2020. Study of consumer behaviour model and
goodness of fit in online retail.
SEM III, S.Y.B.M.S., 2018. Understanding Consumer Behaviour. Dr. Homi Bhabha State
University, 2.
Suleman, D., Ali, H., Nusraningrum, D. and Ali, M.M., 2020. Consumer behaviour in the
marketing 4.0 era regarding decisions about where to shop. International Journal of
Innovation, Creativity and Change. 13(7). pp.444-456.