Consumer Behavior and the Impact of Global Brands: Research Project

This research project delves into the realm of consumer behavior, particularly examining its interplay with the emergence of global brands, with a case study on Unilever. The report initiates with an introduction outlining the research background, problem statement, aims, objectives, and rationale. It then progresses to a comprehensive literature review, exploring themes such as the impact of globalization on consumer behavior, the significance of managing customer service with global brands, and the influence of these brands on consumer choices. The methodology chapter details the research process, philosophy, approach, strategy, and data collection methods, including both secondary and primary research, alongside sampling techniques and data analysis. The study aims to investigate consumer behavior and the importance of customer service in the face of global brands, with specific objectives including determining the impact of globalization on consumer behavior, evaluating customer service management, and examining the effects of global brands on consumer choices, culminating in recommendations for improved customer service strategies in a globalized context. The report also includes an appendix with a questionnaire and references to support the research.

RESEARCH PROJECT Part 1

Table of Contents
CHAPTER 1...................................................................................................................................................4
INTRODUCTION...........................................................................................................................................4
1.1 Introduction......................................................................................................................................4
1.2 Research Background.......................................................................................................................4
1.3 Problem statement...........................................................................................................................4
1.4 Aims and Objectives.........................................................................................................................4
1.5 Rationale for the study.....................................................................................................................5
CHAPTER 2...................................................................................................................................................5
LITERATURE REVIEW....................................................................................................................................5
2.1 Literature Review..............................................................................................................................5
2.1.1 Theme 1: To determine idea to globalization and its impact on consumer behavior....................5
2.1.2 Theme 2: To evaluate the importance of managing better customer service with emergence of
global brands..........................................................................................................................................6
2.1.3 Theme: 3 To examine the impact of emerging global brands on customer behavior and choices.
................................................................................................................................................................7
2.1.4 Theme 4: To recommend ways to manage better customer services with increasing
globalization. .........................................................................................................................................8
CHAPTER 3...................................................................................................................................................9
METHODOLOGY...........................................................................................................................................9
3.1 Introduction......................................................................................................................................9
3.2 Research Process..............................................................................................................................9
3.3 Research Philosophy.........................................................................................................................9
3.4 Research Approach...........................................................................................................................9
3.5 Research Strategy...........................................................................................................................10
3.6 Research Choice..............................................................................................................................10
3.7 Data Collection...............................................................................................................................10
3.7.1 Secondary Research.....................................................................................................................10

3.7.2 Primary Research.........................................................................................................................10
3.8 Sampling.........................................................................................................................................11
3.9 Data Analysis...................................................................................................................................11
3.10 Research Plan...............................................................................................................................11
3.11 Limitations....................................................................................................................................12
APPENDIX 1- Questionnaire.......................................................................................................................13
REFERENCES ..............................................................................................................................................15

CHAPTER 1
INTRODUCTION
1.1 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.
1.2 Research Background
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 fulfill the
needs and wants of the consumer. However the present will talk about the consumer behavior
and importance of consumer service with emergence of global brands which is relatable to the
Unilever brand.
1.3 Problem statement
In order to present the study the main issue which will be addressed by this study is to
establish the brand value for the customers in order to face the global challenges. However, the
present research can helpful to determine the best interest for the customers to maintained the
consumer service.
1.4 Aims and Objectives
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.
1.5 Rationale for the study
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.
CHAPTER 2
LITERATURE REVIEW
2.1 Literature Review
2.1.1 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.
2.1.2 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.
2.1.3 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.

2.1.4 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 on boarding mudiks and low-cost training that comes with product frat ire 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.
CHAPTER 3
METHODOLOGY
3.1 Introduction
Research in common parlance refers to the functions related to the research process.
However, research methods more clearly provide the base for researcher which helps to better
understand the research objectives task. Research design and methodology can be defined as the
plan or structure of inquiry which obtained answers to research questions on business as aspects.
The design and methodology includes the framework of the entire research process.
3.2 Research Process
Research process involves identifying, locating, assessing and analyzing the information
which is required to support the research questions. Research process has includes such a very
important knowledge and task will required to understand the aims and objectives of the
research.
3.3 Research Philosophy
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.
3.4 Research Approach
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).
3.5 Research Strategy
A Research strategy is a step by step of action that gives direction to the research process.
There are several research strategies are include like case study, qualitative, quantitative and
action research or action oriented. Present research has been taken qualitative techniques to
analyse the consumer behavior.
3.6 Research Choice
There are two choices to conduct the study qualitative and quantitative. There are two
ways to conduct the study either to conduct study numerical and non numerical. Apart from that,
it makes the the study more effectively managed and implementing. Present study choosing
qualitative data collection methods by generating the data and tables.
3.7 Data Collection
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.
3.7.1 Secondary Research
Secondary research is the method where the researcher collects data through secondary
sources like internet, books, journals. Secondary data generally based on the information which
is already published by several authors. Present research will be conducting secondary research
by supporting literature review.
3.7.2 Primary Research
Primary research method is the form of research where the researcher collected data
through researcher. There are various methods to collect primary research such as questionnaire,
survey. Present study collecting primary data through questionnaire survey.

3.8 Sampling
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
3.9 Data Analysis
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.
3.10 Research Plan
Research plan is the process which is conducted by the two different form. Present
research will be accomplished in within 8 weeks. However, the whole process or stages has been
divided according to the consent only.

3.11 Limitations
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.

APPENDIX 1- Questionnaire
1. What is your age group?
a) 18-25 b) 26-35 c) 36-45
2. Would you consider yourself to any specific to any particular brand?
One or two brands. Not really Depending on the other
alternatives.
3. Which of the following elements by you attracted most?
Quality Good Value
added services
Low/Premium
Prices
Marketing
strategies
Others
4. Global brands are now become more famous than local brands?
-Strongly agree
-Agree
-Neutral
-Strongly disagree
-Disagree
5.Do you focus on brands at the time of purchasing?
-Yes
-No
6.What types of problems do you face with brands?
Durability Reservation Quality Availability

7. How do you take decision making approach while dealing with multiple brands?
-On the basis of Price
-On the basis Quality
-Self-judgment
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.

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