Unilever's Brands: Connecting with Consumers Through Behavior Insights

This essay examines Unilever's success in applying its understanding of factors that influence consumer behavior to market its products. It highlights the importance of understanding consumer behavior for effective marketing strategies and profitability. The essay discusses Unilever's implementation of the Engel, Kollet, Blackwell (EKB) model to evaluate customer behavior and the decision-making process. It further analyzes the various psychological, personal, and social factors that impact consumer behavior and how Unilever leverages these factors to enhance sales and brand engagement. The conclusion emphasizes the critical role of understanding customer purchase decision procedures to enhance profitability and meet consumer demands. Desklib provides access to similar solved assignments and study resources for students.

How Unilever’s
Brands Connect with
Consumers

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
“How successful is Unilever in applying its understanding of factors that influence consumer
behaviour to market its products?...........................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Customer behaviour is defined as how diverse people or assembly of individuals prefer to buy
products or services from certain companies. It is very essential for companies to have proper
understanding towards diversified needs or demands related to consumers so that they could take
right decision in relation with customer buying approaches (Willems, Brengman and Van
Kerrebroeck, 2019). The following report explains how Unilever successfully understood factors
that could influence behaviour of consumers. This organization was founded in 1929 by William
lever and James Darcy lever. The head office of the respective enterprise is best in London,
England. The report consists of various aspects that impact customer behaviour and relevant
theories.
MAIN BODY
“How successful is Unilever in applying its understanding of factors that influence consumer
behaviour to market its products?
It is very important for Unilever to comprehend and evaluate various elements that could lead to
have direct impact over client behaviour. This is essential for analysing advertising activities and
approaches in effective method so that proper decisions could be taken by the company.
Consumer behaviour regarding commodities or services will have direct impact on marketing
strategies and profitability of the selected company. The respective company is among the largest
organisation in consumer goods industry and is also able to fulfil demands or requirements of
customer’s ineffective manner (Wang and Lee, 2020). It has been evaluated that to become
successful in understanding customer behaviour the selected company implemented model which
is Engel, Kollet, Blackwell model. This is considered as an effective model to calculate customer
behaviour about facilities or commodities.
Engel, Kollet, Blackwell (EKB) model
This is a very valuable model to evaluate customer behaviour and procedure of decision making.
The selected company by applying this model will be able to take correct decisions and would
understand customer behaviour. The model has five stages of decision procedure which are
mentioned below
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• Awareness – This is the initial stage at which consumers will get information about
commodities or services offered by particular company. The selected company will
convey messages to customers regarding products or services through advertisements
which will help the organization in enhancing brand awareness along with understanding
needs of consumers.
• Information processing – After the awareness and information about commodities has
been collected by clients then they will start handling the provided data. During this
phase consumer will emphasis on evaluating their previous understanding about a
particular commodity or try to meet present needs (Qiao, 2019).
• Evaluation – This is the 3rd stage where customers would research and analyse the
products or services offered by organization in effective manner. Consumers will also
evaluate activities of other organization in order to compare products with respective
company. It is important for clients to correctly analyse various factors of goods in order
to take correct decision regarding purchasing.
• Purchasing decision – After successfully analysing commodities or services customer
will make decision regarding purchase. During this stage consumer will take decisions
according to analysis of services or products offered by the respective company and its
rivals. This will assist consumers in taking accurate decisions and they will purchase
products or services according to their needs.
• Outcome analysis – After buying products or services offered by the company,
customers will utilise them and identify their experience. According to result evaluation
consumers will be able to identify whether their decisions of buying a particular product
was right or not.
Factor that influence consumer behaviour
There are several components and factors that will result to have great impact over consumer
behaviour along with impacting their buying (Feng and Hsieh, 2020). It is very important for
Unilever to evaluate these components so that they could take right decision for enhancing sales
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of services and items. Various factors that could impact consumer behaviour are mentioned
below
• Psychological factor – This component of customer behaviour involves their opinions,
assertiveness and thinking about a certain merchandise or facilities, capability to
comprehend information conveyed by an organization along with other components that
motivates them to purchase specific commodity. The psychological components contains
internal factors of consumers that includes their views and thinking regarding items. This
will result to have foremost influence over there decision making process. It is very
important for the respective firm to understand thinking of consumers so that they could
evaluate their purchasing behaviour. It is also very essential for the selected company to
provide high quality products or services so that consumers could build trust on them.
This understanding will assist the respective company in enhancing sales of products or
services.
• Personal factor – This component of customer behaviour comprises of personal features
of a person such as monetary situation, gender, location, religion, age, salary, upbringing
and other factors (Osei-Frimpong and McLean, 2018). It is very important for Unilever
to evaluate and determine personal factors while creating and marketing products as they
will help the company in influencing customer to purchase their products.
• Social factor – This component of consumer behaviour consists of friends, families,
community, social group, colleagues and others. All these components are responsible
for influencing purchasing decisions of consumers. Therefore, the respective company is
required to evaluate social factors of customers in order to minimise impact of these
components on purchasing patterns of consumers.
CONCLUSION
From the word discussion it has been evaluated that consumer behaviour towards products or
services offered by a company will result to have major influence over productivity as well as
sales of business. It is very important for an organization to identify customers purchase decision
procedures in order to enhance profitability and meet demand of consumers.
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REFERENCES
Books and Journals
Feng, W., Tu, R. and Hsieh, P., 2020. Can gamification increases consumers’ engagement in
fitness apps? The moderating role of commensurability of the game elements. Journal
of Retailing and Consumer Services, 57, p.102229.
Osei-Frimpong, K. and McLean, G., 2018. Examining online social brand engagement: A social
presence theory perspective. Technological Forecasting and Social Change, 128, pp.10-
21.
Qiao, F., 2019. Conceptualizing interactivity on social media and exploring the effects of
interactivity on consumers’ engagement with online social-interactions. Online Journal
of Communication and Media Technologies, 9(3), p.e201913.
Wang, T. and Lee, F.Y., 2020. Examining customer engagement and brand intimacy in social
media context. Journal of Retailing and Consumer Services, 54, p.102035.
Willems, K., Brengman, M. and Van Kerrebroeck, H., 2019. The impact of representation media
on customer engagement in tourism marketing among millennials. European Journal of
Marketing.
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