MN5006QA - Unilever: How Understanding Consumers Drives Marketing

This case study analyzes Unilever's success in applying its understanding of factors influencing consumer behavior to market its products. It highlights Unilever's customer-centric approach, focusing on understanding customer needs and demands to drive product development and marketing strategies. The report examines the key factors Unilever considers, such as understanding why customers choose certain products, making new behaviors desirable, and ensuring long-term engagement. It applies the Schiffman Consumer Decision Making Model to understand consumer interactions and decision-making processes. The case study also discusses Unilever's promotional strategies, including the use of social media and impactful campaigns like Dove's "Campaign for Real Beauty," which aims to connect with consumers on an emotional level and build brand loyalty. The analysis concludes that Unilever's focus on building strong customer relationships and understanding their needs is crucial to its marketing success.

Unilever Hoyer

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
How successful is Unilever in applying its understanding of factors influencing consumer
behaviour to market its products..................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Consumer behaviour is the analysis of how the consumers make decisions about what,
where and how to buy the products and services of the company (East, Singh and et.al., 2021).
Unilever is a British multinational consumer goods which produces products including food,
cleaning agents, beauty products etc.
Therefore, the report will analyse that Unilever is applying its understanding of factors
that influence consumer behaviour to market its products. Further, Schiffman Consumer
Decision Making Model will be applied which will help in knowing the concerns of how the
consumers are interacting and are communicating with the aspects which are being analysed at
large scale. The factors of consumer behaviour to market the products will be analysed and
described appropriately for understanding the behaviour of consumers in market.
MAIN BODY
How successful is Unilever in applying its understanding of factors influencing consumer
behaviour to market its products
Unilever has been focusing on the customers and providing them the services and products
which they are requiring and this is framing the market scale of customers larger. Unilever is
trying to understand the customers and their requirements which helps the company in knowing
that what variety of products the customers are demanding at large scale. By focusing on the
demands and needs of the customers, Unilever has created and framed the scale of how the
customers are demanding and are creating different ways to analyse the aspects of company's
growth and development (Bhaskar, 2021). The three factors which are being addressed and are
taken into consideration are analysed and known as -
 Making the customers understand that why they should do something while choosing the
products and services.
 They must make the new behaviour desirable so that it helps in understanding the
concepts of how effectively there are measures which are being considered within the
framework of improvement of products and services at large scale.
 Finding a way to continue over time. This is the third factor which is important for
considering and analysing the aspects of how the consumers are perceiving and utilizing
the products and services (Lin and et.al., 2019).

These are the three major factors which helps in knowing and analysing that Unilever is focusing
on the consumers and is determining the concerns which are helping the company to take over
the growth and development aspects at large scale. For marketing the products Unilever is trying
to understand the consumers and is focusing on the concerns which are linked to marketing of
the products and services to be delivered in the market.
Consumer behaviour is further described with the help of Schiffman Consumer Decision
Making Model which is described in the manner helpful for the aspect of how the growth and
development of the company is being analysed and addressed at large scale (Panwar and et.al.,
2019). It has been analysed and stated that the consumers are interested in buying the products
and services which the Unilever is concerned about. Unilever is addressing both the customers
needs and the environmental issues and problems at large scale and is constituting the concerns
which are related to how the company is analysing the concerns which are related to consumers
buying decisions. The promotion of the products and are the services of Unilever are promoted
and are advertised with the help of promoting the products on social media channels such as
Facebook, Twitter, YouTube etc.
With the help of these social media channels there are aspects which helps in analysing
and addressing that the campaigns of Unilever are promoted and are considered as important as
the products and services are being responsible for knowing and understanding the type of
consumers in the market. The company is also holding outside supermarkets to attract and
engage Latin consumers at large scale (Muhammad and Ghulam, 2019). Unilever campaigns
tend to engage the communication with the consumers so that they are able to demand what are
their needs and requirements in the market. The Schiffman Consumer Decision Making Model
helps in taking decisions which are at the consumers end. With the help of research, the
consumers have determined that there are concerns which are made available for Unilever to
grow and prioritize the major concerns which are related to their decisions being undertaken at
large scale.
Unilever is focusing to build strong relationship with the customers so that they are able
to gain and engage them in knowing the market more and in appropriate manner. Unilever is
ensuring that the brand name is real and is working down to earth. The model is helping to
address the concerns and understand the market structure at large scale. Unilever is focusing and
engaging the consumers on why to do something as it is the most influencing factors which is

being addressed at large scale. The company is also ensuring that the new behaviour which is
desirable factor is helping to analyse and critically evaluate what are the key essential aspects
which the consumers should address to (Huebner, 2020). There has been example given and
provided which helps in addressing the concerns related to how effectively and in appropriate
manner Unilever is trying to focus on the aspects of growth and development of the company at
large scale. For example – Unilever had put out the products in the market fabric softeners which
needed only one rinse but the consumers were still doing three to four rinses for which it became
necessary for the company to make understand the consumers and provide them education
regarding the product.
Therefore, it is very necessary for the Unilever to create value and analyse the aspects
which helps in knowing and creating value of how effectively and in appropriate manner there
are concerns which are related to the consumers decision making process at large scale.
CONCLUSION
Thus, it has been concluded from the above report that Unilever is applying its
understanding of factors that influence consumer behaviour to market its products. Further,
Schiffman Consumer Decision Making Model was being applied which helped in knowing the
concerns of how the consumers are interacting and are communicating with the aspects which
are being analysed at large scale. The factors of consumer behaviour to market the products were
being analysed and described appropriately for understanding the behaviour of consumers in
market.

REFERENCES
Books and Journals
Bhaskar, H.L., 2021. Understanding the market landscape and consumption behaviour: a case
study. International Journal of Business Innovation and Research. 25(4). pp.537-564.
East, R., Singh, J. and et.al., 2021. Consumer behaviour: Applications in marketing. Sage.
Huebner, C., 2020. The head, the heart and how: How to use consumer decision-making and
information-processing models to plan and develop search marketing
campaigns. Journal of Education Advancement & Marketing. 5(3). pp.274-285.
Lin, X. and et.al., 2019. Exploring gender differences in online consumer purchase decision
making: An online product presentation perspective. Information Systems Frontiers.
21(5). pp.1187-1201.
Muhammad, I.Y. and Ghulam, M.M., 2019. An exploration of factors influencing purchase
decision making of apparel consumers. Amazonia Investiga. 8(23). pp.457-468.
Panwar, D. and et.al., 2019. Consumer decision making process models and their applications to
market strategy. International Management Review. 15(1). pp.36-44.
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