Case Unilever - Marketing

3159 Words13 Pages
MGT 6170-Marketing, Unilever in Brazil Case Study

Table of Contents
1. INTRODUCTION ............................................................................................................... 2 1.1. 2. Aim of the report .................................................................................................. 2

CONSUMER BEHAVIOUR ON PURCHASE OF DETERGENTS IN BRAZIL ................. 2 2.1. 2.2. Consumer decision Process ................................................................................. 2 Influences on consumer decision making ............................................................ 2

3.

MAIN PLAYERS AND THEIR CURRENT STRATEGIES .................................................. 3 3.1. 3.2.
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Since, washing act as an integral part of their lifestyle, decision of purchasing detergent depends on this lifestyle.  Personality: Personality has strong pressure in Northeast region because the region has implicated by low income which is very much evident in Exhibit 1 on the case study. Infant mortality is high and GDP/capita is low in Northeast region when comparing to other region of Brazil. This personality is directing Northeast people to buy low cost detergent. Hence, the characteristic of personality has crucial impact on decision making.
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MGT 6170-Marketing, Unilever in Brazil Case Study  Perception: People in Brazil have expectation when buying the detergent. They

have interpreted the detergent in six different attribute and expects these attributes to be attained in the detergent powder. So, perception plays a critical role to make a decision on buying the detergent powder. 2.2.2. Social Influence

Social Influence like social class and culture will also affect the consumer decisionmaking process.  Social Class: As per Exhibit 2 in Case Study, 53% of population in the Northeast region lives on less than two minimum wages when compare to 21% in the Southeast. This shows that more than half of the population was implicated by low wages in the Northeast region. This leads people to think on buying detergent based on their affordable price or living class. So, the social class plays a significant

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