Case Unilever - Marketing

In order to gain market shares through the low-income segment of the Brazilian market, Unilever should launch a new Detergent Powder brand at an affordable price, which could replace in the long-run Campeiro, its cheapest brand. However this strategy is not without any risks, since it can lead to the cannibalization of Minerva.

Culture of an individual is the way that decides he/she behaves. The consumer choice and their behaviour is much more related to the

Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2012). Consumer Behavior, 6e, 6th Edition.

Unilever believes in the sustainable growth and use of renewable sources of energy. It is also very watchful of employee health and has managed to bring down its accidental rate by a high margin. Unilever’s vision includes a better way for living for its consumers and better use of the products that they use. It maintains a high standard of its products by following stringent standards which helps in maintaining consumer satisfaction. Over the years, after working for different social projects like Water conservation and Food for all, it has grown its image as a socially aware and responsible

When making a consumer decision-making there are several influences that can affect, motivation, attitude, lifestyles, learning, and perception. A person behavior is a key point since it shows the person within their cycle. As we change daily as family our cycle changes as well. In the US, we have different socials classes, and each of them shows different values, behavior, and way of seen life in

On the other hand, people who are most likely to make purchase decisions based on their emotional motives can be considered as the people who has a high income level or high class people (a successful businessmen). In other words, this type of consumers will not think about their income level, efficiency in operations and etc, since the most important factors for them are social status, pride, satisfy a sense, acceptance, curiosity and etc are the reasons that they try to fulfill by purchasing a good or service. For example, a person who has a high income level will consider buying branded, expensive goods or services rather than buying the same thing for a lesser price from an unbranded and inexpensive place.

Context: Increasing purchasing power in NE and role of powder as fragrance / softening agents

Consumer opinions, trends and buying patterns, the brand image of the company and ethnic or religious views are all potential social factors.

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Consumers make several buying decisions each and every day (Armstrong and Kotler, 2012). There is a strong academic interest in why consumers make such decisions and their buying behaviour (Armstrong and Kotler, 2012; Solomon et al, 2013; Shiffman et al, 2012). Shiffman et al (2012) defines consumer behaviour as ‘the behaviour that consumers display in the searching for, purchasing, using, evaluating and disposing of products and services.’ It is argued that consumers are strongly influenced by several factors when making a purchase; such as cultural, social, personal and psychological characteristics these factors affect consumer behaviour as a whole (Armstrong and Kotler, 2012).

Cue Utilisation in Consumer Behaviour Research Cues are used by people when forming beliefs about objects which, in turn, influence their behaviour with respect to those objects. A cue is defined as a characteristic or dimension, external to a person, that can be encoded and used to categorise a stimulus object (Schellinck, 1983). Some examples are colour, size, price, brand name and country of origin. Any object can be associated with numerous potential cues, the perception and interpretation of which will differ among individuals and situations. Thus, it is essential to devise some means to categorise and describe cues such that the determinants of choice among the different types of cues can be studied. Consumer behaviour is one field which has dealt with cues in a context relevant for the purpose of this study. Cues and their properties have been recognised by consumer behaviour researchers albeit under different labels. Originally Cox (1962) suggested a conceptual cue model consisting of two cognitive dimensions: cue predictive value and cue confidence value. In an extension of this work Olson (1972) developed a comprehensive cue model whereby any

Lifestyle, income, occupation, age and self-concept are the most influential personal factors to affect consumer behavior. Age creates many different patterns of consumption as people demands change all the way through ones life. If a consumer has a certain occupation with a high income then theoretically they’ll have a higher disposable income, leading to greater levels of consumption. Lifestyle refers to the way a person lives and is expressed though items in their surrounds; it changes on interests opinions and shows how they interact with their surroundings.

Individuals make choices based on their personal tastes and preferences. Tastes and preferences are shaped by many factors. Some of the factors are family environment, physical condition, age, sex, education, religion, and location. In the analysis that follows, tastes and preferences will be viewed as a given, and discussion will focus on how those tastes and preferences are transformed into consumption decisions.

The most important factor that affects a person 's buying plans is the product itself. The type of products can be divided into two categories: "low-consideration purchase" and "high-consideration purchase". "Low-consideration purchase" are products involve low risks, e.g, buying soap. While "high-consideration purchase" are things involve high risks, like car or condominium. Therefore, it is rare for customers to seek influence or to be influenced by others when he or she is buying a "low-consideration purchase". On the other hand, a customer 's buying decision can be easily swayed when the product is a brand-new car since its maintenance costs or its reputation making it a "high-consideration purchase". (Singh, 2009, p.15)

This study will allow us to understand how local consumers make decisions to buy. Based on those facts, we will be able to have an effective strategy and avoid mistakes related to cultural differences.