Marketing - Unilever Case Study

3153 WordsJul 13, 201113 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.…show more content…
Marketer needs to understand these influences and which ones are important in the purchase process to make effective marketing decision." (Solomon, Marshall, Stuart, Barnes, & Mitchell, 2009) 2.2.1. Internal Influence Lifestyle, Personality, and Perception are some of the internal influences involved in making the decision to buy the detergent.  Lifestyle: As per Case study, the women in Northeast region treat washing the clothes as a pleasure activity and utilise the washing activity to meet and chat with the friends. 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. 2|Page 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

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