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Summative Assessment 1: Individual Assignment based on Case Study
Considering numerous facets of the psychological core, Unilever is attempting to build consumer loyalty by marketing its product in this way. For example, the Dove "campaign for real beauty" exploited the internet's visibility and understanding of its usage to create advertisements. This ad is aimed at a wide range of customers, and everyone will appreciate it (Fithry, Hariyanto and Utami, 2021). Additionally, Ragù made good utilisation of the internet and the visibility that comes with social media in order to engage with its consumers and learn about the challenges parents have in persuading their children to eat healthy foods.
Discussion of How Successful is Unilever in Applying its Understanding of Factors that Influence Consumer Behaviour to Market its Products
Identification of Three Factors that Influence Consumer Behaviour
- Motivation: A person's purchase choices are impacted by their degree of motivation. A person's needs include social, basic, protection, respect, and self-actualization requirements, as well as the urge for self-expression.
- Perception: Perception among customers has a big influence on real purchase choices. When a customer obtains data on a product and analyzes that data to produce an opinion regarding a product, the method is known as consumer awareness.
- Learning: Conditional or conceptual learning methods exist (Loxton et al., 2020). A customer's response to an event is shaped by repeated exposure to the same situation.
- Attitude and Beliefs: Consumers make purchase decisions based on their feelings and beliefs. Attitude has a significant impact on how a consumer treats a product.
- Family: As a child, one's shopping habits are shaped by seeing one's parents and siblings make purchases (Loxton et al., 2020).
- Reference Groups: A person's tribe is the group of people with whom they identify and who they feel at ease. This group of people tends to influence one another via their shopping patterns.
- Roles and Status: A person's life is altered because of his or her social standing. The social status of a customer has a significant influence on their purchase choices.
- Personal Income: A person's purchasing power increases when they have more money in the bank. Disposable income is the money that remains after basic needs have been met.
- Family Income: Family income is made up of the wages earned by each family member. When more family members are employed, they have more disposable income to spend on things like food, clothing, and entertainment.
- Consumer Credit: Incentives such as easy access to credit for purchases encourage people to spend more money (Wiederhold and Martinez, 2018).
- Liquid Assets: Conveniences and luxuries are more likely to be purchased by liquid users than those who use solids (Loxton et al., 2020).
- Savings: People's shopping choices are heavily influenced by the amount of money they want to save (Wiederhold and Martinez, 2018).
Implementation of Relevant Theoretical Frameworks
Schiffman’s Model of Consumer Behaviour
External impacts are used in this model of consumer behaviour as sources of knowledge about a product and to affect a customer's product-related beliefs, behaviour or sentiments in this model. For Unilever's marketing strategy, it is a simple endeavour to educate people about their goods and persuade them to buy them. The corporation employs a defined marketing plan that combines the product, media advertising, price policy, and a carefully chosen set of supply networks to best fit their product and get it from maker to customer (Eger et al., 2021). Customers' purchasing decisions are strongly influenced by their social circle. Non-commercial factors make up the majority of social influences. When it comes to buying choices, social class and culture have a significant effect in the way customers assess things.
The customer decision-making procedure is significantly more complicated than depicted. Decision-making is at the heart of this model's procedure. P