Consumer Behavior: Knowledge and understanding of the processes - Assignment Example

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Consumer Behavior 1. Knowledge and understanding of the processes by which consumer attitudes are learned, stored and retrieved and use of examples (attention, perception, learning, memory systems and processes%35 The company we have chosen in this assignment is Unilever, an international brand that has strong presence in many countries…
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Download file to see previous pages Unilever’s products consumer’s day by day needs and requirements for personal care, nutrition and hygienic brands that really assist consumers feel better, look better. Unilever’s vision is We work to create a better future every day We help people feel good, look good and get more out of life with brands and services that are good for them and good for others. In this assignment we could discuss the case of Lux soap that is a significant product of Unilever. People would have different opinions and views, this entire thing could be called as perception. Senses are very important in consumer behavior; there are five senses in perception that are Sight, Smell, Taste, Feel, Sound All these features belong to senses and it is a part of perception building. In the case of Lux, perception and senses have major role to play. Smell and sight are the two senses that influence the consumers to buy this product. Consumers are attracted to the fascinating variety smell of this brand. Not only smell but also sight has a major role in attracting the consumers. For example: packaging of the product is very important, Lux is packed in a very attractive way. Attractive colors and model’s picture are used to make the packs of soaps. ...
Axe is the brand that has more importance in smell, sight and feel. These are best examples of perception and senses. Consumers attitudes, and their attitudes change are very important part of their behavior. Consumer behavior is not constant; it could be changed according to their feelings, thoughts and opinions. In the case of Unilever and Lux, the advertisements and the way of presenting the brands to the consumers have importance in influencing the consumers mind. Consumer’s attitudes on issues and their feelings about things are honestly related to their personal feelings and thoughts. Advertisements have a huge impact to influence these attitudes and feelings. “Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store” (Attitudes: Introduction para. 1). The application of attitudes is very important in this situation, the first one is belief and consumers would have both positive and negative beliefs to a brand or product, or it could be neutral. Some consumers may have good belief about Unilever products like Lux; some may have negative belief about the brands. Affects or feelings are probably based on beliefs, it is very important in this viewpoint. It is related to moral beliefs and feelings. Few years ago there has been a controversy regarding Lux soap, the allegation raised was ‘animal fat is being used in making Unilever products’ (Yusuf 2008). For extreme animal lovers this thing wouldn’t be acceptable, and these animal loving consumers won’t be willing to use Unilever’s soap products. Behavioral intention is the ...Download file to see next pagesRead More
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