Case Unilever †Marketing Essay

So, the decision process of buying detergent has become general Decision Making process. 2. 2. Influences on consumer decision making There be different factors influences the consumer decision making process. Marketer needs to understand these influences and which ones atomic number 18 important in the purchase process to make effective merchandise decision. (Solomon, Marshall, Stuart, Barnes, & Mitchell, 2009) 2. 2. 1. Internal Influence Lifestyle, Personality, and Perception are some of the internal influences tough 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 lecture with the friends. Since, washing act as an integral part of their lifestyle, decision of purchase detergent depends on this lifestyle. ? Personality Personality has strong pressure in northeastward region because the region has implicated by low income which i s actually much evident in Exhibit 1 on the discipline 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 lot to buy low cost detergent. Hence, the characteristic of personality has decisive impact on decision making.Perception People in Brazil fork over expectation when buying the detergent. They have interpreted the detergent in sise different attribute and expects these attributes to be attained in the detergent powder. So, information plays a critical role to make a decision on buying the detergent powder. 2. 2. 2. companionable Influence Social Influence manage social class and culture will also affect the consumer ecisionmaking process. ? Social Class As per Exhibit 2 in Case Study, 53% of population in the Northeast region lives on less than both minimum wages when compare to 21% in the Southeast. This shows that more than half of the population was implicated b y 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 role in making decision to buy a detergent in Brazil. ? Culture As per case study, People in the Northeast and Southeast have differed in symbolic value when it comes to cleanliness. by from these main players, the local trade nameeters are giving competitive challenge to main players by capturing low income segment through small retail shops. 3. 1. Unilever and their on-going strategies ? Until 1996, Unilevers detergent products had a dominant market share in a low growth market. But in 1996, Unilever has become an now front runner in detergent powder with 81% of mark share in Brazil which has been achieved with three brands. ? Unilever might have segmented the consumer market in Brazil based on the Demographics. In Brazil, people have different kind of income in different region.