MN5006QA

Assessment - Case Study

How Unilever's Brands Connect with Consumers

Case Question
In the first sessions of this module, we identified several consumer behaviour frameworks that summarise the influences on consumer behaviour. Refer to one of these frameworks (e.g. Shiffman's or others) and some of the relevant concepts and models there into answer the question below.

"How successful is Unilever in applying its understanding of factors that influence consumer behaviour to market its products?"

Select 3 factors and back up your arguments with theory and examples.

Your arguments should be supported by models and concepts from the course and illustrating them with examples.

Critical evaluations (balanced arguments, analyses, adequacy of procedure used by Unilever etc.) attract higher points. Note that the student may refer to all key influential factors but focus on just three, given the limited space.

Word Count: 1,000 words maximum

Further Directions
• The report should be concise with minimum repetitions. It should be clearly structured (intro, main part and conclusion as well as sub-sections).
• References to theory should be included, with definition of concepts, and fully Harvard referenced in the list of references.
• The report should be up to1000 words maximum. All non-key, but helpful information (e.g. details of models or research findings) should be put in an Appendix section with numbers and titles and referred to in the text - contents of appendices are not included in the word count. There is no point in piling up information that is not referred to in the text.
• State the number of words in the first page.

Attachment:- Case Study Unilever-Hoyer.rar