MN5006 Serving Customers in Global Markets - London Metropolitan University

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 therein to 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.

- 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 to 1000 words maximum.

Attachment:- Case Study Unilever.rar