Unilever in Brazil
Unilever in Brazil(1997-2007)
Marketing Strategies for Low-Income Consumers
Consumer Behavior Solomon(2009) defines consumer behavior as “Consumer behavior is the process individuals or groups go through to select, purchase, use and dispose of goods, services, ideas or experiences to satisfy their needs and desires”(p.148). While speaking about the consumer behavior in Brazil it is important to show the demographics based on many factors like literacy, population, lifestyle in Northeast and Southeast regions. Hence the consumer behavior is different in both the regions. Northeast Region: The importance for cleanliness and to make clothes smell good has lead to growing penetration of the detergent powder portrays a cultural influence on the consumers buying behavior. The various reasons that the consumers mentioned for using detergent powder is described in Exhibit1. Attribute Importance, Brand Positioning, And Consumer Expectations in the North East
Exhibit 1 Source: - Unilever Research
Cleanliness which has a 24% importance helps to determine the motivation of the consumers; they believe that cleanliness is part of their social status; it also caters to their need for being part of the society. Only 28% household own a washing machine and the rest 72% household‟s washing attitude (behavior) is to scrub the clothes with laundry soap and then add bleach to remove tough stains and only add a little detergent powder at the end to make the clothes smell good. So their perception about detergent powder is that it is only for good smell. In the NE, people consider washing clothes as more of a leisure activity because the activity is generally taken up outdoors (physical environment), in the nearby ponds where people can socialize amongst each other. This is an important aspect of the culture of NE, which differentiates it from the people of SE, as the social needs (Maslow‟s hierarchy of needs theory) of the people are reflected in cloth-washing activity. The
Marketing Strategies for Low-Income Consumers
Consumer Behavior Solomon(2009) defines consumer behavior as “Consumer behavior is the process individuals or groups go through to select, purchase, use and dispose of goods, services, ideas or experiences to satisfy their needs and desires”(p.148). While speaking about the consumer behavior in Brazil it is important to show the demographics based on many factors like literacy, population, lifestyle in Northeast and Southeast regions. Hence the consumer behavior is different in both the regions. Northeast Region: The importance for cleanliness and to make clothes smell good has lead to growing penetration of the detergent powder portrays a cultural influence on the consumers buying behavior. The various reasons that the consumers mentioned for using detergent powder is described in Exhibit1. Attribute Importance, Brand Positioning, And Consumer Expectations in the North East
Exhibit 1 Source: - Unilever Research
Cleanliness which has a 24% importance helps to determine the motivation of the consumers; they believe that cleanliness is part of their social status; it also caters to their need for being part of the society. Only 28% household own a washing machine and the rest 72% household‟s washing attitude (behavior) is to scrub the clothes with laundry soap and then add bleach to remove tough stains and only add a little detergent powder at the end to make the clothes smell good. So their perception about detergent powder is that it is only for good smell. In the NE, people consider washing clothes as more of a leisure activity because the activity is generally taken up outdoors (physical environment), in the nearby ponds where people can socialize amongst each other. This is an important aspect of the culture of NE, which differentiates it from the people of SE, as the social needs (Maslow‟s hierarchy of needs theory) of the people are reflected in cloth-washing activity. The
References: Kotler, P. 2008. Principles of marketing, Englewood Cliffs, N.J: Prentice Hall, (1994). Solomon, M. R. 2009. Marketing: real people, real decisions, Harlow: Pearson Education Limited, 2009. Fill C (2005). Marketing Communications: Engagement, Strategies and Practice. England: Prentice Hall. Stauble V. Marketing Strategy: a global perspective. London: Fort Worth. Kitchen P. Marketing Communications: Principles and Practice. London: International Thomson Business Press, 1999.