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Consumer Behavior 6th Edition by Wayne Hoyer,Deborah MacInnis ,Rik Pieters
Edition 6ISBN: 978-1133435211Consumer Behavior 6th Edition by Wayne Hoyer,Deborah MacInnis ,Rik Pieters
Edition 6ISBN: 978-1133435211 Exercise 1
How is Unilever applying its understanding of internal consumer processes in the psychological core to market its products?
Explanation
Verified
Verified
Company UL uses points of the psychological core to market their product in order to make customers loyal. The company also invests heavily in research and development to understand the changing needs and wants of the customers. This helps it in identifying the small changes which can make a big difference.
For example, the soap brand DV used internet's exposure and the comprehension of the use to make ads for their "campaign for real beauty". A lot of different types of customer are targeted in this campaign where it lasts an impression on their mind.
For food brand RG, they also used internet and therefore the exposure of the social media power to dialogue with their customers in order to get parent's opinion about getting children to eat to make a product that full fill the customers' needs and also to create a relationship with them.
Also, the company generally associates a message with a product. For products that are associated with women, it tries to associate the message of self-esteem and upliftment; especially in the developing and the under-developed countries.
With the focus on all these psychological reactions, they are also trying to get more customers by explaining to them how and why they should use a product in order to make their lives better and also to make them feeling good about doing that action.
For example, the soap brand DV used internet's exposure and the comprehension of the use to make ads for their "campaign for real beauty". A lot of different types of customer are targeted in this campaign where it lasts an impression on their mind.
For food brand RG, they also used internet and therefore the exposure of the social media power to dialogue with their customers in order to get parent's opinion about getting children to eat to make a product that full fill the customers' needs and also to create a relationship with them.
Also, the company generally associates a message with a product. For products that are associated with women, it tries to associate the message of self-esteem and upliftment; especially in the developing and the under-developed countries.
With the focus on all these psychological reactions, they are also trying to get more customers by explaining to them how and why they should use a product in order to make their lives better and also to make them feeling good about doing that action.
Consumer Behavior 6th Edition by Wayne Hoyer,Deborah MacInnis ,Rik Pieters
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