Unilever is a well-known multinational company which is operating its business in more than 100 c... more Unilever is a well-known multinational company which is operating its business in more than 100 countries all over the world. In Bangladesh the company is known as Unilever Bangladesh Limited (UBL) and it is holding more than 60% market share. Throughout the whole project work we have discussed about one of the most popular products of UBL named Lux. Lux began its journey in 1925 as the first beauty soap in the world market. In our project work we have discussed about company/product profile in which we have given a short discussion on Lux. Then we talked about the consumer behavior in which we discussed consumer's buying behavior and consumer buying decision. In this part we talked about what a consumer thinks and how they behave while buying the product. Moreover, we talked about the market segmentation of Lux. We have found that they follow geographic segmentation in which they divided their market into three parts which are urban, suburban and rural consumers. They targeted the upper middle class and middle class people of both urban and sub urban areas. Furthermore, they also follow some product and branding strategy in order to develop their brand. They determine their price by using markup pricing method and sometimes competition based pricing. They also follow line extension in order to introduce new products in same product category with new features. For new products they also follow market penetration pricing as it is price sensitive market. Moreover, they provide some cash discount on their products to their consumers. In their distribution process, they follow indirect distribution channels. They have their own distributors who are working as wholesalers and they sell the products to the retailers. Lux is following conventional marketing system to distribute their products in which both the manufacturer and marketing intermediaries work independently. At last, in the recommendation part we mentioned some recommendations which include more distribution in rural areas, promotional offers, and various training programs for the retailers and some others. They believe in product quality, better distribution and provide a better service to the consumers which helped them to grab the whole market and took them to a better position.
The object of this term paper is to understand the overall idea of Consumer Behavior regarding Sy... more The object of this term paper is to understand the overall idea of Consumer Behavior regarding Symphony Mobile Bangladesh, from choosing a brand to purchase the product and service. This particular assignment provides us the chance to analyze and realize consumers’ perception, motivation, emotions and group influence that combine to lead a customer make the purchase. The information’s used here are collected from the different websites including Symphony’s official website and the current consumers of this brand.
Question 01: How do consumers' cultural, social, personal, and psychological characteristics affe... more Question 01: How do consumers' cultural, social, personal, and psychological characteristics affect their cosmetics shopping behavior?
Question 02: Who is involved in a consumer decision to purchase cosmetics and what role do each participant play?
Unilever is a well-known multinational company which is operating its business in more than 100 c... more Unilever is a well-known multinational company which is operating its business in more than 100 countries all over the world. In Bangladesh the company is known as Unilever Bangladesh Limited (UBL) and it is holding more than 60% market share. Throughout the whole project work we have discussed about one of the most popular products of UBL named Lux. Lux began its journey in 1925 as the first beauty soap in the world market. In our project work we have discussed about company/product profile in which we have given a short discussion on Lux. Then we talked about the consumer behavior in which we discussed consumer's buying behavior and consumer buying decision. In this part we talked about what a consumer thinks and how they behave while buying the product. Moreover, we talked about the market segmentation of Lux. We have found that they follow geographic segmentation in which they divided their market into three parts which are urban, suburban and rural consumers. They targeted the upper middle class and middle class people of both urban and sub urban areas. Furthermore, they also follow some product and branding strategy in order to develop their brand. They determine their price by using markup pricing method and sometimes competition based pricing. They also follow line extension in order to introduce new products in same product category with new features. For new products they also follow market penetration pricing as it is price sensitive market. Moreover, they provide some cash discount on their products to their consumers. In their distribution process, they follow indirect distribution channels. They have their own distributors who are working as wholesalers and they sell the products to the retailers. Lux is following conventional marketing system to distribute their products in which both the manufacturer and marketing intermediaries work independently. At last, in the recommendation part we mentioned some recommendations which include more distribution in rural areas, promotional offers, and various training programs for the retailers and some others. They believe in product quality, better distribution and provide a better service to the consumers which helped them to grab the whole market and took them to a better position.
The object of this term paper is to understand the overall idea of Consumer Behavior regarding Sy... more The object of this term paper is to understand the overall idea of Consumer Behavior regarding Symphony Mobile Bangladesh, from choosing a brand to purchase the product and service. This particular assignment provides us the chance to analyze and realize consumers’ perception, motivation, emotions and group influence that combine to lead a customer make the purchase. The information’s used here are collected from the different websites including Symphony’s official website and the current consumers of this brand.
Question 01: How do consumers' cultural, social, personal, and psychological characteristics affe... more Question 01: How do consumers' cultural, social, personal, and psychological characteristics affect their cosmetics shopping behavior?
Question 02: Who is involved in a consumer decision to purchase cosmetics and what role do each participant play?
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Question 02: Who is involved in a consumer decision to purchase cosmetics and what role do each participant play?
Question 02: Who is involved in a consumer decision to purchase cosmetics and what role do each participant play?