MARK217 ASSIGNMENT 3 REPORT

Group Members Student ID

Olesya Subbotina 8392018

Baptiste De Sousa 7772348

Rachit Saini 8339363

Fathima Zahra 8550359

Irem Sherrif 8276286

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Introduction:

Unilever is a multinational organization headquartered in London, and is one of the

world's biggest makers of customer products. Set up in 1929 through the merger of
Dutch company Margarine Unie and British soapmaker Lever Brothers, Unilever has
developed into a worldwide powerhouse with a different portfolio of brands including
food, refreshments, personal care, and domestic care items. Working in over 190
countries, Unilever claims family names such as Dove, Knorr, Rexona, Sunsilk, Lux,
and Surf.
Unilever takes after a consumer-centric marketing strategy, centering on sustainability,
development, and affordability. The company's reasoning rotates around three center
pillars:

●​ Sustainable living : Unilever wants to decrease its environmental impact while

producing high quality products. The multinational declares to use eco friendly
raw materials, reducing plastic wastage and promoting responsible sources.
●​ Brand purpose and social impact : most Unilever brands stand with social causes
in order to create an emotional appeal to the consumers. The campaigns often
shows hygiene, health and gender equality.
●​ Affordability and accessibility : Unilever offers products with different prices and
sizes to fit all consumers need, Unilever also makes sure that its brands fit both
budget conscious and premium consumers.
Lux dishwashing soap : In this analysis, we focus on one of the Unilever’s most known
home care brand. Knowing Lux is usually recognized for its beauty soaps, its variant for
dishwashing offers amazing features such as effective grease removal, nice fragrances
( Jasmin, citrus, orange etc..) and is gentle on skin. Lux dishwashing soap is affordable
and effective, making it a solid choice for households.
While analyzing the consumer behavior, purchase decision and marketing strategy
associated with Lux, we can understand very well how Unilever succeeded to make its
product a first choice in a competitive market while maintaining brand loyalty.

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Consumer Behavioural analysis report:
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Characteristics of the Product – Simple or Complex​

Lux dishwashing soap is one of the simplest yet very useful household products used to
effectively remove grease, food residues, and bacteria from dishes. Even though it does
not have the best qualities like luxury brands do, Lux remains affordable and effective in
equal measure. Therefore, it is widely acceptable. Its primary function is straightforward,
simple cleaning of the utensils and removing unpleasant odors once used.

Despite its simplicity Lux dishwashing soap has some good value added features. It is
said to produce a rich lather when used and a non irritating formula that is gentle on the
hands. The lemon version also has an appealing scent to it. The dishwashing liquid
itself is pretty simple to use and does not require any special equipment or knowledge
for operation. In addition, because it is available in several sizes from small sachets for
budget conscious consumers to larger bottles for family use, it is all the more
convenient and adaptable for a wide range of consumer requirements.

Analysis of the nature of target market for the allotted brand, in terms of
demographics, psychographics and behavioural factors.
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Demographics: The brand mainly targets individuals aged between 25 and 55 years,
from homemakers, working professionals and restaurant owners down to cleaning staff
responsible for household and kitchen maintenance. A large proportion of consumers
are willful homemakers, especially those in charge of household shopping. However,
with the rise in shared household responsibilities and a change in gender neutral
purchasing patterns, men have also become a growing demographic for this segment,
in particular college students who live in hostels. Lux, being popular in developing and
emerging markets is heavily reliant on the price sensitivity of consumer buying behavior.
Psychographics: Lux targets consumers who are looking for hygienic, cleaning products
that are affordable. Consumers appreciate practical and efficient dishwashing solutions
that do not compromise quality for price. A good number of consumers would prefer a
product that cleans well without irritating the skin and smells good. Emotional
satisfaction for these consumers would be to keep and maintain a clean kitchen that
smells fresh.

Behavior: Consumers who purchase Lux dishwashing soap usually buy it as part of their
regular shopping, often filling their carts with the product during grocery shopping with a
specified budget. Brand loyalty would be notable among long time users who have a
'value for money' mindset. In addition to other considerations, discounts, bundle deals,
or packaging can significantly influence purchasing behavior towards Lux over other
alternatives. Otherwise some consumers decide based on family, friends, or
advertisement recommendations.

Need recognition process-External sources/Internal sources.

External sources like advertising, promotions, and word of mouth recommendations

intrigue consumer awareness. Supermarkets like Carrefour and convenience stores
have a prominent placement for dishwashing soap in high traffic areas, marketing as if
the dishwashing liquid is a necessity for consumers. Television and digital
advertisements promote the effectiveness, fragrance and affordability of Lux, making it
more appealing to potential buyers. Promotional offers such as "buy one and get one
free" provide additional motive for the buyer to purchase.

Internal sources such as personal experience, domestic routines and the need for a
reliable dish cleaning solution triggers internal recognition. When a consumer runs out
of dishwashing soap, an immediate need for a replacement pops in their mind, making
dishwashing soap a habitual purchase. Further motivation for this switch may arise
through dissatisfaction with a competing brand, be it because of lack of effective
cleaning performance, causing excessive dryness of hands, or bad scent. Moreover,
concerns on hygiene and making sure that the kitchen environment is clean will also
influence internal motivations, and thus individuals go on a hunt for products like Lux
dishwashing liquid, that would guarantee cleanliness as well as safety for their families.

Purchase decision making style-Individual/Group and the role of reference groups in

the decision making process.
Individual Decision Making: The choice of dishwashing soap is usually an individual
one, mostly among homemakers or individual household shoppers. The brand
familiarity, price, and previous experiences with the product tend to influence the
consumers. People who have previously used Lux soap and who were satisfied with it
tend to retry it.

Group Decision Making: For larger families or areas where living spaces are shared,
decisions might involve conversation among members. A few families may also have
brand preferences based on previous experiences leading to a collective choice being
made when purchasing dishwashing soap. In business setups particularly in
restaurants, decisions influencing dishwashing soap choice may involve varied
participants including kitchen staff and business owners who make comparisons in cost
effectiveness of Lux dishwashing soap against alternative brands.

Influence of Reference Groups: Reference groups such as family members, friends, and
online product reviewers greatly sway consumer choices. Consumers would generally
trust recommendations from people within their social circle for purchasing household
products. Advertising claims made through testimonials, opinions of experts, and
influence of consumer endorsements can also help to form brand perception. Store
employees may also steer decisions to purchase Lux by stating it is inexpensive and
effective for dishwashing.

Emotional/Rational Decision making or a combination of both.​

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Rational factors primarily drive the purchasing of Lux dishwashing soap; its affordability,
effectiveness, and value for money have been identified as key things that consumers
consider. Since dishwashing detergent is a daily use household item, consumers will not
consider it for any sort of 'emotional' reason unless they have some attachment to the
brand. Most consumers want a good dishwashing product for daily use, with qualities
that are acceptable in comparison to its price. Therefore, price is the most significant
value in the decision making process for the consumers. Small changes in price,
discount or availability of Lux dishwashing liquid can sway consumers decision for or
against the product since there are multiple alternatives.

Attitude towards the brand

Lux,traditionally known for its soap line,has expanded the brand into the dishwashing
liquid market.Lux dishwashing liquid presents itself as an enhanced washing experience
rather than merely a cleaning solution. Lux turns an ordinary task into an splendid
experience by fusing high-end scents, skin-friendly formulations, and potent grease
removal. This approach is in line with Unilever's fundamental plan to provide
best-in-class performance by creating exceptional, market-making brands. By providing
a balance of effectiveness and luxury, Lux hopes to redefine the dishwashing industry
rather than just meet consumer expectations.

Evaluating alternatives

When evaluating dishwashing detergents, consumers frequently contrast Lux wih Fairy
and Pril as well as with local competitors.While many solutions prioritize cleaning
effectiveness, Lux sets itself apart with skin-friendly formulas and sensory appeal.To
keep ahead of changing consumer needs, Unilever uses AI-driven research and
consumer insights. Because of this, Lux is able to predict trends that are growing more
and more significant to contemporary customers, like eco-friendly formulas,
biodegradable packaging, and customizable smell options.

Influence of culture/subculture

Consumers decision would be influenced by culture particularly in areas household

goods.Lux's premium positioning, which includes a dishwashing liquid based on
skincare principles,is highly effective in these areas.Unilever's innovations enable Lux to
meet the increasing demand for plant-based, cruelty-free, and biodegradable products
in markets that are concerned about sustainability.Lux expands its market reach across
a range of consumer demographics by conforming to cultural norms and lifestyle
preferences.Moreover,the customer prefers the products that are eco friendly and non
toxic as well as markets that are concerned about sustainability.Unilever’s dedication to
sustainability is noticeable through the work of the Safety and Environmental Assurance
Centre,where scientist make sure that the products are safe for both families and
environment.Lux contributes to changing cultural values that promotes health,wellness
and sustainability by implementing biodegradable formulations,animal free testing and
recyclable packaging.

Post purchase satisfaction

Lux wants to go and beyond for its customer by providing both efficient cleaning and a
satisfying experience after use.Customer enjoy its soft feel,mild formulation and lasting
scent which differentiates it from other conventional dishwashing liquids.But like any
other product.certain aspects such as foam longevity,aroma intensity or perceived value
for money would make the consumers dissatisfied.Unilever relies on AI powered
feedback to solve the issues by improving its formulation and the customer overall
interaction over time.

Marketing strategies
The Lux brand from Unilever uses a data-driven marketing approach that blends
customer involvement, innovation and personalization.Lux customizes its messages to
appeal to individual interests by utilizing first-party data from digital engagements and
loyalty programs, guaranteeing a deeper connection with customers. Offering
exceptional beauty experiences that emphasize luxury and self-care, the brand focuses
on premiumization.Lux maintains its relevance to contemporary beauty trends while
reinforcing its legacy of elegance through digital storytelling and targeted advertising.
Lux also makes sure that all marketing materials follow moral guidelines, preserving
openness and customer confidence.Lux's position as a top beauty brand in the cutthroat
personal care industry is cemented by this calculated move.

Role of opinion leadership in the buying decision

Opinion leaders are individuals who serve as liaison between marketers and their
intended markets. These individuals are insiders or decision-makers who have
mastered a certain aspect of the market and built loyalty within a community (Arya,
2023). In the case of Lux dishwashing liquid opinion leaders would include family
members, who act as informal sources of influence. Consumers tend to place greater
trust in family recommendations due to the emotional connection and common
experiences shared. This connection makes consumers feel more confident in their
purchasing decision as they believe that family advice is authentic and grounded in
personal experiences. Another form of opinion leader that plays a key role in guiding
consumers in their purchasing decision are professional cleaners and parenting
influencers/bloggers. These leaders highlight the pros and cons of the product such as
the effectiveness of the liquid, the cleaning power, gentleness on hands and the overall
performance. This type of advice is essential in the home cleaning sector as consumers
seek for safe, efficient and affordably priced dishwashing liquid.

Sources of information searched for making a buying decision.

Lux dishwashing liquid is an essential household equipment that is designed for keeping
dishes spotless and glossy by removing tough stains and grease layers of oil. While
dishwashing liquid are often classified as low-investment purchases, some consumers
are concerned with products meeting their requirements for value, safety, and efficiency.
As a result, a greater variety of information sources is now explored before deciding to
buy this product. For example, labels and product descriptions are carefully studied, as
consumers have concerns of these products using potentially dangerous chemicals that
can harm the skin. Additionally, these types of consumers would also look for other
information sources to support their decisions, such as product reviews, blogs, and
social media influencers. Consumers can search for YouTube reviews and
demonstrations, allowing potential buyers to see the product in action and providing
them with the knowledge and confidence needed to make informed decisions about the
product (see appendix for screenshots). Another key source of information that
consumers look at before making a purchase is advertisements. A Lux advertisement
highlighting the benefit and primary uses of the product, sparks customer curiosity, and
urges them to learn more. In addition to increasing brand recognition, advertising gives
customers the crucial information they need to make decisions based on their
requirements and preferences (see appendix for screenshots)

Extent of efforts taken by customers to learn about the brand

The extent of effort taken by consumers to learn about Lux dishwashing liquid is low, as
household cleaning goods are not high-risk products and are generally bought on a
regular basis without needing extensive research. When consumers go in to buy these
products, they adopt a habitual buying behavior, which involves low level consumer
involvement and minimal brand differentiation (Rawat, 2024). This process is common
in purchases of day-to-day products such as cleaning goods, grocery items, and
toothpaste (Licata, 2022). Convenience often influences these decisions, as consumers
repeatedly buy the same product out of habit, saving time and reducing the effort
required in the decision-making process. Additionally, other factors that have an
influence on the consumer effort is brand recognition, which reduces the need to search
as consumers typically choose well-known and reliable brands when making a purchase
because they believe they are safer options (Jindal and Bihari, 2022). In this case, Lux
is a well-known and trusted brand under Unilever, a multinational corporation with a
significant reputation for high-quality products. This encourages consumers to put trust
into the brand and make repeat purchases of Lux Dishwashing Liquid without much
thought. However, some factors can lead to an increase of effort by consumers, such as
searching the effectiveness of the product, price comparisons with other brands, and
the safety of the product on the skin.

Perception on the brand by the customers (perceptual map)

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Recommendations:

Optimize Pricing and Promotional Strategies

Given Lux’s price-sensitive market, Unilever should ensure its pricing strategy remains
competitive.
By offering a subscription based purchase on e-commerce platform such as amazon or
supermarket websites.
Providing bundle deals to test a wide variety of products such as Lux dishwashing soap
+ sponge.
Having a loyalty program where loyal customers can have discounts and free tester
products.

Improve Post-Purchase Engagement & Feedback Mechanisms

To enhance customer satisfaction, Lux should introduce a stronger feedback.

By creating an online review website and rewarding the customers leaving a feedback.
By giving advices on how to associate the products together for an optimal result, that
would push the costumers to buy several products.
By offering a strong customer support, such as refunds and discounts to unsatisfied
customers, that would improve the brand perception.

Expand Sensory Marketing for a Superior Customer Experience

Lux dishwashing soap is already known for its pleasant scent and soft feel. To enhance
the sensorial experience, Unilever can:
Develop new packaging designs and innovations to improve the customers experience.
Create some limited edition products by seasons, like tropical fragrances during
summer such as capri lemon and recomforting ones for winter, like gingerbread during
Christmas.

Leverage Sustainability Trends

With growing awareness of eco-friendly products, Unilever should continue innovating

Lux’s dishwashing soap in line with sustainability goals.
They can develop some biodegradable packaging to attract environmentally conscious
customers.
Use non toxic ingredients to save the planet.
And partner with sustainability influencers to promote this variety of product and
educate the future customers.
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References:​

Amazon.ae. (2025). Lux Dishwashing Liquid Lemon 750ml pack may vary : Amazon.ae:
Health. [online] Available at:
https://www.amazon.ae/Lux-Dishwashing-Liquid-Lemon-750ml/dp/B07G8683D7​
[Accessed 20 Feb. 2025].
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Carrefouruae.com. (2025). [online] Available at: ​
https://www.carrefouruae.com/mafuae/en/dishwashing-cleaner/lux-sunlite-lemon-7
50ml/p/1116690?srsltid=AfmBOoqFllbt_DbUWhlFGoXxNruLAvCkhMVJfw1yFUCs
sPoNg0J44ikW​
[Accessed 23 Feb. 2025].
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Appendix: