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CASE QUESTIONS
In the first session of this module, we identified a number of consumer behaviour frameworks that summarise the influences on consumer behaviour. Refer to one of these frameworks (e.g. Shiffmans) and some of the relevant concepts and models therein (also covered in the seminars) to answer the three questions below. Note that the third question is a broader question and requires you to read about the issue so you may critically address it (e.g. by balancing pros and cons). In each case please make sure you illustrate your arguments with selected examples.
1. How is Unilever applying its understanding of internal consumer processes in the psychological dimension to market its products?
2. Which of the socio-cultural influences do you think have been the most important to the success of Doves Campaign for Real Beauty? Why?
3. Do you agree with Unilevers decision to link its brands with efforts to encourage healthy and environmentally sustainable behaviours? Explain your answer.
Further Directions
The report should be concise with minimum repetitions.
References to theory should be included, with appropriate citation, and fully Harvard referenced in the list of references.
The report should be between 750 to 1000 words maximum. All non-key, but helpful information (e.g. details of models or research findings) should be put in an Appendix section with numbers and titles and referred to in the text contents of appendices are not included in the word count. There is no point in piling up information that is not referred to in the text.
State the number of words for the three responses in the first page.
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