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11/21/2020

Final Project Report

Consumer Behavior

Group Members:
 Muhammad Rauf Mughal (9428).
 Jason Mukhtar (7745).

Submitted to: Miss Ameena Sibgatullah.

Class ID: 105761.
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Acknowledgement
First of all, thanks to Almighty Allah for bestowing upon us great knowledge and wisdom
and opportunities to improve and show our skills at whatever the platform maybe, He always
guided us, showed the right path at the right time and let us show our abilities to the fullest.
We highly admire and acknowledge the efforts of our Faculty Dr. Ameena Sibghatullah
because if it wouldn’t have been for her, we would’ve never done such difficult task of
performing a detailed consumer survey analysis over consumer behavior regarding Unilever
Pakistan. She helped us throughout the Project by explaining things that we didn’t even
know, so efficiently and she guided us a lot about how to properly gather the data and turn
into a presentable form.
Lastly, we thank all who helped us even a little bit in doing what we have done. The Project
wasn’t possible without them helping us and assisting in making of report.
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Table of Contents
Introduction:...............................................................................................................................1
Vision:........................................................................................................................................1
Mission:......................................................................................................................................1
Our Business Model:..................................................................................................................1
Our Products:.............................................................................................................................2
Product Categories:................................................................................................................2
Food & Drink:....................................................................................................................2
Home Care:........................................................................................................................2
Personal Care:....................................................................................................................2
Consumer Reviews:...................................................................................................................5
Conclusion:..............................................................................................................................10
Recommendations:...................................................................................................................10
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Introduction:
On any day, 2.5 billion people use Unilever products to look good, feel good and get more
out of life – giving us a unique opportunity to build a brighter future. Great products from our
range of more than 400 brands give us a unique place in the lives of people all over the world.
When consumers reach for nutritionally balanced foods or indulgent ice creams, affordable
soaps that combat disease, luxurious shampoos or everyday household care products, there’s
a good chance the brand they pick is one of ours. Seven out of every ten households around
the world contain at least one Unilever product, and our range of world-leading, household-
name brands includes Lipton, Knorr, Dove, Axe, Hellmann’s and Omo. Trusted local brands
designed to meet the specific needs of consumers in their home market include Pureit and
Suave. Whatever the brand, wherever it is bought, we’re working to ensure that it plays a part
in helping fulfil our purpose as a business – making sustainable living commonplace. We
know that our products must be sustainable at every stage in their life-cycle, not just in our
factories. That means working with others, including our suppliers, consumers, governments,
NGOs and other businesses to help create the major changes that are needed to address the
biggest challenges facing our world.

Vision:
Our vision is to grow our business, while decoupling our environmental footprint from our
growth and increasing our positive social impact.

Mission:
We continue to believe that business must make a positive contribution to addressing the
challenges the world faces and that this is the only way the business will succeed.

Our Business Model:

Unilever believes profitable growth should also be responsible growth. That approach lies at
the heart of our business model, driven by sustainable living and the USLP. It guides our
approach to how we do business and how we meet the growing consumer demand for brands
that act responsibly in a world of finite resources. Our business model begins with consumer
insight that informs brand innovation, often with partners in our supply chain, to create
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products we take to market supported by marketing and advertising across a range of

distribution channels.

Our Products:
We make some of the best known brands in the world, and those brands are used by 2 billion
people every day.

Product Categories:
We have following 3 categories in our Products Range:
 Food & Drink.
 Home Care.
 Personal Care.

Food & Drink:

We offer following Brands under this Category:
 Knorr.
 Lipton.
 Wall’s.
 Brooke Bond.
 GLAXOSE-D.
 Rafhan.

Home Care:
We offer following Brands under this Category:
 Comfort.
 Domex.
 Surf Excel.
 Vim.

Personal Care:
We offer following Brands under this Category:
 Dove.
 Lifebuoy.
 Lux.
 Pond’s.
 Sunsilk.
 Clear.
 Glow & Lovely (Previously Fair & Lovely)
 Sunlight.
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Consumer Reviews:
We conducted an Online Survey through Google Forms to assess the Consumer Behavior of
different people of Karachi regarding Unilever’s all Products. The Survey was based on
Likert Scale and Sample Size was 80. The Survey was inclusive of 10 different close-ended
questions. Following are results from our Survey:
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Conclusion:
On the basis of Company’s Prolific Details regarding their Products and reviews of
consumers regarding them, it is concluded that Unilever is a greatly established FMCG
Company in Pakistan and it is serving its consumers in the best possible ways regarding their
basic needs of daily life. However, some of the surveyed consumers didn’t find the Brands as
favorable and suitable but still, 95% of the surveyed consumers have reported positively
regarding Unilever’s Brands under the categories of Food, Personal & Home Care. This
implies that Unilever has setup great markets here in Karachi in fact, all over Pakistan and its
consumers are highly satisfied with the products which the company offers. The consumers
the Unilever Products as great in quality and affordable in price and suitable in usage. So, the
built reputation of the Company is very strong. To cut the long story short, Unilever is the
Market Leader in FMCG Industry of Pakistan and it has earned this position deservingly and
rightly so because of the efforts and hard-work that the company staff puts in for delivering
the best to the people.

Recommendations:
After reviewing the Company’s current status, position and progress, we would like to
recommend the following notables to the company:
 The Company should be looking forward to diversify its product range into other
Product Categories for example, Eatables.
 The company should go for Unrelated Diversification as well because it has strongly
built Customer Equity in 190 Countries.
 The company must use its strengths, such as economies of scale, for product
innovation to address competition and the threat of imitation.
 The company should develop effective strategies to minimize its external environment
threats which may harm its business.
 The company should diversify its price range more to expand its target market reach
to all the social classes in all the approached countries so that it can accumulate more
sales and be further ahead of its competitors.

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