So, the decision process of buying detergent has become Habitual Decision Making process. 2. 2. Influences on consumer decision making “There are different factors influences the consumer decision making process. Marketer needs to understand these influences and which ones are important in the purchase process to make effective marketing decision. ” (Solomon, Marshall, Stuart, Barnes, & Mitchell, 2009) 2. 2. 1. Internal Influence Lifestyle, Personality, and Perception are some of the internal influences involved in making the decision to buy the detergent. Lifestyle: As per Case study, the women in Northeast region treat washing the clothes as a pleasure activity and utilise the washing activity to meet and chat with the friends. Since, washing act as an integral part of their lifestyle, decision of purchasing detergent depends on this lifestyle. ? Personality: Personality has strong pressure in Northeast region because the region has implicated by low income which is very much evident in Exhibit 1 on the case study. Infant mortality is high and GDP/capita is low in Northeast region when comparing to other region of Brazil.
This personality is directing Northeast people to buy low cost detergent. Hence, the characteristic of personality has crucial impact on decision making. Perception: People in Brazil have expectation when buying the detergent. They have interpreted the detergent in six different attribute and expects these attributes to be attained in the detergent powder. So, perception plays a critical role to make a decision on buying the detergent powder. 2. 2. 2. Social Influence Social Influence like social class and culture will also affect the consumer ecisionmaking process. ? Social Class: As per Exhibit 2 in Case Study, 53% of population in the Northeast region lives on less than two minimum wages when compare to 21% in the Southeast. This shows that more than half of the population was implicated by low wages in the Northeast region. This leads people to think on buying detergent based on their affordable price or living class. So, the social class plays a significant role in making decision to buy a detergent in Brazil. ? Culture: As per case study, People in the Northeast and Southeast have differed in symbolic value when it comes to cleanliness.
Apart from these main players, the local marketers are giving competitive challenge to main players by capturing low income segment through small retail shops. 3. 1. Unilever and their current strategies ? Until 1996, Unilever’s detergent products had a dominant market share in a low growth market. But in 1996, Unilever has become an outright front runner in detergent powder with 81% of mark share in Brazil which has been achieved with three brands. ? Unilever might have segmented the consumer market in Brazil based on the Demographics. In Brazil, people have different kind of income in different region.