THE DYNAMIC CHALLENGE FACING CONSUMER BEHAVIOR IN AN ORGANIZATION (CASE STUDY UNILEVER UGANDA)

TABLE OF CONTENTS

CHAPTER ONE

1.0 INTRODUCTION .......................................................................... 1

l.1 BACKGROUND OF STUDY ......................................................... 2

1.2 STATEMENT OF THE PROBLEM ................................................ .4

1.3 OBJECTIVES OF THE STUDY ..................................................... 5

1.4 RESEARCH QUESTION ............................................................. 5

1.5 SCOPE OF THE STUDY ............................................................. 5

1.6 CONSUMERS DECISION HIERACHY. .......................................... II

CHAPTER TWO

REVIEW OF RELATED LITERATURE ............................................... II

2.0 INTRODUCTION ..................................................................... II

2.1 DEFINITION OF CONSUMER BEHAVIOR ..................................... 14

2.2 THE CONSUMER BEHAVIOR PROCESS ....................................... 13

2.3 INNER DETERMINANT OF CONSUMER BEHAVIOR ...................... 13

2.4 IMPACT OF SOCIAL CONTENT ON CONSUMER BEHAVIOR ........... 18

CHAPTER THREE

3.0 METHODOLOGY ...................................................................... 27

3.1 INTRODUCTION ...................................................................... 27

3.2 RESEARCH DESIGN .................................................................. .27

3.3 AREA OF STUDY ..................................................................... 28

3.4 STUDY SAMPLE ...................................................................... 28

3.5 SAMPLE SELECTION AND SIZE .................................................. 28

3.6 DATA COLLECTION METHODS AND TECHNIQUES ......................... 29

3.7 PROCESS AND ANALYSIS OF DATA ............................................ 29

3.8 LIMITATION OF STUDY ............................................................ 30

CHAPTER FOUR

4.0 INTRODUCTION ....................................................................... 32

4.1 ANALYSIS OF RESPONSES .......................................................... 32

4.2 THE MAJOR DISCIPLINES AND CONCEPTS IN THE STUDY OF CONSUMER BEHAVIOR ............................................................. 36

4.2.1 Factors Studied ........................................................................ 37

4.3 HOW PEOPLE'S LIFESTYLES AFFECT CONSUMPTION PACKAGE .............................................................................. .38

4.4 HOW ORGANIZATION/COOPERATIONS INFLUENCE CONSUMERS DECISION OF WHAT TO BUY AND WHERE TO BUY FROM ............... 38

4.5 CONCLUSION ........................................................................... 42

CHAPTER FIVE

RECOMMENDATION AND CONCLUSION .......................................... 43

5.0 INTRODUCTION ........................................................................ 43

5.1 RESPONDENTS ......................................................................... 43

5.2 FACTORS INFLUENCING CHOICE OF CHANNELS .......................... .44

5.3 CONCLUSION ............................................................................ 46

5.4 RECOMMENDATION .................................................................. 47

5.5 SUGGESTION ............................................................................ 47

BffiLIOGRAPHY ........................................................................... 48

APPENDICES ............................................................................... .49 

ABSTRACT 

The study was carried out to establish the communication process used to the consumer by organization in Unilever Uganda. A survey was carried out using consumer's marketers, employees, and students of different universities. The study involved sixty (60) respondents of which 15 students, 1 manager, 2 appointed staff, 1 agent, 18 consumers, 20 others and 3 key information. The research methods employed include a self-administered questionnaires key guide as an independent data collection followed by open interviews administered to administrators. The data collected presented in frequency counts and score tables calculated.