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Critically analyzing the influences of Sustainable Marketing on enhancing the ability to meet the Future Generations’ need: A Case Study on Unilever, UK

Harvard, 12000 Words

Abstract

 

The researcher conducted research work on sustainable business operations and sustainable marketing strategy of Unilever for their business success and its ability to meet future generations’ needs. This research shed light on sustainable business practice development for influencing target market to increase sales performance and to gain competitive advantage. This research has strong implication on environmental protection view from business organisation that supports sustainable business growth. The researcher uses realism research philosophy, analytical research purpose, mixed research method, deductive research approach, multi-research strategy, convenient sampling technique as well as MS Excel operations and SPSS operations for data analysis. The finding represents Unilever is providing money for environmental protection and this process is informed by marketing operations to influence customers mind to purchase from Unilever brand. The customers are checking the organisational commitment of Unilever and accepted Unilever brand widely because of their sustainable business operations and sustainable marketing strategy. The only noticeable recommendation from primary finding is to improve customer service that can help to increase customers repurchasing intentions in future.

 

 

 

 

 

 

 

 

 

Table of Contents

 

Acknowledgement

Declaration

Abstract

Chapter 1: Introduction

1.1        Background of the Study

1.2        Rationale of the Study

1.2.1         The Research Issue

1.2.2         The Reasons for Becoming an Issue

1.2.3         The Reasons for Becoming as Issue Now

1.2.4         The research shed light on Beneficiary Issues

1.3        Research Aim and Objectives

1.4        Research Questions

1.5        Structure of the Study

1.6        Conclusion

Chapter 2: Literature Review

2.1        Introduction

2.2        Marketing

2.2.1         Traditional Marketing

2.2.2         Sustainable Marketing

2.3        Sustainability

Figure 2.1: Sustainability

2.4        Sustainable Marketing Strategies

2.4.1         Refocus on Target Audience

2.4.2         Get Real about Targets needs and Motivations

2.4.3         Remember the delivered service Better than Anyone else

2.4.4         Stick to initiatives that supports Brand Positioning

2.4.5         Execute with Gusto

2.5        Sustainable Marketing Mix

2.5.1         Sustainable Product

2.5.2         Sustainable Price

2.5.3         Sustainable Place

2.5.4         Sustainable Promotion

2.6        Sustainable Consumer Behaviour

2.7        Accessing Future Generations’ Needs

2.8        Conceptual Framework

Figure 2.2: Conceptual Framework

2.9        Conclusion

Chapter 3: Research Methodology

3.1        Introduction

3.2        Research Philosophy

3.2.1         Justification of Research Philosophy

3.3        Research Purpose

3.3.1         Justification of Research Purpose

3.4        Research Approach

3.4.1         Justification of Research Approach

3.5        Research Method

3.5.1         Justification of Research Method

3.6        Research Strategy

3.6.1         Justification of Research Strategy

3.7        Data Collection Techniques

3.7.1         Primary Data Collection

3.7.1.1      Justification of Primary Data Collection

3.7.2         Secondary Data Collection

3.7.2.1      Justification of Secondary Data Collection

3.8        Sampling Technique

3.8.1         Justification of Sampling Technique

3.9        Data Analysis

3.9.1         Justification of Data Analysis

3.10      Ethical Issues

3.10.1       Justification of Ethical Issues

3.11      Limitation of Methodology

3.12      Conclusion

Chapter 4: Findings and Analysis

4.1        Introduction

4.2        Questionnaire Findings

Table 4.1: Age of Respondents

Figure 4.1: Age of Respondents

Table 4.2: Educational Status

Figure 4.2: Educational Status

4.2.1         Sustainable Marketing Strategy of Unilever

Table 4.3: Is Unilever follows sustainable business operations with environmental friendly business actions?

Figure 4.3: Is Unilever follows sustainable business operations with environmental friendly business actions?

Table 4.4: Are the marketing operation of Unilever provides information about organisational sustainability practices?

Figure 4.4: Are the marketing operation of Unilever provides information about organisational sustainability practices?

Table 4.5: Is Unilever access customers’ motivation to purchase products from sustainability practicing brands?

Figure 4.5: Is Unilever access customers’ motivation to purchase products from sustainability practicing brands?

Table 4.6: Is Unilever provides better customer service with organisational sustainability commitment?

Figure 4.6: Is Unilever provides better customer service with organisational sustainability commitment?

Table 4.7: Are ethical practices of Unilever business supports to increase brand position in market?

Figure 4.7: Are ethical practices of Unilever business supports to increase brand position in market?

4.2.2         Sustainable Marketing Mix Operations

Table 4.8: Is Unilever maintains sustainable production function with proof at marketing campaigns?

Figure 4.8: Is Unilever maintains sustainable production function with proof at marketing campaigns?

Table 4.9: Are the products prices of Unilever added value of sustainability maintained costs and are convenient?

Figure 4.9: Are the products prices of Unilever added value of sustainability maintained costs and are convenient?

Table 4.10: Are sustainable place based business operations followed by Unilever to sell products?

Figure 4.10: Are sustainable place based business operations followed by Unilever to sell products?

Table 4.11: Are sustainable promotion strategy used for influencing aware customers mind to purchase from Unilever brand?

Figure 4.11: Are sustainable promotion strategy used for influencing aware customers mind to purchase from Unilever brand?

4.2.3         Sustainable Consumer Behaviour

Table 4.12: Are consumers expecting to get high quality products with reasonable price from Unilever?

Figure 4.12: Are consumers expecting to get high quality products with reasonable price from Unilever?

Table 4.13: Is Unilever product price reasonable with sustainability value added viewpoint?

Figure 4.13: Is Unilever product price reasonable with sustainability value added viewpoint?

Table 4.14: Is sustainable marketing strategy of Unilever influence customers mind to purchase because of social responsibility and environmental protection?

Figure 4.14: Is sustainable marketing strategy of Unilever influence customers mind to purchase because of social responsibility and environmental protection?

4.2.4         Ability of Sustainable Marketing of Unilever to meet Future Generations’ Needs

Table 4.15: Are the customers of Unilever psychologically satisfied over sustainable business operations and sustainable marketing actions?

Figure 4.15: Are the customers of Unilever psychologically satisfied over sustainable business operations and sustainable marketing actions?

Table 4.16: Are the environmental preservation with the strong brand position of Unilever reduces business threats?

Figure 4.16: Are the environmental preservation with the strong brand position of Unilever reduces business threats?

Table 4.17: Is the customers accepted Unilever brand due to maintain business ethics for mitigating future generations’ needs?

Figure 4.17: Is the customers accepted Unilever brand due to maintain business ethics for mitigating future generations’ needs?

4.2.5         Analysis of T-test Result and Statistics of Questionnaire Survey

Table 4.18: Average Response of Conceptual Framework

Table 4.19: T-test statistics and result

4.3        PRA Findings

4.4        Conclusion

Chapter 5: Conclusion and Recommendations

5.1        Concluding Remark

5.2        Objectives based Findings

5.3        Recommendations

5.4        Limitation and Further Research Scope

References

Appendix – A

Appendix – B

 

 

 

 

 

List of Figures

Figure 2.1: Sustainability. 10

Figure 2.2: Conceptual Framework. 18

Figure 4.1: Age of Respondents. 28

Figure 4.2: Educational Status. 28

 

Figure 4.3: Is Unilever follows sustainable business operations with environmental friendly business actions?. 29

Figure 4.4: Are the marketing operation of Unilever provides information about organisational sustainability practices?. 30

Figure 4.5: Is Unilever access customers’ motivation to purchase products from sustainability practicing brands?. 31

Figure 4.6: Is Unilever provides better customer service with organisational sustainability commitment?. 32

 

Figure 4.7: Are ethical practices of Unilever business supports to increase brand position in market?. 33

Figure 4.8: Is Unilever maintains sustainable production function with proof at marketing campaigns?. 35

Figure 4.9: Are the products prices of Unilever added value of sustainability maintained costs and are convenient?. 36

 

Figure 4.10: Are sustainable place based business operations followed by Unilever to sell products?. 37

Figure 4.11: Are sustainable promotion strategy used for influencing aware customers mind to purchase from Unilever brand?. 38

Figure 4.12: Are consumers expecting to get high quality products with reasonable price from Unilever?. 39

Figure 4.13: Is Unilever product price reasonable with sustainability value added viewpoint?. 40

 

 

Figure 4.14: Is sustainable marketing strategy of Unilever influence customers mind to purchase because of social responsibility and environmental protection?. 41

Figure 4.15: Are the customers of Unilever psychologically satisfied over sustainable business operations and sustainable marketing actions?. 42

 

Figure 4.16: Are the environmental preservation with the strong brand position of Unilever reduces business threats?. 43

Figure 4.17: Is the customers accepted Unilever brand due to maintain business ethics for mitigating future generations’ needs?. 44

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

List of Tables

Table 4.1: Age of Respondents. 27

Table 4.2: Educational Status. 28

 

Table 4.3: Is Unilever follows sustainable business operations with environmental friendly business actions?. 29

Table 4.4: Are the marketing operation of Unilever provides information about organisational sustainability practices?. 30

Table 4.5: Is Unilever access customers’ motivation to purchase products from sustainability practicing brands?. 31

 

Table 4.6: Is Unilever provides better customer service with organisational sustainability commitment?. 32

Table 4.7: Are ethical practices of Unilever business supports to increase brand position in market?. 33

Table 4.8: Is Unilever maintains sustainable production function with proof at marketing campaigns?. 34

 

Table 4.9: Are the products prices of Unilever added value of sustainability maintained costs and are convenient?. 35

Table 4.10: Are sustainable place based business operations followed by Unilever to sell products?. 36

Table 4.11: Are sustainable promotion strategy used for influencing aware customers mind to purchase from Unilever brand?. 37

 

Table 4.12: Are consumers expecting to get high quality products with reasonable price from Unilever?. 38

Table 4.13: Is Unilever product price reasonable with sustainability value added viewpoint?. 39

Table 4.14: Is sustainable marketing strategy of Unilever influence customers mind to purchase because of social responsibility and environmental protection?. 40

 

Table 4.15: Are the customers of Unilever psychologically satisfied over sustainable business operations and sustainable marketing actions?. 42

Table 4.16: Are the environmental preservation with the strong brand position of Unilever reduces business threats?. 43

 

Table 4.17: Is the customers accepted Unilever brand due to maintain business ethics for mitigating future generations’ needs?. 44

Table 4.18: Average Response of Conceptual Framework. 45

Table 4.19: T-test statistics and result 45