Chapter 1: Introduction

1.1 Introduction of Chapter

The study emphases on analyzing the impact of Unilever's Culturally Influenced Marketing Strategies
on Consumer Brand Loyalty in India. The first section will propose the context of the proposed
project by involving research background, and purpose and the research questions. Moreover, this
section also offers the aim, and objectives of the current research, which will help in the overall
completion of the study. Along with this, selected research methods and their suitability will also be
mentioned in this section. Furthermore, a thorough research outline and a suitable expected
schedule will also be demonstrated. In short, it can be considered as this study is a brief nutshell of
the research that the researcher aims to complete.

1.2 Research Background

Marketing strategies plays a significant role in any organisation in order to builds its brand
recognition and trust. Moreover, it also helps to identify the target audience and yields higher
revenue (Goyal, 2022). As per the observation of Krizanova et al. (2019), the main goal of market
communication is to develop relationships with investors and customers, raise brand awareness,
produce leads, educate customers, boost website traffic, and raise search engine rankings. To assist
in reaching an exact spectator, a multitude of media channels are obtainable (Goyal, 2022). To make
informed purchasing decisions, consumers depend on the data obtainable in marketing strategies.
Marketing communication is vital for businesses of all sizes, from large corporations to small-scale
stores, to sell their products and services effectively and efficiently. Building and upholding
relationships with clients, predictions, and other significant investors in the business are two benefits
of advertising communication, which also helps in getting goods, services, and ideas from producers
to final consumers (Mukiira, Musau and Munyao, 2017).

A consumer brand loyalty is a pattern of consumer behaviour through which consumers tend to get
devoted to an exact brand or product and make repeat attainments over time. As per the
observation of Kaur et al. (2020), brand loyalty helps to permit the companies to gain income from
current customers over time. Brand-loyal customers will often encourage a business's goods and
services to families and the other groups through word-of-mouth promotion (Teck-Yong, 2022). By
implementing the brand's loyalty program to turn the target audience into brand envoys is how
businesses develop brand loyalty (Mazikana, 2019). In order to turn companies into loyal groups,
brands make sure that every customer encounter is unique (Mukiira, Musau and Munyao, 2017).
Frequent purchases of a product, even in circumstances where customers have other options, are
indicative of brand loyalty.

Culturally Influenced Marketing strategies and consumer brand loyalty are significant topics in the
current competitive business. Therefore, studies which are discussing the topic it’s culturally
influenced marketing strategies and consumer brand loyalty and its significance in different sectors
are more in number (John and De'Villiers 2020). The significance of culturally influenced marketing
strategies and the factors affecting consumer brand loyalty in fast moving consumer goods (FMCG)
industry are mentioned by the author Shruthi and Saraswathy (2020), in their studies, it mentions
that the factors affecting consumer buying behaviour towards FMCG products and finally effecting
their decision-making process. The paper reveals that consumer behaviour is largely affected by
place, product, price, promotion, physiological and psychological factors. Moreover, the other
studies, the researcher only mentioned about the consumer brand loyalty and marketing
communication (Mazikana, 2019). The earlier studies, it is also noted that implementing the brand's
loyalty program to turn the target audience into brand representatives is how businesses advance
brand faithfulness. According to Selvam, (2020), in their study, it mentions that, for a business to
continue successful, it must be able to keep clients and build brand loyalty. Customers that are loyal
tend to be less value sensitive than other types of clients, and having a loyal customer base gives
businesses time to respond to market circumstances. Moreover, Venkatasalam and Karunakaran
(2021), in their studies it mentions that Customer brand loyalty is the probability that a customer will
switch brands, mainly if that brand adapts its product attributes or value. Brand loyalty has several
benefits.

1.3 Research Rationale

In terms of both marketing and cultural influence concerns, this research is found to have many
important issues. Initially, there is a lack of understanding within the marketing field concerning how
various culturally-embedded strategies are effective and their consequences especially in India
where markets diversity dynamic market as. The culturally influenced marketing strategies of
Unilever can pose certain challenges in relation to the consumer perception, as well as the
implications for brand alignment with cultural values and communication strategy adequacy at
resonating with different groups of consumers.

Thus, from a cultural influence perspective this study will explore the possible contradictions or
similarities between Unilever’s global brand image and the Indian multicultural society. First, cultural
sensitivity and the adaptation of global marketing strategies to local contexts as well as the role
cultural idiosyncrasies play in brand perception turn out to be crucial issues. Moreover, the research
sheds light on directional the cultural norms and traditions standards to develop brand loyalty
despite in an ever-changing Indian market.

1.4 Research Aim

The main purpose of the research study is to analysing the impact of Unilever's Culturally Influenced
Marketing strategies on Consumer Brand Loyalty in India.

1.5 Research objectives

 To analyse the significance of culturally influenced marketing strategies.

 To identify the factors affecting consumer brand loyalty in FMCG industry

 To analyse the impact of Unilever's Culturally Influenced Marketing strategies on Consumer

Brand Loyalty in India.

1.6 Research questions

 What is the significance of culturally influenced marketing strategies?

 What are the factors affecting the consumer brand loyalty in the FMCG industry?

 What is the impact of Unilever’s Culturally Influenced Marketing strategies on Consumer

Brand Loyalty in India?

1.6 Significance of the Study

The importance of analysing the culturally influenced marketing strategy by Unilever and its effects
on Indian consumer brand loyalty lies in that it may reveal essential insights not only for the
academics but also for industry. India's rich cultural background provides a very interesting market
where the knowledge of the consumer behaviour is extremely pertinent (Mazikana, 2019). Through
the analysis of Unilever’s brand loyalty-building strategy, this study can assist in developing marketing
theory by increasing our understanding of how the culture affects brand loyalty. For industry
practitioners, the results may help in formulating better marketing plans; this would enhance the
communication with Indian consumers. The revelation of successful strategies can have a much
broader impact on the multinational corporations operating in culturally complex markets.

1.7 Methodology

As per the observation of Pandey and Pandey (2021), the research methodology also helps the
researcher by giving relevant information about how the study will accomplish effortlessly and as
planned. By using a variety of suitable methods and, research methodology assists the researcher in
making an effectual outline structure for the study. The different features that are encompassed in
the research methodology such as research philosophy, research approach, research strategy,
research design, data collection method etc. In order to analyse the current study on the impact of
Unilever's Culturally Influenced Marketing strategies on Consumer Brand Loyalty in India, the
researcher adopted a quantitative research approach which focuses to identify and investigate the
research aims and objectives. The primary data collection method for the present study was
performed by distributing survey questionnaires to regular customers of Unilever in India . However,
to ensure a diverse and representative sample, a simple random sampling technique was
implemented to reach out to consumers of various age groups and genders. Analysis of the data
collected for the current research study will be performed by a detailed examination of the collected
data by utilising the technique of percentage analysis.

1.7 Outline of the chapters

Chapter 1: Introduction: The introductory chapter of this dissertation will provide background,
rationale of the study, objectives, and question of the study as well as its significance and worth.

Chapter 2: Literature review: The researcher will undertake a thorough analysis of the body of
research on the subject under study in this chapter.

Chapter 3: Methodology: This is the third chapter in the research methodology, and it contains the
different types of research methodology as well as a description of the various approaches that will
be used to frame a precise and suitable structure.

Chapter 4: Findings and Analysis: This is the fourth chapter of this research study and in this chapter,
it will provide the case study strategy and it explains the basic secondary data collection concerning
the research topic.

Chapter 5: Conclusion: This is the last chapter, and it is the concluding chapter of the research study,
which will provide a complete conclusion for the whole research study. This section will also provide
a few research recommendations for future researchers and some implications of the study.
The literature review chapter provides a comprehensive overview of the existing studies and
theoretical frameworks related to the impact of Unilever's culturally-led marketing approaches on
consumer brand loyalty in India. The key points covered in the chapter are:

1. Cultural Influences on Consumer Behaviour in India:

 Indian consumers are heavily influenced by the country's rich cultural heritage,
diverse traditions, and religious beliefs.

 Factors like family structure, festivals, religious ideologies, and local cultural values
significantly shape consumer behaviour and buying decisions.

2. Marketing Strategies in India:

 Multinational corporations often face challenges in adapting their global marketing

strategies to local cultural needs in India.

 Successful strategies involve product localization, use of local dialects and cultural
elements in communication, and engagement in community-focused CSR initiatives.

3. Unilever's Marketing Strategy in India:

 Unilever has employed a diverse, culturally-sensitive marketing approach in India,

focusing on product localization, culturally-relevant advertising, and digital
marketing.

 Unilever's campaigns that tap into Indian cultural nuances, traditions, and festivals
have resonated well with consumers and influenced brand loyalty.

4. Cultural Marketing:

 Cultural marketing is a strategic approach that leverages cultural information, values,

and traditions to influence diverse consumer segments.

 It helps multinational companies overcome cultural barriers, facilitate product

localization, and build sustainable, socially responsible brand images.

5. Consumer Perceptions of Cultural Marketing:

 Consumers perceive culturally-influenced marketing strategies positively when they

demonstrate cultural sensitivity, authenticity, and alignment with consumer values.

 Such strategies can evoke emotional responses, improve brand credibility, and
increase word-of-mouth recommendations.

6. Impact of Unilever's Culturally-influenced Marketing Strategies in India:

 Unilever's culturally-aligned marketing has strengthened consumer-brand

relationships, improved brand trust and authenticity, and facilitated social change.

 It has also contributed to Unilever's market leadership and competitive advantage in

India.

7. Theoretical Framework:
  Geert Hofstede's Cultural Dimensions Theory provides a valuable framework to
understand the influence of cultural values on consumer behaviour and attitudes in
the Indian context.

3.2 Research Philosophy

The positivism research philosophy was adopted by this study in the investigation of the connection
between Unilever’s Culturally Influenced Marketing Strategy and Consumer Brand Loyalty in India.
Positivism philosophical approach offers a structured approach that aims to produce reliable and
broadly applicable insights through the use of objective and scientific methods (Atikcan, Morin and
Olsson, 2021). Following this approach, the research aims at a systematic observing, measuring, and
explaining of the impact of Unilever marketing strategies on consumer’s brand loyalty in the India
cultural context. This strategy lays stress on the need of an empirical proof, quantitative data analysis
and strict confirmation of hypotheses (Atikcan, Morin and Olsson, 2021). The use of positivism in this
study proposes a strong structure for studying the intricate interplay of cultural elements, marketing
approaches, and consumer responses, thereby, promoting a better insight into the factors influencing
brand loyalty in the Indian context.

3.3 Research Approach

Research methodologies are a combination of the approaches used to data analysis and the
verification of the findings (Soiferman, 2018). Within this spectrum, three primary research
approaches emerge: deductive, inductive, and abductive approaches. Inductive method aims at
generalizing from special to general, while, with deductive method one begins with general and
designs a particular theory that the researcher tests for its validity. (Liu, 2016). Through these
approaches, researchers have a wide scope of study that enable them to explore and examine the
relationships between specific instances and wider theories. Multiple options are provided for
researchers to analyse and interpret their research results (Liu, 2016). By embracing these varied
research methodologies, scholars can navigate the intricacies of research inquiries and enrich the
depth and scope of their investigations.

The present study utilises a deductive research method for scrutinizing the Culturally Influenced
Marketing Strategy of Unilever which has a great effect on consumer brand loyalty in India. This is
based on current literature which shows a link between cultural values that drives specific marketing
practices and consumers brand loyalty, which encompasses issues such as purchase intentions, brand
image, and emotional attachment. Through deductive approach the study attempts to investigate
and prove the theories in its own right in the unique case of the Indian market with relationship to
Unilever marketing strategies (Soiferman, 2018). This approach facilitates a systematic exploration of
the role of cultural variables that may shed light on how the cultural dimensions of marketing
strategies influence the loyalty of the consumers on the platform of Unilever's case in India.

3.4 Research Methodology

In the realm of academic inquiry, researchers employ an array of research methodologies, including
quantitative, qualitative, and mixed research methods, each offering distinct advantages and
limitations. A deep knowledge of these approaches is critical to choose the right method to get
nearer to the objectives of the study (Davidavičienė, 2018). Qualitative research within the field
achieves the mission through applying a naturalistic approach, by collecting various sources of
information and interpreting data in different ways, for insights about complex phenomena (Bin
Wan, 2022). On the other hand, quantitative research involves a methodical gathering of numerical
or statistical data for exposing trends, respondents, and forecasts (Bloomfield and Fisher, 2019). In
addition, mixed methodology evolves the application of quantitative and qualitative aspects to the
process of data collection with, thereby, allowing for a comprehensive method of data analysis.

However, a quantitative research design is found to be appropriate for this present study. This
strategy provides the opportunity to gain numerical data which ultimately can be subjected to strict
statistical analysis in order to draw cause-effect relationships between the variables (Davidavičienė,
2018). The methodology of quantitative research is especially effective for the study of how of
culturally tailored Unilever marketing efforts affects Indian consumers’ brand loyalty. Quantitative
research processes would be deployed to realize an approach that would provide reliable and
measurable information on the causes of brand loyalty driven by Unilever's marketing campaigns.

By the use of quantitative research, the study can unravel the complex consumer behaviour patterns
and identify brand loyalty in Indian fashion industry as well as explain how Unilever’s human-centred
marketing techniques are influencing consumer’s attitude and preference. By taking a systematic
approach to the analysis of the raw data, the study tries to find out trends, relationships and factors
that can predict the connection between marketing actions and brand loyalty of consumers. These
research techniques enhance the clarity of the many layers in the system of marketing and
consumerism in Indian market arena.

3.5 Sampling

Sampling stands for selecting a smaller sub-group of people, objects or units from the bigger
population which you would investigate in research (Taherdoost, 2016). The population refers to the
entire group that is part of the study, and the sample denotes a small sample segment of that
population that was chosen to be part of the study. This technique, sampling, is utilised because it is
often not feasible, takes too much time or just cannot be reliable generally, to study the whole
population. Researchers can tackle this problem by carefully selecting the representative samples,
which in turn allows for generalizations to be made, and resources conserved thereby for the
purposes of the study to be achieved and implemented. However, in this study a simple random
sampling has been used to select samples from the entire population. In which the samples will be
randomly selected from the population and the entire population will have equal chance of being
selected. The study sample was 83 participants.

3.6 Data Collection

The collection of data is a systematic and selective process that involves the gathering, measuring,
and analysing of pertinent data and information being used for the purpose of research.
Fundamentally, it involves gathering data that is internally focused to meet the study needs and the
objectives. The process of data collection is extremely critical to research since it plays the role of
giving proper answers to the research objectives that a study intends to answer (Androutsopoulos,
2017). Data collection can be divided into two main sources namely: primary data collection and
secondary data collect. Primary information gathering process refers to the situation where data is
collected from people directly either through the use of surveys, interviews, observations, and
questionnaires (Corti, 2018).

On the other hand, secondary data collection entails gathering data and information from various
other sources such as literature, journals, books, and publications. While secondary data collection is
common in all research projects for literature review preparation, it plays a particularly significant
role in meta-analysis and systematic review studies (Corti, 2018). Hence for identifying and analyzing
the impact of Unilever's Culturally Influenced Marketing strategies on Consumer Brand Loyalty in
India can be done by collecting primary data from the selected participants. In this study it was
decided to collect the relevant data from the participants by using an online questionnaire. The
participant has to fill the questionnaire in the form of multiple-choice questions through Google
forms.

3.7 Data Analysis

Data analysis methods refer to the set of diverse tools used to analyse and draw conclusions from
gathered data. This procedure includes carefully assessing, perfecting, transform, and structuring of
data which then making it a true basis for data-driven decision-making as well as summarizing the
outcome (Davidavičienė, 2018). In quantitative research, numerical statistical analysis plays a pivotal
role in either confirming or refuting hypotheses and ascertaining effect sizes. Data analysis entails
addressing each research question or hypothesis individually (Davidavičienė, 2018).
For the present research, statistical analysis was employed to process the collected data through the
use of percentage analysis that yielded results. The percentage calculation is a statistical formula
used to measure the values of two or more datasets by percentages. It establishes a way of making a
numerical comparison between or among the different variables that are investigated in the
proposed study.

3.8 Reliability and Validity

The research quality relates to the extent to which the researcher follows the rules and collects data
by methods that evidence objectivity, validity, and reliability. This includes components of the
research process that include experiments design for data collecting methods, Analyse them, and
interpret the finding. The research validity refers to the study's ability to properly measure or address
its objectives that intended by the researchers (Dick, and Hagerty, 2018). Validity is the basis of
research as it measures the objectivity of the concepts, variables, or occurrences while leaving no
sidelining in the procedure. Validity in quantitative theories is validated by the external standards,
which includes measurement from experts, recognition of former researches, and application of
statistics. The aim is to provide further details not only on the basis of the input of the participants
but also supporting the use of the results through actual evidence, (Quintão, Andrade and Almeida,
2020).

The reliability of research not only influences the consistency, stability, but also the exactness of
research results or measurements. Reliability plays an important part in research because it
guarantees a consistent level of data and measurement quality (Quintão, Andrade and Almeida,
2020). Researchers can be confident in their results' reliability if they archived this level of reliability,
therefore, improves the reliability of their findings, enhances their credibility, and enables them to
conduct research in other studies. Consequently, it increases the creditability of the results, as a
result, of which the study level also enhances.

3.9 Ethical consideration

Ethics considerations are an important element in research that contains a set of ethical principles
and standards as a whole, which are followed throughout the entire research process, from design to
data analysis and beyond (Cacciattolo, 2015). This study implemented ethical guidelines strictly
according to the Institutional Review Board protocol that was approved accordingly by the
authorized campus Ethics Committee. Consent to participate in the study was received alongside
informed from those involved. In formed consent was obtained from the participants and
participants were empowered to withdraw their consent at any point without needing to provide an
explanation. Furthermore, stringent measures were implemented to ensure the safety and well-
being of all individuals involved. Specifically, it was guaranteed that neither humans nor animals
were subjected to harm during any phase of the study. Moreover, precautions were taken to prevent
any emotional or psychological distress among the participants throughout the study's duration.

The study examined the significance of culturally influenced marketing strategies, finding a positive
correlation between the relatability and memorability of such campaigns. This suggests cultural
relevance is an important factor, but should be integrated with other marketing elements like
creativity and consistent branding.

The key factors affecting consumer brand loyalty in the FMCG industry were identified as product
quality, price fairness, consistent brand messaging, high-quality customer service, and
environmental/social responsibility. These factors are deeply rooted in Indian cultural values and
preferences.

The analysis showed Unilever's culturally-influenced marketing strategies had a strong positive
impact on consumer trust, emotional connection, brand advocacy and loyalty towards Unilever
brands in India. Incorporating Indian cultural values into marketing helped build stronger
relationships and willingness to pay premium prices.

The study concludes that cultural adaptability is crucial for multinational FMCG brands like Unilever
to succeed in diverse markets like India. Maintaining a focus on culturally-relevant marketing,
product quality, pricing, consistent branding, customer service, and social responsibility are key
recommendations.

Future research is suggested to explore the long-term effects of culturally-influenced marketing on

brand performance metrics, as well as potential differences across FMCG markets and regions within
India. The study acknowledges limitations around the single company focus and self-reported
consumer data.