The document discusses individual influences on consumer behavior for Dove products in Australia. It analyzes the personalities of Australian men and society. Australians enjoy sports and outdoor activities. The document recommends that Dove expand its marketing strategy to target both men and women by highlighting themes like fitness and achievement. It suggests using celebrity athletes and digital media to promote the repositioned Dove brand and increase market share among male consumers.

1. Individual Influences on
Consumer Behavior
Unilever’s Dove in Australasia

2. Contents
• Current marketing approach of Dove
• Individual influences and purchase decisions
• Personalities of Australian men
• Personalities of Australian society
• Personalities driven towards opportunity
• Conclusion
• Recommendations
• References
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

3. Current marketing approach
• The selected brand ‘Dove’ is from Unilever Australasia and the
discussion is on how people’s individual influences affect the
consumer behavior for Dove’s market
• Dove is one of the well reputed beauty and health products sold
around the world
• Current marketing theme for the product goes as “Real beauty that
comes in all sizes and shapes” and Dove is making a large
community impact in creation self-esteem among women by using
Dove as a product that enhances natural beauty
• Current marketing strategies are concentrated on female customer
segments and Dove has a potential of gaining a bigger and
significant increase in their market share if they approach a uni-sex
marketing methodology focusing both men and women
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

4. Individual influence and purchase
decisions
• Purchase decisions result from people’s various attitudes,
personalities, education/learning, needs, beliefs and perceptions
• Their own distinctive character that is reflected on their buying
decisions
• Customers buy products on their opinions and how they feel about
it
• One’s attitudes and beliefs mould or shape their purchase decisions
• How good a product may be, if the consumer feels bad or does not
feel useful, he/she would never buy it again
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

5. Personalities of Australian men
• Male individuals of the Australian community possess moderate
masculine characteristic that showcase more rigid and inflexible
personality types
• Australians love leisure, sports, traveling and exploring nature as a
part of their culture
• Australian nation is sportier nation that 70% of people engage in a
physical activity weekly
• Australians are more into adventurous activities regardless the
riskiness
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

6. Personalities of Australian society
• Love for football matches in Australian culture called as footy mad.
And whole families enjoy these
• Australians they view sportsmen as important role models in their
lives
• People in Australia are open minded as they are open for
discussions regardless any gender biasness
• Today’s Australians are highly comfortable with more internet and
other digital methods
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

7. Personalities driven towards
opportunity
• It is recommended to re-structure their marketing approach to
unbiased in relation to gender hence their products cater both
females and males
• Moderate masculine characteristic personality that showcase by
mostly populated Australian males can be used in marketing to
motivate them
• Brand awareness can be built among the male products’ market
featuring football players who are celebrity role models in Australia
to drive the newly targeted men to purchase Dove products
• Australians’ love for leisure, sports, traveling and exploring nature
could be used in advertising and promoting
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

8. Personalities driven cont.
• Since they are highly comfortable with more internet and other
digital methods, digital media can be used more to advertise
products
• Discussion forums can be organized to discuss and make brand and
product awareness because, most of the Australians are open
minded and they are open for discussions
• Adventurous activities regardless the riskiness are cherished by
Australian society therefore the marketing can be done adventure
oriented
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

9. Conclusion
• Not focusing the male product market in the marketing
strategy is unproductive and Dove should move on to an un-
biased approach gender wise in the marketing strategy
• Dove should understand that, ‘beauty products are for
women’ era is passed and no more. And now it is the era of
‘be smart, keep fit and look great’ for both women and men
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

10. Recommendations
• It is vital for Dove to review their segmentation, targeting and
positioning process to adjust the marketing mix
• Dove brand should Re-positioning and change the male perception
towards Dove brand as a male personal care product while
increasing the awareness and potential buying behavior of males
• For that marketing communication campaign can be designed that
deliver a salient marketing theme as “#01 personal care product
that takes care of your outfit while you aim on your achievements”.
These type of messages will reposition the Dove brand from female
concentrated brand to a product that has no any gender biasness
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

11. References
• Craig C., Douglas and Susan P. (2006). Beyond national culture:
implications of cultural dynamics for consumer research.
International Marketing Review, 23(03), 322-342. Retrieved 04 20,
2020, from https://search-proquest-
com.ezproxy.csu.edu.au/docview/224325451?accountid=10344
• Dove. (2020). Dove. Retrieved 04 20, 2020, from Dove:
https://www.dove.com/au/home.html
• Dove. (2020). Project #ShowUs. Retrieved 04 20, 2020, from Dove:
https://www.dove.com/us/en/stories/campaigns/showus.html
• Hofstede-Insights. (2020). Hofstede Insights . Retrieved 04 20, 2020,
from https://www.hofstede-insights.com/country/australia/
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

12. References Cont.
• James R., Minzi L. and Walker G. (2007). Masculinity and Health
Behaviors in Australian Men. Psychology of Men & Masculinity,
08(04), 240-249. Retrieved 04 20, 2020, from
https://www.researchgate.net/publication/232582569_Masculinity
_and_Health_Behaviors_in_Australian_Men
• Phillips T. . (1998). Popular views about Australian identity . Journal
of Sociology, 34(03), 281-302. Retrieved 04 20, 2020, from
https://sci-hub.tw/10.1177/144078339803400305
• Prachi J.,(2020) Personal Factors affecting Consumer Behavior,
Retrieved 05 04, 2020, from
https://www.managementstudyguide.com/personal-factors-
affecting-consumer-behaviour.htm
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

13. References Cont.
• Rickard J. . (1979). National character and the ‘typical Australian' .
Journal of Australian Studies, 03(04), 12-21. Retrieved 04 20, 2020,
from https://sci-hub.tw/10.1080/14443057909386788
• Sier J. . (2017). Millennials to control as much as $31 trillion by
2020, UBS says. Retrieved 04 20, 2020, from The Sydney Morning
Herald : https://www.smh.com.au/business/markets/millennials-to-
control-as-much-as-31-trillion-by-2020-ubs-says-20170629-
gx0vib.html
• Tranter B. and Donoghue J. . (2015). National identity and
Important Australians . Journal of Sociology, 51(02), 236-251.
Retrieved 04 20, 2020, from https://sci-
hub.tw/10.1177/1440783314550057
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

14. References Cont.
• Unilever. (2020). Dove builds self-esteem and body confidence.
Retrieved 04 20, 2020, from Unilever:
https://www.unilever.com.au/news/news-and-features/2016/Dove-
self-esteem-project.html
• Unilever. (2020). Unilever history in Australia and New Zealand .
Retrieved 04 20, 2020, from Unilever :
https://www.unilever.com.au/about/who-we-are/our-history-in-
australia-new-zealand/
• Unilever. (2020). Dove. Retrieved 04 20, 2020, from Unilever:
https://www.unilever.com.au/brands/personal-care/dove.html
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia

15. • Thank You!
• Do you have any questions?
Individual Influences on Consumer Behavior – Unilever’s Dove in Australasia