Consumer Behaviour- outlining the major findings of the report and the implications for the brand Sunsilk

You have recently been appointed as Marketing Coordinator at Unilever. Unilever is a leading consumer brand company and manufactures some of the best known brands, which are used by more than 2.5 billion people every day. It provides products to markets globally in the Food and Drink, Home Care and Personal Care categories. Your role is within the Personal Care division, specifically for haircare products. Unilever owns haircare brands such as Sunsilk, Tresemmé and VO5. Your Marketing Director is also new to her role and has commissioned some market research to collect data on people’s shampoo buying behaviour. As you are a recent Marketing graduate from UniSA, she asks you to analyse and interpret the data and share your insights on shampoo buying behaviour with the team working in the Personal Care division. Your Marketing Director has given you a list of specific questions that she wants answered. You are required to prepare a 2000-word report that addresses the questions outlined below. She has also asked you to provide an Executive Summary (approximately 1 page max.) outlining the major findings of the report and the implications for the brand Sunsilk. This will be followed by the main body of the report divided into the four sections: • Understanding Buyer Behaviour • Brand Performance • Attitudes • Demographics and Segmentation