International Journal of Accounting and Business Management (Online), Volume 2, Issue 1 (April 2014)

ISSN: 2289-4519 Page 28

Case Study

Impact of Psychological and Sociological Drivers on Consumer Buying
Behaviour: Focus of Vaseline Body Lotion

Ishola Abdulfatai Idomi
FTMS College, Technology Park Malaysia
Bukit Jalil, Kuala Lumpur, Malaysia
ishola.abdulfatai.idomi@gmail.com

Abstract

Psychologically when asked what motivate or why consumer buys the item, goods and services,
probably there will be difficulties in explaining what influence consumers decision on a specific
product, though as a consumer the main motive behind everybody shopping or activities is to
obtain goods and services that will meet their needs and wants. Marketing mix is a strategy which
comprises Product, Place, Price and Promotion; this play an important role in consumer buying
behaviour for instance, Ivan Pavlov classical conditioning theory of learning process show how
learning process of a product could influence the consumer buying behaviour. Purpose - This paper
has been done to examine how marketing mix influence consumer buying behaviour towards
Vaseline body lotion through psychological and sociological drivers. For over 135 years Vaseline
brand marveled at skin and it has been part of cultural norms of some societies like Indian, African
etc. The Vaseline product including Vaseline Hand and Body Lotions, Vaseline Petroleum Jelly, and
Vaseline Men, etc. (Unilever, 2013.) Design/methodology/approach The approach is by reference
to and synthesis of other authors version of consumer behaviour, psychology, sociology and
marketing which is distilled into a simplified method. Findings The findings or outcome of the
study are summarized into components, starting with consumer motivation, learning and memory
of consumer towards Vaseline body lotion, influence of Promotion and effect of promotion in
consumers attitude change, price strategy for recognizing consumer needs, cultural influence and
family to shape consumer purchase decision, Place as a strategy to influence consumer buying
behavior, consumer decision making process on buying behavior towards Vaseline body lotion.
Originality/ value - This paper will explain how Unilever Global Corporation applied marketing
mix as a strategy to influence their consumer buying behaviour probably to promote purchase and
consumption by consolidating psychological and sociological drivers to maximizing their sales and
dominance of the market share.

Keywords: Psychological Drivers, Sociological Driver, Consumer Buying Behaviour

1. Introduction

Consumer buying behaviour is usually influenced by both psychological and sociological
drivers at the most basic level of the phenomenon of consumption, the process by which people
or organizations purchase, use and disposed products and services is to satisfy needs and
wants. The processes by which consumers decide which products and services they will select
can be highly complex (Solomon et. al., 2007). Psychological forces is an interdisciplinary
concept which combines perception and attention, information processing, motivational
determinants of consumers buying behaviours, attitude formation and change, and influence of
advertisement on consumer responses, this also include consumer decision making process,
(Jansson and Catherine, 2010).

Robert G. W. 1969. Classified segmentation into two main groups which is demographic
segmentation and segmentation on the basis of consumer perception which comprised Self-

International Journal of Accounting and Business Management (Online), Volume 2, Issue 1 (April 2014)

ISSN: 2289-4519 Page 29


perception, products perception and values perception. Unilever Vaseline body lotion is for the
general populace, including both sex and all classes of the people, though women are identified
as potential customer for their market target based on the market data analysis whose shows
that 88% of female are using body care worldwide.

Product positioning were attributed to individual mind and it is a complex set of
perceptions, impression and feelings about a products that occupies consumers mind in
relative to competing products, (Kotler, et al, 2007, pp. 365). However, perceived quality is
given consumer judgment about a products overall excellence or superiority and is different
from objective or actual quality, its a higher level abstraction rather than a specific attribute of
a product, (Valarie A, 1988).

Consumer Motivation for Vaseline body lotion:

Motivation is basically referred to as consumer behavior, since motivation is a
psychological driving forces within an individuals which impels them to action and this
produced by the state of tension that exists as a result of an unfulfilled need, (Schiffman and
Kanuk, 2010, pp.106). Maslows hierarchy theory is adopted to evaluate consumer decision
making process

i. Esteem needs: Self confidence and recognition from members of society
ii. Social needs: Be more comfortable, get more attraction and senses of belonging
iii. Safety needs: skin protection and healthy skin

Esteem Needs: This can be referred to as egoistic stage of Maslow theory where individual
need is center on ego, status, self-respect, and feeling of self-confidence, prestige and
recognition for accomplishment. This is outwardly directed need that is include prestige,
reputation, status and recognition from other member of the society which can be derived by
using Vaseline body lotion, this is the perception, expectation of the consumer while using
Vaseline body lotion, (Hiriyappa, 2009).

Social Needs: This is referred to individual needs for love, acceptance, affection and friendship
and its motive are socially attach to Vaseline body lotion at this stage, it is belief that by using
Vaseline body lotion, the body will attract many people and their will be more affection,
acceptance and satisfying human relations with other people and this are more motivated by
the love, (Hiriyappa, 2009).

Safety Needs: This stage is where individual is concern about the security and safety of their
needs, that is consumer are focuses on physical safety and security of their body or skin. It
became the driving force behind an individuals behavior and Vaseline body lotion is guaranty
all this by their motor Feel good, Does good, (Hiriyappa, 2009).

Learning and Memory of consumer towards Vaseline body lotion.

Consumer learning is the process that continually evolves and changes due to new
knowledge acquired which can be gained through reading, discussions, observation and
thinking or from actual experience, (Schiffman and Kanuk, 2010). What consumer knows, think
and feel about Vaseline body lotion come as a result of learning process. According to Pavlov
theory three basic concepts were derived from classical conditioning theory; repetition,
stimulus generalization and stimulus discrimination. Classical conditioning Process stage
through TV advertisement has helps Unilever to shape their consumer buying behavior; what
they learn before advert (unconditioned stimuli), during advert (unconditioned stimuli) and

International Journal of Accounting and Business Management (Online), Volume 2, Issue 1 (April 2014)

ISSN: 2289-4519 Page 30


after advert (conditioned stimuli). Obviously classical conditioning learning process influenced
consumer buying behavior because some consumer salivate and remember that they need some
specific product by seen the advertisement.

2. The influence of Promotion towards consumers attitude formation

Prior promotional purchases can actually influence the consumer buying behaviour
more than the prior brand usage and in a situation where the effects of usage dominance are
greater than promotion enhancement that means promotions can be used as an effective
method for building the market share, (Bridges et al. 2006). However, consumer create attitude
formation as a result of their frequent experience gaining from other product that is produced
by Unilever company (brand) which is favorably repeating satisfaction to the consumer,
unconditioned stimuli. Primary mean by which consumer formed attitude towards goods and
services is through direct experience, Vaseline impact Attitude formation on consumer strongly
based on personal experience, direct marketing, mass media and internet influence, Unilever is
distinguish Vaseline body lotion on the basis of its qualities attribute by strategically adopted
non-price promotional method such as advertising, sales promotions, coupons, free gifts and
special orders so as to create attitude formation for consumers.

The Effect of promotion in consumers attitude change (Cognitive Dissonance) for Vaseline body
lotion.

Cognitive dissonance is very much related with attitude change, dissonance occurs when
two cognitions (knowledge or thought) are inconsistent with each other, and if consumer is
trying to make balance in their cognition. According to cognitive dissonance theory, want of
harmony or inconsistency can occur when consumer have conflicting thoughts about an attitude
object and if dissonance occur after purchase is called post purchase dissonance, (Sandip S.
2012). For the purpose of this study, consumers attitude change will be evaluating by the
advertising method of promotion and how its influence on consumer buying behaviour. Lets
look into this customer complained about Vaseline lotion from India.

For Instance, according to Complaint Board, (2012): (One Maharashtra complained
about Vaseline product I bought Vaseline healthy even tone 350ml and 200mls Body Lotion at
Phumulani Mall in Olifanstsfontein (Tembisa) Shprite Checkers. It was so thick that I couldnt
even put my finger inside the jar so I took a table spoon to mix it so I can be able to use it. To my
surprise it gave me terrible rush. I was very disappointed as I was looking forward to great
results because I like glowing even skin tone not dull dry skin, and because I trusted the brand
hence I went for it).

However, in the case of post purchase dissonance attitude change are the frequent
outcomes of an action or behaviour of the consumer; promotion method can be a variety that
can open to consumer to reduce post purchase dissonance because it can reduce the unpleasant
feeling created by the consumer thought, (Schiffman and Kanuk, 2010., pp. 271). Promoting
Vaseline body lotion as marketing mix is actually influencing consumer buying behaviour,
Unilever purposely including messages in their advertising specifically in order to aim at
reinforcing consumer decision by complimenting their Vaseline body lotion (product), and to
ascertain the confidence in Vaseline body lotion, to providing detailed brochures on how to use
Vaseline body lotion by offering stronger warranty or guarantees.





International Journal of Accounting and Business Management (Online), Volume 2, Issue 1 (April 2014)

ISSN: 2289-4519 Page 31


3. Sociological drivers elements: The Vaseline body lotion Price strategy for
recognizing consumer needs.

Price positioning strategies with technique called target costing can be apply, because
woman are the core target audience of Vaseline body lotion and this make it easy to adopt
price/quality relationship method of pricing to influence social class status of the society.
Vaseline body lotion of high price categories are best suit the taste of high class status of income
earner, while the low price is basically strategic to attract all different of social classes of the
target market in the society. There is constellation of specific lifestyle among social classes
according to consumer researcher, evidence found shows that belief, behaviours, attitude and
activities tend to differentiate the members of the class from upper-upper class to lower-upper
class, upper-middle class to lower-middle class and to lower-lower class, (Schiffman and Kanuk,
2010).

Cultural influence and family to shape consumer purchase decision

Cultural belief, value and customs are continued to be followed as long as people derived
satisfaction. By the time people are not satisfying with the specific standard of the culture they
replaced or modified it with another so that the resulting standard will be in shape with the
current needs and desires of the people, this reflect on how consumer make decision on what to
buy and where to buy it, ( Schiffman and Kanuk, 2010). Cultural values can influence consumer
behaviour through purchase and consumption and the meaning is transferred into the life of the
consumer, cultural meaning is drawn from a cultural world (Vaseline activity, individuality,
mastery, and performance).

Place as a strategy to influence consumer buying behavior (Vaseline body lotion)

Distribution channels referred to as place in marketing come next after the product,
price and promotion has been decided by the company, it concerns with getting right products
with a right price to the right consumers, at a right place and at a right time. Unilever marketers
used indirect channels of distribution as an effective way in distributing Vaseline body lotion to
the consumer so as to make it available for consumption in a right place and at right time.
Unilever adopted indirect distribution channel, Vaseline body lotion is distributing through
intermediaries such as discount store, a specialty retailer and a special wholesaler, (Wong et al.
2011). However, this method of distribution can influence consumers buying behavior through
peers and as well as reference group. Group dynamics can be related to interaction and forces
influence between group members in a social group, (Nair and Suja, 2009).

4. Consumer buying behavior towards Vaseline body lotion (Decision making
process).

In order to understand consumer buying behavior as well as decision making process of
consumers towards Vaseline body lotion, there is need to combines both psychological and
sociological drivers of consumer behavior which mostly had discussed earlier on the previous
part of this course work. Table below illustrate the stages of consumer decision making.








International Journal of Accounting and Business Management (Online), Volume 2, Issue 1 (April 2014)

ISSN: 2289-4519 Page 32




Sources: adopted from: Blackwell, 2005


The process in the table above consist of six stages which are; need recognition,
Information search, pre-purchase evaluation of alternative, purchase, consumption and post-
consumption evaluation that are group in to dissatisfaction and satisfaction; Unlike, Solomon
model of decision making stages that classified in to 5 stages.

Need Recognition: Unilever always help to solve consumers problem of recognizing their need
and want by adding value to Vaseline body lotion through commercial TV which show
excitement of owning Vaseline product. According to Solomos model, the advert made by
Vaseline will help consumer to solve their problem recognition which always occur between
differentiating the actual and desire state of need, (Solomon, M., 1996).

Information search: To buy a product consumer need to get more and accurate information on
different alternative products that available in the market, maybe consumer has bought some
product previously that didnt satisfied his/her want, so they need information about new
brand, (Blackwell,2005). Though, Solomons model stated that consumer pay more attention to
product information by talking to friends, visiting stores or through YOUTUBE, (Solomon, M.,
1996). Unilever Vaseline body lotion provide more information through various advertisement;
for example, company web, internet advertisement like YOUTUBE, brochure attached to their
pack, warranty and guarantee on their package.

Pre-purchase evaluation of alternative product: consumer need to narrow down their
choices by evaluating the brand. For example, price of the product, color, size etc. Unilever
offered Vaseline body lotion in a various package, many variety of color and different size of
package at a convenient place anytime. Solomons model stated that at this stage consumer
evaluate the product before selecting the alternative choice, but consumer only concern about
problem solving which occur from their problem recognition. In other word consumer is
looking for problem-solving benefit from the product, (Solomon, M., 1996).



International Journal of Accounting and Business Management (Online), Volume 2, Issue 1 (April 2014)

ISSN: 2289-4519 Page 33


Purchase: this is to understand how consumers choose; what types of decision is made by the
consumer? Choice heuristics and provide communications that encourage brand decision; for
example, consumer buying behaviour can be influence by place such as internet or store,
warranty on package, (Blackwell, 2005)

Product choice/purchase: This maybe be refers to decision making implementation stage
based on Solomon model; He stated that at this stage consumer actually implement their
purchase decision, after selecting item or brand to buy and a specific outlets though their choice
might be based on heuristic, (Solomon, M., 1996). However, heuristic is an efficient rules that
people often used to make judgement and their decision, it is a mentally shortcuts that normally
focusing on one aspect of a complex problem and ignoring other problem, (Lavidge and Steiner,
1961; Blackwell et al., 20011). Consumers are expected to use their cognitive resources in
forming beliefs (cognitive component) towards the attributes of Vaseline body lotion, which in
turn may result in the development of an overall feeling (affective component) in the sense of
liking/disliking Vaseline body lotion (product). Consumers with a positive attitude toward
Vaseline body lotion are expected to be more willing to buying it considerably than consumers
with a less positive attitude toward Vaseline body lotion.

Post-purchase use and evaluation: this is an expectation stage to decide if Vaseline body
lotion is good but if not that mean the customer we have to suffer for post-purchase dissonance,
it might be called buyers remorse. Meanwhile, cognitive dissonance occur when customer
largely become psychologically and emotionally distress about the product been purchase,
though this will definitely affect the Vaseline body lotion; however, If this occurs that mean the
product did not meet the expectation of the consumer and consumer may decide not to
patronize them again. Unilever offer a warranty along with instruction booklets also toll-free
troubleshooting line to call if this occurs.

Disposal of the product: Unilever package can be recycle since consumers are more concerned
about the environmental issue, this can be easily disposable after used, (Blackwell, 2005).

5. Conclusion

Unilever as a brand are able to effectively succeed in promote their product (Vaseline
body lotion). Moreover, utilization of effective marketing strategy are really influence consumer
buying behaviour through the means of both psychological and sociological drivers such as
advertisement, motivational forces, information process, peer group, family and cultural
influences which played major impact in consumer purchase decision.

Functional value are serving consumer needs to their satisfactory level; this is actually
motivating and reflecting on consumer attitude formation change which bring to consumer
attention and perceiption about Vaseline product, as a result of this drivers consumer buying
behaviour were fully influenced, this paper can be subject for future research.

References

[1] Blackwell, R. 2005. Consumer Behaviour. 10th ed. Massachusetts: South-Western
College Pub.
[2] Caroline, T. and Jennifer, D. 1987. Market Segmentation. [e-journal] 2 (3), pp. 301-335.
Available through: web.ebscohost.com database [Accessed 2nd November, 2013].
[3] Complaint Board, 2012. Vaseline: Consumer complaint and reviews about Vaseline.
[Online] Available at: < http://www.complaintboard.in/complaints-reviews/vaseline-
l198775.html> [Accessed 26th November, 2013]

International Journal of Accounting and Business Management (Online), Volume 2, Issue 1 (April 2014)

ISSN: 2289-4519 Page 34


[4] Flemming, C and Hanse, S. 2007. Emotions, Advertising and Consumer Choice. [e-book]
Copenhagen: Copenhagen Business School Press. Available through:
<http://site.ebrary.com/lib/anglia/docDetail.action?docID=10465582&adv.x=1&p00=c
onsumer+response+to+decision+making+process+by+solomon&f00=all&p01=%22Con
sumer+Behavior%22+OR+%22Psychological+Aspects%22+OR+%22Consumption+%2
8Economics%29%22+OR+Consumers+OR+%22Decision+Making%22&f01=subject>
[Accessed 26 October, 2013].
[5] Gutman, J. and Reynolds J. T, 1982. Laddering Theory, Method, Analysis, and
Interpretation. [e-journal] 24 (4), pp. 49-51. Available through: web.a.ebscohost.com
database [Accessed 28th November, 2013]
[6] Hiriyappa, B. 2009. Organizational Behaviour. [e-book] Delhi: New Age International.
Available through:
<http://site.ebrary.com/lib/anglia/docDetail.action?docID=10318722&adv.x=1&p00=
maslow+theory+of+motivation&f00=all&p01=Management+OR+%22Psychological+As
pects%22+OR+%22Personnel+Management%22+OR+%22Organizational+Behavior%2
2+OR+Leadership&f01=subject> [Accessed 2nd December, 2013].
[7] Jansson, B. and Cathrine, V., 2010. Consumer Psychology. [e-book] Maidenhead:
McGraw-Hill. Available through:
<http://site.ebrary.com/lib/anglia/docDetail.action?docID=10394842&adv.x=1&p00=
what+is+the+psychological+driver+for+consumer+behaviour&f00=all&p01=%22Consu
mer+Behavior%22+OR+Psychology+OR+Advertising+OR+%22Organizational+Behavio
r%22+OR+Marketing+OR+%22Marketing+Research%22+OR+Consumers&f01=subject
> [Accessed 25th November, 2013]
[8] Kotler,. et al, 2007. Marketing. 7th ed. Australia: Pearson Prentice Hall.
[9] Martin, K. 2006. Consumer Behaviour and Advertising Management. [e-book] Delhi:
New Age International. Available through:
<http://site.ebrary.com/lib/anglia/docDetail.action?docID=10318696&p00=means-
end+model+motivation> [Accessed 22nd November, 2013]
[10] Sandip, S. 2012. Cognitive Dissonance Affecting Consumer Buying Decision Making: A
study Based on Khulna Metropolitan Area. [e-journal] 4 (3), pp. 191. Available through:
web.ebscohost.com database [Accessed 25th October, 2013]
[11] Schiffman, L. G. and Kanuk, L. L, 2009. Consumer Behaviour. 10th ed. New York: Pearson
Prentice Hall.
[12] Schiffman, L. G., et al., 2007. Consumer Behaviour. 9th ed. New Jersey: Prentice Hall.
[13] Solomon, M. et al, 2007. Consumer Behaviour: A European perspective. 3rd ed. New
York: Prentice Hall.
[14] Solomon, M. R, 1996. Consumer Behaviour: Buying, Having and Being. 3rd ed. New
Jersey: Prentice Hall.
[15] Suja, N. R, 2009. Consumer Behaviour and Marketing Research: Text and Cases. [e-book]
Mumbai: Global Media. Available through:
<http://site.ebrary.com/lib/anglia/docDetail.action?docID=10415520&p00=what+is+t
he+significant+of+marketing+mix+in+consumer+behaviour> [Accessed 16 November,
2013]
[16] Unilever, 2013. Brand in action: Vaseline. [Online] Available at:
<http://www.unilever.com/brands-in-
action/detail/Vaseline/292128/?WT.contenttype=view%20brands> [Accessed 21st
November, 2013]
[17] Wong, H. Y. R et al, 2011. Building A Marketing Plan: A complete Guide. [e-book] New
York: Business Expert Press. Available through:
<http://site.ebrary.com/lib/anglia/docDetail.action?docID=10478045&p00=group+in+
marketing> [Accessed 20th November, 2013]