The Impact of Consumer Behaviour Megashift on Unilever's Product Strategy During COVID-19 Crisis

  • Annissa Nur Imani Fithry Faculty of Economics and Business, University of Jember, Jember, Indonesia
  • Muhammad Irhas Zulfani Putra Hariyanto Faculty of Economics and Business, University of Jember, Jember, Indonesia
  • Elok Sri Utami Faculty of Economics and Business, University of Jember, Jember, Indonesia

Abstract

The Covid-19 pandemic has made many changes. The changes that rapidly occur, resulting in the consumer's behaviour change in obtaining goods and services. Unilever is a global consumer goods corporation that manufactures everyday items such as soap and food. It is one of the oldest multinational corporations, with products sold in over 190 countries. During the Covid-19 outbreak, demand for products and services has plummeted, and Unilever has reacted strongly to the problem. This study aims to explore how Covid-19 affected Unilever and how Unilever improved the company's welfare. The research method used is descriptive. Data were collected from news articles, websites, and other reviews. To summarize the facts, Unilever is mostly unaffected by the Covid-19 epidemic because most of its products are considered needs and are widely recognized.


Keywords: Consumer Behaviour, Unilever, Product Strategy, Covid-19, Impact

Published
2021-12-15
How to Cite
FITHRY, Annissa Nur Imani; HARIYANTO, Muhammad Irhas Zulfani Putra; UTAMI, Elok Sri. The Impact of Consumer Behaviour Megashift on Unilever's Product Strategy During COVID-19 Crisis. UNEJ e-Proceeding, [S.l.], p. 61-65, dec. 2021. Available at: <https://jurnal.unej.ac.id/index.php/prosiding/article/view/28310>. Date accessed: 25 apr. 2024.
Citation Formats
Issue
2021: International Conference on Management, Business, and Technology (ICOMBEST) 2021
Section
General