The Agreement of Perceptions about Brand Personality between Selecta Unilever and its Consumers

Abstract

The general objective of this study is to estimate the level of agreement of perceptions between Selecta Unilever and its consumers regarding Selecta’s brand personality. To know how Selecta Unilever perceives the brand personality of Selecta products, an email correspondence was conducted with the Assistant Brand Manager of Selecta Ice Cream. Additional information was obtained from the official website of Selecta Unilever. To determine how the consumers perceive Selecta’s brand personality, 100 respondents from the University of the Philippines Manila were asked to answer survey questionnaires based on Jennifer Aaker’s brand personality framework. The results showed that Selecta Unilever, represented by the assistant brand manager, perceived the brand as sincere, exciting, and competent. It was also seen as market leader, family-oriented, happy, innovative, creative, delicious, and creamy. The survey respondents also saw Selecta as sincere, exciting, and competent. It was also described as delicious, sweet, cold, creamy, yummy, expensive, family-oriented, affordable, happy, and fun. Thus, sincere, exciting, competent, family-oriented, happy, delicious, and creamy are the key associations found in both the perceptions of Selecta Unilever and its consumers. Future studies should use random sampling for generalizability, and a new basis of agreement between an organization and the consumers.