Brand and Pepsi

Topics: Brand, Pepsi, Decision making Pages: 12 (3323 words) Published: August 9, 2012
Table of Contents
1.0 Introduction2

2.0 Decision Making Process2

3.0 Need Recognition & Problem Awareness3

4.1 Motivation3

4.2 Motivation and Involvement3 - 4

4.3 Promotion4

4.0 Information Search4

5.4 Culture and Subculture4 - 5

5.5 Memory5

5.6 Product6 - 7

5.7 Promotion7

5.0 Evaluation of Alternatives7

6.8 Attitudes7

6.9 Product7 - 8

6.10 Price8 - 9

6.11 Promotion9-10

6.12 Personality10

6.0 Purchase10

7.13 Place and Distribution11

7.14 Price and Lifestyle11

7.0 Post Purchase Evaluation12

8.0 Conclusion12 - 13

9.0 Bibliography and References14

1.0 Introduction
Pepsi was first introduced as "Brad's Drink" in New Bern, North Carolina, United States, in 1898 by Caleb Bradham, who made it at his home where the drink was sold. It was later labeled Pepsi Cola, named after the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1909, automobile race pioneer Barney Oldfield was the first celebrity to endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race." The advertising theme "Delicious and Healthful" was then used over the next two decades. In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed again. But how has this iconic brand become a legend? More importantly is why consumers are still purchasing Pepsi? The purpose of this assignment is to demonstrate how Pepsi has become a success utilizing the consumer decision making process as the framework upon which the principles of consumer behavior will be integrated. -------------------------------------------------

2.0 Decision Making Process
The consumer decision making process is essential to understanding the various decision processes a buyer experiences. The decision making process is integral for companies to understand how buyers think and behave when making purchasing decisions. Companies utilize the decision making process because they are concerned with both the practical needs of the buyer and the emotional or personal needs of the individual. Fig 1 Decision Making Process

3.0 Need Recognition and Problem Awareness
What triggers a consumers want for a Pepsi? When consumers are affected by an internal stimulus such as thirst, problem awareness is created. In order to satiate this need consumers are exposed to a variety of thirst quenchers for example water, juice etc. However consumers choose to consume a Pepsi beverage instead which indicates their satisfaction is fulfilled by a want for this particular beverage. 3.1 Motivation

Pepsi appeals to two types of needs within a consumer. The first is the biogenic need which is the psychological utilitarian need of thirst which can be seen as the lowest level of the Maslow Hierarchy of Needs (Fig 2). Pepsi however seeks to satisfy the higher level needs such as hedonic needs, ego needs and self actualization. Therefore Pepsi understands the importance of targeting higher level needs in order to build brand loyalty for ensuring consistent sells. Fig. 2 Maslow Hierarchy of Needs

3.2 Motivation and Involvement
Thirst acts as a drive that’s motivates consumers to...
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