Q1: Explain how Red Bull has been able to arouse and activate the consumer decision-making process.
Initially, Red Bull made consumers realize that they need this kind of energy drink by physiological arousal. For blue-collar in Thai such as taxi and truck drivers, they usually have to combat mental and physical fatigue that are their bodily needs at that moment. Red Bull used and interprets these physiological cues to arouse related needs about energy drinks. After consumers recognized the needs, Red Bull evoked consumers to link energy drinks to their product according to the function and prices. People tend to perceive things they need or want (Schiffman et al., 2014). Thus consumers will remember Red Bull. After success in Thai, Mateschitz refined the Red Bull and created a strong brand image in energy drinks market. They use ambush and compelling advertising to put its brand and cans into audiences’ mind. Visual perception enables people to experience the existence of Red Bull as well as its color, design and function (Padgham & Saunders, 1975). Red Bull became the one of most globally recognized brands that this brand might arouse consumer to purchase. This is what we call product-specific goals. As Red Bull become popular, its products usually are the first choice of energy drinks when people doing pre-purchase search. Because consumers’ purchase decisions are influences by their sociocultural environment, which are all familiar with Red Bull. That’s how Red Bull arouses and activates the consumer decision-making process.
Q2: Why do you think Red Bull has been able to be successful in entering the evoked set of consumers?
Red Bull does well in market segmentation. Their target market are 18- to 34-year-old males. Because this group has the common needs of energy drinks and does similar purchase decision-making process, Red Bull could satisfy their needs and understand their psychology easily. Red Bull has clear positioning...
References: Batra, S. K., Kazmi, S. H. H. and Batra, S. K. (2009). Consumer Behaviour-2nd. New Delhi: Excel Books India.
Dodds, B. (2003). Managing Customer Value: Essentials of Product Quality, Customer Service, and Price Decisions. Colorado: University Press of America.
Jansson-Boyd, C. V. (2010). Consumer Psychology. England: McGraw-Hill International.
Schiffman, L. G., O’Cass, A., Paladino, A., Carlson, J. (2014). Consumer Behaviour. Australia: Pearson Australia Group Pty Ltd.
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