Consumer Behaviour Essay Example | Topics and Well Written Essays - 2000 words

Consumer Behaviour - Essay Example fit is the image that customer develops in his mind about the brand and the way in which that image influences the customer to go purchase the brand. It is important for the customer to draw some connection between the kind of person he is and the kind of brand that is being promoted. (Onkivist, 2008) Red-bull’s an energy drink which promises extreme energy. It’s tag-line is â€Å"it gives you wings†. The kind of promotional campaigns that the brand pursues involves a lot of adventure, car racing, games, etc. It’s brand identity has been built around cliff driving, ice-skating and street contests. Mother energy drink on the other hand is promoted with the following tag-line â€Å"right-hook to laziness, a smack in the face of slackness†. The brand logo on the coke can is gothic and the brand has been promoted as an all-natural drink. Given these kind of promotional tactics that red-bull and mother energy command there are various social characterist ics in people that influence consumers to consume Redbull and Mother energy drink. Schiffman, Bednall, O’Cass, Paladino, Ward & Kanuk (2008) may have had the right definition of consumer social character. They look at it as a personality trait of the consumer that ranges from inner-directness towards outer-directness. The consumer’s whom it refers to as ‘Inner-directed consumers’ are those who determine value of a brand by oneself. This is as opposed to by others. Inner-directed consumers are not easily influenced by others and also known as consumer innovators as consumers evaluate new products on their own. Other-directed consumers are easily influenced by others and are likely to be followers as consumers tend to look to others for opinions. Groups and social networks also have direct influence over the... This paper talks about two brands: Red Bull and Mother Energy Drink. The niche in which these brands compete is carbonated soft drink and it is a very narrow niche. Red-Bull is an Austrian brand that was first introduced in 1987. It is available in 120 countries all over the world and is widely regarded as the world’s number-one energy drink. Mother Energy drink is a brand of Coca Cola and was first released in Australia. It was introduced Australia in 2006 when Red Bull and V energy drink commanded 94% share in the market. The paper will compare and contrast how consumer social characteristics, their need for uniqueness and how being a visualizer or being a verbalizer affects consumer perception of the brand followed by a conclusion towards the end of the paper. The primary focus of the paper will be on how these three dimensions influence consumer behavior. According to Kotler (2010), consumer behavior is an enigma for marketers all over the world. Countless number of strate gies and approaches has been designed by marketers to understand the reasons behind why buyers choose a certain product over another similar product. However, a concrete model or method describing consumer behavior which guarantees a positive response from the buyer in the form of purchases or repeated purchases is yet to be formed. Both Red Bull and Mother are branded in different ways and create different impressions on the minds f the consumer. Likewise they will influence the consumer decision to purchase the brand in their own ways.