Buyer Behaviour

Buyer Behaviour 0
Title: Buyer Behaviour
Assignment Name:
Student Name:
Course Name and Number:
Professor:
Date:

Buyer Behaviour 1
Contents
Why is it important to establish brand values for soft drinks in consumer societies?...............2
To what extent did the values associated with Irn-Bru stay the same and to what extent did
they change with the introduction of the new campaign?..........................................................2
Try to think of how you can use water as an example to signify the relation between use
value, exchange value, and sign value?.....................................................................................3
References..................................................................................................................................5

Buyer Behaviour 2
Why is it important to establish brand values for soft drinks in consumer
societies?
Every brand has some value which ascertains its profitability in the market. It attracts
consumers to the products or services offered by the company. It is therefore important for
the soft drink to establish a brand image in the minds of their consumers. The competition in
the soft drinks industry is limited because the soft drink markets already have a variety of
choices among which the consumers have to choose. There is no such daily competition
among the competitors, therefore, it becomes more important to maintain the existing
customer base as well as attracting new ones to your products offered (Kakumanu, 2015).
The main targets and the consumer for the soft drinks industry are basically youths. To attract
them it is important to bring up new ideas that generate their interest in your brand. Soft
drinks branding and marketing is basically about creating and presenting images of fun,
daring and free-spirit. This is what attracts the new consumers towards the brand. Therefore,
any soft drink companies who do not focus on this aspect of branding eventually lose to their
rivals (Devi Prasad Kotni, 2014). Retaining the consumers towards our brand is therefore
very important. It is equally important to identify your target audience so that it becomes
easier to plan and frame a proper branding strategy and advertising campaign to increase the
market base. The brand is the message through which the company communicates with its
target audience and signifies the importance of its products to them (Ali Yab, Ilyas and Abdul
Rehman, 2014).
To what extent did the values associated with Irn-Bru stay the same and to
what extent did they change with the introduction of the new campaign?
Irn-Bru has created its image as a product-based company and presented itself as grey,
tough, gritty and dull. This created a distance between its product and the teenagers which