Consumer Behaviour & Research: Low-Interest Product Analysis

Running head: CONSUMER BEHAVIOUR & RESEARCH
Consumer Behaviour & Research
Individual market research report about a low-interest product
Student’s name:
Name of the university:
Author’s note:

1CONSUMER BEHAVIOUR & RESEARCH
Table of Contents
Introduction......................................................................................................................................3
1. Briefly describing the low-interest brand Red Bull and critically analysing their current
promotional mix...............................................................................................................................3
Background of Red Bull..............................................................................................................3
Critically analysing the current promotional mix........................................................................4
As stated by Hoyer, MacInnis and Pieters (2018), marketers in recent time always study the
consumer behaviour in order to understand the uses, buys and disposes of the customers. The
authors further described that consumer behaviour as the totality of the decisions as the
consumption of an offering by decision-making unit over time. This table shows the decisions
which are required to be made:....................................................................................................4
Advertising:.................................................................................................................................6
Internet marketing:.......................................................................................................................7
Sales promotions:.........................................................................................................................8
Public relations:...........................................................................................................................8
2. Relevant segmentation variables.................................................................................................9
Social influences:.......................................................................................................................10
Psychographics segmentation....................................................................................................10
Demographic segmentation.......................................................................................................11
Potential target group.................................................................................................................12

2CONSUMER BEHAVIOUR & RESEARCH
3. Considering needs of the target groups in relation to Red Bull.................................................13
Target Market and their needs, expectations and desire............................................................13
Critically evaluating the sales funnel and purchase of the target market in order to make them
a loyal customer.........................................................................................................................15
Potential touch points of Red Bull for brand and consumers....................................................16
4. Changes in the current promotional mix...................................................................................17
Advertisements:.........................................................................................................................19
Internet marketing:.....................................................................................................................20
Sales promotions:.......................................................................................................................20
Customer Relationship Management.........................................................................................21
Conclusions....................................................................................................................................23
Reference List................................................................................................................................25

3CONSUMER BEHAVIOUR & RESEARCH
Introduction
All the businesses understand that their success mainly depends on the understanding the
behaviour of the consumers and the business organisations want to create goods and services
which will like, want and use by the customers. In this study, the Red Bull product has been
chosen as it is a low-interest product. Customers overall make little effort to process the message
of low-interest products. The purpose of this study is to analyse the current promotional mix,
humour and emotion used by Red Bull to influence customers' attitudes towards the brand. This
study has also strived to come up with suggestions for improvement. In the initial stage of the
study, Red Bull's current promotional mix, message and techniques have been described. Market
segmentation of Red Bull has been explained in the later section along with the target market of
the organisation. In addition, target groups' wants, needs and expectations have also been
evaluated with sales funnel. In the final section of the study, current changes in the promotional
mix have been suggested with using a CRM system.
1. Briefly describing the low-interest brand Red Bull and critically analysing their current
promotional mix
Background of Red Bull
Red Bull sells an energy drink and it is an Austria based company. Red Bull first sold its
product in the year 1987, inspired by functional drinks from the Far East. Dietrich Mateschitz
founded Red Bull and he created the formula of the energy drink developing the unique
marketing concept. During the time of the mid 80's, Red Bull was not only launched a new
product, but that was completely a new product category. At present, Red Bull is available in

4CONSUMER BEHAVIOUR & RESEARCH
more than 171 countries and Red Bull has sold more than 68 billion cans so far (Redbull.com
2018). 6.3 Billion cans were sold in the year 2017 only and it showed the increase of 4% from
2016 (Gorse, Chadwick and Burton 2017). Red Bull employed approximately 11,880 employees
in the year 2017 in 171 countries. In terms of the expansion of the business, Red Bull mainly
focuses on Western Europe, the USA and the Far East. Red Bull is planning to roll out the
organic range in the Austrian market as well. Red Bull has a great market share in Turkey (34%),
Netherland (15%), India (15%), the UK (13%) and these figures show that Red Bull is doing
extremely good and cost-efficient marketing management with ongoing business investment.
Ingredients of Red Bull cans are caffeine, taurine, glucose, sucrose, B-group vitamins and alpine
spring water.
Critically analysing the current promotional mix
As stated by Hoyer, MacInnis and Pieters (2018), marketers in recent time always study
the consumer behaviour in order to understand the uses, buys and disposes of the customers. The
authors further described that consumer behaviour as the totality of the decisions as the
consumption of an offering by decision-making unit over time. This table shows the decisions
which are required to be made:
The totality of
decisions
About the
consumption
Of an offering By decision
making units
Over time
Whether Acquisition Products Information
gatherer
Hours
What Usage Services Influencer Days
Why Disposition Activities Decider Weeks

5CONSUMER BEHAVIOUR & RESEARCH
How Experiences Purchaser Months
When People User Years
How much/how
often/how long
Ideas
Engle-Blackwell-Miniard model makes the correlation between influencing the consumer
behaviour factors and the process of affecting consumer decision-making process. This particular
model has provided emphasis on conscious decision-making process and this particular model
identifies the consumer’s choices. EBM model shares the decision process that is augmented
with information and inputs. There are mainly four sections, input, information processing,
variable influencing decision process and decision process (Bamossy and Solomon 2016). EBM
model includes the human process like memory and information processing and both are
considered negative and positive purchases of the customers.
Red Bull’s promotional mix will be done based on the five stages of the consumer
decision-making process.
Need recognition: The buying process of the customers starts when the customers realise the
current state which is far from the ideal state. The customers need to achieve the goal and the
consumers may need energy boost. The need for energy boost may come from the sportsman,
athletes or just the students.
Information search: The consumers search various sources and consumers need to decide on
what products they need to purchase. Energy drinks provide the customers boost to work hard