1. Case Study 14.1Annika, Gloria, Lillian & Sarah

2. Decision-making process; is a five step processused by consumers when buying goods orservices.Need recognitionInformation ResearchEvaluation of alternativePurchasePost-purchase behaviourQuestion One:Explain how Red Bull has been able to arouse and activate theconsumer decision-making process. 3. Question Two:Why do you think Red Bull has been able to be successful inentering the evoked set of consumers? 4. Advertising-use of strong sloganMultiple media channels- social media, magazine and films.The sponsorship of extreme sportingevents.The endorsements of celebrities. 5. What do you think of when you hear the words RedBull?For those who buy Red Bull, Why?For those who dont, Why not?Question Three:What could influence a consumer to stop purchasing Red Bull? 6. Brand personality is made up of :Product PropertiesPricePackagingImagesPromotional activitiesDistributionAdvertisingBrand Personality 7. Brand Loyalty established through Brand Credibility3 Factors:1. Perceived Quality by product design and priceQuestion Four:From a consumer decision-making perspective, how had Red Bull beensuccessful in maintaining brand loyalty in the energy drink market? 8. 2. Reduced perceived risk post purchase positivefeedbackDid you first drink a Red Bull orsay it? 9. 3. Continuous Reinforcement First TV commercial 10. Latest TV commercial, March 2014 11. How many events does Red Bull sponsor or endorse? Why do this?