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
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Different customers have different expectations. If some consumers’ expectations are too high and Red Bull cannot satisfy their needs, those customers will feel disappointed and stop purchasing next time. For example, if a customer do not like sweet drink but Red Bull is sweet, then this customer might stop purchasing it. Consumers’ experiences could influence their decision making because it links to consumers’ perceptions. A previous experience to the stimulus is an important element to form a perceptual pattern that will subsequently be stored in memory (Jansson-Boyd, 2010). If consumers have a terrible experience with Red Bull’s product, they might avoid purchasing it automatically next time. Another element could influence a consumer to stop purchasing Red Bull is the compelling advertisements. Although compelling advertisements could help Red Bull arouse consumers and influence consumer decision-making, sometimes consumers might choose to ignore it because it is lousy. That is perceptual defence.
Q4: From a consumer decision-making perspective, how has Red Bull been successful in maintaining brand loyalty in the energy drink market? First of all Red Bull’s product must be ‘good’ to make customers remember and trust it. That is not only the quality of product is good but also consumers believed the product is good. Individuals make decisions