Essay on "Consumer Behavior Consumers Today"

Essay 3 pages (1004 words) Sources: 1+

[EXCERPT] . . . .

Consumer Behavior

Consumers today can be a very indecisive bunch. What they like today they could hate tomorrow. Understanding the consumer and their buying habits can be a very difficult thing to do. In order to be successful markets must first attempt to understand what influences consumers buying habits. Why does a person choose to buy a product from a certain category at all? What makes a person choose one brand over another within that category? These are just a few of the questions that advertising experts try to answer every day.

Consumers go through several stages when deciding whether they will buy something or not. The five stages that are involved are:

Need Awareness - a person has to recognize that they have a need for the product. This is either a need that they have to solve a specific problem or it could be a need brought on by an advertisement.

Information Search - Information about products is everywhere nowadays and it is very easy for consumers to access it.

3. Check Options - Along with searching for information about products, consumers will also research any alternatives that may be available as well..

4. Purchase Decision - This is the exact moment in which the consumer makes the decision that they are going to buy.

5. Post Buying Behavior - After the purchase the consumer will seek out reinforcement in regards to their buying decision. This can be either negative or positive in nature (Darrell Zahorsky, n.d.).

These are all factors that must be kept in mind when developing an advertising campaign for a product.



A looked at three different advertisements for energy drinks to see if any of these things could be seen in them. The first advertisement was for Red Bull. This was aired ring Motorsport Madness at 7:00 PM. The target audience for this advertisement was anyone who wants to feel powerful like a superhero. The expected level of involvement for this advertisement would be high. The need that it created was the need to be powerful, like a superhero. Drinking Red Bull would provide this feeling for the consumer.

The second advertisement that I looked at was for Amp. This advertisement aired during a NASCAR event at 6:00 PM. The target audience for this one was people who wanted to get charged up. The expected level of involvement for this advertisement would be high. The need that it created was to be charged up like the tow truck driver. Drinking Amp would provide this charge to those who drink it.

The third advertisement that I viewed was for Shark. This aired during Matchday Live at 7:00 PM. The target audience was those people would want to release their inner beast. The expected level of involvement for this advertisement would be high. The need that it created was to drink Shark in order to release one's inner beast. Drinking Shark and releasing your inner beast would allow you to party with your friends in a wild and… READ MORE

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