Essays on The Consumer Buying Decision Making Process - Fast-Moving Consumer Good Case Study

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The paper "The Consumer Buying Decision Making Process - Fast-Moving Consumer Good" is a perfect example of a marketing case study. The first step in the consumer buying decision is the need or problem recognition step (Solomon, Polegato, and Zaichkowsky, 34). In this step, the consumer recognizes he/she has as a need that can be satisfied by a product with certain attributes. A need is something required by the consumer to achieve a given desired situation (Graham, 29). The second step in the buying process involves information Search. In this phase, the consumer looks for a possible solution to his problem.

For a complex purchase, the buyer will engage in a more extensive search for information. Sometimes consumers have some information gained from previous purchasing experience. If a consumer is purchasing a Consumer Packaged Good or a Fast-Moving Consumer Good (FMCG) previous information is enough to back the purchasing decision. The third step involves evaluating the available solution to find out which is most suitable. According to Graham, consumer evaluates goods on the basis of objective characteristics and subjective characteristics (18).

Objective characteristics include functionality and features of the product. Subjective characteristics are concerned with how consumers perceive the product’ s value and the reputation of the product. Each consumer gives different weight to the different attributes of the product. The consumer settle’ s for the brand that will have the highest chance of satisfying his needs. The fourth step involves the actual purchase decision; this is made on the basis of consumer’ s perception of a product feature, the value of products and the capabilities that are important to him. However, the purchase decision is also dependent on product promotion, shopping experience, conditions and terms of sale (Solomon, Polegato, and Zaichkowsky, 42).

Finally, the consumer engages in Post-purchase behaviour, in this step he evaluates whether he has made the right decision in purchasing the product (Graham, 35). If the product meets his expectation he will feel satisfied and disappointed if there are not met. The satisfaction of the lack of it will influence the consumer's future purchase decision. In this paper, we investigate the strategies used by Monster Energy to influence the consumer purchasing decision. Monster Energy is popular energy drinks that target young and middle-class males.

Monster energy segment it’ s market demographically by targeting people between the ages of 16 to 45 (Heckman et al, 306). This group forms the energy drinks largest group of customers. Monster Energy also uses the psychographic segmentation process where it targets loyal sports fans (Graham, 42). Sports fans are among the biggest consumers of monster energy. It ads aim to show that those who are young and sporty are best associated with the energy drink.

Monster Energy has the teen, the 18-30 and 20 to 44 demographic segments. For most consumers of Monster energy, the consumer buying decision is low involvement as they purchase the drink regularly. Monster Energy practices differentiated marketing in its ads (Graham, 54). Monster energy sponsors racing cars in many events across the world. Stadia advertising is also one of the choice ways Monster Energy is able to reach the Sports Enthusiasts segment of its market. The Motto of Unleash the beast only identifies with the young male demographic who are the targets of Monster energy.

Monster energy promises its target segment excitement and energy as they go through their daily tasks.

Works Cited

Baker, Michael John, and Susan J. Hart, eds. The marketing book. Routledge, 2008.

Boyle, Matthew. "Monster on the Loose-Fueled by its energy drink, Hansen Natural is on a rocket ride. Is the fast-grower due for a crash?" Fortune 154.13 (2006): 116.

Graham, Hooley. Marketing strategy and competitive positioning. Pearson Education India, 2008.

Heckman, M. A., et al. "Energy drinks: An assessment of their market size, consumer demographics, ingredient profile, functionality, and regulations in the United States." Comprehensive Reviews in food science and food safety 9.3 (2010): 303-317.

Pecotich, Anthony, and Clifford J. Shultz, eds. Handbook of Markets and Economies: East Asia, Southeast Asia, Australia, New Zealand. ME Sharpe, 2006.

Reissig, Chad J., Eric C. Strain, and Roland R. Griffiths. "Caffeinated energy drinks—a growing problem." Drug and alcohol dependence 99.1 (2009): 1-10.

Solomon, Michael R., Rosemary Polegato, and Judith Lynne Zaichkowsky. Consumer behavior: buying, having, and being. Vol. 6. Upper Saddle River, NJ: Pearson Prentice Hall, 2009.

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