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

Name Course Lecturer Date The consumer buying decision making process 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 possible solution to his problem. For a complex purchase, the buyer will engage in 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 available solution to find out which is most suitable. According to Graham consumer evaluate 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 the how consumers perceive the product’s value and the reputation of the product. Each consumers 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 product feature, 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 meet his expectation he will feel satisfied and disappointed if there are not met. The satisfaction of lack of it will influence the consumers future purchase decision. In this paper we investigate the strategies used by Monster Energy to influence the consumer purchasing decision. Monster Energy is a popular energy drinks that targets 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 aims 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 it ads (Graham, 54). Monster energy sponsors racing cars in many events across the world. Stadia advertising are 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 it target segment excitement and energy as they go through their daily tasks. How monster applies Consumer Psychology The motivation to purchase a can of Monster Energy comes from a functional and social need. The functional need of a consumer of Energy drink is thirst and the need for energy. The functional need is easily fulfilled by the range of Monster’s competing products (Graham, 15). Therefore, while this is the foundation of the motivation for purchase it will not motivate a consumer to purchase Monster Energy. On the other hand social need is the desire for a sense of belonging and integration. Monster energy plays up this need to motivate consumers to purchase. When consumers purchase they feel there are part of the cool generation that consumes Monster Energy. Therefore, monster energy has divided its segment into people who have the social need of belonging and those who do not (Solomon, Polegato, and Zaichkowsky, 69). It targets the later group as they have a greater need for monster energy drinks. The motivation of purchase decision can be explained by the Maslow’s hierarchy of needs. The theory posits that individuals have to satisfy lower level needs before embarking on higher level needs. In hierarchy the needs rank as follows (Solomon, Polegato, and Zaichkowsky, 54). 1. Physiological needs 2. Safety Needs 3. Need For Social belonging 4. Need for Self Esteem 5. Need For self-actualization. Similarly, the trio of needs theory hold that humans have three need; High need for achievement, need for affiliation and the need for power (Graham, 32). Monster Energy marketing concentrates an individual’s need for social belonging or affiliation in the Trio of needs theory. Monster energy tries to show their target market that they are trendy by taking the energy drink. Monster identified with extreme sports which are considered trendy among the target demographic. The marketers give the perception that if somebody wants to feel and identify with extreme sports Heroes they can only achieve this effect by taking a can of Monster Energy (Solomon, Polegato, and Zaichkowsky, 63). Monster also uses the need for self-esteem to motivate purchases. Consumers purchase monster as it makes them more social admirable and thus increase their self-esteem. Monster energy also factors in the personalities of its consumers using the big-five personality theory. Under this theory universal personalities can be grouped into five (Graham, 61). Openness is described as the first personality where people have an enthusiasm for art, adventure, curiosity, art and want a variety of experience. Monster Energy is positioned as the energy drink for people who love adventure and therefore appeals to this personality group. Monster energy also targets people who are assertive and outgoing which is an expression of Extraversion (Solomon, Polegato, and Zaichkowsky, 42). Monster energy is presented as the drink of people who would like to live energetic and adventurous lives. Other traits covered by the big five personality theory include Conscientiousness, Agreeableness and Neuroticism, however the boldness and excitement based market campaigns of monster energy would not seat well with individuals from the three personalities. In the information search process people grouped in the openness personality group will look for a drink that fits into their adventurous lifestyle. Monster energy advertisements are full of people having fun will engaging in extreme sports. This kind of information will appeal to adventure loving individuals. On the other hand, Monster Energy’s marketing communication right from the pack to involvement in sports is about masculinity, aggressiveness and being outgoing. During the information search process when consumer meets the slogan“ Unleash the Monster Within” it suggest people who drink Monster are out to release their potential (Heckman et al, 310). People who belong to the Extraversion personality group are likely to be taken in by this information. Monster Energy uses the social ideal self-concept to influence consumer purchasing decisions profoundly (Graham, 80). Monster knows that individuals care greatly about what other people perceive them to be. Consumers are known to strive to match the attributes others expect them to have. People who strive to the socially ideal self will look at what their friends are doing and follow (Solomon, Polegato, and Zaichkowsky, 66). They avoid feeling embarrassed, shamed or downcast. This group of people would not like to lose face in the eyes of their social grouping. In this regard, Monster energy is positioned as the drink for people with extra masculinity (Graham, 82). The punch line; unleash the beast’ appeal to social ideal self concept as it helps these people present the perception they are aggressive and energetic men. Typically, monster energy adverts have muscle cars, high-powered motorcycle and other images that present excessive masculinity (Heckman et al, 310). Appeal to the social ideal self are strong as failing to act to achieve other perceptions of self leads to the individual having a sense of lack of pride, loneliness and failure. Consumers of energy drinks engage in the information search process for a socially ideal source of energy. Monster satisfies this information by presenting itself as the drink that brings out the monster within. Thus, consumers are able to create an image of muscular aggressiveness among their social grouping which is crucial for the social ideal self-concept. Being cool and being seen as cool by their friends is regarded highly among most monster energy consumers. To create this perception monster Energy has continually identified with what its community of consumers regard as cool (Boyle, 116). On Its website, Monster Energy brags that they do not engage in advertising as other companies. Instead monster sponsors athletes and touring bands and identified with Rock music. The company says its consumers and the brand itself are Monsters that enjoy living on the edge. Monster throws parties which are well publicized and draw big names from the entertainment industry. These parties then become the sources of information for consumers during the information search process (Baker and Hart, 57). The information shows to any young person who is striving to achieve the social ideal self that he can become a Monster by taking Monster Energy (Boyle, 116). However, this marketing campaign has been heavily criticized for promoting overconsumption and being insensitive to kids. Teenagers are likely to be heavily influenced to over consume Monster Energy as the drink is perceived the drinks giving them masculine and aggressive attributes that are highly admirable to teenagers. Monster energy also uses consumer imagery in marketing their energy drink. Monster Energy cans are made larger and taller than the can of competing energy drinks. Literally, Monster Energy towers above other energy drinks (Boyle, 116). It follows then that Monster Energy cans contain more energy drink than those of competitors. Monster Energy therefore uses the Value-based positioning to offer their customers more value for money (Solomon, Polegato, and Zaichkowsky, 62). Since Monster Energy is of the same or greater quality that competing Energy Drinks retailing in larger cans brings about the perception that Monster Energy offers greater value. To influence the post-purchasing step of the consumer purchasing process, Monster Energy has applied the instrumental conditioning theory. This theory holds that a person will either repeat or refrain from an action depending on whether it is punished or reinforced (Solomon, Polegato, and Zaichkowsky, 98). In this case, Monster Energy ensures it rewards purchase of the drink by offering a great tasting energy drink (Heckman et al, 310). Monster Energy has been using stickers attached to cans as entry tickets into the various parties and events the company sponsors to promote its products (Boyle, 116). Involving it’s consumers in events also serves as one of the reinforcing behavior for Monster Energy future purchases. When consumers know purchasing a can of Monster Energy will earn them a ticket to a high profile event they will not hesitate to make a purchase. There is a lot of controversy that Energy drinks are unhealthy and contain excessive amounts of caffeine (Reissig, Strain, and Griffiths, 8). Using the cognitive dissonance theory, Monster Energy has been able to make consumers feel comfortable with a product that could harm their health. Monster Energy plays up the fact that there is no evidence to show the harmful effects of energy drinks. Furthermore, the Energy drinks company quotes widely from studies that show that energy drinks do indeed lead to increased energy with no associated side-effect (Reissig, Strain, and Griffiths, 8). Monster Energy has also created new products lines that do not contain caffeine or have low levels of caffeine (Boyle, 116). These moves show good understanding and application of the cognitive dissonance theory on the part of Monster Energy marketing. One of the most important attributes of a product that is egested is its taste. Monster Energy has used the Fishbien Model of the multi-attribute attitude models to influence consumer attitudes (Pecotich and Shultz, 47) Monster Energy by explicitly announcing that Monster Energy is a great tasting energy drink reinforces this attitude in the market. Once a consumer tastes the Monster Energy drink he can attest to the truth of its great taste. Therefore, the Object-attitude linkage is confirmed. Due to the belief and the attitude that Monster Energy has a great taste the Energy drinks first users are likely to repurchase the energy Drink again. 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. 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