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Consumer Behaviour Models and Their Strategic Applications

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Pepsi and Low Involvement Decision Making With the advancement of technology, it has become easier for consumers to search for necessary information and make careful and informed decisions. This theory was first mentioned by Walters (2002), where he had considered all the external and internal factors affecting the purchase decision of an individual and created a complex connection. Group, as well as social forces, influence the buying process of a customer. Consideration of research work of Krugman and Hartley (1970) reveals the fact that there is a significant amount of divergence exist peoples involvement in the decision-making process. In some decision-making process, people pay a significant amount of importance on evaluating available options while in case of some products, consumers do not put significant importance on evaluating options and just go by their intuition. In the first case, the decision-making process is known as high involvement decisions while the second process known as low involvement decision process. …
On contrary, decisions regarding fast food purchase, buying drinks, buying small products etc can affect customers only during the specific period of consumption and such decisions can hardly impact overall aspects of human life. Therefore, people tend to involve less while making decisions regarding above-mentioned issues. In Low Involvement Decision Making, people can make a purchase decision with the help of specific stimulus such as positive feelings during consumption, a suggestion from a peer group, consumption environment, previous consumption experience etc. Involvement based Consumer Decision Making Process In this section, the study will use Pepsi’s marketing and promotional efforts in order to understand how Low Involvement Decision Making takes place while consumers make soft drinks purchasing decision. From a marketing perspective, Pepsi’s marketing and promotional efforts aim to persuade consumers that they are better compared to Coke. Pepsi uses TV commercials. Print advertisements, celebrity endorsements, sports events sponsorships, music event sponsorships, retail promotions which are tailored for the local market, in-store displays, billboards, hoardings, social media advertisements in Facebook, Twitter etc to promote their offering (Aronson, 1999). Aronson (1999) stated that market share of Pepsi is smaller than Coke but in the last 14 years, Pepsi has regained its market share with the help of the promotional strategies. Now, when customers make soft drinks consumption decision then what factors they exactly consider?