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Brand and Pepsi

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Table of Contents 1.0 Introduction 2

2.0 Decision Making Process 2

3.0 Need Recognition & Problem Awareness 3

4.1 Motivation 3

4.2 Motivation and Involvement 3 - 4

4.3 Promotion 4

4.0 Information Search 4

5.4 Culture and Subculture 4 - 5

5.5 Memory 5

5.6 Product 6 - 7

5.7 Promotion 7

5.0 Evaluation of Alternatives 7

6.8 Attitudes 7

6.9 Product 7 - 8

6.10 Price 8 - 9

6.11 Promotion 9-10

6.12 Personality 10

6.0 Purchase 10

7.13 Place …show more content…

An example of this can be seen when the Pepsi Company held a “Fire Passing” activity that consisted of passing the fire of the Olympic Games in preparation of the Beijing 2008 Olympic Games. This type of motivational tactic enhanced the involvement of consumers and actually created an environment that suggested that Pepsi wants to be part of their lives. This type of involvement appeals to consumers and increases their favorability towards Pepsi. It can also lead to consumers being motivated to purchases Pepsi as well as create brand awareness.
3.3 Promotion
Consumers can also become motivated by the various slogans such as:
-Passport to refreshment
-Pepsi has the taste thirst goes for.
-Pepsi adds life.
-The pause that refreshes
Pepsi has attempted to make consumers believe that consuming a Pepsi entails a refreshing; exciting experience that triggers an emotional response that can only be satisfied with their product. Examples of this can be seen in their advertisements which perceive Pepsi to be the ultimate thirst quencher unsurpassed by other brands therefore consumers who see these advertisements may experience the need for a Pepsi.
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4.0 Information Search
As the consumer becomes motivated to seek a solution to their problem of thirst, they engage in two forms of information search:
1) Internal
2)

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