Criteria Affecting Consumer Purchase of Energy Candy by Red Bull Analytical Essay by Nicky

Criteria Affecting Consumer Purchase of Energy Candy by Red Bull
This paper looks at issues which affect people's decision to buy Red Bull Energy Candy.
# 147896 | 2,049 words | 4 sources | APA | 2011 | US
Published on Aug 07, 2011 in Business (Consumer Behavior) , Advertising (General)

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This paper is an examination of the things which influence consumers to purchase a new energy candy made by the company that produces Red Bull Energy Drink. The majority of the paper looks at a number of criteria which enter into the consumer's decision-making process, including consumer product category knowledge, consumer information search strategy, price, brand and product novelty. There is also a discussion of the influence of friends, family and colleagues.


Consumer Behavior Issues
Level of category involvement in the decision making process
Consumer product category knowledge
Consumer information search strategy
Decision making

From the Paper:

"Consumers are very likely to associate the Red Bull Energy Candy with the Red Bull Energy Drink. This is why they already benefit from previous knowledge regarding the new product. There are little technical issues that can be related to this kind of product. This makes it easier for the company to market this product and to gain rapid market share.
"Even potential consumers that have not previously bought the Red Bull Energy Drink will easily deduct the benefits or manner of functioning of the new energy candy. In other words, everyone knows what an energy candy is."

Sample of Sources Used:

  • Ripley, L. (2009). Consumer Behavior. York University, Toronto. Retrieved April 11, 2009 from
  • Britt (1970). Consumer Behavior in Theory and in Action. J. W. and Sons, Inc. New York.
  • Kotler, Ph. (1969). Behavioral Models for Analyzing Buyers. James U. McNeal, Meredith Corporation. New York.
  • Myers, J.H. & Reynolds, W. H. (1967). Consumer Behavior and Marketing Management. Houghton Mifflin. Boston.

Cite this Analytical Essay:

APA Format

Criteria Affecting Consumer Purchase of Energy Candy by Red Bull (2011, August 07) Retrieved February 06, 2023, from

MLA Format

"Criteria Affecting Consumer Purchase of Energy Candy by Red Bull" 07 August 2011. Web. 06 February. 2023. <>