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Decision Making Process: How Consumers Make Buying Decision?

Red Bull dominates energy drink, Xerox dominates copier category, Coca Cola dominates cola category, Domino’s dominates pizza home delivery category.

Why? Perhaps, there are many reasons. However, the most important steps these brands took were to create a category and develop brands based on these categories.

Consumers think category, not brands. When they even think to have energy drink, Red Bull takes all the advantages.

Why? Simple, Red Bull created the category. Who else has right to claim the ownership of energy drink category?

Let’s watch following two videos for more explanation:

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