Red Bull : En studie om hur word of mouth och buzzmarknadsföring påverkar konsumenters attityder.

• Main Authors: Bäcke, Lina, Örås, Caroline
• Format: Others
• Language: Swedish
• Published: Uppsala universitet, Företagsekonomiska institutionen 2009
• Subjects: Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-107981

Purpose: The aim of this thesis is to examine how word of mouth and buzz marketing affects Uppsala´s businessstudents attitudes towards Red Bull. To solve this purpose we intend to answer some underlying questions. Theory: We have used relevant theories within word of mouth, buzz marketing and consumer behaviour. Our thesis will bring up the essential parts within these three different theories that we believe are relevant to our purpose. Method: In this thesis we have used both quantitative and qualitative methods such as interviews and questionnaires. The questionnaires will be handed out at Economicum at Uppsala University. Empirical study: This part is based on our questionnaires handed out to business students at Economicum, but also on our interviews made with employees working for Red Bull. Conclusion: Our empirical study has given us a clear picture of how Red Bull works and use marketing tools to promote their product. Through our questionnaires we have also found out what attitudes consumers has against the brand and the product. Over all it has shown us that Uppsalas business students are positive against the brand and the product and that they often are involved with Red Bull. This thesis has shown that word of mouth and buzz marketing are marketing strategies that are very similar and are often used in combination with each other. With help from our qualitative researches we have also found out how Red Bull uses and applies these two kinds of marketing strategies