Red Bull Research

Executive Summary:

From conducting this report it was found that Red Bull energy drink is facing some problems, the main one of which is the negative media that it has been receiving. However both primary and secondary research shown that negative publicity does not affect buyer behaviour to a great extent.

Secondary research clearly states that Red Bull contains excessive amount of chemicals, some publications even compare it to highly addictive drugs as well as blaming the product for some deaths. Secondary data also helped us identify a growing number of competitors that Red Bull has, the number exceeds a hundred. However, surprisingly to most, secondary research reports show that the sales of the product are increasing each year rather than decreasing as could be expected.

Quantitative part of primary research identified that 25 out of 30 participants have bought Red Bull before. Other five participants however stated that the main reasons why they have never bought Red Bull before are the fact that it id damaging for health as well as they do not like the taste of the product. Our questionnaire also found that most of the participants buy Red Bull at least ones a week, which shows that product’s popularity is growing. However the majority of participants do not agree with the retail price of the product, twelve (majority) participants stated that the price that they would be happy with is in the range of 70-90 pence.

Our research followed on with qualitative part of primary research which was made up of two focus groups of six people. Here we found that majority of participants still buy Red Bull, however some do not buy it as often as before because of the negative publicity that the