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Jessica Marks

Jessica Marks. VS. Overview. Introduction Attributes Consumer Decision-Making Psychological Process Environmental Influences Questions. Introduction. Guinness Founded in 1759 in Ireland Parent Company Diageo Est. 1997 25,698 employees Operates in 80 countries. Amber Bock

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Jessica Marks

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  1. Jessica Marks VS.

  2. Overview • Introduction • Attributes • Consumer Decision-Making • Psychological Process • Environmental Influences • Questions

  3. Introduction • Guinness • Founded in 1759 in Ireland • Parent Company Diageo • Est. 1997 • 25,698 employees • Operates in 80 countries • Amber Bock • Introduced in 1995 • Parent Company Anheuser-Busch Inbev • Est. 1366 • 118,000 employees • Operates in 24 countries

  4. Attributes

  5. Decision-Making Process

  6. Psychological Process • Perception • Guinness has a low perceived risk when purchasing • Gentleman's drink • Amber Bock has more perceived risk. • Knowledge and Attitude • https://www.youtube.com/watch?v=xwndLOKQTDs • Change consumers attitude and educate consumers about brand • https://www.youtube.com/watch?v=86vJ29eiGT4 • More traditional beer advertisement

  7. Environmental Influences • Family • Families play a role. • High ethnocentrism • Social Media • Guinness • 20,134 Twitter followers • 422,939 Facebook likes • Amber Bock • 1,669 Twitter followers • 1,852 Facebook likes

  8. Conclusion • Guinness has advantage in almost all areas • Long standing brand • More Social Media attention • More Consumer Knowledge

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