Basically, they can reject it, approve it, or be indifferent to it. Their behavior in the case of the energy candy will probably be similar to their behavior in the case of energy drinks in general, given the similar effects of these products. Energy products are rarely rejected by certain categories of customers. Most consumers that are characterized by the problems solved by energy products encourage them. Consumers' cognition reveals what they believe about the product in case. Consumers will have at least a minimum of information to base their decision on before buying the energy candy. In this case, information about the product is very easy to be obtained. Just by asking their friends or colleagues that have already tried the energy candy, buyers will have at least a general perspective on the product. Also, personal experience from consuming energy drinks will help create an opinion on the new energy candy.

Consumers' decision regarding the purchase of a certain product is also influence by the ad that promotes the product in case. Sometimes, people buy a product simply because they like the commercial, or because they can personally relate to the ad scenario in that case. But such a situation is unlikely to generate repeated purchases of the product in case.

In other cases, people choose not to buy a certain product because they do not like the ad or they do not feel the scenario portrayed by the ad represents them. In the case of the Red Bull Energy Candy the TV ad should be an active, almost aggressive one. Consumers must be transmitted the feel of increased energy, of adrenalin.

Also, the TV ad and the slogan...

The comfort provided by the energy candy in opposition with other energy drinks, characteristic that can be considered the competitive advantage of the energy candy.
Conclusions

The paper has focused on discussing the cognition, beliefs, or effect that influence the buying behavior in the case of the Red Bull Energy Candy. In this case, consumer's decision is influenced by the group of friends of the consumer in case.

The energy candy is a new, innovative product. This also influences the buying decision of a certain segment of customers. In other words, certain customers buy it only because it is new. Also, although this is a new product, consumers have a certain level of information on the product, because it is similar to energy drinks in terms of effect. Most customers are aware of the effects of energy drinks and they relate these effects with possible effects of the new energy candy. Their preference of certain energy drinks might determine them to buy the new product.

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