The Analysis of the Marketing Strategy of MARS Regarding Social Media and Decision-Making Aspect

Abstract

The confectionery sector, as a segment of the fast-moving consumer industry, represents a rapidly changing market. This has led to continuous innovation in the field of confectionery products that may drive consumption because consumer behavior in this industry is constantly changing and evolving. As confectionery items are frequently purchased as a result of impulsive buying, brands keep concentrating on developing distinctive strategies to seek consumer attention. This paper focuses on Mars, one of the most successful confectionery companies, with the analysis of the marketing strategy it uses to create consumer centricity and drive consumers’ purchasing behavior based on social media and consumer decision-making perspective. A questionnaire is designed to identify consumer behavior and psychology, with 70 respondents finishing it. It can be found that the strategies of Mars focus on using high-impact emotional motivators to gain consumers’ attention and influence their purchasing behavior, which establishes consumers' resonance and leaves a deep impression in their minds. This result could help Mars to keep optimizing the brand marketing tactics in the post-pandemic era when consumers are more complex than before.