Coca-Cola and Consumer Behavior

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Coca-Cola and Consumer Behavior

Introduction

This paper analyzes the consumer behavior of Coca Cola Company and studies its marketing implications. Consumer behavior refers to the study of processes, organizations, groups or individuals they use to dispose, secure and select of ideas, experiences, services and products in satisfy needs and assess the process impact on society and consumer. Coca-Cola recognized the importance of customer behavior study as it is vital in assessing the buying behavior of consumer, as the customer plays three dimensional roles of buyer, payer and user.



Company Background

Coca-Cola is the best-known brand and the world largest softy drinks marketer. Coke began as US product, and become a symbol of market economy. Coca-Cola has consumers in more than 200 countries and people across the world enjoy their beverages at a rate 1.8 billion per day. During last 20 years, Coca-Cola has always paid more and special attention to its US consumers. During 1982, Coke without careful analysis introduced Diet Coke. With the passage of time, they came to realize it become one of the most successful product. The company always comes up with appealing and interesting marketing strategy to increase customer satisfaction and gain customer loyalty.

Discussion

Q1#

Consumers who have strong beliefs and attitudes towards brand of Coca-Cola can exceed what the company may envisage to even attain the level of having highly self relevant and emotional to Coke; it became related with self-image and lifestyles of consumers. As, consumers need to be pleased, they become satisfied depend on their prior experience, the price, the promotions of firm, brand connotation and many others. All these are accessible for consumers of Coca Cola that creates more satisfaction among them, along with the level without which they cannot survive, as loyal consumers perceive Coke a part of their lives. Such beliefs and attitudes lead to protest against the company for their decision to replace the old Coke with new and different taste. Undoubtedly, there is a huge dissimilarity between loyal and less loyal customers towards the products of Coca-Cola. People who are less involved with their brands are indifferent when they announced that it will stop the production of their main brands, such customers are ready to try new brands or might switch to other competitors' product as they do not have any bond or association with the product or the company because they are ready to try any other beverage or soft drink in the absence of Coca-Cola (Narayan, 2010).

The implications of marketing that such differences have refer that the company has to find ways in reaching the customer who are less loyal. For any reason, there is a salient belief of consumers who are less involved with the company or are less loyal towards Coca-Cola, so the Coca-Cola Company should figure out ways to change their attitude and to change their attitude towards the product. Marketers should identify ways to alter and modify their strategies in improving their effectiveness. However, there is ...