It was sold as a medicine because of the belief that carbonated water was good for health and also for the reason that it could cure many diseases. However, today Coca-Cola is known in the world as a leading brand in the carbonated soft drinks industry. The product Coca Cola which was once treated as a medicine was later transformed into a brand image about which people thought that it is a product which signifies happiness and love.
The international brand Coca-Cola, the biggest soft drinks and beverage company in the world, is very successful in producing effects on consumer behaviors.
Coca-Cola is one of the most valuable and well-known brand in the word. Although the company is a manufacture of beverage, it business has penetrated in every walk of life.
The brand of Coca-Cola itself is a symbol of taste. However, although Coca-Cola is a successful brand and its business has covered more than countries in the world, there are still lots of choices for customers in the supermarket shelves of beverage Coca-Cola.
How Coca-Cola influence Customer Behavior? Beside the effects of famous brand Coca-Cola has built, the company has continued to deliver its brand value to customers in both psychological and sociological.
Psychological Influence Before customers make their purchase decision, the collect and identify information they needed. Senses delivered by enterprises result in the selective attention of customers.
Customers get information of appearance, sound, taste, smell, touch of a product, and then choose their preferring one. These senses and information finally create sensation and perception in the mind of customers. Sensation and perception create basic acceptation of a brand, and learning and memory enhanced the acceptance.
That how the psychological influences a brand, or a product, create to customers. Thoughts and decisions of customers may be affected and changed by the psychological factors and finally the whole customer behaviors are different Iacobucci, A typical brand logo of Coca-Cola is pictured as white letters in red background, or red letters in white background.
The strong contrast colors in Coca-Cola brand image convey impressive brand identity to customers. The color red in white is striking, expressing the brand promotion of passion, active lifestyle.
Tastes of Coca-Cola carbonated drinks with unique formula to produce are unique for customers. Senses conducted by Coca-Cola place the impressive brand image of Coca-Cola into the mind of customers.
Coca-Cola puts its ads in movies, puts lyrics in bottles, and provides sponsorships for sports Coca-Cola. It indicates the brand would get higher exposures to the world Coca-Cola. Along with the positive brand spirit expressed in its exposures, Coca-Cola delivers an active lifestyle and a perception of good life which are accessible for customers.
The perception is enhanced by its repeated exposures over and over again through its ads in different ads, media, and places. With its recognizable brand image, brand associations are created in the process of learning and memory Solomon, Sociological Influence While customers decide whether to buy a brand, or a product, and whether the brand worth a repeatedly purchase, their attitudes and decision making is very important.
Attitudes toward a brand are the results of psychological perception and memory. For example, carbonated drinks of Coca-Cola may be well welcomed by the young aged from 16 to 28, for children, middle age and old people, the carbonated drinks are less attractive Coca-Cola.
For another, for western countries like the USA, the traditional eating habit of fast food makes people familiar with cola drinks. However, eastern countries, including China, Japan, Korea, are less accessible for cola drinks. And people have raised their concerns on healthy diet, the carbonated drink is regarded as high in fats and sugars Thogersen,et al.
The answer is changes and innovations in brand and products. Not only carbonated drinks, Coca-Cola company provides product categories including juice, water, teas, coffee. For customers in different age and different countries and regions, they can choose their preferred product category.
But the purchase decision making of Coca-Cola product categories based on the condition that customers highly accept the Coca-Cola brand. In fact, as the largest beverage company, Coca-Cola has the largest sales in both sparkling and still beverages Coca-Cola.
In addition, Coca-Cola continues to innovate its beverages to offer more choices to customers Coca-Cola.
Understanding consumer recycling behaviour At Coca-Cola Enterprises (CCE), we talk a lot about moving beyond the four walls of our operations to influence our broader value chain. We do this not only to reduce our own impacts but to explore new ways to create positive change on broader societal issues. Today Coca Cola is the leading brand in the carbonated soft drinks industry and it has achieved this competitive position in the market with its advertising tactics, integrated marketing, viral marketing, Guerilla marketing and social marketing. Jul 30, · People may be familiar with the Coca-Cola bottle image, that’s the results of its repeated exposures. In movie, music, and sports, Coca-Cola make its brand connected with people’s lives. Coca-Cola puts its ads in movies, puts lyrics in bottles, and provides sponsorships for .
More choices can weaken the influences from socio-cultural differences.Attitude formed over time influences a consumers purchase behaviour, in spite of the recession, it can be argued that the attitude of the coca-colas consumers did not change, and there was a continual process in consumers purchase pattern.
Today Coca Cola is the leading brand in the carbonated soft drinks industry and it has achieved this competitive position in the market with its advertising tactics, integrated marketing, viral marketing, Guerilla marketing and social marketing.
Transcript of CocaCola - Consumer Behavior. Evolution of Coca-Cola Data Analysis Most of consumers are medium attachment to the product. Industry The company is best known for its flagship product Coca-Cola. Competition Pepsi CO. Jul 30, · People may be familiar with the Coca-Cola bottle image, that’s the results of its repeated exposures.
In movie, music, and sports, Coca-Cola make its brand connected with people’s lives. Coca-Cola puts its ads in movies, puts lyrics in bottles, and provides sponsorships for . Evaluating Coca Colas understanding of its Consumers Behaviour; Evaluating Coca Colas understanding of its Consumers Behaviour.
WE WILL WRITE A CUSTOM ESSAY SAMPLE ON. Evaluating Coca Colas understanding of its Consumers Behaviour. FOR ONLY $/PAGE. Order Now. Introduction. Coca-Cola and Consumer Behavior Name of the Writer Name of the Institution Coca-Cola and Consumer Behavior Introduction This paper analyzes the consumer behavior of Coca Cola Company and studies its marketing implications.