Understanding Consumer Behaviour towards Coca-Cola: A Survey Analysis

Consumer Behaviour 1
Consumer Behaviour
Case of Coca-Cola Company
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Consumer Behaviour 2
An overview of the company, including a description of the target market(s) they focus
on.
Coca-Cola has grown on to achieve an international presence. With its headquarters at
Atlanta, Georgia, the company provides over 500 brands. Today, Coca-Cola sells to
customers found in more than 200 countries around the world (Coca-Cola 2018).
Figure 1: Coco-Cola global presence
Source: (Coca-Cola cola 2018)
Coca-Cola indicates on its website that out of 500 brands, it offers 19 brands with
either low levels or no sugar (Coca-Cola 2018). Coca-Cola ensures that the target customers
learn how to moderate the rate at which they consume added sugar. Some of the brands that
have been added to the original Coca-Cola drinks include Zico coconut water, vitaminwater,
Sprite, smartwater, simply juices, Powerade sports drinks, Fanta, Dasani waters, and among
others (Coca-Cola 2018). Coca-Cola Ireland brand offers a wide range of four colas, still
drinks, sports drinks, juice drinks, and waters. The company has continued to target
audiences across all age groups and across the world using reduced or no-sugar and no
calories beverages.

Consumer Behaviour 3
Figure 2: A range of Coca-Cola brands sold in Ireland. Source:
(http://www.coca-cola.ie/drinks)
The Role of both Motivation and Learning Purchase Decision Making Process
Every rational consumer goes through the process of making decisions before and
after making transaction. Chakraborty (2017) explains that consumer behaviour explains the
journey that a consumer goes through before and after buying products or services.
Understanding the way consumers make decisions is not only important to companies but
also how marketers align their marketing strategies.

Consumer Behaviour 4
Figure 3: Consumer decision making process
Many brands try to enhance emotional connection with their targeted customers.
Marketers do this with the understanding that emotional connection with their customers
strengthens the loyalty as well as involvement of their customers (Durmaz 2014). According
to figure 3 above, consumers are always influenced by several factors. All these can be
grouped into social, cultural, psychological, economic, and demographic. Lichev (2017)
supports this perspective and says that consumers condition and determine their behaviours
through certain factors.
Motivation and learning are key elements that foster emotional development and
involvement among customers. A motivation refers to something that begins within ourselves
at the time when we seek to achieve what we want. Jadhav, Vyas and Manekar (2018)
explain that motivation levels determine how consumers formulate their behaviours before
and after making any purchase. Every person has different degrees of biological, social, or
physiological needs. Durmaz (2014) goes ahead to explain that recognition of a need forms