Consumer Behavior and Marketing Psychology: A Study on Coca-Cola Survey

Consumer behavior and marketing psychology
Coca-Cola Survey
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Consumer behaviour and marketing psychology 1
Contents
Introduction...................................................................................................................... 1
Purpose of the survey...................................................................................................... 1
Development of the survey instrument.............................................................................1
Administration process.....................................................................................................1
Data analysis and key findings.........................................................................................2
References.......................................................................................................................8
Appendices...................................................................................................................... 9

Consumer behaviour and marketing psychology 2
Introduction
“Customer is the king”. This is the well-known rule and philosophy adopted by
successful businesses across the globe. Businesses produce goods and services that
are liked by customer. These offerings are priced effectively by keeping in mind the
affordability of the target market. Post which, these products and services are marketed
and promoted in order to reach out to customers and make a positive first impression.
Even after the business has sold the product or service, consistent efforts are made to
ensure customer retention and satisfaction.
A successful business truly revolves around the customer. Therefore understanding
consumer behaviour and pattern is essential for the growth and development of any
business. A customer’s buying behaviour is influenced by various factors including
culture, social upbringing, needs, influences and external motivations. This report
highlights upon customer’s buying behaviour, patterns, preferences and choices when it
comes to buying Coca-Cola. Coca-Cola is a leading brand in the flavoured soda
industry and is well liked by people across the globe.
Purpose of the survey
The purpose of the survey is to understand Coca-Cola customers better. The questions
are aimed at identifying what motivates customers to buy the brand or what are factors
that influence their buying decisions. Efforts have also been put to understand their
culture and lifestyle better by asking the mood and the emotions they associate with
Coca-Cola.
Development of the survey instrument
The survey has been designed with an online tool known as the Survey Monkey. The
tool is unbiased and offers transparency of results.

Consumer behaviour and marketing psychology 3
Administration process
The first step was to design a questionnaire with 10 questions. The aim of each and
every question was to understand the customer and their attitude towards Coca-Cola in
a better manner. The questionnaire was then distributed via an online link to random
people who have recently purchased or consumed Coca-Cola. The survey has been
filled by 24 people with a 100% answered rate depicting that none of the questions have
been skipped. There was no known bias in terms of age, gender, caste, religion or race
while selecting the participants.
Data analysis and key findings
This part of the report highlights upon the results of the survey. The combined data
received from all participants gives us a deep insight about the buying behaviour and
attitude of Coca-Cola customers. The data has been analyzed in order to understand
customers better. The results of the survey and the key findings associated with it have
been shared as below.
Question 1: What was your first motivation to buy Coca-Cola?
Option Percentage of respondents
Advertisements 54.17%
Brand Ambassador 12.5%
Friends or family members 20.83%
Packaging 12.50%
Price 16.67%
Taste 20.83%
The aim of this question is to understand exactly which factors motivate customers to
buy Coca-Cola. Before making any purchase, customers have several factors that