Consumer Behaviour and Insight of Coca-Cola

Consumer Behaviour and
Insight

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analysing the stages of consumer decision making journey for products and services of
Coca-Cola...............................................................................................................................1
P2 Importance for marketeers to map a path to purchase and understand consumer decision
making process in context of Coca-Cola................................................................................4
M1 Evaluating the response of marketeers to the decision making process of customers of
Coca Cola...............................................................................................................................5
TASK 2 :PPT ..................................................................................................................................6
TASK 3............................................................................................................................................6
Introduction............................................................................................................................6
P5 The influence of marketers on different stages of the decision-making process with B2B
and B2C..................................................................................................................................6
Conclusion..............................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Consumer purchase behaviour is defined as consumer buying behaviour, it is the
aggregate of consumer attitudes, beliefs, preferences and intentions regarding consumer's
behaviour in the marketplace when buying a product or services (Solomon, 2014). In accordance
with this context, this report will present the consumer buying behaviour in context with Coca-
Cola products. Further, the report will describe the process of consumer decision making by
developing consumer decision making model. Further, the factors that influence the consumer
decision making process will also be discussed in this report. The different stages of the decision
making process will be highlighted in this assignment and approaches to consumer learning will
be evaluated in this report.
TASK 1
P1 Analysing the stages of consumer decision making journey for products and services of Coca-
Cola
Consumer Decision making: An individual who purchases products and services from the
market for his/her own personal consumption is called as consumer. Coca-Cola is world leading
beverage company and more than 600 million customers worldwide consumes its products in a
day. Due to increase in competitions, the consumer decision and purchase behaviour has been
greatly influenced (Vohs and et.al., 2014). There are substitutes of Coca-Cola products in market
that impacts on consumer decision making. The consumer decision making process model is
described below:
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 Customer Need Recognition: The first step of consumer decision making process is
identification of need. Customer in this step identify what is his or her needs. The need is
an essential element that influence the customer to make actual buying of product or
service.
 Information search: The second step is searching for information about the products and
its alternatives. When it comes to selecting between substitutes, humans tends to be
sceptical, thus, they require all the information before spending their money. It can be
collected from sources like personal contacts, commercials, newspapers, previous
products, etc (Goetsch and Davis, 2014). Thus, Coca-Cola needs to provide information
effectively and efficiently. Evaluating alternatives: Consumer in third stage, evaluates the alternatives of the
product and analyse their benefits and drawbacks. Thus, it is recommended to
management of Coca-Cola to improve the quality of products so that consumer can easily
identify the winner product. Purchase decision: The fourth step is the purchase decision, in which consumer make
decision to purchase the product and services (Beach, 2014). This decision made after
appropriate assessment of all the facts that consumer made.
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Illustration 1: Customer Decision Making Process Model
(Source: Using Psychology To Strategise Keywords – Consumer Decision Making
Process, 2016 )