Branding and Consumer Behaviour

Branding and Consumer
Behaviour

Table of Contents
Introduction .....................................................................................................................................3
Identification of Consumers .......................................................................................................3
Marketing and Branding Strategies ............................................................................................4
Analysis of Consumer Behaviour ..............................................................................................5
Strategies along with its impact on consumers and decision making process............................7
Recommendations ......................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Introduction
Consumer Behaviour refers to a study in which analysis of consumers along with various
methods they use to dispose their income towards various products and services is assessed. It
includes various factors such as mental, emotional and behavioural responses of a customer
towards the products. On the other hand branding refers to the practices in marketing under
which creation of name, symbol as well as designs of different products that are differentiate it
from others in market. Effective branding is helping a business in providing competitive
advantages to business (Eggers, Eggers and Kraus, 2016). The following report analyses
branding strategies of Coca-Cola Company which a successful American multinational brand
that manufactures beverages. It is headquartered in Atlanta, Georgia. Company is indulged into
manufacturing, marketing and retailing of non-alcoholic beverages concentrates as well as
syrups. The following report discusses about a number of branding strategies that are used by
Coca-Cola and the degree to which these strategies are affecting decision making of a consumer.
Along with this some recommendations for company are also discussed which will effectively
help the organisation to influence more customers and also meet all the goals and objectives of
organisation.
Identification of Consumers
Coca-Cola strategically analyses its target market in order to identify the potential
customers of company. Company however does not focus on certain segment of consumers but
adapts the marketing strategy by developing and innovating new products. This helps
organisation to continuously increase their consumer base. The major age group which Coca
Cola focuses on ranges from 13-30 years of age. However there are a number of partnership
joints through which company reaches other age groups as well. They have linked up with a
number of fast food restaurants such as Mc Donald's and Domino z through which it reaches out
to customers.
However the major customers of company are youngsters. When studying about gender
company does not focus on any specific gender as their products are gender neutral. Coca cola
successfully operates in more than 200 countries. Even if there are no manufacturers present in
country for Coca-Cola the entrepreneurs import it from other countries and sell. It is hard to look
out for name of countries which do not sell coke. Company is effectively advertising in order to