Report on Consumer Behaviour of Coco Cola

Added on -2020-06-06

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Consumer decision makinginsights
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1P1 Stages of consumer decision making journey for coco cola.............................................1P2 Significance to map a path of purchasing and understanding consumer decision-making formarketers. ..............................................................................................................................4TASK 2............................................................................................................................................5Enclosed in PPT.....................................................................................................................5P3 Comparing and contrasting the difference of decision making process of B2B and B2C inCoca Cola...............................................................................................................................5P4 Evaluating the different approaches to market research and methods used in decisionmaking process.......................................................................................................................5M2 Providing a coherent and justified evaluation of how different factors influence decisionmaking and buying behaviour in Coca Cola..........................................................................5TASK 3............................................................................................................................................5P5 Evaluating how marketers influence the different stage of decision making process of B2Band B2C at Coca Cola............................................................................................................5M3 Critically evaluate how marketers influence each stage of decision making process atCoca Cola...............................................................................................................................7D1 Critically evaluating theories, concept and models influencing and impact upon decisionmaking process in Coca Cola.................................................................................................7CONCLUSION................................................................................................................................7REFERENCES................................................................................................................................9
INTRODUCTIONConsumer behaviour is the study of individuals groups or organization and all majoractivities which are related to purchase of products and services to satisfy their needs and wants.It is also refers to actions of customers in market towards the purchase of products in market(Goetsch and Davis, 2014). In respect to this, present report will provide an understanding aboutconsumer behaviour in respect to products of Coco cola brand. It will also describe the processof consumer decision-making by analysing through development of consumer decision makingmodel. Moreover, this factors that affects the process of decision making have also beendiscussed in present report. At last, different stages of decision-making process have also beenexplained and approaches to learning have been highlighted in this assignment.P1 Stages of consumer decision making journey for coco cola.Decision-making is the process of selecting the best choice from the available alternatives. Fordecision-making a forecast has to be made of each option and also determine the which option isbest for particular situation.1-importance of mapping a path to purchase – in this the decision that guiders towards thepurchase. A consumer purchases product only when the importance is shown to them.2- consumer decision journey for pre purchase-3-purchase- it is a stage where the consumer takes decision to purchase the product. It is todecided that which brand of product he will purchase but in this the need of the consumer arises. 4- Decision- it is a stage where the final decision is made by the consumer for purchasing aproduct. Also it is decided that the product will be of this brand5- post purchase- in this the consumer evaluate the need required by him with the productfeature. If he is satisfied then he will be delighted and if not he will not purchase again.Consumer is analysed as person who buy products and services from market for hidpersonal consumption. Consumer decision making is considered as process through which anindividual will analyse its requirements, collect information, evaluate alternatives and takeappropriate purchase decision (Solomon, Russell-Bennett and Previte, 2013). These actionscritically describes the psychological and economic factors that are influenced by environmentalfactors such as cultural groups and social values. In present context, analysis of consumerdecision making for products of coco cola brand is done to identify the behaviour of consumertowards it's their products. Mainly the consumer are considered as habitual decision maker that1
makes choices characterised by an impulse made with little efforts and without consciouscontrol. In order to provide information about the impact of consumer decision-making andcomplexities of consumer behaviour on the Coco cola, a five stage model is discussed above:Step 1-Identification of needs: It is first stage, needs are analysed as significant factorswhich leads to purchase of goods and services. It is also considered as catalyst thattriggers the buying decision of individuals. In this context, for purchasing the products ofCoco cola brand like Coco cola vanilla and other soft drinks (Vohs and et.al., 2014). Foranalysing the impact of consumer behaviour, company need to analyse there needsrelated to their products For example: An individual who purchase a soft drink shouldidentify his needs as thirsts. Step 2-Gathering information or research: After analysing the needs of particularproduct, the consumer tries to gather information from its own sources so that it make anappropriate decision for purchasing the products. There are various ways through whichan individual can acquire knowledge like internal sources, commercial sources, publicsources and experimental sources. In this context, Decision of consumer towardspurchase of products of Coco cola also get impact due to this research. Positiveinformation about the products in market will influence the consumer to purchase theproducts but if the consumer gets negative information about the products then consumerwill change its perception towards the products or not buy.2

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