Customer Satisfaction about Coca Cola Beverage

This report explores customer satisfaction achieved by Coca Cola Company in the global market. It discusses the factors affecting customer satisfaction and its impact on revenue generation. The research aims to provide insights into maintaining steady revenue flow and retaining global positions.

Running head: CUSTOMER SATISFACTION ABOUT COCA COLA BEVERAGE
Customer Satisfaction about Coca Cola Beverage
Name of the Student:
Name of the University:
Author Note:

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CUSTOMER SATISFACTION ABOUT COCA COLA BEVERAGE
Table of Contents
1. Introduction and background:..................................................................................................1
1.1. Introduction:.............................................................................................................................1
1.2. Company Background:.............................................................................................................1
1.2.1. Nature, leadership and financial information of Coca Cola Company:.............................1
1.2.2. Products and markets:........................................................................................................2
1.2.3. Competitors of Coca Cola Company:................................................................................2
1.3. Problem of statement:...............................................................................................................2
1.4. Research Objectives:................................................................................................................2
1.5. Utility of Research Study:........................................................................................................3
1.6. Outline of chapters:...................................................................................................................3
2. Literature review:.........................................................................................................................4
2.1. Introduction:.........................................................................................................................4
2.2. The concept of customer satisfaction:..................................................................................4
2.3. Factors affecting customer satisfaction:...................................................................................5
2.4. Customer satisfaction and revenue generation:....................................................................7
2.5. Customer satisfaction and capital generation:....................................................................10
2.6. Customer satisfaction and global market position:.................................................................11
2.7. Conclusion:.............................................................................................................................12
3. Methodology:.............................................................................................................................12

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3.1. Research design and tactics:...............................................................................................12
3.3. Research philosophy and approach:...................................................................................13
3.4. Source of data, methodology and Sampling:......................................................................13
3.5. Tool for data analysis:........................................................................................................14
4. Result discussion and evaluation...............................................................................................15
4.1. Introduction.........................................................................................................................15
4.2. Results of questionnaires....................................................................................................15
4.3. Discussion...........................................................................................................................17
4.4. Findings..............................................................................................................................19
4.5. Limitation...........................................................................................................................22
5.1. Introduction:.......................................................................................................................22
5.2. Conclusion:.........................................................................................................................22
5.3. Recommendations...............................................................................................................24
6. References & Bibliography:......................................................................................................26
6.1. References:.............................................................................................................................26
Appendix 2. Questionnaire:...........................................................................................................32
Appendix 5. Data Results and charts:............................................................................................41

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1. Introduction and background:
1.1. Introduction:
The context of the report is to delve to customer satisfaction which Coca Cola Company
achieves by marketing its beverage products in the global market. Customer satisfaction is a very
important aspect which multinational companies aim to achieve in order to acquire large bases of
loyal customers which keep on consuming their products. These large bases of loyal customers
keep on consuming the products of multinational companies on regular base which generate
continuous streams of revenue for these companies. Thus, the multinational companies are able
to prevent or reduce the customer poaching efforts which their competitors out to divert their
customers. Thus, customer satisfaction has emerged as a matter of great importance to
multinational companies to maintain their steady revenue flow and retaining their global
positions. The research would delve into the factors which contribute towards high levels of
customer satisfaction which Coca Cola Company achieves in the global market.
1.2. Company Background:
1.2.1. Nature, leadership and financial information of Coca Cola Company:
The Coca Cola is the world’s largest marketer of beverage products based in the United
States of America. The company is a primarily listed on the New York Stock Exchange and
operates in more than a hundred countries in the world. The company is led by James Quincey as
its chairperson and CEO and Brian Smith functioning in the capacity of president and COO. The
annual reports of the Coca Cola Company shows that the company earned a net income $ 6476
million for the period 2018 against $ 1283 million for the period 2017.

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1.2.2. Products and markets:
The product line of the Coca Cola Company consists of more than twenty brands which
include diverse range of products. The flagship brand of the company consists of Coca Cola and
its variants, all of which hold zenith positions in the beverage market. The company markets
products like Georgia which is a ready to consume coffee drink, Honest Tea, Powerade which is
an energy sports drinks, Sprite which is a clear aerated drink, Fairlife which is a fat free milk
based drink, Smart Water which is a brand of mineral water and Minute Made ready to serve
fruit drink. Coca Cola Company also owns Costa Coffee which is a British multinational
company. The main markets of Coca Cola Company are North America, South America, Europe,
Asia and Australia.
1.2.3. Competitors of Coca Cola Company:
The main international competitors of Coca Cola Company is PepsiCo, also based in the
United States of America. PepsiCo markets similar products as Coca Cola and shares markets
with the latter. The weaker competitors of Coca Cola are the local brands of aerated drinks which
smaller firms manufacture in specific markets.
1.3. Problem of statement:
The problem statement which would lead the research would be ‘Consumer satisfaction
has positive impact on the profit of Cola Company.’
1.4. Research Objectives:
The following are the research objectives which the research would seek to achieve:
1. Customer satisfaction has positive impacts on revenue generation of Coca Cola Company.
2. Customer satisfaction has positive impacts on capital generation.

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3. Customer satisfaction has positive impacts on global market position.
1.5. Utility of Research Study:
The utility of the research lies in the fact that customer satisfaction has strong impacts on
revenue generation, capital generation and market positions of the multinational companies.
Companies which fail to ensure customer satisfaction lose their market positions and even have
to face risks like financial risks. It is due to this reason that multinational companies make
strategies to ensure customer satisfaction. The report would shed light on significance of
customer satisfaction in the literature review by dealing meticulously with various aspects of the
topic namely, customer satisfaction.
1.6. Outline of chapters:
The research would consist of five chapters each dealing into an aspect of the research.
The first chapter would introduce the area of research and the company which would form the
base of the research namely, Coca Cola. The second chapter would be literature review which
would in turn be subdivided into five different parts except the introduction and conclusion. Each
of the five subdivisions would delve into an aspect of topic namely, customer satisfaction and its
positive outcomes of the company selected namely, Coca Cola. This would be followed by the
research methodology which would provide information about the approach which was adopted
to conduct the research. The fourth chapter would discuss the findings which would transpire
from the research. The fifth and the last chapter would conclude the research to recommend the
management of Coca Cola Company ways to boost customer satisfaction.

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2. Literature review:
2.1. Introduction:
The literature review would take into account the past researches carried by different
authors in the area of customer satisfaction. The researcher would compare and contrast between
the findings of the articles which would be taken into account to substantiate the research. This
collection of large volume of data collected from previous works would provide a strong base to
the research. The knowledge gained from the articles would be then aligned to the topic of
research namely, customer satisfaction of Coca Cola products.
2.2. The concept of customer satisfaction:
The customer satisfaction is one of the business outcome which multinational companies
aim to achieve by offering products to customers which either meet or surpass the expectations
of the latter. Lu et al. (2015) in their work define the term as ‘meeting the customers’ satisfaction
of products and services by comparing with perceived performance.’ Thus, it can be pointed out
from the definition that customer satisfaction refers to the ability of the firms to market products
which are aligned with the expectation of the customers. Shih, Yu and Tseng (2015) on the other
hand defines the customer satisfaction as the situation in which the products are able to meet the
parameters which customers had set for them. The parameters over here refer to requirements
like quality parameters, quantity parameters and cost parameters. An analysis of the
aforementioned articles bring into light the fact the customer satisfaction can have two meanings.
The term can mean that products are able to satisfy the customer expectations. The second
explanation of the term is that, products are able to meet the parameters which customers
predetermine in terms of quality and pricing.

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As far as Coca Cola Company is concerned, it can be pointed out that the company is
able to achieve high level of customer satisfaction. This high level of customer satisfaction is
evident from the top market share in the global beverage market which Coca Cola, the flagship
coal drink the company market boasts. An article published by the CNN in the year 2018
reported that the the market share of Coca Cola in the traditional cola drink market has risen
from 17.3 percent to 17.8 percent. The article also shows that Coca Cola products ensures high
level of customer satisfaction even among the health conscious consumers. This is evident from
the fact that in competition between Diet Coke, the zero calorie variant of Coca Cola and its
nearest competitor, Diet Pepsi, zero calorie variant of Pepsi, the former boasts a bigger customer
base (Wiener-Bronner 2018). However, according to an article published in the Forbes, Pepsi
holds a higher position than Coca Cola in the global food market (McGrath 2017). Thus, it is
evident from this analysis though Coca Cola boasts the position of the largest manufacturer and
marketer of beverage, it does face strong competition from its nearest competitor, PepsiCo. Thus,
it transpires from the discussion that Coca Cola achieves high level of customer satisfaction
which is evident from its top position in the market.
2.3. Factors affecting customer satisfaction:
Customer satisfaction is dependent on several factors. The first factor which comes into
play while achieving customer satisfaction is the size of operations. Chang and Thai (2016)
mentions that size of operations of business organisations is directly proportional to customer
satisfaction. They mention that large multinational firms are generally able to ensure higher
levels of customer satisfaction. Navimipour and Soltani (2016) strengthen the opinion by
mentioning that achievement of customer satisfaction require firms to invest immense capital in
product manufacturing. Aghamirian, Dorri and Aghamirian (2015) contradict the opinion by

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pointing out that customer satisfaction is not dependent on product manufacturing alone. They
point out that multinational companies in order to ensure that their products are aligned to the
customer requirements, acquire data regarding customer requirements. Wang et al. (2016) opine
that multinational companies communicate with customers on different platforms like social
media handles and feedback option page attached to their official websites. They encourage the
customers to communicate the expectations regarding their products and the changes which the
customers expect to see in the future. The companies then integrate this data on customers’
expectations and feedback to form future product strategies. Trejo, Gutiérrez and Guzman (2016)
opine that multinational companies in order to acquire and manage these immense mass of
customer data in the knowledge management systems, installation of which attract immense
investments. Abdallah, Phan and Matsui (2016) mention in this respect that the business
organisations in order to form strategies to ensure customer satisfaction and implement the same,
require to employ highly skilled and trained employees which attracts immense salary
expenditure. It is clear from this explanation that customer satisfaction attracts immense initial
investment from the side of the companies which small companies cannot generally afford. Thus,
it can be pointed out that achievement of customer satisfaction comes under impact on several
factors like financial strength, manpower and technological prowess.
As far as Coca Cola Company is concerned, it can be pointed out that the multinational
company is strong financially. The company’s share can be traded from multiple stock
exchanges including NYSE which enables acquisitions of immense capital. The company
mobilises the capital towards acquisition of highly advanced technology to manufacture high
quality products. The company maintains continuous feedback from customers on its active
social media handles which enables it to gain immense body of customer feedback which it

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channelizes towards making product strategies. Moreover, Coca Cola being a global company is
able to attract the skilled and experienced human resources from all around the globe. Thus, it is
evident that customer satisfaction to a great extent depends on the size of the company and its
capabilities.
2.4. Customer satisfaction and revenue generation:
Customer satisfaction is directly proportional to revenue generation. Rodriguez, Peterson
and Ajjan (2015) mention that customer satisfaction generally encourages revenue generation.
This is because customer satisfaction encourages customers to consume the concerned product
on repeated basis. Thus, the companies marketing products which achieve customer satisfaction
are able to generate repeat business from loyal customer bases. Sao et al. (2017) mention that
ensuring total customer satisfaction is not feasible and companies do keep on losing their
customers to their competitors even if it means by a small proportion. Sajid (2016) points out
that companies in order to expand their revenue bases invest capital in promoting their respective
products in the market with the aim to acquire new customers. An analysis of these three articles
mentioned above brings into light that loyal bases of customers generate revenue for companies
with very little promotional costs compared to the former. Saleem et al.(2015) point out that the
relationship between customer satisfaction and revenue generation remain directly proportional
subject to fulfilment of the factors which contributes towards customer satisfaction. Razak,
Nirwanto and Triatmanto (2016) supporting this view point out that companies have to ensure
that they are able to offer superior quality products at prices as per expectations of customers.
Thus, the directly proportional relationship between customer satisfaction and revenue
generation holds true only if the criteria of product quality and pricing are true. Saleem et al.
(2015) contradict the opinion of the previous authors to point out that the two independent

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variables which support the relationship between customer relationship and revenue generation
are in fact dependent on the perceptions of customers regarding quality. They point out that
perception among customers regarding quality differs and thus, customer loyalty differs too.
Thus, it can be inferred from the description that the direct proportional relationship between
customer satisfaction and revenue generation hold true in most cases.
Mont
h
Custome
r nos
loyal
customers(%)
Unit
ordered
Per unit
price($)
Revenue
generation)$)
1 100000 70 70000 10 700000
2 100000 85 85000 10 850000
3 100000 80 80000 10 800000
4 100000 75 75000 10 750000
5 100000 90 90000 10 900000
6 100000 75 75000 10 750000
7 100000 85 85000 10 850000
8 100000 94 94000 10 940000
9 100000 75 75000 10 750000
10 100000 90 90000 10 900000
11 100000 70 70000 10 700000
12 100000 80 80000 10 800000
Figure 1. Relationship between customer satisfaction and revenue generation
(Source: Author)
The table above tries to exemplify the relationship between customer satisfactions. It has
been assumed that the customer number has remained constant at 100000 for a period of 12
months. Since customer satisfaction rates which companies achieve varies, the percentages of
loyal customers have been placed randomly. It has also been assumed that the price of the
product pre unit would also remain same. The resultant revenue as shown increases with the
customer loyalty percentage. Thus, it can established given the factors like the customer

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population and per unit price remain same, revenue generation is directly proportional to
customer satsiafcation.
As far as Coca Cola is concerned, the multinational company earns a very high revenue
which is evident from the excerpt of the consolidated income statement for the period 2018.
However, the income statement shown below shows that the company earned a gross profit of $
20086 mn compared to $ 22155 mn in 2017. It can however be pointed out that the selling,
general and administrative expenses were 12654 mn USD which came down to USD 10307 mn
(Coca-colacompany.com. 2019). If it is assumed that the selling costs include the promotional
costs as well, then it can be pointed out that the company has succeeded in reducing its
promotional costs. Thus, this finding can be expanded to the concept that loyal base of customers
attribute companies with more repeat business at reduced additional promotional costs (Sajid
2016). This reduction of costs enable the companies to generate higher net profit rates. The
statement can be proved form the fact that in contrast to the gross profit, the rate of net profits
has increased in 2018 compared to 2017. Thus, it transpires from the description that customer
satisfaction and revenue generation are directly proportional.

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Figure 2. Excerpt showing Consolidated Statements of Income of Coca Cola for 2018
(Source: Coca-colacompany.com. 2019)
2.5. Customer satisfaction and capital generation:
Customer satisfaction is directly linked to capital generation though the relationship is not
apparently visible like in case of revenue generation. Business organiations Agnihotri et al.
(2016) mention that customer satisfaction results in higher revenue generation. The business
organisations are as a result able to give their customers higher rates of dividends and return on
investments. Sajid (2016) can again be reiterated here to mention that higher level of customer
satisfaction results in higher revenue. Thus, it is clear that since higher revenue enables firms to
give higher returns to shareholders, higher customer satisfaction enables firms give higher ROI.
Higher ROI enables firms to attract more investors thus, generating higher capital (Guthrie and
Dumay 2015).

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Figure 3. Share price chart of Coca Cola Company for 3 years
(Source: Nasdaq.com. 2019)
As far as the relationship between customer satisfaction and capital generation in Coca
Cola is concerned, it can be strongly established the relationship applies in case of the company.
A comparison between the stock indices trend of the company and the net income generated by
the company would show the relation. For example, the net income which the company
attributed to its investors fell from $6527 mn in 2016 to $ 1248 mn in 2017. The share indices of
the company as shown in the graph above fell in the beginning of 2018. When the net income
attributable to the shareholders rose to $6434 mn in 2018 from the slump of $ 1248 mn, the share
indices also rose to 49 points in early 2019. Thus, it is evident that since revenue generation is
directly related to capital generation and revenue generation is directly proportional to customer
satisfaction, thus the equation between capital generation and customer satisfaction are directly
proportional.

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2.6. Customer satisfaction and global market position:
Customer satisfaction and global market position are directly linked. As far as the Coca
Cola Company is concerned, it can be pointed out that the company holds high market positions
both in terms of generating revenue as well as capital (Coca-colacompany.com. 2019). Greve
and Man Zhang (2017) point out that acquisitions and mergers strategies enable financially
strong companies acquire smaller firms which also includes their competitors. As far as Coca
Cola is concerned, the company acquires its competitors in different markets which gives access
to their bottling plants. Thus, it is evident that the company is able to transform its competitors
into subsidiaries, thereby virtually reducing competitions at lower levels. Thus, the company is
able to control a large proportion of global beverage market using its global power. Thus, since
this command over global beverage market which Coca Cola commands is directly proportional
to revenue and capital generation, it can be established that global market position is directly
proportional to customer satsiafction.
2.7. Conclusion:
It transpires from the discussion and analysis of large numbers of articles that Coca Cola
is able to ensure high level of customer satisfaction. The statement can be grounded on the
financial performance of the company.
3. Methodology:
3.1. Research design and tactics:
The research will depend mostly on quantitative data as it is imperative to doing an
effective research in regards to the subject matter. The research design taken is descriptive
design. This form of design is concerned with the essential gathering, analysing and presentation
of collected data. The research is greatly theory based and depends on analysing the theories on

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the context of the gathered data. The research would concern the collection of responses of
consumers in relation to Coca Cola. The responses would then be analysed and put forward to
gather essential conclusions from them. The quantitative research design was made necessary by
the nature of the subject matter. It was much important that such a process was utilized for
collection of data that would help in the wider understanding of the subject matter. The
descriptive research design help in effectively describing a situation. In essence it helps to gather
reliable, relevant and real time information about the given research issue. Quantitative research
has been given preference as it can help the researcher to gather insights that are actionable
(Goertzen 2017). The data can be quantified to provide more value to the chosen subject matter.
The topic of the research necessitates the need for the inclusion of quantifiable data to gather
essential implications that can guide the study in its entirety.
3.3. Research philosophy and approach:
Research philosophy refers to the ways in which data is gathered about any given
phenomenon. It is more about the outlook through which the research would be conducted. The
belief that will encompass all the significant areas of the research would be valued as the
research philosophy. The research philosophy of the study is positivism. According to this
philosophy, reality is considered to be stable and observable (Saunderset al. 2015). The
researchers believe that the study subject should not be interfered with. Positivism will provide
essential strength to the research and create an effective framework for the completion of the
research for gathering most relevant implications. Research philosophy is selected to be
positivism as it will help to determine the best possible implications to be gathered from the
study. The research approach is quantitative analysis approach. The research will utilize survey
questionnaires to gather information about the views of respondents in regards to the research

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topic. Coca Cola being a beverage brand, depends greatly on the views of the users to be
marketed accordingly. Hence, the focus is on gathering as much customer data possible in
regards to brand satisfaction. The sampling have been analysed through the usage of statistical
tools to measure their implications towards the study purpose.
3.4. Source of data, methodology and Sampling:
The source of data is primary. Information have been gathered from respondents. The
respondents have been selected on the basis of being regular users of coca cola or related
beverages from the same company. Non-probability sampling techniques have been used in
order to effectively collect data from the most relevant sources. The method of gathering
information is through the distribution of questionnaires. Subsequently, the responses have been
gathered in regards to the questions. The sampling was done on the basis of people that were the
most likely to consume coca cola beverages. People who regularly consumer coca cola beverages
were given more importance. The methodology takes into consideration usage of surveys that
require people to provide their options concerning specific questions that focus on their
consumption patterns. The method has taken into consideration the online public. The survey
questions were mostly provided with questions the options to which were to be selected on the
basis of a scale ranging from highly agree to highly disagree. The responses are analysed on the
basis of how many people actually agree or disagree to certain statements. Hence, the samples
were gathered through distributed online surveys. 103 respondents were selected as part of the
sampling. The sample was considered on the basis of demographic information such as age
groups, gender, financial status and other important factors that help in the determination of
people that are the most likely to engage in beverage consumption.

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3.5. Tool for data analysis:
The data analysis tools that were used were SPSS and other analysis tools. SPSS was
used in order to gather further information about the data gathered through the survey. The usage
of the tool facilitated the better understanding of the gathered data. The other tool that was used
as mentioned previously was questionnaire. The questionnaire tool was used in order to gather
specific data in regards to the responses of the sample population. The questions helped to collate
all the important aspects that were being considered for the essential analysis of the subject into a
strong framework. The questionnaire thus helped to gather important information that were
related to the subject matter. The usage of the SPSS tool helped to consider the variables and
conduct effective analysis of the study. The data analysis was done on the basis of the results
generated from the survey. It was focused towards understanding the essential implications
gathered from the entire data gathered.
4. Result discussion and evaluation
4.1. Introduction
The chapter provides an analysis of the respondents. The results of the questionnaire are
analysed and based on the results discussion can be made. At the same time, findings are
discussed that relate with the literature review and the results of the sample questionnaire. The
limitations encountered while conducting the research is also stated in the chapter.
4.2. Results of questionnaires
The analysis of the results of the questionnaire state that the average percentage of
respondents has a positive idea about the type of responses that are being provided. It can be seen
from the analysis that every question is related to one another and that is it important for the
respondents to understand the importance of Coca Cola. For example, it has been seen from the

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analysis that majority of the respondents very often use Coca Cola. At the same time, among all
the products of Coca Cola, the most common product is the original production of the company.
Along with this, it is seen that the age range is between 26-36 years whereas the average
income ranges from $30,000-$40,000. Hence, it can be said that the analysis of the questionnaire
related to the demography of the respondents provide an idea about the type of customers and the
responses that Coca Cola receive. The respondents also consider Coca Cola to be of high quality
with half of the respondents providing Coca Cola with a positive response.
On the contrary, respondents have faced problems while trying to purchase Coca Cola as
a product. Almost half of the respondents have provided opinion about experiences that have not
gone their way. The major competition for Coca Cola is Pepsi while tea is preferred as a
nutritious drink over Coca Cola. Along with this, it is also seen that Coca Cola is rated as more
superior than any other aerated drink. Most people also consume Coca Cola on an everyday
basis. Along with this, people provided negative response about the prices of the product and feel
that the prices can be lowered further than the actual price.
From the analysis of the questionnaires, it can be said that most of the people that prefer
the consumption of Coca Cola as a beverage belong to the age of 26-35 years. As stated by Hill
and Brierley (2017) this provides evidence about the fact that the beverage is popular among the
teenagers and the young people that belongs to a society. Along with this, another analysis from
the questionnaire focused on the quality of the product and the responses of the people were
mostly positive with the range of responses being balanced between agree and strongly agree
options. Therefore, interpretation can be made about the positive impact that Coca Cola have on
the market.

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On the other hand, the questionnaire has seen a more important result based on the
competition of Coca Cola. It has been seen that as an alternative to Coca Cola, people prefer to
drink Pepsi. According to Agnihotri et al. (2016), this can be considered as a source of
mitigation strategy of the company mainly because the competition level of Coca Cola can
increase vehemently in the business. The result of the questionnaire also shows that people prefer
to drink tea. This can be attributed by the fact that unlike Coca Cola, tea can be made easily at
home and can be served for various purposes rather than just for entertaining the guests.
As pointed out by Zablah et al. (2016) this can provide a competitive advantage for Coca
Cola and at the same time ensure the increase of its value. Another important result that has been
derived from the questionnaire method is the fact that cost is the basis on which people consider
the purchase of soft drinks. Saeidi et al. (2015) stated that this could be attributed to the fact that
expensive drinks usually warrants a negative publicity among the customers and a drink like
Coca Cola need to focus on the cost that it provides for the development of its business.
From the analysis of the results of the questionnaire, it can be seen that most of the
people consider the fact that Coca Cola need to be innovative in terms of the marketing tactics it
selects so that customer interest can be retained. Blut et al. (2015) is of the opinion that this
provides evidence to the fact that Coca Cola need to improve its marketing research to reach the
satisfaction level of the customers. At the same time, the questionnaire also provides evidence
about the fact that brand value is important to measure the level of customer satisfaction.
From the analysis, it can be seen that a majority of the respondents pay attention to brand
value and consider it as a parameter for improving the satisfaction level of the customers. Hwang
and Suh (2018) stated that the applicability could also be accounted for Coca Cola, which
focuses on the development of the brand of the company. The questionnaire shows that most of

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the people are of the opinion that Coca Cola need to incorporate its CSR strategies for the
development of the society in which it continues its business. Thus, based on the analysis of the
questionnaire discussion can be made about the implementation of the results.
4.3. Discussion
The discussion can be formed after the analysis of the results that are derived from the
results of the questionnaire. One of the key aspects of the questionnaire was the demographic
factor that helped in the determination of the age. From the analysis of the age, it can be said that
the average age range of the people denote the fact that the beverage is popular among the young
people. In this regard, Ren et al. (2016) observed that it could be said that Coca Cola can reduce
the prices so that the satisfaction of the customers can be maintained.
It has already been seen from the analysis that most of the people believe that Coca Cola
provides high quality service. This can be attributed to the fact that the customers involved in the
consumption of the product are loyal to the company. Thus, as stated by Ramanathan,
Subramanian and Parrott (2017) it can be said that for Coca Cola to continue with its
development it is necessary that the company maintain its high quality along with low prices so
that satisfaction of the customers can be attained.
Kaura, Durga and Sharma (2015) are of the opinion that the competitive analysis of Coca
Cola suggests that the beverage faces stiff competition from Pepsi. Most of the people involved
in the research survey prefer to drink Pepsi as an alternative to Coca Cola (Coca-
colacompany.com). Therefore, as pointed out by Dost and Badir (2018) discussion based on the
competitive analysis of the market may provide an understanding of the market at Coca Cola and
at the same time ensure that strategies of the company need to be based on the ways to prevent
the consumption of Pepsi.

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Hence, in this regard, analysis of the words of Pizam, Shapoval and Ellis (2016) can be
made and it can be said that for Coca Cola to be successful, it is necessary that an analysis of the
competition be made. The analysis also shows that most of the people prefer to consume tea
mainly because of the nutrient value it possesses. According to Izogo and Ogba (2015), this
information can be processed by Coca Cola on the basis that the drink can be used to provide a
level of nutrient content for the people.
At the same time, it can be said for Coca Cola to succeed in the market, it need to
maintain its cost. This can be linked with the fact that Coca Cola targets customers that are
mostly young people. Therefore, as stated by Ennew, Binks and Chiplin (2015) the cost factor
needs to be considered so that the company can provide the best prices for customer satisfaction.
Apart from the increase in prices, Coca Cola also need to take into account the development of
marketing tactics that can help the company to be at par with the competitors (Coca-
colacompany.com).
According to Fornell, Morgeson III and Hult (2016), marketing techniques such as a
proper promotional technique need to be undertaken by Coca Cola so that the company can
continue with its business in the market. Branding is considered as important for the
measurement of customer satisfaction. The result of the questionnaire provides evidence to the
statement as the result point to the fact that Coca Cola need to create a consistent brand image for
the development of its marketing strategies (West, Ford and Ibrahim 2015).
Therefore, as stated by Sengupta, Balaji and Krishnan (2015) the discussion can be based
on the results of the questionnaire and the manner in which every question provides evidence to
the fact that Coca Cola may require to improve its business so that it can continue to grow in the
market. As stated by Pappu and Quester (2016) despite a huge market structure as well as

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popularity, Coca Cola need to ensure that the activities undertaken by the company provides an
understanding of the factors that can help in its development.
Hence, as pointed out by Sasmita and Mohd Suki (2015) it can be said that the results of
the questionnaire can be considered as a feedback and based on the feedback gathered
recommendations can be provided to Coca Cola so that it can increase and improve its business.
At the same time, findings based on the analysis of the literature as well as the questionnaire can
be created to identify the suitability of Coca Cola in the market of the consumption of beverages
(Coca-colacompany.com).
4.4. Findings
The findings of the analysis can be based on the discussions made by analysing the
questionnaire and the literature review. It can be seen from the review of the literature that it is
important to ensure that customer remain satisfied with the type of product that is being sold and
the services rendered. According to Leckie, Nyadzayo and Johnson (2016), without these
complete satisfactions of the customers, it can be difficult for an organisation to continue with its
growth. For Coca Cola, the findings from the results of the questionnaire point to the fact that the
customers need to be satisfied by providing them healthy drinks and at the same time ensure that
a market research is made that can help in the analysis of the business (Coca-colacompany.com).
Therefore, Zheng et al. (2016) pointed out the fact that it can be said for maintaining
customer satisfaction it is essential that Coca Cola ensure that prices as well as quality of the
products are maintained. The analysis of the results of the questionnaire shows that most of the
respondents prefer to pay heed to the quality of the products. According to Zhang, Benyoucef
and Zhao (2016) similar expectations are maintained for Coca Cola in which case the company

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need to ensure that quality development of the product takes place for retaining the satisfaction
of the customers.
Along with this, Barney (2015) stated that another factor that affects the satisfaction level
of the customers includes the price. For Coca Cola, the prices of the product need to be kept at
low mainly because the customers that prefer the drink are mostly teenagers and college student
(Coca-colacompany.com). Hence, as stated by Veloutsou (2015) the pocket money or monthly
salary of these people may not compel them to purchase expensive drinks. At the same time,
factor such as the brand reputation help Coca Cola to maintain its dominance in the market
(Coca-colacompany.com).
As stated by Cha, Yi and Bagozzi (2016) brand image can be considered as important
particularly for the generation of revenue and capital. From the literature review, it can be said
that the revenue generation can have a huge impact on the branding of a company and based on
the impact it can be said that Coca Cola can meet the requirements of the customers (Coca-
colacompany.com). At the same time, the literature review also states that the market
requirement of the customers generates the high level of capital generation.
As stated by Pedeliento et al. (2016) this is because the effort required for maintaining
the brand and the quality of the brand can be considered as effective for the development of
capital within the market. At the same time, the result of the analysis of the questionnaire states
that competition of Coca Cola is high and that the company need to ensure that strategic business
development takes place that can help in the development of a competitive advantage in the
market (Coelho, Rita and Santos 2018).

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It can also be seen that the immediate brand that is considered as competition for Coca
Cola is Pepsi and thus, Coca Cola need to ensure that as a brand it delivers need of the customers
to maintain dominance in the business (Coca-colacompany.com). The analysis of the
questionnaire also states that tea and health drinks also act as threat for Coca Cola. The survey
results have shown that tea is considered as an alternate drink that people prefer mainly due to
the nutritional content and the fact that it can be served for any purpose (Coca-
colacompany.com).
Thus, as stated by Friedman (2018) it is necessary that Coca Cola develop its value from
a party drink to a beverage that can be consumed at any time. Hence, based on the analysis and
the findings it can be said that Coca Cola can be considered as a beverage with a high market
value and holds a global market position. However, as observed by Seabrooke and Wigan (2017)
the result of the questionnaire show that the market strategy of Coca Cola is limited and that it
needs to improve on the promotional level and the pricing level of the company.
Noe et al. (2017) stated that the global market stature provides Coca Cola with an
opportunity to develop its marketing prowess and based on the development the company can
ensure growth. Hence, as stated by Namada (2018) overall it can be said that proper customer
satisfaction can help in the development of the company and increase its ability to generate
revenue, capital as well as a position in the global market.
4.5. Limitation
The limitations related to the result include the lack of time. It is necessary for the
researcher to have enough time so that the research and the analysis can be done in a smooth
manner, however, in this case the lack of time can hamper the proper analysis of the result. At
the same time, another limitation of the research is that the respondents may not provide valid

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information and thus filtering of information is required. The information may be biased and thus
may have a negative impact on the results of the analysis. Thus, these limitations need to be
considered for the development of a proper research.
5. Conclusion and recommendations:
5.1. Introduction:
The implications of the study are provided in accordance of the entire study that was
conducted on the basis of the data collection, analysis and presentation. The implications
gathered are to be listed below on the basis of the significance they have towards the entire
analysis of the study. The results of the analysis, the implications of the results and their
contribution towards the wider understanding of the study are discussed along with the future
scope. Subsequently the recommendations have also been provided.
5.2. Conclusion:
The study was effective towards bringing out some essential aspects from the study. The
study helped in the formation of significant understanding about the customer base of the coca
cola companies. The study also pointed towards the most important beverage consumptions
patterns among the consumers of coca cola. The implications of the study point towards the fact
the larger portion of the consumer of the Coca Cola beverage are between the age group of 15 to
25 years. This was an important implication that was generated from the study as it pointed
towards the ground level demographics that contribute to the formation of significant customer
base for the product. It is important to note that teenagers and youth enjoy the beverage more
than the other demographic groups. The primary findings suggest that the customer satisfaction
that Coca Cola as a company provides depends essentially on the satisfaction of the teenagers
and the young consumers. Moving forward another important implication that was generated

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from the study was that the respondents had positive views of the products. This formed the basis
for the further understanding of the results of the survey through the usage of the SPSS tool for
deeper analysis. It was much importantly found that as an alternative people mostly consider
Pepsi. Additionally, it was found through the survey that many people prefer tea as a beverage.
This points to the fact that apart from the traditional rival beverage companies, Coca Cola also
faces some significant competition form the substitute products. Cost as a basis for selection of
beverages was also found to be a significant aspect that contributed to the business of Coca Cola.
It can be said that the study has been very effective in finding some of the most important factors
that contribute towards consumer choices in regards to beverages. In addition to the implications
of customer satisfaction this is also a factor that has been implied through the study. Nonetheless,
it was found that lower cost was one of the reasons behind customer satisfaction generated by
Coca Cola. The literatures that were consulted had helped in making the implication even better.
The literatures suggested that cost, demographic factors and brand image are among the most
significant factors that contribute to the customer satisfaction of organizations like Coca Cola.
Subsequently, the analysis revealed that the higher quality of service is considered by many
customers as a decisive factor that helps them to be satisfied with Coca Cola. As per the research
objectives that were considered customer satisfaction was found to be one of the guiding factors
behind the revenue that was generated by a company like Coca Cola. In regards to the same it
was found that Coca Cola is able to generate significant levels of revenue due to its youth
focused marketing techniques, branding and quality maintenance. Concerning, the positive
impact of customer satisfaction on capital generation it was found that although this is true to a
certain extent, there are also many other factors that contribute essentially towards the same such
as the operational factors of Coca Cola. The global market position was definitely found to be

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positively affected by customer satisfaction. Most of the respondents were able to identify Coca
Cola as one of the leading brands across the world. Thus, positive brand image is created due to
better customer satisfaction. Most importantly, people were found to recognize that the brand
continues to innovate its products in accordance of the changing market environments. It can be
said that the study was effective in bringing forward the most crucial aspects that tend to
determine the relationships between Coca Cola and its customers.
5.3. Recommendations
It is recommended that Coca Cola in their future marketing endeavours pay more
attention to the other age groups. The larger part of the consumer base of the company was found
to be the teenagers and young adults. This makes it much necessary that the company plans on
reaching the other customers as well through their product offerings. This would definitely boost
their brand image further. Moreover, as a result of the same the company would be able to
further increase their customer base. A significant aspect that can be seen from the analysis that
Coca Cola is still considered by many of the consumers as a party drink. This does contribute to
the effectiveness of the brand image creation however at the same time significant opportunities
are undermined. It is important that the company manufactures its products rather as a beverage
that can be consumed at any given time. In order to attain this, Coca Cola would require to make
its products healthier. The company would have to make the product in a way that it could be
consumed at any time with much reduced health concerns that are associated with its continuous
consumption. Lesser sugar would also mean that many of the health conscious buyers would be
more inclined than before to buy the products of Coca Cola. This in turn will help to generate
much better audience approval for the products. The company would also need to diversify their
product offerings in line with the same. This can be a safer more effective marketing plan as the

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company this way can keep its existing customers while attracting newer customers to its
products. This would contribute towards improving the attractiveness of Coca Cola further.
Companies that have larger product offerings are considered to be more effective than the ones
with lower offerings. The implications of the study have pointed towards the much better product
effectiveness that can be created by Coca Cola.
In order to effectively conduct future research in regards to the subject a much better
contextual factor will be required. The study has been effective in determining some of the
deeper value that can be associated with the product offerings of companies like Coca Cola. In
future this can be improved further to develop better understandings from the studies that will be
conducted. The work has been successful in improving the contextual aspects that would be
required for the future researches in regards to customer satisfaction of Coca Cola and related
organizations.

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6. References & Bibliography:
6.1. References:
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Barney, J., 2015. 15 Firm resources and sustained competitive advantage. International Business
Strategy: Theory and Practice, p.283.
Blut, M., Frennea, C.M., Mittal, V. and Mothersbaugh, D.L., 2015. How procedural, financial
and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase
behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), pp.226-229.
Cha, M.K., Yi, Y. and Bagozzi, R.P., 2016. Effects of customer participation in corporate social
responsibility (CSR) programs on the CSR-brand fit and brand loyalty. Cornell Hospitality
Quarterly, 57(3), pp.235-249.
Coelho, P.S., Rita, P. and Santos, Z.R., 2018. On the relationship between consumer-brand
identification, brand community, and brand loyalty. Journal of Retailing and Consumer
Services, 43, pp.101-110.
Dost, M. and Badir, Y.F., 2018. Generation or adoption? The role of social capital. Management
Decision.
Ennew, C.T., Binks, M.R. and Chiplin, B., 2015. Customer satisfaction and customer retention:
An examination of small businesses and their banks in the UK. In Proceedings of the 1994
Academy of Marketing Science (AMS) Annual Conference (pp. 188-192). Springer, Cham.

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CUSTOMER SATISFACTION ABOUT COCA COLA BEVERAGE
Fornell, C., Morgeson III, F.V. and Hult, G.T.M., 2016. Stock returns on customer satisfaction
do beat the market: gauging the effect of a marketing intangible. Journal of Marketing, 80(5),
pp.92-107.
Friedman, J.Z., 2018. The global citizenship agenda and the generation of cosmopolitan capital
in British higher education. British Journal of Sociology of Education, 39(4), pp.436-450.
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.
Hwang, S. and Suh, E.K., 2018. An Empirical Study on Nonlinear Relationship between Product
Modularity and Customer Satisfaction. Journal of Industrial Distribution & Business Vol, 9(2),
pp.47-55.
Izogo, E.E. and Ogba, I.E., 2015. Service quality, customer satisfaction and loyalty in
automobile repair services sector. International Journal of Quality & Reliability
Management, 32(3), pp.250-269.
Kaura, V., Durga Prasad, C.S. and Sharma, S., 2015. Service quality, service convenience, price
and fairness, customer loyalty, and the mediating role of customer satisfaction. International
Journal of Bank Marketing, 33(4), pp.404-422.
Leckie, C., Nyadzayo, M.W. and Johnson, L.W., 2016. Antecedents of consumer brand
engagement and brand loyalty. Journal of Marketing Management, 32(5-6), pp.558-578.
Namada, J.M., 2018. Organizational learning and competitive advantage. In Handbook of
Research on Knowledge Management for Contemporary Business Environments (pp. 86-104).
IGI Global.

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Noe, R.A., Hollenbeck, J.R., Gerhart, B. and Wright, P.M., 2017. Human resource management:
Gaining a competitive advantage. New York, NY: McGraw-Hill Education.
Pappu, R. and Quester, P.G., 2016. How does brand innovativeness affect brand
loyalty?. European Journal of Marketing, 50(1/2), pp.2-28.
Pedeliento, G., Andreini, D., Bergamaschi, M. and Salo, J., 2016. Brand and product attachment
in an industrial context: The effects on brand loyalty. Industrial Marketing Management, 53,
pp.194-206.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in
hospitality enterprises: a revisit and update. International journal of contemporary hospitality
management, 28(1), pp.2-35.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations
& Production Management, 37(1), pp.105-123.
Ren, L., Qiu, H., Wang, P. and Lin, P.M., 2016. Exploring customer experience with budget
hotels: Dimensionality and satisfaction. International Journal of Hospitality Management, 52,
pp.13-23.
Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate
social responsibility contribute to firm financial performance? The mediating role of competitive
advantage, reputation, and customer satisfaction. Journal of business research, 68(2), pp.341-
350.

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CUSTOMER SATISFACTION ABOUT COCA COLA BEVERAGE
Sasmita, J. and Mohd Suki, N., 2015. Young consumers’ insights on brand equity: Effects of
brand association, brand loyalty, brand awareness, and brand image. International Journal of
Retail & Distribution Management, 43(3), pp.276-292.
Seabrooke, L. and Wigan, D., 2018. Tax justice activists in global wealth chains. Business, Civil
Society and the ‘New’Politics of Corporate Tax Justice: Paying a Fair Share?, p.90.
Sengupta, A.S., Balaji, M.S. and Krishnan, B.C., 2015. How customers cope with service
failure? A study of brand reputation and customer satisfaction. Journal of Business
Research, 68(3), pp.665-674.
Veloutsou, C., 2015. Brand evaluation, satisfaction and trust as predictors of brand loyalty: the
mediator-moderator effect of brand relationships. Journal of Consumer Marketing, 32(6),
pp.405-421.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Zablah, A.R., Carlson, B.D., Donavan, D.T., Maxham III, J.G. and Brown, T.J., 2016. A cross-
lagged test of the association between customer satisfaction and employee job satisfaction in a
relational context. Journal of Applied Psychology, 101(5), p.743.
Zhang, K.Z., Benyoucef, M. and Zhao, S.J., 2016. Building brand loyalty in social commerce:
The case of brand microblogs. Electronic Commerce Research and Applications, 15, pp.14-25.
Zheng, X., Cheung, C.M., Lee, M.K. and Liang, L., 2015. Building brand loyalty through user
engagement in online brand communities in social networking sites. Information Technology &
People, 28(1), pp.90-106.

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CUSTOMER SATISFACTION ABOUT COCA COLA BEVERAGE
6.2. Bibliography:
Zablah, A.R., Carlson, B.D., Donavan, D.T., Maxham III, J.G. and Brown, T.J., 2016. A cross-
lagged test of the association between customer satisfaction and employee job satisfaction in a
relational context. Journal of Applied Psychology, 101(5), p.743.
Zhang, K.Z., Benyoucef, M. and Zhao, S.J., 2016. Building brand loyalty in social commerce:
The case of brand microblogs. Electronic Commerce Research and Applications, 15, pp.14-25.
Zheng, X., Cheung, C.M., Lee, M.K. and Liang, L., 2015. Building brand loyalty through user
engagement in online brand communities in social networking sites. Information Technology &
People, 28(1), pp.90-106.

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7. Appendices:
Appendix 1. Ethic form:

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Appendix 2. Questionnaire:
1. How often do you use Coca Cola products?
a. Very often
b. Sometimes
c. Rarely
b. Never
2. Which is the most purchased Coca Cola products you consume?
a. Coca- Cola
b. Coke Zero Sugar
c. Diet Coke
d. Others
3. What is your age (years)?
a. 15-25
b. 26-35
c. 36-45
d. More than 45
4. What is your income (monthly USD)?
a. 20000-30000

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b. 30000-40000
c. 40000-50000
d. More than 50000
5. Do you consider Coca Cola products are of high quality?
a. Strongly agree
b. Agree
c. Neutral
d. Not at all
6. Have you ever faced any quality issue for Coca Cola products?
a. Yes
b. No
c. May be
7. Which brand of soft drinks do you consume as an alternative to Coca Cola?
a. Pepsi
b. Gatorade
c. Mountain Dew
d. Mirinda
8. Which drink do you prefer instead of Coca Cola?

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a. Tea
b. Coffee
c. Energy drinks
d, Dairy based drinks
9. Do you think Coca Cola products are superior to other aerated beverage products?
a. Yes
b. No
c. May be
10. For what purpose do you buy Coca Cola products?
a. Everyday consumption.
b. For socializing
c. As an energy provider
b. All of them
11. Are you satisfied with the prices of Coca Cola products?
a. Yes
b. No
c. May be
12. Do you follow promotions of Coca Cola products?

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a. Yes
b. No
c. May be
13. Do you think the fruit drinks marketed by Coca Cola Company are healthy?
a. Yes
b. No
c. May be
14. Have you ever invested in Coca Cola?
a. Yes
b. No
c. May be
15. What is most common channel you prefer to purchase Coca Cola products?
a. Retail shops
b. Retail chains
c. Ecommerce portals
16. What are the main criteria you consider while buying ready to consume soft drinks?
a. Cost
b. Availability

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c. Health impacts
d. Quality
17. Do you think the promotional tactics of Coca Cola are ethical?
a. Yes
b. No
c. May be
18. Do you think customer satisfaction boosts sales?
a. Yes
b. No
c. May be
19. Do you think promotion boosts sales?
a. Yes
b. No
c. May be
20. Do you think Coca Cola should market organic drinks?
a. Yes
b. No
c. May be

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21. Do you think ecommerce can emerge as a platform to boost Coca Cola sales?
a. Yes
b. No
c. May be
22. Do you think promotion develops understanding about products among customers?
a. Yes
b. No
c. May be
23. Do you think Coca Cola should use more innovative marketing tactics to create customer
interests?
a. Yes
b. No
c. May be
24. Do you think brand value can be used as a parameter to measure customer satisfaction?
a. Yes
b. No
c. May be
25. Do you think Coca Cola should incorporate customers with its CSR strategies?
a. Yes

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b. No
c. May be
26. Do you think revenue generation can be used to judge customer satisfaction rate?
a. Yes
b. No
c. May be
27. Do you think Coca Cola should restructure its product line?
a. Yes
b. No
c. May be
28. Do you Coca Cola should launch range of protein drinks?
a. Yes
b. No
c. May be
29. Do you think customers are preferring ecommerce purchase to purchasing products from
brick and mortar shops?
a. Yes
b. No
c. May be

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30. Do you think promotion creates customer interests?
a. Yes
b. No
c. May be

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Appendix 3. Company Letter regarding participant information sheet:
To be attached
Appendix 4. Final Data Collection:
Attached

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Appendix 5. Data Results and charts:

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