Impact of Consumer Behavior on Coca Cola

Impact of Consumer Behaviour on Coca Cola
Student Details
2/15/2020

Executive Summary
Coca Cola drink is in command in the market when it comes to non alcoholic drinks; however it
has strong competition with Pepsi drink which the product is of PepsiCo Company. Current
study has been conducted to talk about the marketing issues that are encountered by Coca Cola
Company related to consumer behaviors. In order to do this all probable elements of consumer
behaviour are separated in the 6 identified elements. In order to analyze the market conditions
and cater the market issues of the company, the study discusses the concept the basis of the
marketing communication mix and the findings of the previously conducted survey. The
variations and strong link among marketing communication mix and the responses made by
customers are found in the study. On the other hand the identified variations are tried to solve by
providing few strategic recommendations to Coca Cola Company. It can help company in getting
competitive advantage over other by understanding consumer behaviour in more effective
manner.

Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Marketing Communication Mix......................................................................................................4
Advertising...................................................................................................................................4
Sales Promotions..........................................................................................................................5
Public Relations...........................................................................................................................5
Personal Selling............................................................................................................................6
Direct Marketing..........................................................................................................................6
Alignment to Findings.....................................................................................................................6
Strategic Recommendations............................................................................................................8
Bibliography..................................................................................................................................10

Introduction
Consumer behaviour is termed as the concept that talks about the steps can be taken by a
consumer at the time of purchase before it or after it. In this study the consumer behaviour of
Coca Cola Company regarding its most famous product that is Coca Cola beverage is discussed.
Coca Cola Company which was established in 1892 in US has been serving its customers since
then and gradually has become one of the top market players (Coca Cola Company, 2018a).
The company is busy in manufacturing of different type of beverages and its most famous
beverage is coca cola drink. Coca Cola is a carbonated soft drink, which was first introduced by
the company in 1886 and since then it has many variations in its packaging; however there is no
change in its taste. The company has launched coca cola drink with some variants all over the
world like Coca Cola Zero Sugar, Caffeine free Coca Cola, etc.
The market performance of Coca Cola has taken a handsome lead every year. Coca Cola drink is
in command in the market when it comes to non alcoholic drinks; however it has strong
competition with Pepsi drink which the product is of PepsiCo Company (Coca Cola Company,
2018c). Current study has been conducted to talk about the marketing issues that are
encountered by Coca Cola Company related to consumer behaviors. The behaviour of consumer
based on the past students has been divided into multiple elements that are group influences,
attitudes, social class, culture, personal buying decision making process and consumer learning
processes, all elements in together design the behaviour of a consumer as per past studies
(Ardito & Messeni, 2019). There are many other factors as well which can frame the
behaviour of the consumer, however in order to make current study more systematic and
influential all probable elements of consumer behaviour are separated in the 6 identified
elements that are listed in above lines.
Marketing Communication Mix
The market communication mix of Coca Cola Company and the drink is discussed in following
lines with respect to various identified elements of consumer behaviour which can be directly or
indirectly get influenced with the same (Jackson & Ahuja, 2016).