Role of Consumer Behaviour in Purchasing Goods and Services

This study addresses the role of consumer behaviour in purchasing goods and services, with a focus on the Coca-Cola beverage. It discusses consumer perception, buying behaviour concepts, and factors affecting consumer behaviour. The study also explores the EKB theory and Maslow's needs theory in relation to consumer behaviour. Strategic recommendations for Coca-Cola's pricing, promotion, product, and place strategies are provided.

Running Head: MANAGEMENT
MANAGEMENT

MANAGEMENT 2
Executive Summary
The main purpose of this study is to address the role of consumer behaviour in purchasing
any goods and services. Further, the consumer attitude and perception towards a particular
brand could lead to making a favourable decision. Therefore, it can be evaluated that the
primary motive of the company is to engage the consumer towards goods and services. The
good that has been selected for this assignment is Coca-Cola beverage and the report will
demonstrate the evaluation of consumer’s perception behind any purchase. This report also
discusses the different concepts of consumers buying behaviour. It also demonstrates mainly
two approaches of the consumer behaviour Maslow need theory and EKB that is practised for
evaluating the needs of consumers and support to make a positive image between consumers
and organization. Moreover, it discusses factors that might consider as factors affecting
consumer buying behaviour such as external and internal factors. In this, the external factor
may entail two social and cultural factors while the internet factor could consider personal
and psychological factors.

MANAGEMENT 3
Table of Contents
FMCG Product Overview..........................................................................................................3
Critical Analysis.........................................................................................................................3
Consumer behaviour concepts................................................................................................3
Factor affecting the consumer behaviour...............................................................................5
Theories related to the consumer behaviour...........................................................................6
Strategic Recommendations that are logical and feasible..........................................................7
Price strategy..........................................................................................................................8
Promotion strategy..................................................................................................................8
Product strategy......................................................................................................................8
Place strategy..........................................................................................................................9
Reference..................................................................................................................................10

MANAGEMENT 4
FMCG Product Overview
Coca-Cola is famous for offering many services related to beverage for products and services.
It offers many services to their consumers and retains them for the long term. Moreover,
Coca-Cola is famous organization than other organization. In addition, it is evaluated that
Coca-Cola could use marketing tactics for attracting consumers and leads to retaining their
consumers. Apart from this, it is stated that Coca-Cola could concentrate in marketing
approach for developing a positive image of organization in the market. Moreover, it is
evaluated that organization could use digital marketing strategies and make their different
image in the marketplace. This organization could use CSR activity and attract consumers by
making the relationship with society and leads as it could be effective for getting a reliable
outcome. In addition, it is examined that Coca Cola has a deal with different bottles and then
offer their goods and services. Furthermore, it is evaluated that Coca Cola organization could
also focus on soda fountains of major cafeterias and distributors of food service. In addition,
it is examined that Cola-Cola organization has offered many products and services related to
the Coca-Cola Zero Sugar, Coca-Cola Cherry, Diet Coke, Caffeine-Free Coca-Cola, and
Coca-Cola Vanilla, and Diet Coke Caffeine-Free. In addition, it is examined that Coca-Cola
has made its third largest brand at the global level. It could also make a different image in the
marketplace. Moreover, it is evaluated that Coke goods were delivered in more than 200
countries at the world level that is a big achievement for the organization. Coca-Cola was
ranked as 87 in 2018.
Critical Analysis
Consumer behaviour concepts
Solomon et al. (2014) stated that the consumer's behaviour could be determined as the
forecast of his acts while acquiring, evaluating, implying, and disposing products and
services. In addition, it is examined that behaviour is an obstacle act of human life. Moreover,

MANAGEMENT 5
behaviour is the reaction of the organism, which is conceptualized by an observer in a
systematic way. In addition, it is examined that the behaviour of consumers could be affected
by certain elements like attitudes, emotions, impulses, and wishes. The behaviour of the
consumer is influenced by the perception of consumers. Moreover, the behaviour of
consumers especially comprises of different of three acts like acquiring, consuming and
positioning of goods and service.
In support of this, Solomon et al. (2017) illustrated that before acquiring any products and
services an individual could gain their understanding towards features of products and
alternative brands as it could be effective for making a reliable decision. Moreover, the
consumer could also be influenced by the quality of goods and services. It is also stated that
the consumer is identified as the place where and when an individual uses the products and
services. Moreover, it is evaluated that consumer acts could imply certain acts in the business
process to make a suitable decision and leads to get a favourable outcome.
On the other side, Raheem Vishnu and Ahmed (2014) explained that consumer behaviour is
an imperative factor for making successful in any business. Consumer behaviour could be
associated with different factors like sociology, cultural anthropology, psychology,
economics, and different disciplines. Moreover, it is evaluated that consumer behaviour is the
complicated and dynamic procedure of determining the category of products, time to buy any
products, process of products purchasing, place of purchasing, the process of utilization, and
ways to dispose to the needs satisfaction of organization.
Apart from this, Malik and Guptha (2014) stated that consumer behaviour is a procedure of
decision and physical acts groups and company engage in the implying, disposing of products
and services. In addition, it is evaluated that the consumer behaviour has two different aspects
like final consumer buyer behaviour and decision-making procedure. In addition, it is
examined that purchase behaviour could be reliable for us but the decision making procedure

MANAGEMENT 6
entails a number of complicated variables that are not visible to us. In addition, it is examined
that purchase behaviour could end the outcome of the decision making procedure.
Factor affecting the consumer behaviour
Wind Thomas and Sheth (2014) argued that there are certain elements that might consider the
behaviour of consumers like internal and external factors. Moreover, it is also evaluated that
the internal factors mainly entail personal as well as a psychological factor as it might
influence the overall behaviour of consumers towards any particular brand. The external
factors primarily entail two factors like cultural and social factors that could influence the
consumer buying behaviour. It could impact on the overall outcome.
In support of this, Akkucuk and Esmaeili (2016) stated that a purchasing behaviour of the
consumer could influence by diverse factors as it is known as the age, income, lifestyle,
occupation, and personality. Furtheremore, the coca cola will be cappable to meet aim and
obejectives of the organization in least time as could be possible by influencing the
behaviour of the consumer and leads to get a reliable outcome. Apart forms this, it is
evaluated that motivation, beliefs and attitude, perception, and learning could attract a huge
number of consumers and supports to make a favourable decision in the context of consumer
behaviour.
On the other side, Shih Yu and Tseng (2015) illustrated that if an individual motivated
towards particular any products and services then they could be capable to select particular
one product. The motivation could force an employee for making a positive decision towrads
the organization goal. Moreover, it is examined that cultural and social factors are the
external factors that might be influenced by the culture, subculture, and social class of an
individual that might influence their purchasing behaviour towards any particular goods and
services. Moreover, it is stated that family, references, and status of an individual could

MANAGEMENT 7
directly motivate the employee for making a positive decision towards the consumer
purchasing decision.
(Source: Shende, 2014)
Theories related to the consumer behaviour
Shende (2014) stated that organization could imply Engel, Kollet, Blackwell (EKB) theory as
it facilitates to make a reliable decision in the context of current matter. There are certain
sources that might be considered in this theory like a newspaper, online sources, and
television. It could also effective for the attainment of the organizational task. Once an
individual gets data from such sources then they could be capable to increase their
understanding of particular goods and services and facilitates to make a reliable decision. In
addition, it is also evaluated that an individual decision is affected by the external and internal
factors that could directly impact on the purchasing behaviour of consumers.
In support of this, Sharma (2014) illustrated that the EKB Model could mandate to an
organization for giving more value to their inputs for making a positive outcome. As per the
initial phase, the markets might offer enough data towards goods and services and drive to the

MANAGEMENT 8
consumer to buy goods and services of a company. Moreover, it is evaluated that marketers
could also be another imperative factor that might influence the consumer buying behaviour.
In addition, it is examined that lifestyle brand is also an inspiring desire in the consumer to
look and feel a certain method with good even if the product brand is not fundamentally
diverse from the competition.
On the other hand, Juster (2015) illustrated that Abraham Maslow needs a theory to
determining the needs of an individual to make a favourable decision. From the application of
Abraham Maslow needs theory approach, an individual will be capable to meet the needs of
consumers by deeply evaluate their needs and support to make a reliable decision. It is stated
that the needs of consumers could be associated with certain factors like love, esteem, safety,
self-actualization, and physiological factors. Apart from this, the marketers could be capable
to effectively deliver their products in the specified market as well as leads by considering the
Maslow’s theories.
In support of this, Katiyar and Katiyar (2014) stated that a successful marketing campaign
could also facilitate to an individual for bringing awareness of product and services among a
huge number of consumers. In addition, it is stated that the consumers could be motivated by
considering Abraham Maslow need theory as it facilitates to make a favourable decision. It is
stated that this theory could be effective for simply motivating the consumers and support to
make a favourable decision. Moreover, the consumer could be accountable for making a
favourable image with respect to the organizational goal. Further, time and money could also
influence the consumers for making a favourable image in the marketplace.
Strategic Recommendations that are logical and feasible
Lu Chang and Chang (2015) recommended that Coca-cola should imply certain strategies to
operate the business and reach a reliable conclusion. These strategies are known as the Price

MANAGEMENT 9
strategy, Promotion strategy, Product strategy, and Place strategy. It could support to obtain
positive outcome in favour of research outcome.
Price strategy
As per the findings, it is evaluated that the organization should need to comprehend the
importance of price for any particular goods and services (Yin, et al., 2014). The competitive
pricing strategy will be practised by Coca-Cola, as it facilitates to offer their goods and
services at a reasonable cost and retain their existing consumers and attract new consumers.
Effective pricing strategy could also be crucial to making a positive image of products and
services of the company among consumers that could offer an opportunity to the form for
getting higher competitive benefits (Shamout, 2016).
Promotion strategy
The promotion strategy will lead to firm for spreading awareness of products in a particular
market and increase its sale in limited time. Furthermore, Coca-cola should imply the digital
tool for promoting their goods and services and differentiate their products to a competitor
and leads to get a favourable result (Baker, 2014).
There are certain sources that might be considered by the firm named Facebook, YouTube,
and Instagram, and Google as it offers an opportunity to comprehend the needs and interest of
consumers and make amendments as per their needs and desire. It could be effective for
getting a favourable image in the marketplace (Shamout, 2016).
Product strategy
The product strategy could also be imperative in influencing a huge number of customers in
least time and cost. The organization should imply the differentiation strategy that facilitates
to the firm for differentiating their products. This strategy is effective for differentiating
products by features, quality, and taste that could be vital for getting a positive outcome. In
this, an organization should make innovating in their cold drinks and entails some healthy

MANAGEMENT 10
components that could attract the consumers towards particular goods and services (Katiyar
and Katiyar, 2014)
Place strategy
Place strategy is leading to the firm for selecting a particular place where products will be
delivered. From the implication of this strategy, Focal cola should consider the mainly the
urban area of people to products and services. Moreover, it is addressed that place could
strategy could be imperative for increasing sale of an organization. It will offer a great
opportunity for making favourable decision that could be associated with the organizational
aim (Katiyar and Katiyar, 2014)

MANAGEMENT 11
Reference
Akkucuk, U. and Esmaeili, J., 2016. The impact of brands on consumer buying behaviour:
An empirical study on smartphone buyers. International Journal of Research in Business and
Social Science, 5(4), p.1.
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher Education.
Bhatti, K.L. and Latif, S., 2014. The impact of visual merchandising on consumer impulse
buying behaviour. Eurasian Journal of Business and Management, 2(1), pp.24-35.
Juster, F.T., 2015. Anticipations and purchases: An analysis of consumer behaviour.
Princeton University Press.
Katiyar, A. and Katiyar, N., 2014. An empirical study of Indian consumer buying behaviour
of FMCG products (with special reference of bathing soap). International journal of
management and commerce innovations, 2(1), pp.211-217.
Lu, L.C., Chang, H.H. and Chang, A., 2015. Consumer personality and green buying
intention: The mediate role of consumer ethical beliefs. Journal of Business Ethics, 127(1),
pp.205-219.
Malik, G. and Guptha, A., 2014. Impact of celebrity endorsements and brand mascots on
consumer buying behaviour. Journal of Global Marketing, 27(2), pp.128-143.
Raheem, A.R., Vishnu, P. and Ahmed, A.M., 2014. Impact of product packaging on
consumer’s buying behaviour. European journal of scientific research, 122(2), pp.125-134.
Shamout, M.D., 2016. The impact of promotional tools on consumer buying behaviour in the
retail market. International Journal of Business and Social Science, 7(1), pp.75-85.
Sharma, M.K., 2014. The impact on consumer buying behaviour: Cognitive
dissonance. Global Journal of Finance and Management, 6(9), pp.833-840.
Shende, V., 2014. Analysis of research in consumer behaviour of automobile passenger car
customer. International Journal of Scientific and Research Publications, 4(2), p.1.

MANAGEMENT 12
Shih, S.P., Yu, S. and Tseng, H.C., 2015. The Study of Consumers' Buying Behavior and
Consumer Satisfaction in Beverages Industry in Tainan, Taiwan. Journal of Economics,
Business and Management, 3(3), pp.391-394.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
Behaviour: Buying, having and being (Vol. 10). London: Pearson.
Solomon, M.R., White, K., Dahl, D.W., Zaichkowsky, J.L. and Polegato, R., 2017. Consumer
Behaviour: Buying, having and being. Boston, MA, USA:: Pearson.
Wind, Y., Thomas, R.J. and Sheth, J.N., 2014. Organizational buying behaviour. SAGE
Publications.
Yin, K., Wang, S., Liu, Z., Yu, Q. and Zhou, B., 2014, November. Research and development on data
quality assessment management system. In Systems and Informatics (ICSAI), 2014 2nd International
Conference on (pp. 992-997). IEEE.