Role of Consumer Behaviour in Purchasing Goods and Services

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,