Marketing Consumer Behavior

Running head: MARKETING CONSUMER BEHAVIOR: 1
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Marketing consumer behavior: 2
Coca Cola Company produces products of high quality. For the company, quality is not just a
measure and what the products taste but is what the customer see (Coca-Cola Australia, 2019).
Quality is the major issue that in every procedure during the whole process of making beverages,
food and the material from which the products will be packed. This characteristic makes the
clients/customer to be attracted by the goods and products that are produced by the company.
Coca-Cola company uses three pricing strategy to influence the demand in the market.
These pricing policies are namely; market price, skimming and market penetration. These pricing
strategies offer a variety of prices to the customer at the market. For instance, market skimming
is a pricing policy where Coca-Cola set the price high when the item is novel at the market and
the consumers are not certain about the product quality. The aim of this strategy is for the coca
cola to get maximum revenue before the customer gets used to the products, for example, Coca-
Cola no sugar brand. The company also uses market price where the company sells its products
at the same price as its competitors. This is done for a product to continue thriving in the market.
Finally, the company uses a penetration pricing strategy. This strategy prices the product brand at
a low price because it is new but as the time elapses the company starts to increase the price. In
the beginning, the company gets very little profit. This is mainly done for the product to thrive in
the new market.
Pricing variables. In order for the company to increase the demand in the company, the
company gives variable pricing to customers such as discount percentages and advertising their
products through their social media platforms and other traditional channels of communication
such as newspaper and television, for example, taste the feeling of Coca-Cola. This process of
discounting and advertisement enable the customers to purchase more of the company’s product
hence increasing the demand in the market.
Analyze the impact and importance of the following;
a) Promotional method
Promotion of products in the market enhances the buying behavior of the products. When the
promotion method is used together with advertisement and personal selling the product brand
stands a chance of breaking through the market. Coca Cola Company uses sponsorship as a
method of promoting and because of the quality of its products it has been used by sport and
music industry in the world. In the process of promoting this industry, the company is most
likely to attract customers from the intended market location.
b) Channel of distribution
Channels of distribution refer to the process of making goods available to the target
consumers. Before distributing the products the company must assess the demand of the product
in a specific demographic location or else it will sell nothing. Coca-Cola uses wholesalers and
retailers as intermediaries to make their products available to the market. Also, the company
takes part in supplying their product to the target market. This process makes the company
products available to the right consumer.