A Detailed Report on Coca-Cola's Customer Behavior and Marketing

This report provides a comprehensive analysis of Coca-Cola's customer behavior, focusing on the consumer decision-making journey. It explores the five stages of this process: problem recognition, information search, evaluation of alternatives, purchase, and post-purchase satisfaction or dissatisfaction, specifically within the context of Coca-Cola products. The report examines the importance of mapping the path to purchase and understanding consumer decision-making processes, differentiating between B2B and B2C marketing approaches. It delves into how marketers influence each stage of the decision-making process, including need identification, product selection, and product evaluation. The report emphasizes the significance of marketing in enhancing profitability by understanding and catering to customer needs, including strategies to build brand loyalty and manage customer expectations. The report concludes with an overview of how marketers respond to the decision-making process, and the tools and channels used to develop customer perception and retain consumers. This report provides insights into effective marketing practices in the beverage industry, with a focus on building customer relationships and driving sales.

Customers Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Analysis the stages of the consumer decision making journey Coca Cola product and
services........................................................................................................................................1
P2 Important for marketer to map a path to purchase and understand consumer decision
making process............................................................................................................................3
M1 How marketer are responding to the decision making process............................................4
TASK 2............................................................................................................................................4
Covered in PPT...........................................................................................................................4
TASK 3............................................................................................................................................4
P5 How marketer can influence the different stages of the decision making process................4
M3 How marketer influence each stages of the decision-making process ................................6
CONCLUSION................................................................................................................................6
REFERENCES...............................................................................................................................7

INTRODUCTION
Customs behaviour is an effective study of individuals as well as organization activities
which helps in taking final decision of goods and services. It is based on consumer emotional
and behavioural that define the way in which the individual make a decision about what they
need and what buy the products of the company. It is more difficult to understand the customers
behaviour so that company undertake various research to identify their needs and wants about the
products and service (Simon, 2013). It helps to the company to identify various opportunities that
are not met before. It is totally related to the purchasing behaviour of the customers that define
pre purchase activities to post purchase consumption. It also evaluate the disposal activities of
the customers which affect on purchasing behaviour of the consumers. Present report is based on
Coca Cola company, which is an American multinational beverage company. It deliver cold
drinks to their customers in order to achieve their satisfaction. In this report various stages of
consumer decision making journey of the products and services in mentioned. It also discussed
about understanding consumer decision making process. Along with this various key differences
of the decision making process is also discussed in this project. Different approaches of market
research in also define in B2B and B2C context of Coca Cola.
TASK 1
P1 Analysis the stages of the consumer decision making journey Coca Cola product and services
Customers are one of the important person for the company because they increase overall
profitability by buying their goods and services in effective manner. For this their decision
making about the products is also important because which helps in defining the effective way to
improve the goodwill at market place. It is an effective process in which the customers identified
their needs and wants and also gather all the relevant information about products and services.
After they they select the alternatives as well as evaluating then take final decision about the
purchasing process. This process define the psychological and economical factors which higher
influence by the environmental factors (Amin, Isa and Fontaine, 2013). This define various
elements such as group, culture and social values which affect the decision making process of the
customers. Effective decision making process is a best method which is used by the marketer in
order to determining the customers decision making process of journey from starting to finish. It
helps to the company to improve their profitability level at market place. For this there are five
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stages of decision making process of consumers which help in reaching at the last stage of the
purchase within the Coca Cola. All these steps are as follows:
Problem Recognition: It first and most important step in decision making process of the
customers. It define that without recognition of need, purchase can not take place and also
customers also not able to take any kind of decision about the products and services. So that it
play important role that define the actual needs of the consumers (Jaakkola and Alexander,
2014). For buying any products and services, customers always feel that they miss something so
that it is important for the customers to recognition of their needs ad demand about the company
products so that company easily produce quality services according to the customers demand.
Information search: After recognition of the needs, it is also important stage in which the
customers search information. Because, in today's environment changes are continually changed
in the market. In present time taste of the customers are also changed according to the fashion. In
this stage the customers think about risk management which helps in taking effective decision.
This step of searching is totally based on trainers in the market.
Evaluation of alternatives: This process starts with the questions which is asked by the customer
because they evaluate the right products and also find the alternatives. They analysis that the
products is right for me?. If a customers easily determine that what kind of products and services
are satisfy their wants and needs then they define the price and quality of the products and also
compare the product price. After that they select the effective products which totally satisfy their
need and demand.
Purchase: In this stage the customers decide that what kind of products they buy on the basis of
gathering information. For this they also evaluate their desire (Metehan and Zengin, 2011). In
this stage of decision making process customers measure all the facts and evaluate the logical
conclusion which helps in purchasing the quality product in appropriate manner.
Post purchase satisfaction or dissatisfaction: In this stage the customers compare their recent
products with their previous expectation and define the satisfaction and dissatisfaction. It is
difficult stage for retain the customers in the market. Basically it is a review stage for the
business organization and also for the customers because it evaluate that did the products and
deliver effectively on the basis marketing?, also also determine that the products match from
previous expectation or not?. If the customers satisfied with the products and services than they
define their brand loyalty and also distribute the positive feedback to the Coca Cola so that they
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maintain their positive image at market place. For attain positive success it is important for the
company to make careful and make positive post purchase communication which helps in
engaging their target customers in effective manner (Miao and Mattila, 2013).
All these are more effective stages of customers decision making process in order to take
effective action toward the products and services of Coca Cola products in appropriate manner.
P2 Important for marketer to map a path to purchase and understand consumer decision making
process
Marketing is an effective process for the company to improve their profitability level. But
some time is also focus on the customers behaviour in order to quality products to their
customers. In this context the future of marketing starts with evaluation the difference between
path to purchase ans customers journey. It helps in understanding the customers decision making
about the products and services of the Coca Cola.
Path to purchase:
It is an effective process which is related to the channels which is used by the company as
well as customers to convert into purchase process. It define the channel of purchasing that
include various elements such as search engines, loyalty programs, social network, review
channels, brand website and many more which help customers in purchasing process. In this the
google is recently add in channels which define best opportunities to the marketer to maintain the
better relationship with the customers and retain them in the market. On of the best advantage of
path to purchase is to generate more profitability from the customers by delivering quality
products in effective manner (Evanschitzky and et. al., 2012). Mapping out the effective path for
the customers in more important for the marketer to sale their products as well as loyalty in order
to gain the effective outcomes. Basically it define in various phases such as pre purchase,
purchase, pick up and post purchase which helps in customers purchasing process of the
particular products and services.
Consumer decision making process:
It s related to the customers journey which define customers experience about the
purchasing activity of products and services of the company. It helps in increasing the action of
the service users to take better decision regarding the product purchase. In this the marketer also
play important role which notice their all efforts and also track their style as well as patterns
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while customers journey which helps in improving the overall purchasing activity of the
consumers in effective manner.
It is more important for the marketer to define effective channels for distribution in order
to provide quality products to the target customers of the company. Marketer of Coca Cola also
use best channels in which they identify the customers demand and provide them effective
services to that they easily satisfy their needs in appropriate manner. They also analysis the
decision making process of the consumer to evaluate the current demands in which they make
effective quality products and provide them effectively (Keinänen and Kuivalainen, 2015). For
this they use appropriate tools that helps in developing the customers perception toward the
product of the company. Marketer have best ability to retain the consumers by developing their
interest about the products of the company so that they come back again and again and use their
services in systematic manner.
M1 How marketer are responding to the decision making process
Marketer play important role in decision making process of the consumers because they
define effective products and services to the customers in order to satisfy their needs and demand
in appropriate manner. For this they undertake various researches to identify the customers
expectation about the goods and also make effective and quality products. In this behaviour
process are defined in above mentioned which helps in identifying the actual problems which is
faced by the customers at the time of taking decision about the purchasing. Marketer tries so
solve their problems effective by providing quality products. They also search the information
about the consumers that how they produce best to their target customers in order to provide
better services in order to get their higher satisfaction.
TASK 2
Covered in PPT
TASK 3
P5 How marketer can influence the different stages of the decision making process
Introduction
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Decision making process is known as the stage under which business or individual take
decision related with final purchase of a product. Before make a final decision of purchase an
individual evaluate various factors (Brocato, Voorhees and Baker, 2012).
Buying process:
Customers of B2B and B2C go through by various buying process :
 Need identification: This is the first stage include in the buying process. Under this B2B
customers identify their needs on traditional level. Need of purchase a product is largely
related with the final goal of company and its production process. Goal of company can
be the increase productivity to better achieve business objectives, respond effectively to
the needs of customers achieve efficiency in various business operations and many more.
On the other hand needs of B2C customers get influenced by marketing or promotional activities
of company.
 Product selection: Customers of B2C go through a lengthy process before they choose the
final good to buy. Typically large number of people involved in this process which first
assess what a product can do for for company or what benefits a product will offer to
company and than they make a final decision to purchase a product. Only those products
are choose by firm which pass the minimum criteria of selection.
On the other hand B2C customers are more flexible and under this only one individual take the
final decision of purchase and rarely follow a plan.
 Product evaluation: As in the case of product selection, B2B buyers go through with a
lengthy process of product evaluation and compare it with many other products. These
customers first conduct research on suppliers and assess their reputation in market (Svari,
and et. Al., 2011).
B2C customers get satisfy if a brand has a positive image in market. They do evaluation with
various comparisons exist in market. These get influenced by the peer pressure,
recommendations and online reviews of other customers.
 Buying decision: B2B buyers take final decision of purchase after go through a lengthy
process and often involving number of people and check the qualities of product against
set criteria. This process sometimes take few months to complete.
B2C customers take final decision of buying instantly and does not involve large number of
others individuals in purchase decision.
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 Post evaluation process: Support after the purchase decision play an essential role in case
of B2B customers (Jani and Han, 2011). Sales agreements consists information about the
maintenance and support services.
In case of B2B customers what happen after the purchase of product does not matter a lot. In
large number of cases audiences don't even come with the contact with seller.
Conclusion
It can be summarised that final decision of purchase of individuals and organisations get
affected by various factors. B2B is a lengthy process while B2C is short and less complex
process.
M3 How marketer influence each stages of the decision-making process
Every stages of decision making process is more effective which contribute in taking best
action toward the products and services in order to satisfy their needs in effective manner. In this
the marketer play important role which provide quality services to their target customers and get
their positive feedback. For this they undertake various researches to identify their actual needs
and demand (Mazaheri, Richard and Laroche, 2011). With the helps of this they produce their
products and services accordingly which will influence their profitability level and also enhance
the goodwill of the company at market place.
CONCLUSION
From the above mentioned report, it can be concluded that analysing the customers
behaviour is more important for the company to achieve higher profitability. For this customers
take better decision about the products and services and set their final products that who buy for
their satisfaction. In this the marketer also define the path to purchase as well as channels of
distribution to provide and produce quality services to their customers according to their demand.
Along with this B2B and B2C is also important which determine the effectiveness in he
organization and also helps in determining the profitability level at market place. Various
research and methods is also used by the company to identify the decision making process of the
customers towards the products and services in appropriate manner.
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