Consumer Behavior Analysis: Coca-Cola Advertisement

This assignment analyzes a Coca-Cola advertisement, focusing on its target market, the specific problem it addresses, and the two most important evaluative criteria used. The advertisement, 'Coca-Cola Small World Machines,' aims to bridge the gap between India and Pakistan by promoting peace and unity. The analysis identifies the target market as all consumers, regardless of demographics, but specifically targeting India and Pakistan. The advertisement highlights the political and religious issues between the two nations. Evaluative criteria include a strong message of equality and unity, and the use of catchy background music. The second part of the assignment involves observing customer behavior in a mobile store, identifying extensive problem-solving decision-making processes. It highlights three key customer behaviors: social factors, product features, and price sensitivity. The assignment concludes with a recommendation for the store to increase customer satisfaction by offering a wider range of brands and price points.

Marketing Consumer Behavior

Table of contents
PART 1............................................................................................................................................2
Q1. Target market........................................................................................................................2
Q2. Specific Problem that this advertisement is trying to show..................................................2
Q3. Evaluation of two most important criteria............................................................................3
Q4. Need recognition or opportunity recognition........................................................................3
PART 2............................................................................................................................................3
Q1. Level of decision making......................................................................................................3
Q2. Three interesting customer behavior.....................................................................................4
Q3. Recommendation...................................................................................................................4
REFERENCES................................................................................................................................5

PART 1
The advertisement of Coca-Cola- The small world machine is taken into the consideration for this
assessment. Evaluation of the ad is as follows:
Q1. Target market
In this ad, Coca-Cola is targeting its all consumers regardless of their demographic
elements. The company considered all individuals from a child to teenager and adults to the
elders. However, the firm has chosen audience according to geographical dimensions i.e. of
Pakistan and India.
Q2. Specific Problem that this advertisement is trying to show
Coca-Cola is trying to reduce the differences between India and Pakistan with the help of
this advertisement. The relation between both the nations is not good and due to this, company is
trying to represent that Coca Cola brought individuals together regardless of their differences. In
the ad, the coke is working as a medium of togetherness. Coca-Cola invented a fully body touch
machine especially for this campaign. In order to use the machine, individuals of both the nations
had to engage with each other by sending the message of happiness and harmony. This campaign
of the firm tried to bring the people of two different nations having poor relations together for
celebrating peace and happiness (Coca-Cola Small World Machines - Bringing India & Pakistan
Together. 2013).
Q3. Evaluation of two most important criteria
Coca Cola has used Point of difference for developing emotional image of its product
among the people (Points of Parity versus Points of Differentiation. 2019). The two most
important criteria which are used by the firm in point of difference are as follows:
Strong Message: The message which is conveyed by the company for developing customer
loyalty is most effective and portrayed in a very simple manner. The ad considers both the
countries as one where all the races are equal for promoting peace and happiness. This strategy
of Coca-Cola has been used at right time as India and Pakistan are facing political, religious and
many other issues from a very long time. The commercial has tried to represent positivity
between both the countries.
Background Music: The song which is sung for this advertisement posse catchy tone which
connects viewers. Along with this, mixing of the music with the visuals gives special effect to

the commercial. This song also conveys the message of happiness, harmony, unity and
togetherness.
Q4. Need recognition or opportunity recognition
The advertisement of Coca-Cola is need recognition because both the nations are facing
certain type of political, religious, etc issues which are creating differences among the
individuals. By considering the current scenario, the company has tried to grab the opportunity of
increasing its market share and customer loyalty by developing emotional connections. The ad
develops spirit of patriotism among the people and evokes the sense of sharing love, fun and
happiness (Rane, 2018).
PART 2
I spent time at the mobile store for observing behavior of the customers. Evaluation of the
customer buying behavior is as follows:
Q1. Level of decision making
From my observation, I identified that the decision making type of customers visiting the
mobile store was extensive problem solving. The buyers were highly involved in their
purchasing for whether to buy or not the mobile phones. The individuals were conscious about
the quality, efficiency, technology, performance, camera quality, etc of the mobile phones (Hsu
and Lin, 2016).
Q2. Three interesting customer behavior
The major three customer buying behaviors I observed are:
Social Factors: Most of the buyers were demanding the mobile phones which their family
members or friends have suggested. Lack of availability of certain demanded phones were
making visitors to leave the store (Marriott, Williams and Dwivedi, 2017).
Product Features: I observed that buyers are more conscious about the various features of the
phone. Major features asked by the people includes storage, camera quality, color, design and
looks latest technology like finger print, etc.
Price: The first thing asked by the customers while buying phones is their price. People visited
stores by having price criteria and like to purchase product within that only. Individuals are

sensitive towards the price and also evaluate each and everything of mobile phone before paying.
However, I also observed some customers who bought phone higher than their decided price due
to the quality and brand name (Pantano and Priporas, 2016).
Q3. Recommendation
I observed that store had mobile phones of only popular brands at higher price like
Samsung, Apple, One Plus, LG, Sony, Google, etc. Due to this, customers demanding phones at
lower price of brands like Honor, Xiaomi, etc were dissatisfied due to unavailability. With
respect to this, store should include other brands as well which are offering various features in
affordable price to the customers. This inclusion in the store will increase the satisfaction and
customer experience.

REFERENCES
Coca-Cola Small World Machines - Bringing India & Pakistan Together. 2013. [Online].
Available Through: < https://www.youtube.com/watch?v=ts_4vOUDImE >. [Accessed
on: 19th March 2019]
Hsu, C.L. and Lin, J.C.C., 2016. Effect of perceived value and social influences on mobile app
stickiness and in-app purchase intention. Technological Forecasting and Social
Change, 108, pp.42-53.
Marriott, H.R., Williams, M.D. and Dwivedi, Y.K., 2017. What do we know about consumer m-
shopping behaviour?. International Journal of Retail & Distribution Management, 45(6),
pp.568-586.
Pantano, E. and Priporas, C.V., 2016. The effect of mobile retailing on consumers' purchasing
experiences: A dynamic perspective. Computers in Human Behavior, 61, pp.548-555.
Points of Parity versus Points of Differentiation. 2019. [PDF]. Available Through:
<http://branduniq.com/2011/points-of-parity-versus-points-of-differentiation/>.
[Accessed on: 19th March 2019]
Rane, S., 2018. ANALYTICAL STUDY ON CONSUMER SATISFACTION TOWARDS
COCA COLA. Reflections-Journal of Management, 1(1).