Consumer Decision Making Process: Coca Cola Classic Analysis Project

This document presents an analysis of consumer behavior related to the purchase of Coca-Cola Classic, focusing on the factors that drive consumer needs and wants. It explores internal and external sources of information, and examines the attributes of the product that satisfy these needs. The analysis also covers various purchase methods, both offline and online, and delves into post-purchase behavior and customer satisfaction. The document uses the consumer decision-making process to provide a comprehensive understanding of the subject, making it a valuable resource for marketing students and professionals. The document also briefly touches upon packaging and marketing strategies.

Speaker Notes
Introduction
It is an assumption of the marketers that by understanding the reasons that motivates the
consumers in making purchase of a specific product and services, they will be able in the
determination of the product will be needed in the marketplace. The below executed analysis is
focused on Coca Cola Amatil, is the third largest FMCG in Australia. As per the given scenario
the selected product is Coca Cola Classic Non-Alcoholic drink, the product is the most selling
product of the business corporation.
Need and want that led to the purchase of FMCG product
There are a lot of factors that influence and develop a need and want for a product or services
and these factors defines the consumer behavior:
There are varied range of drinks available in the market such as aerated drinks juice and fruit
drinks. Now days these drinks have become a significant part of life of all individuals. For
instance, every-one must be aware of the mentioned words:
 Taste the thunder
 Do the dew
Today soft drinks not only reduce the thirst but are also considered as one of the significant
element of fashion and style statement. Some more examples can be presented for demonstrating
the needs and wants that will lead to the purchase of Coca Cola Classic.. After watching the TV
ads that are endorsed by celebrities, individuals generate a sense or need of achievement. This

need of achievement is the root cause in the generation of need and want that will lead in
purchase of the product. Moreover, these needs can also be counted under the third level in the
Maslow’s Hierarchy of needs that is Social needs.
Internal and external sources of information
Data of the customers and other significant aspects of a business is one of the most empirical and
precious asset that a business entity have. Collecting this data is a crucial and complex process
and maintaining the same is more difficult. Majorly there are two sources through which the data
is collected and that is internal and external sources of data. As per the present scenario Coca
Cola Amatil can collect the data or information by making use of the below mentioned sources:
Attributes of FMCG product that satisfy needs and wants
The following presented are the alternatives to the attributes of Coca Cola classic:
 The product is packaged in glass or bottle made of plastic, for developing alternatives the
business entity can start using bio-degradable and recyclable products for packaging.
Available purchase method
The purchase methods can be bifurcated majorly in two segments that are offline and online and
the same are presented as follows:
Offline purchase methods
 Petty cash:- For small amount of purchases this method of purchase can be used . For
instance this method can be used by the Coca Cola retailers and store keepers.

 Purchase orders:- Under this method an agreement between the purchase and supplier is
signed, which comprise of all the terms and conditions associated with the product.
 Purchase cards:- P-cards that are the purchase cards work well for medium sized
purchases. This method is similar to credit card purchase method.
Online method
Under this purchase method, the customers can directly place orders through the online
applications of various vendors and restaurant owners.
Post purchase behavior and satisfaction
The above pasted is the graphical presentation of post purchase behavior of a customer for Coca
Cola Classic and the same is explained.
After purchasing the product, that is Coca Cola the consumer might experience disagreement
about the purchase
The marketing team should supply beliefs and evaluation for reinforcing the customers choice
and help them in feeling good.