Analysis of Consumer Behavior Towards Coca-Cola: Survey Report

This report presents an analysis of a consumer behavior survey conducted on Coca-Cola, exploring various aspects of consumer attitudes and purchasing decisions. The survey, administered to 16 participants, investigates factors such as brand perception, quality assessment, value for money, motivations for consumption, and potential for product replacement. Findings reveal that while Coca-Cola enjoys a positive brand image and is easily accessible, concerns about its health impacts and the desire for healthier alternatives are also prevalent. The analysis highlights the importance of taste, refreshing qualities, and easy availability as key drivers of Coca-Cola consumption, while also acknowledging the influence of health considerations on consumer choices. The report concludes by emphasizing the need for Coca-Cola to address health concerns and consider offering healthier alternatives to maintain and grow its consumer base.

Running head: CONSUMER BEHAVIOR
Consumer Behavior
September 12
2018
Coca-Cola

CONSUMER BEHAVIOR 1
Table of Contents
Introduction................................................................................................................................2
Overview of Coca-Cola..........................................................................................................2
Survey Purpose.......................................................................................................................2
Development of Survey Instrument.......................................................................................2
Survey Sample (Administration process)...............................................................................2
Data Analysis and Findings...................................................................................................3
Question 1..........................................................................................................................3
Question 2..........................................................................................................................3
Question 3..........................................................................................................................3
Question 4..........................................................................................................................4
Question 5..........................................................................................................................4
Question 6..........................................................................................................................4
Question 7..........................................................................................................................4
Question 8..........................................................................................................................5
Question 9..........................................................................................................................5
Question 10........................................................................................................................6
Conclusion..................................................................................................................................6
References..................................................................................................................................7
Appendix....................................................................................................................................8
Appendix 1.............................................................................................................................8
Appendix 2.............................................................................................................................9
Appendix 3...........................................................................................................................10
Appendix 4...........................................................................................................................11
Appendix 5...........................................................................................................................11
Appendix 6...........................................................................................................................12
Appendix 7...........................................................................................................................13
Appendix 8...........................................................................................................................14
Appendix 9...........................................................................................................................15
Appendix 10.........................................................................................................................16

CONSUMER BEHAVIOR 2
Introduction
Conducting survey is very important to get the actual feedback of the customers and public
since it helps in understanding the demand, perception, attitude, and requirement for the
particular product (Phillips, Phillips and Aaron, 2013). In this paper, the survey will be
conducted for analyzing the customer behavior towards Cola-Cola.
Overview of Coca-Cola
Coca-Cola is a soft drink produced by the Coca-Cola Company. It was initially planned as a
patent medicine, but in the 19th century, John Pemberton invented it as a soft drink company.
However, the company due to the marketing tactics of Asa Griggs Cabdler gained the leading
position in the 20th century.
Survey Purpose
The purpose of the Survey is to analyze how driving forces of attitudes, group, and individual
differences, perception, lifestyle, and family, and culture that affect the behavior of the
customers and accordingly purchasing decision of the customers.
Development of Survey Instrument
The survey has been conducted with the help of the survey monkey application. The survey is
comprised of 10 questions to known the consumer behaviour for the product Coca-Cola. The
questionnaire involves multiple-choice questions and open ended questions.

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Survey Sample (Administration process)
The Survey is comprised of 16 participants, among which 9 participants are females and 7 are
male, who have effectively provided their perception and feedback regarding Coca-Cola
product. All these participants are professionals, who presently working for a multi-national
organization.
Data Analysis and Findings
Question 1
According to the survey, it has been identified that out of 16 participants, five participants
have presented their very positive reaction towards Coca-Cola and five participants have
provided their neutral reaction for Coca-Cola. Moreover, from the total number of
participants, 2 participants have a negative reaction towards Coca-Cola, which reflects that
they may not like the taste of the product or quality. It could be said that out of 16
participants, only 5 participants are the loyal customers of Coca-Cola and they do not prefer
any other brand of soft drink over it (Refer to Appendix 1).
Question 2
The participants according to the criteria of very high quality, high quality, neither high nor
low quality, low quality, and very low quality have rated the Coca-Cola product. It has been
analyzed that there is very less number of people who think the quality of the product is low.
On the other side, 50% of people say that Coca-Cola is of high quality and make them feel
refreshing (Refer to Appendix 2).
Question 3
As per the review, it has been identified that around 43.75% participants reacted for the value
for money provided by Coca-Cola is above average (Refer to Appendix 3). Coca-Cola offer
products in the different price range, which helps it in targeting all type of income-based

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customers (Bhasin, 2017). Due to this strategy of the company, it is successfully increasing
its percentage of revenue yearly (Statista, 2018). On the other side, the survey has reflected
that there is very less number of people who think that the company offers below the average
value for money.
Question 4
The survey has analyzed that around 44.44% of participants want to replace their soft drink
i.e. Coca-Cola with Fresh fruit juices/ Energy drinks. Because they are familiar with the side
effects of these type of soft beverages (Refer to Appendix 4).
According to the research, there are approx. 10 teaspoons of added sugar in just one Cola can.
As per the recommendation of the World Health Organization, people should not take more
than 6 teaspoons of sugar every day. This reflects that consumption of one serving of Coca-
Cola per day can take us above these guidelines (Whiteman, 2015).
Question 5
The survey tried to analyze the reason behind, why people consume Coca-Cola as a daily
beverage and from the analysis, it has been evaluated that most of the people love its taste as
compared to other soft drinks present in the market. Very less number of people responded
that they are attracted towards its quality (Refer to Appendix 5).
Question 6
The feedback regarding the aspects that need to be improved in Coca-Cola is quality because
it negatively affects the health of the consumer (Refer to Appendix 6).
As per the Harvard School of Public Health, individuals who consume 1-2 cans of soft every
day, have 26% chances to come into contact with type 2 diabetes. As per the report of

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Medical News Today, around 184,000 worldwide people die due to the consumption of soft
drink (Whiteman, 2015).
Question 7
According to the survey, it has been analyzed that strongly people relate the brand image of
Coca-Cola. There is very less number of people who have provided the neutral response
(Refer to Appendix 7). Coca-Cola has very effectively placed itself in the competitive
market. The time people think about this product, memories overflow in their mind (Coca-
Cola Branding, 2016). This is not just due to the taste and refreshing feeling it provides, but it
also brings all the memories of the Coca-Cola such as the antics of a polar bear of Coke,
Always Coca-Cola, and every type of advertisement that has signified Coca-Cola over the
years (Juni, 2011).
Question 8
The Coca-Cola is an easily available and affordable product that could be purchased from any
general store, convenience store, and supermarket. People purchase Coca-Cola for the
celebration, energy, refreshment, and sharing, however, it is unhealthy for the health. The
survey conducted on the Coca-Cola reflected that around 35.29% have voted for its
refreshing taste, and the same percentage of people have said that it is unhealthy (Refer to
Appendix 8). 35.29% of people who voted for its unhealthy side are right at their place
because the high acidic nature of Coca-Cola causes tooth enamel and cavities (The Soul,
2018).
Question 9
Soft drinks are said to be the main contributor to health situations like type 2 diabetes, tooth
decay, and obesity. As per the Control and Prevention (CDC) Disease Center, approx. half of
the population of US consume soft drinks every day. The highest consumption of these drinks

CONSUMER BEHAVIOR 6
is among young adults and teenagers (Whiteman, 2015). It has been also proved by the
survey, which asked the participants about the consumers of Coca-Cola in their family and it
has been analyzed that adults and kids are the maximum consumers of soft drink. Around
35.29% responded that kids are the consumer of Coca-Cola and 52.95% responded for adults
(Refer to Appendix 9).
Question 10
As per the survey, the biggest motivation of purchasing or buying Coca-Cola is easy
availability. Approx. 58.82% of participants responded that Coca-Cola is one of the easily
available products that could be purchased from any retail store, supermarket, and
convenience store (Refer to Appendix 10). This is because of the distribution strategy and
channel of Coca-Cola, which has supported it in successfully operating in 200 countries
worldwide (MBA Skool, 2018). The company possesses different wholesalers and
distributors in a different country it operates and through them, it transfers its products to the
retailers.
Conclusion
From the above analysis, it could be said that Coca-Cola possesses the widest channel of
distribution, which support it in delivering products to every corner of the world. The survey
has supported in analyzing the consumer behavior towards Coca-Cola, and it reflects that
most of the customers purchase these products due to its taste and refreshing nature.
However, the survey also talks about the unhealthy nature and side effects of consuming
Coca-Cola every day and due to its quality around 44.44% of people want to replace Coca-
Cola with fruit juices and energy drinks.

CONSUMER BEHAVIOR 7
References
Bhasin, H. (2017) Marketing mix of Coca-Cola – Coca cola marketing mix [online].
Available from https://www.marketing91.com/marketing-mix-coca-cola/ [accessed 12
September 2018]
Coca-Cola Branding (2016) Brand meaning – Imagery and Performance [online]. Available
from https://cocacolabranding.wordpress.com/2016/09/02/brand-meaning-imagery-and-
performance/ [accessed 12 September 2018]
Juni, A.P. (2011) Coca-Cola Strategy: The brand image. International Journal of Competitive
Intelligence, Strategic, Scientific and Technology Watch Sciwatch Journal. 4(1), 1-3.
MBA Skool (2018) Coca Cola Marketing Mix [online]. Available from
https://www.mbaskool.com/marketing-mix/products/16786-coca-cola.html [accessed 12
September 2018]
Phillips, P.P., Phillips, J.J., and Aaron, B. (2013) Survey Basics 1st ed. U.S: American Society
for Training and Development.
Statista (2018) Coca-Cola's brand value from 2006 to 2018 (in billion U.S. dollars) [online].
Available from https://www.statista.com/statistics/326065/coca-cola-brand-value/ [accessed
12 September 2018]
The Soul (2018) 8 Results of Drinking Coke Daily [online]. Available from
https://brightside.me/inspiration-health/8-effects-of-drinking-coca-cola-every-day-389410/
[accessed 12 September 2018]

CONSUMER BEHAVIOR 8
Whiteman, H. (2015) How Coca-Cola affects your body when you drink it [online]. Available
from https://www.medicalnewstoday.com/articles/297600.php [accessed 12 September 2018]
Appendix
Appendix 1

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Appendix 2

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Appendix 3

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Appendix 4

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Appendix 5

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Appendix 6
Appendix 7

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Appendix 8

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Appendix 9

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Appendix 10