MBA404 Consumer Behavior: Coca Cola Purchase Decision Analysis

This assignment provides a consumer behavior analysis focusing on the purchase of a Coca-Cola Classic non-alcoholic drink. It delves into the needs and wants driving the purchase, highlighting the influence of advertising and the essential requirement of fluids for the human body. The analysis covers internal and external sources of information used in understanding consumer behavior, including accounting resources, internal experts, government publications, and non-governmental publications. It also addresses attributes of FMCG products that satisfy needs and wants, such as health perceptions and product variations, and explores available purchase methods, both offline and online. Finally, the assignment touches on post-purchase behavior and satisfaction, providing a comprehensive overview of the consumer decision-making process in the context of an FMCG product.

Consumer Behavior

Introduction
• A study designed and executed for analyzing how the
individual, customers, groups and business corporations chose,
buy and disposed the goods and services for gaining satisfying
their wants and demands (Solomon, Dahl, White,
Zaichkowsky and Polegato, 2014).
• This study can also be termed as the set of actions of the
consumers at the market place and the purpose for the actions
made.

Need and want that led to the
purchase of FMCG product
As per the given scenario Coca Cola Classic Non-Alcoholic drink is the
selected product and the further analysis is executed for identifying the
needs and wants that leads the customers in making purchase of the
mentioned product.
As fluid is one of the prime constituent of human body and hence it is an
essential requirement that need to be fulfilled (Hantula and Wells, 2014).
The consumers are trapped in the swirl of the fascinating advertisements.
For instance, the business organization intentionally develops such
fascinating ads that the consumers are attracted towards them and
generates a motivation and need of purchasing the products. The second
example that can be considered is the development of need of
achievement

Internal and External Sources of
Information
Internal data sources: The data collected by utilizing the internal sources
less time, money and efforts consuming as compared to the external
sources. The below are the prime internal sources of information:
• Accounting resources: These are the accounting records and the
account books or systems that are maintained by the business
organizations. Data collected from this resource will be proven
beneficial for the marketing researchers while developing promotional
and marketing budgets (Managementstudyguide 2018).
• Internal experts: The working professional and the head of the
departments can also be considered as one of the significant and
relevant internal source of information. This source will provide a
precise piece of data and that will be proven very much beneficial.
• Miscellaneous reports: Operational reports are tea in source of data
which will provide the data regarding the core working and operations
within the organizational structure of Coca Cola.

External sources of
Information
External sources: Collecting data from external sources is much difficult
as this data is outside the company in a larger environment (Zhang and
Benyoucef, 2016). The below mentioned are the options of external
sources:
• Government publications: These sources provide a rich pool of data
and most of the data is made available free of cost on government
websites and web portals.
• Non-governmental publications: Data extracted other than from the
government websites and publications can be counted under external
sources.

Attributes of FMCG product that satisfy needs and wants
• The first attribute of Coca Cola is based on the perception
of the customers that it is unhealthy. So developing or
transforming the product into a healthy one can be
considered as the alternative for this attribute.
• The second attribute is its texture, the color of Coca Cola
Classic non-alcoholic drink is black (Ozer and
Gultekin, 2015). By introducing the drink in different
colors other than black will be considered as developing as
its alternative.

Available purchase method
Offline purchase methods
• Petty cash
• Purchase orders
• Purchase cards (Sirgy, 2015)
Online Purchase methods
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

References
• Bailey, J.S. and Burch, M.R. (2017) Research methods in applied
behavior analysis. New York: Routledge.
• Hantula, D.A. and Wells, V.K. eds. (2014) Consumer behavior analysis:
(a) rational approach to consumer choice. New York: Routledge.
• Managementstudyguide, (2018) Sources of data, [Online]. Available
from: https://www.managementstudyguide.com/sources_of_data.htm.
[Assessed on 14th August 2018].
• Ozer, L. and Gultekin, B. (2015) Pre-and post-purchase stage in
impulse buying: The role of mood and satisfaction. Journal of retailing
and consumer services, 22, pp.71-76.
• Sirgy, M.J. (2015) The self-concept in relation to product preference
and purchase intention. In Marketing Horizons: A 1980's Perspective
(pp. 350-354). Springer, Cham.
• Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R.
(2014) Consumer behavior: Buying, having, and being (Vol. 10).
London: Pearson.
• Zhang, K.Z. and Benyoucef, M. (2016) Consumer behavior in social
commerce: A literature review. Decision Support Systems, 86, pp.95-
108.