MBA404 - Coca-Cola: Consumer Behavior and Marketing Psychology Case

This case study examines consumer behavior and marketing psychology through the lens of Coca-Cola. It explores the needs and wants that drive Coca-Cola purchases, differentiating between the basic need for refreshment and the desire for energy or nausea relief. Internal and external sources of information influencing consumer decisions are considered, along with aspects that satisfy customer wants, such as unique taste, high quality, strong branding, effective advertising, special offers, and celebrity endorsements. The study also outlines various purchase methods, including online and direct purchases, cash payments, and digital platforms. Post-purchase behavior is analyzed, focusing on Coca-Cola's commitment to customer satisfaction and potential insurance provisions. The analysis references several academic articles to support its findings, covering topics like brand communication, corporate social responsibility, the use of Coca-Cola for bowel preparation, the effect of religiosity on boycotts, employee commitment, and subliminal persuasion.