Consumer Behaviour & Marketing Psychology: Coca-Cola Report MBA404

This report provides an overview of Coca-Cola's products and services, examining the marketing and communication strategies employed to reach consumers. It analyzes internal and external factors influencing consumer behavior and explores the use of digital marketing strategies, including social media platforms. The report discusses consumer behavior theories such as the Engel, Kollet, Blackwell (EKB) Model and Maslow's Hierarchy of Needs, highlighting their impact on consumer decision-making. Furthermore, it evaluates the marketing mix strategies, encompassing product, promotion, place, and pricing, as well as marketing communication strategies like public relations, discounts, and advertising. The report also identifies factors affecting consumer decisions, including internal (psychological and personal) and external (cultural and social) influences. Finally, it recommends strategic improvements for Coca-Cola, such as differentiation, pricing, and digital marketing strategies, to enhance their market position and attract more consumers. This document is available on Desklib, a platform offering a range of study tools and resources for students.

Consumer Behaviour
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Executive Summary
The main aim purpose of this report is to examine the overview of products and services of
Coca-Cola. It offers certain products as well as services to their potential consumers.
Cola uses marketing strategies and marketing communication strategies for promoting goods
and services in the least time. In addition, it is examined that the organization could consider
two kinds of factors like internal as well as an external factor as it influences the consumer
behaviour decision making. Consequently, it would lead to obtaining higher competitive
benefits. It can also be illustrated that the organization has also used digital marketing
strategy to consider online sources and influence consumers of goods and services. These
strategies are Facebook, Google, Instagram, and Snapcaht. It also discusses two consumer
behaviour theories that lead to influence the behaviour of consumers. These theories are
named Engel, Kollet, Blackwell (EKB) Model and Maslow need theory. In last, it
recommends many strategies that could be effective for attracting a huge amount of
consumers like differentiation strategies, pricing strategies, and digital marketing strategies. It
would be imperative for making a different image in the marketplace and obtain higher
competitive benefits.

Table of Contents
Introduction................................................................................................................................2
Selected FMCG Product Overview........................................................................................2
Critical Analysis.....................................................................................................................2
Consumer behaviour theories.....................................................................................................2
Engel, Kollet, Blackwell (EKB) Model.................................................................................2
Motivation-Need Theory........................................................................................................3
Marketing mix strategy..............................................................................................................3
Product strategy......................................................................................................................4
Promotion strategy..................................................................................................................4
Place strategy..........................................................................................................................4
Price Strategy..........................................................................................................................4
Marketing communication strategy............................................................................................4
Public Relations......................................................................................................................5
Discounts and Promotions......................................................................................................5
Advertising.............................................................................................................................5
Factor affecting consumer decision...........................................................................................6
Strategic Recommendations.......................................................................................................8
Pricing strategies....................................................................................................................8
Differentiation strategies........................................................................................................8
Marketing mix strategy...........................................................................................................8

Introduction
Selected FMCG Product Overview
In the flavoured soda industry, Coca-Cola brand is famous for their quality. This product is
being consumed at the global level. It has also the third rank with respect to brand awareness
after Apple Inc. and Google. This product has mainly concentrated on certain factors to
influence consumers and make a reliable decision like perception, attitudes, and motivation of
goods and services. Moreover, it is also analysed that consumer behaviour is essential for
operating any business successfully (Aghazadeh, 2015). Coca-Cola has 21% of the market
growth portfolio in 2016 that is increased by 1.5% at the end of 2017. Coca-cola has sold
their more than 100 drinks brand to their specified consumers.
Critical Analysis
Consumer buying behaviour is determined as the perception and though towards purchasing
of any goods and services in order to complete their expected wants and needs. Further, it is
also analysed that consumer buying behaviour could force an individual for purchasing any
goods and services. There are certain theories that could be used by the organization as the
consumer behaviour theories like Engel, Kollet, Blackwell (EKB) Model, and Motivation-
Need Theory as it would be imperative in influencing the consumer’s behaviour tows the
products and services (Agnihotri, et al, 2016).
Consumer behaviour theories
Engel, Kollet, Blackwell (EKB) Model
EKB Model considers many steps that could be used by consumers before making a purchase
decision. Initially, consumer tries to collect information about products and services before
making the purchase decision. In this, the consumer could consider certain sources to collect
information like television, newspapers or online. Subsequently, the consumer could compare
the price of an organization that offers the same product. In the comparison of any products

and services, consumers could consider their experience as well as expectations. After this
process, the consumer could make their own decision for purchasing any goods and services.
It is also analysed that consumer could change their decision on behalf of certain factors like
external as well as an internal factor (Baker and Saren, 2016). It is also analysed that input
could be a most valuable factor that assists to make a reliable decision. Moreover, it is also
evaluated that marketers might offer the appropriate information about products and services
as it would lead to getting a positive result. Coco-Cola is a famous brand that meets the
expectation of their consumers (Baker, 2016).
Motivation-Need Theory
Another is Maslow need theory that is used by the organization to understand factor that
affects the consumer purchasing decision. There are certain factors that could be considered
by the organization to understand the need preference of the consumers like psychological
needs, safety needs, love/belonging, esteem, and self-actualization need (Canniford and
Bajde, 2015). Through this, the organization understands that initially, consumers give the
preference to the clothing, food, and shelter. Subsequently, consumer focuses on these factors
like physical softy, social connection, and self-fulfilment. Thus, it can be said that the
organization could determine whether there products and services are existed to make a
reliable decision in the context of their products and services (Chernev, 2018).
Marketing mix strategy
In the existing period, Coca-Cola has used the marketing mix strategy for promoting their
goods and services among their potential consumers. There are creation factors that may be
considered by an organization like product, process, promotion, and prices strategy
(Homburg, Jozić, and Kuehnl, 2017). These strategies are effective for the accomplishment
of the organizational task in limited time and cost. These factors are discussed as below:

Product strategy
Product strategy is an effective strategy for promoting goods and service among the huge
amount of consumers. It is a thing that will be delivered to their potential consumers.
Through this strategy, the company has determined certain qualities of products and service
like features, variety, services quality, brand name, design, and packaging. It will also assist
to make a reliable decision in the context of the product (Almond and Verba, 2015)
Promotion strategy
Promotional strategy leads to promote goods and services of the organization. Coca-Cola can
use different promotional strategy for endorsing their brands such as sales promotion, social
media, digital marketing, and direct marketing. It leads to obtaining a higher outcome.
Place strategy
A place strategy is an effective tool for delivering their goods and services at the specified
place. This organization has concentrated on the urban area of people to deliver their goods
and services. In addition, it is examined that place could be an important factor that could be
effective for attracting a huge amount of consumers. Coca-cola has concentrated on different
supermarkets to offer their goods and services (Armstrong, et al., 2015)
Price Strategy
Price strategy could also attract a huge amount of consumers by offering their products and
services at a lower cost. Moreover, it is also stated that prices could an amount that consumer
willingness to pay. In this, certain factors could be considered by the organization like price
list, allowance, payment period, credit terms, and discount.
Marketing communication strategy
Marketing is a broad concept that entails product development and study, distribution
procedure, marketing, and communication process. It refers to the specific tools that are

practised to promote the organization in the least time and attract a huge number of
consumers (Ashley and Tuten, 2015)
Public Relations
A public relation is a tool that is practised for making an effective relationship with their
specified consumers as it enables to directly converse message by mass media. In addition, it
is s analysed that television and newspaper could play an imperative role in making a
relationship with their consumers in a specified time and cost.
Discounts and Promotions
Discount and promotion as it could be another factor that aid to communicate with others and
get a reliable outcome. Sales promotion assists the organization to offer their products and
services to their potential consumers. It might consider certain elements like percent-off
deals, rebates, and coupons (Baker, 2014). In addition to this, the organization would also be
capable to deal with a huge amount of consumers and obtain higher competitive benefits. The
main goal of the communication technique is to enhance the cash flow, revenue, extra
inventory, and influencing new consumers.
Advertising
Advertising could also be another important factor of communication mix. The marketing
and advertising could frequently be misconstrued as the same objective. Advertising offers a
way by which they convey their message among the huge amount of the consumers. It could
also lead to reach at the valid conclusion (Goldstein, 2015).

Factor affecting consumer decision
(Sources: Greenfield and Cocking, 2014).
There are creation factors that may influence consumer behaviour like internal as well as
an external factor. Herein, it is also evaluated the internal factor consider two factors like
psychological and personal factor. It is also examined that personal factor could be
emphasized on age, income, occupation, personality, and lifestyle. In this, it is examined
that the motivation, perception, learning, beliefs, and attitude could facilitate the
consumers to make the decision to purchase any goods and services (Greenfield and
Cocking, 2014). Moreover, it is also examined that cultural and social factor could also
influence the consumer decision making. In the cultural factor, there are certain factors
that could be considered in the culture, social class, and sub-culture. In addition, it is also
examined that family, references group, and status could directly impact on the
influencing the consumer purchasing decision making (Kang, Tang, and Fiore, 2014).

The above chart demonstrates the 2012 to 2016 Coca-Cola has invested in
approximately 24 countries. It would be imperative in getting a higher outcome. It
also demonstrates that this organization has influenced consumers of 24 countries that
could be a big achievement for the organization.

Strategic Recommendations
Coca-cola should use certain strategies for improving their existing situation and obtain
higher obtains like pricing strategies, differentiation strategies, and digital marketing strategy.
These are discussed as below:
Pricing strategies
Coca-Cola should use the pricing strategies by which it offers their goods and services in
reasonable cost to their potential consumers. Before applying this strategy, organization
research about how much consumers want to pay for any particular product and services.
Coca-Cola should offer their product in the lowest cost for attracting medium as well as the
lowest level of people. It would also direct the organization to get higher competitive benefits
(Royle and Laing, 2014).
Differentiation strategies
Coca-Cola should also use differentiation strategies for making their unique image in the
marketplace. This strategy facilitates to make their different image in the marketplace.
Moreover, it is also examined that differentiation strategy could also be effective for
obtaining the competitive benefits in the least time and cost. Moreover, it is also examined
that this strategy also differentiates products and services of Coca-Cola as compared to the
market players. It would be imperative in the accomplishment of the organizational goal
(Sheth and Sisodia, 2015).
Marketing mix strategy
The marketing mix strategy facilitates the organization to promote their goods and services
among the huge amount of the consumers. This strategy considers creation sources to
promote their goods and services like YouTube, SEO, Google, Facebook, LinkInd,
Instagram, and Snapchat. It would also be effective for the accomplishment of desire goal in
limited cost. Moreover, it is examined that Facebook facilitates organization to directly

converse with the huge amount consumers about their products and services. It would also
lead to obtaining a higher outcome (Tiago and Veríssimo, 2014).

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