This report provides an in-depth analysis of consumer behaviour, focusing on the Coca-Cola company. It examines the stages of the consumer decision-making journey, including problem recognition, information search, alternative evaluation, purchase decision, and post-purchase evaluation. The report explores different views of consumer decision-making, such as economic, passive, cognitive, and emotional perspectives. It highlights the importance of mapping the consumer's path to understand their preferences and the role of heuristics, marketing mix elements (product, price, place, promotion), and new technologies in influencing consumer choices. The report also contrasts the decision-making processes in B2C and B2B contexts, providing a comprehensive overview of consumer behaviour in the beverage industry and the impact of marketing strategies. The report also includes references from various sources.