The paper “ Coca-Cola - External Factors Affecting Consumer Decision Making, Public Policy, and Consumer Protection” is a meaningful example of the case study on marketing. The consumer decision-making process is influenced by both internal and external factors. The external factors include reference groups, the family, social class, cultural and sub-cultural aspect. These factors have different levels of influence on the decision making process. Some are more influential than others. This paper looks at external factors that affect the consumer decision-making process for the case of Coca-Cola. It looks at these factors in-depth and discusses the influence that they have and how the company deals with them in its marketing efforts. Overview of the Product-Coca-ColaThe Coca-Cola beverage was developed in 1886 by John Stith Pemberton.
He later sold the brand and formula to Asa Candler in 1889 who later registered the Coca-Cola Company in 1892. The story of Coca-Cola since then has been remarkable. In 196 the company would start manufacturing its unique bottles which it uses to date. The company went beyond the U. S boundaries in 1928 under Robert Woodruff who was the company president at the time.
In the 1960s, the company expanded its product range by developing new flavors such as Sprite, Fanta, and Fresca and also acquired Minute Maid company. This brought a completely new line of products to the company, greatly changed its image, and opened up new markets thereby increasing its sales volumes. The story was no different in the 1980s when the company became renowned for its incredible innovativeness that ultimately changed the company. It introduced diet coke which instantly became the world’ s most famous low-calorie soft drink.
The company continues to grow and today is the unbeatable market leader in the world soft drink market. Its products have markets all over the globe. Every day, over 1.4 billion Coca Cola products are sold (Brief company history, 2011). Most of the marketing efforts undertaken by companies and marketers are aimed at influencing the decision-making process of the consumers. In marketing, the consumer means everything. This is the person who buys a product or service in order to satisfy his needs at a convenient place and through monetary consideration.
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