The paper 'Analysis of the Demand for Coca Cola " is an outstanding example of a marketing case study. Consumer behaviour is an important subject of study as intensifying competition has made it imperative that the businesses understand the different factors which have an influence on customer purchasing behaviour while looking to purchase a product or service. Consumer behaviour looks at analyzing the why, when, where and how people make a decision whether purchasing the or not purchasing the product or services. The topic looks towards indulging the different learning like sociology, psychology, economics and anthropology and based on its look towards finding out the different factors which have an influence on consumer decision (Berkman, & Gilson, 2001).
This paper looks at evaluating the internal factors which have an impact on consumer decision-making process while looking to purchase Coca Cola. To analyze the different internal factors the paper will dwell on different issues like to consumer needs and motivation; personality and self-concept; consumer perception; consumer learning and involvement; and consumer attitude development and change and linking the same with the different elements of marketing so that an overall framework which influences consumer demand can be identified.
This will thereby help the marketers to identify the different factors which gas a role in consumer decision making and will highlight the different factors which need to be worked on. The demand for Coca Cola is affected by the consumer by different factors which include both external and internal factors. Some of the internal factors which have a role in the consumer decision-making process are lifestyle, demography, motivation, personality, attitudes, knowledge, feelings and beliefs (Berkman, & Gilson, 2001).
Marketers need to identify all the factors and look towards working on those so that they are able to strengthen the overall mechanism through which customers can be attracted and retained (Berkman, & Gilson, 2001). This will also help Coca Cola to strengthen their marketing strategies and will create the required directives which will ensure that the efforts of the marketers provide better returns and the business is able to develop a path through which better consumer demand can be met. Perception relates to the awareness that the organization is able to create its product or services on the mind of the customers.
The creation of perception should be such that it looks towards making the customer perceive that the product they will use will be beneficial and provide additional value to the customers (Hawkins, Best & Coney, 2006). The customer perception decides the manner in which the customer will look towards selecting or rejecting the product. Coca Cola has identified those factors and looked towards developing slogans which are aimed towards perceiving the value that the product will provide them.
Coca Cola has used different slogans like happiness, pleasure, enjoy etc has looked towards making people perceive the different value they will be able to get after consuming the product. One of the famous slogan used by Coca Cola is “ Coke makes you feel good” and people perceive the same which is the reason that customers are willing to pay more for the product as it is just brown coloured sugar water. This thereby gives the perception that customers are able to get a higher value than the money they pay to the business for the product they are purchasing and thereby influences the customers towards purchasing the product.
The overall phenomenon is that it has helped them to understand consumer buying behaviour to a certain extent and has helped to formulate strategies through which the overall mechanism of working has improved.
Berkman, H. & Gilson, C. (2001). Consumer Behavior Concepts and Strategies, Kent, Boston
Chrisan, P. (2001). Marketing: A Behavioral Analysis, McGraw – Hill. New York
Daniel, C., Charls, L. & Joseph H. (2003). Marketing, 5th edition, south-western. New York.
Firoziyan, M., Hasangoli, T. & Stiri, M. (2009). Investigation of the effectiveness of the services on different processes affecting consumer decision. Commercial Management Magazine, 1 (3), pp.125-146.
Hawkins, D., Best, R. & Coney, K. (2006). Consumer behavior, compilation of the marketing strategy, Translated by Ahmad Roosta & Atiyeh Botahi, Sargol publication, Tehran.
Ismailpour, H. & Ghafarieashtiyani, P. (2002). Marketing, 3rd edition, Auniversity of Tasmania, Australia