The paper "Internal Factors Influencing Consumer Decision-Making process: The Сase of Coke Consumers" is a good example of a literature review on marketing. The consumer decision-making process is a road map that represents thoughts, evaluations, and actions that lead an individual to accept or reject particular products. Precisely, it refers to the behaviors portrayed by a consumer in the processes of a search for, evaluation, selection, purchasing, use and disposal of products and services (Blythe, 2008). According to Lamb et, al (2011), the consumer decision-making model involves “ need recognition, a search of information, evaluation of the available alternatives, purchase decision and post-purchase decision” .
Understanding of the consumers’ decision-making processes helps in formulating effective marketing strategies and plans. Coca-Cola Company is the largest manufacturer of non-alcoholic beverages in the world. Some of the successful global brands of the Coca-Cola Company include Die Coke, Sprite, Fanta, Glaceau vitamin water, Oasis, Oasis extra light and Relentless, Sprite Zero, Schweppes zero, 5 Alive, Kia ora, Kia ora zero and Powerade Powerade zero. The Coke brand is present in more than two hundred countries across the globe.
According to Lantos (2010), the successful performance of coke in the highly competitive soft drinks market can be attributed to the Coca-Cola’ s strategies to understand consumers’ needs and behaviors and its effective customer management and response strategies. Lantos (2010) explains that the innovation of these products was influenced by purchasing behaviors of different consumer segments. Internal Factors influencing decision making Consumers of soft drinks such as coke can be described as problem solvers whose purchase decisions are influenced by their perceptions, individual personalities, and attitudes towards this product (Lee & Johnson, 2012).
According to lee & Johnson (2012), coke consumers also focus on consequences when making their purchasing decisions. These behaviors are best described in Maslow’ s hierarchy of needs, attitude-towards-object, Freudian, consumer perceptual process and classical conditioning learning models. Therefore, the main factors influencing decision-making processes for coke consumers include motivation, perception, personality and self-concept, attitude and learning Consumer motivation Motivation refers to an innate force that drives an individual to make a decision or engage in a behavior. It develops from an inner tension caused by unsatisfied desire (Bose, 2010). The need to fulfill specific desires drives human action.
Unsatisfied needs lead to tension which, in turn, drives individuals to develop specific goals to satisfy these needs. Thus, consumers select specific product categories and brands that they believe are going to satisfy their needs, as described in the Hierarchy of Needs Theory. The Hierarchy of Needs theory was proposed in 1943 by Abraham Maslow.