CONSUMER BEHAVIOR

Consumption Journal
Analysis
Miss Melissa Shafi
Danish Hameed (07U0246)
Intro to Coca Cola
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the
world. Coca-Cola is a carbonated soft drink sold in the stores, restaurants, and vending machines of more than 200
countries. It is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke.
Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-
Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the
world soft-drink market throughout the 20th century.

Coca Cola advertisement

Coca Cola Advertisement analysis

This add reflects passion and thrust of any individual to the love of food and drinks. Using a catchy phrase like “real
thing” to create hyperrealist image and using fruits to add natural look to the add. The ad has good impact on first
sight bringing about fresh and passionate feel. The Black color itself is a reflection of the product

Relevance
Perfect usage of media, they have utilized all possible channels to draw public’s attention. The visual of the ad are
perfectly portraying the essence of the product. In terms of consumer behavior, this ad is relevant enough to cater the
target market efficiently.

Demographic Analysis
Mainly youth or people until 30 years of age are targeted by coke. Passionate and educated middle and upper class is
the main targets of this add.

Lifestyles
Middle and upper class that have a taste for soft drinks and are regular users of this luxury product. People who like
to party and hangout and spend much of their income on fast food and junk.

Social-Class

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Mainly upper class and upper-middle class are target market for this add.

Household Structure
Single persons are the main targets, however married with young children stage and teen-agers can also fit in the
target.

Reference Group
A group that an individual uses as a guide for behavior in some specific situation. In this state word-of-mouth from
friends’ circle and people around and the passionate advertisement and sponsorships to different events are major
influencer.

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Apple I-Phone introduction
The I-Phone is a line of Internet and multimedia-enabled Smartphone designed and marketed by Apple Inc. The first
I-Phone was introduced on January 9, 2007. An I-Phone functions as a camera phone, including text messaging and
visual voicemail, a portable media player, and an Internet client, with e-mail, web browsing, and Wi-Fi connectivity.
The user interface is built around the device's multi-touch screen, including a virtual keyboard rather than a physical
one. Apple has revolutionaries the phone technology and become a market leader in the indurty.

Apple I-Phone Advertisement

Apple I-Phone Add Analysis

Targeting self-oriented values and the new generation of technology. The multi-tasking ability is well reflected by
using a number of tools associated with the phone and the very phrase “Do more.” The white and black combination
reflects sophistication and simplicity. It shows just the back of the phone and letting the viewer imagine the rest of
the phone using his/her perception.

Relevance
The visual of the ad are perfectly portraying the essence of the product. In terms of consumer behavior, this ad is
relevant enough to cater the target market efficiently. Perfect usage of media, they have utilized all possible channels
to draw public’s attention.

Demographic Analysis
Youth and grown-ups both are targeted as the phone facilitates businessmen to the very young with its variety of
functions and applications

Lifestyles
Middle and upper class that have a taste new technology and are keen to get their hands on latest and improved
phone. Businessmen and even high-earning persons who like to show off and view phones as symbol status.

Social-Class

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Mainly upper class and upper-middle class are target market for this add.

Household Structure
Single persons are the main targets, however married with young children stage and teen-agers can also fit in the
target.

Reference Group
A group that an individual uses as a guide for behavior in some specific situation. In this state word-of-mouth from
friends’ circle and people around and the extreme advertisements and sponsorships to different events are major
influencer.

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