Consumer Behaviour of Coca- Cola:

Consumer Behaviour is a quiet a complex process to understand due to various elements

involved in it. It not only depends on economical factors but also on emotional factors. It’s a
constant process to grab information before buying , during buying and after buying which
grabs in a lot of data to understand the behaviour of a consumer. A highly satisfied consumer
stays loyal to the brand cares less about the competitors and stays positive and speask
positive about the brand. The research done by the marketers also state that what makes a
consumer feel bad about a product or brand, what perception they are carrying about the
brand and the purpose for which they are buying is fruitful or not. Because every consumer
has a different purpose for the same product.

In modern urban culture soft drinks have been very popular and profound among youngsters,
these are also available in various flavours and are mixed with multiple products according to
the needs and desires of consumers. These drinks easily grab the attention of the young
generation in parties and various other celebrations and has taken a must have drink in the
parties. Though mostly it is consumed by the young generation which has come around 37%
from students and then comes employees grabbing a share of 35% in consumption. Thus
Coca cola has always focused on communicating its product emotionally and so the image
which Coca-Cola has created in the minds of the consumers is of fun and entertainment.
Unlike their competitor PepsiCo it does not follow informative campaigns but rather chooses
emotionally connecting campaigns. Their brand name is either in white with red background
or red branding with white background which states a youth appeal and thus connects
emotionally and psychologically with its consumers.
Since Coca-Cola uses an emotional connection with its consumers and also uses celebrities
and youth icons for its campaigns so that they are able to connect with their consumers as
desired. This is known as affect referral.

Once coke tried to change its formula and brought in a new coke which was highly rejected
with rage by the consumers in 1985. Company opted to go back to its original formula even
though consumers chose Pepsi in their blind test.

They target the consumers in two ways that is psychological and sociological.

Psychological behaviour:

Before buying consumers gather information on taste, product and quality of it and then
chooses one for it. This image which is perceived by the consumer while trying to get on to a
product creates a perception of the product in their minds. Thoughts and senses of a consumer
can be affected by psychological factors. They have also been using a label of red
background with coca cola in white fonts or vice versa which states the youth appeal and
lifestyle and connects with individuals on an emotional level. They also advertise in movie
breaks and even in the movies to connect with the consumers, they also endorse sports
campaigns and other youthful associations just to stay connected with the emotional appeal
which they want to represent in the market and in the minds of the consumers.

Their taste is also different than their competitor especially Pepsi with a special ingredient
which keeps it apart from its competitors and keeps it connected to its consumers.

Coca Cola has constantly tried to keep its image as a good life which is accessible to
customers and they make it happen by constantly showing it through their ad campaigns and
connecting with the consumers on a psychological level.
Sociological factors:

Before buying a product repeatedly it is very important for a consumer to look into the social
and cultural differences of the brand which is totally dependent of the psychological
perception of the consumer. Since cola is quiet an easily accessible drink in western countries
like USA but it still has rising concerns in eastern and Asian countries like China, Japan and
India where people are aware about the unhealthiest of the drink as cola drinks contain a lot
of sugar thus making it unhealthy for consumption. For this Coca Cola brought in its various
other products like Diet coke , tea and other products with low in caffeine sodium and sugar,
making a healthy drink for the Asian consumers. Since youngsters who are health conscious
but prefer having coke and are not able to consume it due to high sugar content, they brought
in Diet Coke for such youth oriented consumers. Thus making an emotional appeal of cool
and completely healthy carbonated drink for the younger generation.

Coca cola being a successful company it has also kept on investing on their equipments in the
factor so that less pollution is generated and the factory producing unit is efficient and better ,
this keeps them create a good image in the minds of the consumer who is more inclined
towards socially responsible environment and , such consumers prefer the brands who
constantly take the responsibility towards saving something which the consumers also have
interest in. Thus psychological approach being utilised by balancing the socio cultural factor.