CONSUMER AND INDUSTRIAL BUYING BEHAVIOURASSIGNMENT 4SUBMITTED TO:MS. HARLEEN SAHNI

SUBMITTED BY:ANUSHKA DUDUSKARPRIYANKA RAJANALASHASHANK GUPTA

Anisha Sogani and Aditi Jaju are one of the most loyal customers of Coca-Cola and on being asked about the product Aditi said, It opens happiness! When it goes down my throat, it is heaven. Its yummy and the taste stays on my tongue. It is really hard to control when one is right there in front of me. Has a certain certain something which maks me want to drink it always and forever. One amazing Invention. While Anisha stated it in one single line It is more masculine than Pepsi and less arrogant than Thums up.Coca-Cola may seem like a simple soft drink company, but its mission expands far beyond providing drinks to the world. Its company goals, to refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference are broad and ambitious, and do not seem like the kind of goals one would associate with a soft drink company (The Coca-Cola Company). These goals are very much reflected in their advertising campaigns, which include slogans like Coke Adds Life, Have a Coke and Smile, and the most recent Open Happiness. All of these campaigns are purposely broad, and express a broad theme, in order to connect with people of all cultures and backgrounds.

Analysis of the Questionnaire1) Which drink comes to your mind when you think of Soft drinks?

Out of 30, 13 people said that they Coca-Cola comes to their mind when they of cold drinks i.e. 43.33%.2) What do you feel about Coca- Cola product range?

Out of 30, 19 people said that according to them Coca-Cola product range is good i.e. 63.33%.3) Which brand of coca - cola do you like the most?

Coke is the most preferred product of the Coca-Cola brand, with 9 out of 30 people preferring it over the other soft drinks available in the market.4) From how long are you having Coca-Cola?

28 out of 30 people have been having Coca-Cola for more than 3 years.5) What occasions do you prefer buying Coca- Cola?

19 out of 30 people enjoy Coca-Cola without there being an occasion to celebrate.6) How often do you have soft drinks per week?

Most people said that at least have Coca-Cola once a week.7) What quantity of Coca- Cola do you usually buy?

11 out of 30 people usually buy 200-250 ml pet bottles.8) How much is your weekly expenditure on Coca Cola Products.13 out of 30 people spend INR 50 100 on Coca-Cola weekly while 10 spend 200 and above.9) What is your most preferred channel for purchasing Coca- Cola Products?

Retailers are the most preferred channels for purchasing Coca-Cola products.10) Does consuming Coca- Cola give you value for money?

50% people think that spending on Coca-Cola does give them value for money.11) Do you stick to particular brand of soft drinks.

More than 50% people said that they dont stick to particular brand and will shift to some other brand if the product is unavailable.12) Does the advertisement stimulate you to change your soft drink preference? Nearly 50% people said that their choice of beverage is not effected by the advertisements.13) What kind of advertisement do you think are most effective for Coca- Cola?

73.33% of people think that TVC are the most effective way for Coca-Cola to communicate.14) What is your impression of Coca- Colas advertisements?

Most of them find it enjoyable.15) According to you what is the fair image of Coca- Cola?

More than 50% people say that they have a very good and fair image of Coca-Cola.Coca-Cola Consumer Decision Making ProcessThe Consumer decision- making process involves all the steps for making a purchase, from the first thinking about the product through all the way of buying it and after. Coca-Cola is a soft drink product which can be seen as a product to reduce the need of thirst. However, thirst could also be reduced by drinking water or another soft drink, so the consumption of cola to satisfy the need of thirst is better described as a want. Coca-Cola is not a "need" its a "want". Coca-Cola promotes its beverages everywhere and all the time, therefore external stimulates are influences by outside sources; friends, media and etc.Coca-Cola is trying to create an image that will fit different occasions; classic parties or casual meetings between friends. It can be used for thirst quenching or to satisfy pleasure. In todays society, people follow icons and bands, people want to follow models that we see on TV or hear in the radio. Therefore Coca-Cola is using commercials and presenting people that the target group feels related too; happy families gathering for dinner, party with friends etc.We cannot ignore the fact that the Coca-Cola is considered differently in different countries, cultures, communities or even families. For example, in our families there are no dinner parties without Coca-Cola, whereas at Anisha Soganis place a bottle of coke is not allowed inside the house.Coca-Cola Consumer Perceptions and ImageryCoca-Cola Company has been very successful in international marketing effort. Aggressive advertising, branding and market segmentation have played an important part in the success. It has portrayed itself as fun, playfulness, freedom, lifestyle and the international appeal of Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world to a hilltop in Italy to sing Ill like to buy the world a Coke.The company has been sponsoring big events, like Olympics, Sea Games, FIFA Cup, and International Film Festivals all over the world to create awareness, credibility and to brand itself as world-class company. It also makes big donations to organizations, charities and involvement in the communities. These activities have aided Coca-Cola in creating a positive image and consumers perception toward the company.Though the company makes the world its target market, segmenting by diverse consumer preferences would still require to help Coca-Cola to serve the consumers better. As different segments of different countries have various preferences or cultures, Coca-Cola tried to expand with new flavours, brands and even reduced the sugar contents in its Coke, to suit all the different segments. This often increases the acceptance of new drinks that are specially designed for them.