CONSUMER AND INDUSTRIAL BUYING BEHAVIOUR

ASSIGNMENT 4
SUBMITTED TO:
MS. HARLEEN SAHNI



SUBMITTED BY:
ANUSHKA DUDUSKAR
PRIYANKA RAJANALA
SHASHANK 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 Questionnaire
1) 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?
13
3
10
1
2
0
0 2 4 6 8 10 12 14
Coca- Cola
Other Drinks
Other products of Coca- Cola (thums up, sprite , maza)
Other products of Pepsi
Pepsi
(blank)
No. of people
D
r
i
n
k
s

1- Which drink comes to your mind when you think of Soft
drinks?

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?
5
19
6
0
2
4
6
8
10
12
14
16
18
20
Excellent Good Satisfactory
2) What do you feel about Coca- Cola product
range .
2
9
8
6
5
0
1
2
3
4
5
6
7
8
9
10
Any other Coke Maza Sprite Thums UP
3) Which brand of coca - cola do you like the
most?

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?
2
28
0 5 10 15 20 25 30
2years
More than 3 years.
4) From how long are you having Coca-Cola?
4
19
5
2
0
2
4
6
8
10
12
14
16
18
20
Cinemas Just like that Parties Picnics
5) What occasions do you prefer buying Coca-
Cola?

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.
2
13
4
8
3
0
2
4
6
8
10
12
14
Everyday Once a week Rarely Thrice a week Twice a week
6) How often do you have soft drinks per week.
5
4
11
5
5
0 2 4 6 8 10 12
1 litre
2 litre
200 250 ml bottles
300 ml can
500 ml Pet bottle
7) What quantity of Coca- Cola do you usually buy?
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?
7
10
13
0 2 4 6 8 10 12 14
Rs150 Rs 200
Rs200 and above.
Rs50 - Rs 100
8) How much is your weekly expenditure on Coca Cola
Products.
1
3
23
2
1
0 5 10 15 20 25
Multiplexes
Pubs and Restaurants
Retailers
Supermarkets
Vendor Machines
9) What is your most preferred channel for purchasing Coca-
Cola Products.

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?
1
10
4
15
0
2
4
6
8
10
12
14
16
Cant say May be No Yes
10) Does consuming Coca- Cola give you value
for money?
18
12
0
2
4
6
8
10
12
14
16
18
20
No Yes
11) Do you stick to particular brand of soft drinks.

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?
4
5
14
7
0
2
4
6
8
10
12
14
16
Cant say May be No Yes
12) Does the advertisement stimulate you to
change your soft drink preference?
1
2
4
22
1
0 5 10 15 20 25
Billboards
Flyers
Magazines / Newspapers Ads
Television Ads
Through other Coca-Cola Products (bottles, cans)
13) What kind of advertisement do you think are most
effective for Coca- Cola?


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 Process
The 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
4
1
13
7
0
2
4
6
8
10
12
14
Commercial Controversial Enjoyable Trendy
14) What is your impression of Coca- Colas
advertisements?
3
11
16
0
2
4
6
8
10
12
14
16
18
Fair Good Very Good
15) According to you what is the fair image of
Coca- Cola?
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 Imagery
Coca-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.