Consumer Behavior

Individuals are motivated by the desire to have many needs as possible at a particular time. Needs
include forms of tension like hunger, thirst and discomfort, all these needs play a role in the creation of
positive motivation. It should be noted that marketing strategies are often aimed at creating an arousal
of such needs on a short term as well as long term basis.

There are several theories that have been formulated to explain why consumers opt for Coca-Cola drink
to quench their thirsty instead of water.

Freud’s Theory
This theory thrives on the assumption that the psychological forces that shape individual behaviors are
unconscious. Consumers for example might purport to buy Coca-Cola drink and explain that the drive for
purchasing it is to quench thirst and at the deep inside, the main purpose is actually to demonstrate an
economic social class since Coca-Cola as opposed to water makes an individual appear modern and
potent. 

Maslow’s Hierarchy of Needs

According to Maslow, an individual will try to satisfy the vital needs first and when he achieves it, such
needs, at that level, stop being a motivator and the individual is motivated by the desire to seek the
most important need in the next level. As in the case of Coca-Cola, quenching the thirst is the
fundamental thing and the most basic drive, satisfying it using water is primary as compared to using
Coca-Cola which is expensive and it is only fit for those who have satisfied their psychological and social
needs. The desire for Coca-Cola is primarily due to a need for self-esteem and status.

Brand Trend
The Coca-Cola Company was founded in 1886 in Atlanta, Georgia Coca-Cola might be one of the best-
known brands in the world today. However, that wasn't always the case. When the company first
started in 1886, it used coupons for free drinks to raise interest in the product. In 1892, The first
celebrity to ever endorse Coca-Cola was music hall performer Hilda Clark in 1900. Coca-Cola purchased
space in national magazines for the first time in 1904. By 1911, the company's advertising budget had
skyrocketed to more than $1 million, By the 1960s, the company had begun to diversify its product
lines, acquiring The Minute Maid Corporation and introduced Sprite in 1961

The Coca-Cola Company was founded in 1886 in Atlanta, Georgia. Since then, the company now sells
more than 1.9 billion beverages in more than 200 countries around the world daily.Competitor Pepsi
followed well behind at No. 36