CONSUMER PERCEPTION &

MOTIVATION

ASSIGNMENT – 1

By
MAINAK BISWAS
EXECUTIVE PGDM
PRN – 19020475011
FACULTY NAME – Dr SANJAY PAWAR
 CONSUMER PERCEPTION
Case Study

Coke Life was launched in the year 2013.

TCCC positioned its cola brands as follows –
1. COCA COLA Classic – Red colour, high calorie, with
high sugar content
2. Coke Zero – Silver colour with zero sugar
3. Diet Coke – Black colour with zero sugar, low calorie
4. Coke Life – Green colour, Naturally sweetened and had
few calories
 CONSUMER PERCEPTION
SUBLIMINAL PERCEPTION
The Coke Life is green in colour with a small leaf
graphical element, and ‘Life’ was printed in italic
font on the bottle. But from subliminal perception
of the consumers point of view the Green colour
with a Small leaf is very weak to be consciously
seen to be perceived by one or more receptor
cells. But in the subconscious mind of the
consumers the colour Green and the word Life
long enough to pick up, but too short for the
viewer or the consumer to be aware of it.
CONSUMER MOTIVATION
 CONSUMER MOTIVATION
Understanding and satisfying consumer needs

According to Maslow’s hierarchy of need, people normally have five levels of needs. They are
1) Physiological needs
2) Safety needs
3) Social needs
4) Esteem needs
5) Self-actualization needs
 CONSUMER MOTIVATION
• In the case study of Coca Cola, understanding and satisfying customer
needs are the key factors for success. To launch a new Coke in such a
competitive market is not concerns about physiological need since this
basic need is achieved by most of Coca Cola s competitors. They have to
target consumers higher level of needs. They have successfully launched
Coke Life in various countries which shows that this product brings more
to the consumers.
• As for consumers safety needs the Coke Life lower down the percentage of
sugar. This change differ them from other competitors which contains
highest percentage of sugar. So we can say that, Coke life is safer and
healthier than other beverages. Health is one of the safety needs. So we can
conclude that Coke Life satisfy consumer needs.