Ch. 6 - Consumer Decision Making

Consumer decision making process is extremely vital when it comes to a company

prospering fully. Coca Cola analyzes the Consumer decision process in order to analyze how and why clients purchase Coke over any other soft drink.Understanding the behavior of customers makes it easier to see where the market is headed in the near future. Coca Cola will never actually be a need but only a want. So in order for them to tap strongly into the want recognition they use their brand name that is so recognized and easily accessible. in order to affect consumer decision making they target all types of culture. Such as becoming apart of certain meals for others, making it a full part of the culture of others. Also they do not target a specific social class. Coca Cola’s soft drinks at times can be even cheaper than water. Making it easily accessible to the poor , but still making it a

classic drink for the rich. Another thing that they do is they get involved through the use of their advertisements to stimulate the want in the market. They have given themselves a name to share Coca Cola with the world. Different advertisements sharing that no matter where you are, whether it's at a party, with friends or with family, coke is the all occasion drink for a good time. Being passed down from grandfather to father to son, makes Coke a Classic in the socialization process. The relation to Coke and consumer involvement is everything because it is not  need , so it can not sell itself. As they target different cultures, and subcultures, they never forget about targeting the rest of the world.