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Article Received: 2nd June 2022
DOI: http://ijmer.in.doi./2022/11.06.88 Publication Date:10th July 2022
Publisher: Sucharitha Publication, India
A STUDY ON CONSUMER BUYING BEHAVIOR ON COCA COLA BRANDS
Dr Kanderi. Sridevi
Assistant Professor of English
Government Degree & PG College
Puttur, Tirupathi, Andhra Pradesh, India
Abstract
Consumer behaviour is a rapidly growing field of research and teaching, in addition to considerable value of marketing
managers and others who are professionally concerned with buying activity. An important reason for studying consumer behaviour is
evaluation of consumer groups with unsatisfied needs and desires. The essence of modern marketing concept is that all elements of
business should be geared for the satisfaction of consumers.
The challenge to marketers is to determine the relative influence of the various factors and to adapt and apply skilfully
the so-called information to a proper marketing mix. In other words, the total marketing effort must be so designed that the consumer
perceives its various features as providing an answer to his perceived problems and felt needs. Consumer analysis seeks to determine
the underlying current and cross currents in the consumer’s minds. It focuses on the causes rather than the results of effective marketing
strategy and tactics employed by the firms that are successful in the markets. The present research paper is giving detail study on soft
drinks in India in general and coco-cola in Particular.
Keywords: Consumer Behaviour, Soft Drinks, Coco-Cola, Thamsup, Marketing Mix, Un Satisfied Needs and Desires.
INTRODUCTION
Consumer behaviour focuses on how individuals make decisions to spend their available resources like time, money, effort
consumption related items. That includes what they buy it, why they buy it, when they buy it, where they buy it, how often they buy
it, how often they use it, hoe they evaluate it after the purchase and the impact of such evaluations on future purchases, and how they
dispose of it. Profits from consumer relationships are the major aspect of all businesses. So, the basic objective of any business is profit
maximisation through consumer satisfaction. But it is always difficult to get consumer satisfaction. A consumer may state his needs and
wants and yet may act otherwise. He may not be aware of his deeper motivations and may change his mind at any stage.
In spite of such diversities among consumers there are many similarities among them. To find these, the study of target
customers’ wants Perceptions and shopping and buying behaviour will be helpful as it will provide the information necessary for
developing new products, prices channels of communication and other marketing elements.In the majority of markets, however, buyers
differ enormously in terms of their Buying dynamics. The task faced by the marketing strategist in coming to terms with these differences
is complex. In consumer markets, for example, not only do buyers typically differ in terms of their age, income, educational levels and
geographical location, but more fundamentally in terms of their personality, their lifestyle and their expectations.
Consumer behaviour is a rapidly growing field of research and teaching, in addition to considerable value of marketing
managers and others who are professionally concerned with buying activity. An important reason for studying consumer behavior is
evaluation of consumer groups with unsatisfied needs and desires. The essence of modern marketing concept is that all elements of
business should be geared for the satisfaction of consumers.
The challenge to marketers is to determine the relative influence of the various factors and to adapt and apply skilfully the so-
called information to a proper marketing mix. In other words, the total marketing effort must be so designed that the consumer perceives
its various features as providing an answer to his perceived problems and felt needs. Consumer analysis seeks to determine the underlying
current and cross currents in the consumer’s minds. It focuses on the causes rather than the results of effective marketing strategy and
tactics employed by the firms that are successful in the markets.
Meaning
Consumer behaviour is defined as the behaviour that consumers display in searching for, purchasing, using, evaluating and
disposing of products and services that they expect will satisfy their needs.
34
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DOI: http://ijmer.in.doi./2022/11.06.88 Publication Date:10th July 2022
Publisher: Sucharitha Publication, India
Definition
One "official" definition of consumer behaviour is "The study of individuals, groups, or organizations and the processes they use
to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society." Although it is not necessary Behaviour occurs either for the individual, or in the context of a
group (e.g., friends’ influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to
which products the firm should use).
Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is
often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased
consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save
the recycling fee, or garbage piling up at landfills) this is also an area of interest.
Need and importance of the consumer buying behaviour
The most important activity of marketing is to study consumer market and also analyzing of buying behaviour. If the Company
decides to build a position on quality and service, it must first analyze buyer behaviour of the consumers, and the company can
analyze their production status of goods
The entry of various brands in juice products has made several competitions. All organizations are coming out with new
promotional tools on attracting features, which has severe impact on sales.
In order to retain and capture the market, the company wants to study why the consumer switches over to other brands and what
can be the factors responsible. By knowing the factors the company can easily improve the present activities to reach the
expectations of the consumer on retaining its position in the market.
The buyer decision process
Need recognition
Triggered by internal or external stimuli
Internal stimuli: Normal needs become strong enough to drive behavior
External stimuli: Advertisements, Friends of friends
Must reach an intensity high enough to become a drive
Information search
Memory (internal) search
External search: personal, commercial, public, experiential sources of information
Word-of-mouth sources are most influential
Evaluation of alternatives
The process of evaluating information to make a decision
Attributes and importance weights are chosen
Alternatives compared against the criteria
Purchase decision
Attitudes of others and unexpected situational factors
May come between purchase intention and decision
Post purchase behaviour
Relationship between consumer expectation and perceived performance
Cognitive dissonance
Customer satisfaction is key to customer loyalty
35
ISSN:2277-7881; IMPACT FACTOR :7.816(2022); IC VALUE:5.16; ISI VALUE:2.286
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Publisher: Sucharitha Publication, India
Detailed model of factors influencing consumer behaviour
Factors Influencing Consumer Behaviour
Cultural factors
Culture: Culture is the most fundamental determinant of a person’s wants and behaviour like set of values, perceptions, preferences,
and behaviours through his or her family member.
Sub-culture-Sub-culture includes nationalities, religions, racial groups and geographical regions.
Social class-Social classes are relatively homogeneous and enduring divisions and enduring divisions in a society which are hierarchal
ordered and whose members shares similar values Interests and behaviour and social classes includes upper class, middle class and
lower class.
Social factor
Reference groups: A persons reference groups consists of all the groups that have a direct (face to face) are indirect influence on the
person attitude or behaviour. This group to which the person belongs and interacts.
Primary group
a) Family b) Friends c) Neighbors and Co-workers d) Roles e) Status f) Conformity g) Opinion readers h) Diffusion and innovation
Personal factors
A consumer decision also influenced by personal characteristics notably the buyers age & life cycle stage, occupation, economic
circumstances, life style and personality and self concept.
Psychological factor
Motivation
A person has many needs at any given time. Some needs are bio-genic. They arise from psychological states of tension such as hunger,
tryst and discomfort.
Perception:
Perception is defined as “the process by which an individual selects, organizes, intercept Information, inputs to create a meaningful
picture of the world.
Learning
When people act, they learn. Learning describes change in an individual behaviour rising from experience, process of applying results
of past experience to evaluate a new situation or modify future.
Beliefs and attitudes
Doing and learning, people acquire beliefs and attitudes. These in term influence consumer behaviour. Belief is a descriptive thought
that a person holds about something. An attitude describes a person enduring favourable or unfavourable evaluations, emotional feelings.
36
ISSN:2277-7881; IMPACT FACTOR :7.816(2022); IC VALUE:5.16; ISI VALUE:2.286
Peer Reviewed and Refereed Journal: VOLUME:11, ISSUE:6(5), June: 2022
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DOI: http://ijmer.in.doi./2022/11.06.88 Publication Date:10th July 2022
Publisher: Sucharitha Publication, India
Indian soft drinks scenario
The Indian market offers a strong consumer potential as the majority of the population is in middle class category, which is a
strong consumer base for any soft drink industry.
Coca-Cola and Pepsi are the main combatants in the soft drinks ware. They wage constant and pitch battles for the retail shelf
space. They engage in price ware, copy cat advertising, court battles etc.
After 21 years, soft drinks again Coca-Cola cam to India and launched Coke in October 1993for the first time in Agra. As a
result of liberalization and opening doors to the multinational Companies, Pepsi came to India in the year 1990 and for Indenisation it
has added the word Lehar.Coca-Cola India‘s objective is to create more seasons and reasons for enjoying a coke.That is why the 200ml
“mini” Coke bottle Coke, as a brand has a 21% market share. Coca-Cola India accounted for 141 million unit cases. While Pepsi
Company accounted for 79 million unit cases. In 2021 Coca-Cola claims a market share of 58% of the total soft drinks market of this
Coca-Cola and Thumps up accounted for 42% with 16% accounted by other drinks such as Limca, Mazaa, Sprite, and Fanta. Pepsi
company market share is 42% respectively.
Vision of coca-cola
Provide exceptional strategic leadership in the Coca-Cola India system resulting in consumer and consumer references and
loyalty, through Coca-Cola‘s commitment to them And in a highly profitable Coca-Cola Corporate branded beverages system.
Mission of the Coca-Cola India
Create consumer product, services and communications, consumer service and bottling System strategies, processes and tools
in order to create competitive advantage and deliver Superior value to:
Customer’s as a superior beverages experience.
Customers as an opportunity to grow profits through used of finished drinks.
Bottlers as an opportunity to grow profits and volume.
TCCC as trade mark enhancement and positive economic value added.
Major players in Indian softdrinks
coca cola pvt .ltd
It entered in to Indian market by signing an agreement with parle exports limited. Its brands are coca cola, fanta and sprite etc.
on September 25th the chairman brothers signed an agreement with coke selling their best brands like thums-up, limca, maaza and gold-
spot.
Major players in indian soft drinks
1. Hindustan coca cola beverages Pvt Ltd.
2. Pepsi-co.inc Ltd.
3. Pure drinks Pvt Ltd.
4. Mc Dowell Company.
5. Dabur India Pvt Ltd.
6. Cadbury Schweppes Pvt Ltd.
Coca-cola
It is oldest soft drinks in India .it has excited Indian market in 1977, later it was introduced in the market in the year 1993. It has
tied up with the Parle group ltd, at that time parle owns Thumsup, Citra, gold spot, maaza. Now coca cola products.
Coca cola
Thumps up
Sprite
Limca
Fanta
Kinley
Maaza
Pulpy orange
Fanta apple etc.
37
ISSN:2277-7881; IMPACT FACTOR :7.816(2022); IC VALUE:5.16; ISI VALUE:2.286
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Complexities in the soft drink market
The soft drinks business is most complicated because of the following reasons.
1. At the most basic level, it is two-way business. When consumer buys cigarette or soaps then ends the marketing store, but soft
drinks bottle collected back.
2. It is a seasonal business and has peak sales in six months in a year
3. Value addition by way of chilling bottles done by the retailer.
4. It is impulse buying consumer loyalty is uncertain.
FINDINGS
Majority of the consumers purchase coca cola Juice Brands and its other brands due to brand image and next comes to quality.
Coca cola has got wide range of brands compared to other competitive companies like Pepsi co and Agro Company.
Majority of the consumers purchase Mazaa and thumps up.
Out of 100 customers interviewed, most of the respondents were in the age group of 10-25 with the majority of respondents being
male and most of them are college students.
Most of the customers are satisfied with the price offered by coca cola company
It was seen that Mazaa and Pulpy orange up are very popular brands of coca cola.
Respondents are thinking that T.V advertisements are the most effective than any other media for advertisement.
Respondents expect good taste, low price and more awareness.
From the survey it is clear that most of the consumers have come to know about this product through Adds.
Most of the customers purchase coca cola Juice brands for the purpose of taste and in summer season.
SUGGESTIONS
On the basis of the findings and observation these are the some of the suggestion:
First and foremost, the company should pay attention to its advertising, strategy though it is the number one brand in soft drink
industry. As most of the consumers are not aware of its different types of offers provided by the company. Through advertising
media such as T.V and outdoor media can create awareness in the people.
The company should provide service in the areas where the packs are not available always.
Though most of the people agree with the consistency of the quality they wish to maintain the same quality.
Finely the relation that exists between the consumer and the company is based on trust and confidence for goods and goodwill,
it is a very delicate alliance, and nut also needed one. So, coca cola cannot displease its consumers who are in turn goodwill
earners for the company.
Coco – Cola Company can introduce new models in the market. Its products need new look as was suggested by many
respondents.
The detailed analysis of the report suggests that
Coca- cola brands are very preferable among consumers of Juice Brands. The company products are very familiar to the people
around the world are fond of some brands especially and also, they are loyal customers, average customers have been using it for so
many years. Majority of the people are aware of the products. The organization has the scope to make the products more attractive and
effective. The market is being extending all over the world by observing the changing needs, demands and expectation of the customers.
CONCLUSION
Based on the Results and Findings we can conclude that. Today, coca cola is the number one brand from other brands in the
global market. Coca cola company brands have become the symbol of quality and brand image. Besides, sales of different brands are
also increasing every year. For the increasing demand, they have also increased production capacities of existing units in Moula-ali,
Vijayawada, Srikalahasti, and Athmakur. Coca Cola Company has got good brand image all over the world, most of the consumers are
satisfied with quality, price and so on.
I would like to appreciate the employees for their dedication to work with the company and continuous supervision on market
and employees definitely make Coca-Cola not as part of fortune companies, but in the first position of fortune companies.
38
ISSN:2277-7881; IMPACT FACTOR :7.816(2022); IC VALUE:5.16; ISI VALUE:2.286
Peer Reviewed and Refereed Journal: VOLUME:11, ISSUE:6(5), June: 2022
Online Copy of Article Publication Available (2022 Issues): www.ijmer.in
Digital Certificate of Publication: http://ijmer.in/pdf/e-Certificate%20of%20Publication-IJMER.pdf
Cover Page Scopus Review ID: A2B96D3ACF3FEA2A
Article Received: 2nd June 2022
DOI: http://ijmer.in.doi./2022/11.06.88 Publication Date:10th July 2022
Publisher: Sucharitha Publication, India
References
Philip Kotler, Marketing Management, Principles of Marketing, Seventh Edition, 2007
Suja R.Nair, Consumer Behaviour, Himalaya Publishing House, Edition 2006
C.R.Kothari, Research and Methodology, Second Edition New Age International Publication
C.R.Kothari, Research and Methodology, Second Edition New Age International Publication.
Company Records, Journals and Publications of KMF
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