Customer behavior is influenced in psychological and sociological. The international brand Coca-Cola, the biggest soft drinks and beverage company in the world, is very successful in producing effects on consumer behaviors. Coca-Cola is one of the most valuable and well-known brand in the word. Although the company is a manufacture of beverage, it business has penetrated in every walk of life. The brand of Coca-Cola itself is a symbol of taste. However, although Coca-Cola is a successful brand and its business has covered more than 200 countries in the world, there are still lots of choices for customers in the supermarket shelves of beverage (Coca-Cola.com, 2016). How Coca-Cola influence Customer Behavior? Beside the effects of famous brand Coca-Cola has built, the company has continued to deliver its brand value to customers in both psychological and sociological.
Before customers make their purchase decision, the collect and identify information they needed. Senses delivered by enterprises result in the selective attention of customers. Customers get information of appearance, sound, taste, smell, touch of a product, and then choose their preferring one. These senses and information finally create sensation and perception in the mind of customers. Sensation and perception create basic acceptation of a brand, and learning and memory enhanced the acceptance. That how the psychological influences a brand, or a product, create to customers. Thoughts and decisions of customers may be affected and changed by the psychological factors and finally the whole customer behaviors are different (Iacobucci, 2014).
A typical brand logo of Coca-Cola is pictured as white letters in red background, or red letters in white background. The strong contrast colors in Coca-Cola brand image convey impressive brand identity to customers. The color red in white is striking, expressing the brand promotion of passion, active lifestyle. The taste of Coca-Cola is a distinctive element that make it different from others, especially Pepsi. Tastes of Coca-Cola carbonated drinks with unique formula to produce are unique for customers. Senses conducted by Coca-Cola place the impressive brand image of Coca-Cola into the mind of customers.
In addition to the perceived sensation and perception by customers, Coca-Cola promotes its brand in every walk of life to get repeated exposures. People may be familiar with the Coca-Cola bottle image, that’s the results of its repeated exposures. In movie, music, and sports, Coca-Cola make its brand connected with people’s lives. Coca-Cola puts its ads in movies, puts lyrics in bottles, and provides sponsorships for sports (Coca-Cola.com, 2016).
Moreover, Coca-Cola unveils Coca-Cola capsule collection at Berlin Fashion Week. It indicates the brand would get higher exposures to the world (Coca-Cola.com, 2016). Along with the positive brand spirit expressed in its exposures, Coca-Cola delivers an active lifestyle and a perception of good life which are accessible for customers. The perception is enhanced by its repeated exposures over and over again through its ads in different ads, media, and places. With its recognizable brand image, brand associations are created in the process of learning and memory (Solomon, 2014).
While customers decide whether to buy a brand, or a product, and whether the brand worth a repeatedly purchase, their attitudes and decision making is very important. Attitudes toward a brand are the results of psychological perception and memory. A significant factor effects customers’ decision making is the social-cultural differences between the brand and preferences of customers. For example, carbonated drinks of Coca-Cola may be well welcomed by the young aged from 16 to 28, for children, middle age and old people, the carbonated drinks are less attractive (Coca-Cola.com, 2016; Broniarczyk and Griffin, 2014). For another, for western countries like the USA, the traditional eating habit of fast food makes people familiar with cola drinks. However, eastern countries, including China, Japan, Korea, are less accessible for cola drinks. And people have raised their concerns on healthy diet, the carbonated drink is regarded as high in fats and sugars (Thogersen,et al. 2012; Ozdipciner, et al. 2012).
So how Coca-Cola maintain its attractiveness facing the socio-cultural differences and changes? The answer is changes and innovations in brand and products. Not only carbonated drinks, Coca-Cola company provides product categories including juice, water, teas, coffee. In addition, the low & no calorie, caffeine free, low sodium categories are provided to customers with special needs. For customers in different age and different countries and regions, they can choose their preferred product category. But the purchase decision making of Coca-Cola product categories based on the condition that customers highly accept the Coca-Cola brand. In fact, as the largest beverage company, Coca-Cola has the largest sales in both sparkling and still beverages (Coca-Cola.com, 2016).
In addition, Coca-Cola continues to innovate its beverages to offer more choices to customers (Coca-Cola.com, 2016).
More choices can weaken the influences from socio-cultural differences. In the category of carbonated soft drink, Diet Coke and Coke Zero are provided for customers who have higher requirements on the health of diet and low sugars and calorie but still like the flavor of cola (Coca-Cola.com, 2016).
Moreover, the international ad campaigns of Coca-Cola, such as its recent ads for Rio Olympic Games, are effective in narrowing the socio-cultural differences within different markets of Coca-Cola (Coca-Cola.com, 2016).
Published By CHENGXU ZHANG 216057786
Broniarczyk, S. and Griffin, J. (2014) Decision difficulty in the age of consumer empowerment, Journal of Consumer Psychology, 24 (4), pp. 608-625.
Coca-Cola.com (2016) Available at:
http://www.coca-colacompany.com/ (Accessed: Jul. 27th, 2016)
Iacobucci, D. (2014) Marketing Management (MM), in Customer Satisfaction and Relationships. 4th Edition. London: Cenage Learning,.
Ozdipciner, N. & Li, X. & Uysal, M. (2012) ‘Cross‐cultural differences in purchase decision‐making criteria’, International Journal of Culture, Tourism and Hospitality Research, 6 (1), pp. 34-43.
Solomon, M. R. (2014) Consumer behavior: Buying, having, and being. Engelwood Cliffs, NJ: Prentice Hall.
Thogersen, J. & Jorgensen, A. K., & Sandager, S. (2012) ‘Consumer decision making regarding a “green” everyday product’. Psychology & Marketing, 29(4), pp. 187-197.