Leveraging Consumer

Behavior
Reasons to study consumer behavior

Who buys the product?

Why do they buy?
How often do they buy?
How do they use it?
Predict future purchases
Coca-Cola
Consumer behavior for Coca-Cola

Affordability

3 As to
target
Indian
consumer

Availability Acceptability
Culture

Culture is the fundamental

determinant of a persons wants
and behavior
Coca Cola discovered that the
values of kinship and togetherness
were universal across all cultures
in India
Saath Khao Khushiyan Badhao-
Bring the families together.
Subcultures
 Culture
Subcultures

Coca Cola leveraged the classic North

Indian custom of asking guests
Thanda Ya Garam

Thanda matlab Coca Cola

Masala Dosa tastes better with a

coke.
 Social Factors
Reference Groups :-A reference group includes individuals or groups that
influence our opinions, beliefs, attitudes and behaviors. They often serve as our
role models and inspiration.
University of Freshology : Sprite
was marketed as a soft drink for
the modern urban youth who was
quick-witted and street-smart. It
focused on creating an aspirational
group which young people would
want to be associated with.
Chalo apni chaal
 Social Factors
Family

Positioned itself as being an

integral part of a great meal along
with family and good food Saath
Khao Khushiyan Badhao

Share-a-Coke Campaign used the

concept of gifting on special
occasions.
 Social Factors
Roles and Status

Higher social classes demand for

canned coke while the lower
classes demand for bottled coca
cola.
They also came out with a five
rupee bottle to cater to the lower
strata of the society.
Personal factors
Age and Life-Cycle

Maaza Kids
Sprite - College-going youth
Thums Up young, adventure
seeking adults.
Minute Maid Mothers
Psychological Factors
Perception, Emotions and memory

Perception :-Coke - happiness and

togetherness. Thumbs Up edgy and
gritty and meant for adventurous
people
Emotions:- Happiness truck, Small
World Machines, Crazy Campaign
Memory:- Creating top of the mind
recall, subliminal messaging
 Coca Cola- The feel Good Factor

Coca cola has tried to create a

happy and fun image over the
years.
Believe in happier tomorrow
campaign of 2012
Crazy for happiness in 2013
Open happinessin 2013
Umeedon wali Dhoop, Sachchai
wali Asha- message of optimism
for a better tomorrow
Sachin Tendulkar, as a happiness
brand ambassador to support
various CSR initiatives- Parvartan
programme & Ekocool- solar water
cooler