Consumer Behaviour Essay Example | Topics and Well Written Essays - 2500 words - 7

Consumer Behaviour - Essay Example Therefore in this context, when a marketer wishes to grow and prosper then it’s necessary for him/her to consider the entire world as their consumer. This is true for products as well as services. Marketers majorly aim at improving brand image through several avenues. In most cases, the marketers aim at addressing the social and psychological needs of their customers to buy their brands over their competing brands in the market. The marketers also intend to identify the sociological and psychological drives such as attention and perception drives and motivations, consumer learning and memory, personality and self-concept, and attitude formation and change. The sociological needs include the peers and reference groups of the customers, the impact of social class and culture, family, and social categorization on the buyer behavior. The report at hand focuses on the marketing mix of a brand and the means through which the brand convinces and satisfies its customers. This current research paper delves into the marketing mix of Coca-Cola, a global brand in the soft drink industry, which has been a leader of the market. The Coca Cola Company has been successful in its operations commanding a large portion of the soft drink industry. Despite competition from other companies such as PepsiCo, the company has always been firm in its operations. The marketing strategies of the company have been very influential and its advertising appealing. The Coca Cola company license or owns and markets more than 500 non-alcoholic beverage brands, mainly sparkling beverages in addition to still beverages such as juices, waters, sports and energy drinks, ready-to-drink coffee, and enhanced waters. The company serves the global market, which include Europe, Africa and Eurasia, North America, Latin America, Pacific, Corporate and Bottling