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The consumers of Coca-Cola - Essay Example

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The researcher of this essay aims to analyze the consumer buying process of Coca-Cola company, that is mainly influenced by a variety of factors, such as advertising campaign and many else, that are very effective tools in raising awareness among the consumers…
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The consumers of Coca-Cola
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Download file to see previous pages is advertising campaign is also carried to other targeted customers located in different parts of the globe through satellite broadcasting as well as the internet. These forms of communication are fast and instantaneous and they can reach different parts of the globe. The figure below shows the product involved in the mentioned advertising campaign. The consumer buying process is comprised of five stages namely: need recognition, information search, evaluation of alternative, purchase decisions and post purchase decisions (Strydom, 2004). For real, this is a process not an event given that it goes through different stages. In most cases, it can be noted that consumers are always aware of their needs and they often search for information they can use to satisfy their needs. This is when the advertising campaign comes in handy when people are looking for information that can be used to satisfy their needs. In the case of Coke Zero advertising campaign, the target audience is men and this can go a long way in providing the required information about the ideal product that can satisfy their needs. The advertising campaign is designed in such a way that it conveys the information that can influence the targeted group to develop a positive attitude towards Coke Zero. The message in this advertising campaign is: “defender and celebrator of guy enjoyment.” This message is designed in such a way that it captures the attention of the targeted customers such that they can be influenced to try the product. The other important aspect of the buyer decision process is related to evaluation of alternatives. According to Berry & Wilson (2001), marketers should always be aware of the fact that there are various alternatives in the market hence they should design their advertising...
This essay aims to mainly draw from the case of Coke Zero advertising campaign to establish the extent to which it has or can influence the buying process of the targeted consumers. The paper starts by defining key terms as well as outlining the chosen advertising campaign. It can be concluded that consumer buying process is mainly influenced by a variety of factors such as advertising campaigns. This refers to a series of advertisements that are intended to positively change the behaviour of the targeted buyers. Carefully designed advertisement campaigns are likely to remind the customers about the existence of a certain market offering. These campaigns also raise awareness among the consumers about the product. However, as discussed above, the success of an advertising campaign mainly depends on the quality of the message presented by the marketers to the customers. As illustrated by the case of Coke Zero, the message is: “defender and celebrator of guy enjoyment.” This message is tailored in such a way that it appeals to the interests of the targeted male consumers. The way the message is presented in the campaign also has a bearing on the likely response of the customers. The case of Coke Zero shows that the product is presented as unique and different from other similar products found in the market. This is very effective since the strategy helps the company to gain a competitive advantage in its operations. This helps it to operate viably and effectively since it would be able to attract a lot of customers. ...Download file to see next pagesRead More
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