Survey Analysis for Coke
Purpose of Survey
Following a critical assessment on the product Coke from the Coca Cola company, it was necessary to perform a survey study to better understand the influence of some market factors in the behavior of consumers. As a result, a survey to check the effect of perception, attitude, motivation, group & individual differences, culture, and family & lifestyle on consumer behavior in their market preferences. Understanding the behavior of the local consumer of the product towards Coke and checking and checking their satisfactory level is another purpose the survey sought to achieve.
The survey was also intended to align the needs of the consumers in the market with the product on offer from the Coca-Cola company, Coke in that the company would have better knowledge on some of the consumer needs that needed to be improved. In addition to this, the survey also serves the purpose of informing the company of the performance of its customer-facing units and services.
The Development of Survey
Identifying the main motivation towards performing the survey led to the formulation of ten consumer based questions which would be administered to consumers of the product. Some of the questions asked during the survey are as shown in the appendix.
Using the free online tool Survey Monkey, the survey was created in a way which combined the use of close-ended questions. A website link which would lead to the survey questions was then generated and the survey form was administered to fifteen participants who had recently taken coke. The participants completed the survey questions and submitted their responses online back to the same website. The survey results were then received and graphically analyzed to come up with graphical representations of what the consumers thought about the product on offer.
2.0 Data Analysis
As already mentioned, the data obtained for this survey was mainly for the purpose of studying what age and individual differences, gender, motivation, the effect of culture and family, market research, and motivation had on consumer behavior geared towards a certain product.
From the data obtained from the survey research, it is more evident that Coke’s majority consumer age stands at between the youth ages of 20-30 years, with a percentage statistic of 73.33% of the total market shares. There are no consumers lower than the specified age limit and there are fewer consumers of the product who are slightly advanced in age representing a total of 26.66% of the total market.
Most of the consumers of Coke were driven to purchasing the product by television adverts concerning the product which represents 80% of the total respondents to the survey. Friends played less role in driving others to take Coke. The role played by friends in introducing others to the product stands at 10% while 10% of the participants were motivated to purchase coke by other means.
Attitude towards Coke was catered for in the survey questions where the respondents were asked to reply to what they liked about the product and if the product has proved satisfactory to them. Interestingly, a majority of the respondents to the survey were more attracted to the product because of its uniqueness in maintaining the single flavor it has always maintained ever since its inception into the market with a percentage score of 60% of all the respondents. In addition, all of the respondents of the survey have agreed that the product has been satisfactory to them. These findings imply that most of Coke’s consumers have a positive attitude towards the brand product.
Coke is socially accepted in most societies since it is commonly used in all societal gatherings as observed with the fifteen respondents. Coke has scored 100% in the question of whether it is allowed for use in the society functions. Therefore, the attitude of the society about Coke suggests that it is well accepted among all the cultures, considering that the respondents represent different consumer cultures.
According to a study conducted by Childers and Rao (2014), some of the identified social factors affecting consumer behavior include reference groups and opinion leaders. Reference groups refer to any group to which an individual can seek guidance before deciding on something. The survey conducted on Coke shows that the respondents of the survey did not take keen consideration of the reference groups. However, their motivation was based on other factors such as the uniqueness in the taste and flavor of the product, Coke. aspects of culture on consumer behavior which make up a great deal in motivation to purchasing a product was however not investigated using the survey.
In consumer analysis for Coke conducted by De Mooji (2010), aspects of culture and subculture are common determinants in the decision consumers make on products before they make their purchases. Aspects of a subculture include attitudes, values, and behaviors. The Survey on Coke touched on these aspects particularly, the attitude aspect of subculture was determined in the survey. Attitude reflects an acceptance of the product and what people think about the product as seen in the satisfactory index which represents a 93.33% satisfactory index.
Distribution of the market consumers is mainly associated with age and socializations which leads to a preference of a single product among a certain age group compared to other age groups (Moore et al., 2012). Age and consumer habits in the Coke survey shows that it is more of the youth who are more interested in Coke. family is expected to have a proportion of influence n consumer behavior of the youths which is not evident from the survey conducted. This is evident since the family does not share any proportion in influencing the choice of product the youths have chosen for their refreshment. The role of the family in being influencers is to a certain product is therefore not achieved in the Coke scenario.
The idea that the biggest decision to buy a product or delve in service is substantially influenced by the moods and emotions is investigated in the study of the influence of marketing on consumer behavior. Outcome appraisal in cognitive appraisal theory is also noticeable in the results of the coke survey where the relativity of the product to be functional to the consumer and for the consumer to be satisfied with it is observed. The respondents have indicated a 93.33% satisfactory index which reflects satisfaction with the product. Emotional appeal for adults in which sex was tested proves that males are more active partakers of Coke compared to females. Females have scored 73.33% while females have a percentage range of 26.67% of active consumption of Coke. Sex appeal argues that sex appeals capture attention, which will seldom promote product consumption, such as the idea being portrayed in the research. Marketing has played an important role in consumer behavior since most of the partaker of Coke decided on purchasing the product as a result of the television adverts.
Consumers are believed to be the most effective judges to decide on the marketing strategies that will be used by the company for marketing its products, this is as observed by Peter et al. (2017). From the Coke survey, it is evident that the consumers are motivated more to the products as a result of television advertisements. As such, it would be good practice for Coke’s marketers to strategies their marketing options more to the visual scene accessible by many. 80% of consumers will be able to able to access the product, thus success in the marketing option or strategy chosen for the product.
According to research conducted by Nelson (2016), Coke consumers will not actively take part in seeking new information about the product before they make a purchase of the same. However, information search which is an important step in the consumer decision-making process is observed in the case of Coke since some of the respondents to the survey did not need to conduct market research while a proportion of the same sought to conduct market research for the product before deciding on its purchase. 60% of the respondent did not conduct market research while 40% of the respondents saw the need to conduct market research before deciding on the product they wanted. Market research is therefore seen to play a significant role in the decision making process of the consumer. Experiential sources of information in the case of Coke is however not seen to be of much effect on consumer decision making process since there is no respondent who agreed to the question that their decision was influenced by having no other option.
It would be right to recommend further survey research with a diverse range of questions to ensure that the product under study is well analyzed. More questions on the same matter will enable the Coca Cola company to make better conclusions based on the data obtained about the product from the survey that will be conducted.
A more advanced survey question paper with a bigger audience will be able to provide better statistics which when analyzed will give better findings of the product. Researchers should, therefore, focus on conducting a more comprehensive research survey than the one represented in the appendix section of this paper which will be useful in determining consumer behavior and will be able to advise the company better.
From the survey research on consumer decision making process towards Coke, the product sample, it is evident that there are several factors which avert the type of decisions made. Consumer decision making process is seen to be affected by perception, attitude, motivation, group & individual differences, culture, and family & lifestyle all of which have been further discussed in the findings section of the survey analysis. The Coca-Cola company is thus better placed to understand consumer behavior towards their product and maintain their or improve on their product delivery and marketing to attract more of the consumers to the same.
Childers, T. L., & Rao, A. R. (2014). The influence of familial and peer-based reference groups on consumer decisions. Journal of consumer research, 19(2), 198-211.
De Mooij, M. (2010). Consumer behavior and culture and subculture: Consequences for global marketing and advertising. Sage.
Moore, J. N., Raymond, M. A., Mittelstaedt, J. D., & Tanner Jr, J. F. (2012). Age and consumer socialization agent influences on adolescents’ sexual knowledge, attitudes, and behavior: Implications for social marketing initiatives and public policy. Journal of Public Policy & Marketing, 21(1), 37-52.
Nelson, P. (1970). Information and consumer behavior. Journal of political economy, 78(2), 311-329.
Peter, J. P., Olson, J. C., & Grunert, K. G. (2017). Consumer behavior and marketing strategy (pp. 329-48). London: McGraw-Hill.
The graphs below represent the data obtained from the survey research on coke. They represent the questions asked in chronological order in the survey research questionnaire.
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