Consumer Behavior – Pontifical Catholic University of Peru.

Department of Psychology

PONTIFICAL CATHOLIC UNIVERSITY OF PERU

Faculty of Letters and Human Sciences
Psychology Specialty

Consumer behavior
"Coca Cola"

COURSE : Consumer behavior

TEACHER : MBA Cristina Quiñones

Students : Valeria Abanto

Laura Aragon
Ernesto Maturrano
Alicia Monteblanco

December 2008

1. Methodology

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

The present research consists of an exploratory-descriptive study, whose objective is to

collect information about the brand image of “Coca Cola” in the Peruvian market.

• Universe
Young people, between 18 and 25 years of age, from NSE AB, and who are also
consumers of soft drinks.

• General objective
Know and describe the image of “Coca Cola” in the Peruvian market, as well as the
respective factors involved in its configuration.

• Specific objectives o Explore the possible factors involved in the product purchasing
decision process.
o Know the evaluation of the attributes and benefits of the product or Explore the
motivations underlying the consumption of the product
o Know and describe the perceptions and emotions related to the “Coca Cola”
product.
o Know and describe the attitudes towards the “Coca Cola” brand o Analyze the
“Coca Cola” brand personality o Know and describe the main elements in the
“Coca Cola” advertising campaign in the Peruvian market.

2. Back Ground of the Industry and Company in reference

Economic Context of the Beverage Industries in Peru

Currently, Peru presents significant growth in different industrial sectors. The case of
the beverage industry (beer, soft drinks and table waters, etc.) is significant, since its
development has continued to advance at a good pace in 2007, registering a growth of
7% (Cavanagh, 2008).

In the case of the penetration of soft drinks in Peru, that is, the number of consumers of
these drinks, it is found that this reaches almost 90% of the population, which for some
would be an indicator of market saturation. Peruvian. However, per capita consumption
in Peru is 47.7 liters per year, which is one of the lowest levels in the region
(Cavanagh, 2008).

For its part, the bottled water market continued in 2007 with its positive trend of recent
years, highlighting bottled table water with 16.3%; while water in bottles decreased by
9.3%. Meanwhile, the liquid soft drinks market registered growth of more than 50%
driven by the trend towards greater consumption of beverages with natural ingredients
(Cavanagh, 2008).

A segment in which tough competition is also observed is in rehydrating or isotonic

drinks, which was initially aimed at a small market, where the Gatorade brand had a
Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

virtual monopoly on sales; but the entry of Sporade from the Ajeper Group (the same
as the Kola Real phenomenon), changed the market for these drinks with a strategy
based on the price factor (Cavanagh, 2008).

The CocaCola Company

The CocaCola Company was established in 1886 and began its activity based solely on
the production and sale of Coca-Cola in the United States. Over time, Coca-Cola has
established itself in the US market by increasing its market share and product utilization
through an effective market penetration strategy (Pendergrast et. al, 2007). Currently, it
is the owner of 4 of the 5 most successful soft drinks in the world, being a world leader
in the production, sale and distribution of concentrates and syrups of non-alcoholic
beverages (it has 47% of the world soft drink market) (Pendergrast et al. . al, 2007).
This company is present in more than 200 countries around the world, divided into 6
work groups: Eurasia and Africa, Europe, Latin America, North America and the Pacific
Islands. It also has a broad portfolio of more than 230 different brands (Pendergrast et.
al, 2007), which is consumed in a volume of 1.5 billion per day.

Worldwide, this company is #1 in sales of soft drinks, juices and soft drinks; #2 in sales
of energy drinks (sports) and #3 in bottled water; and employs more than 30,000
employees around the world (Pendergrast et. al, 2007) in a decentralized system as a
result of which 70% of the company's turnover and 80% of its profits come from outside
the United States (Pendergrast et. al, 2007).

Its emphasis on the creation of beverages and its marketing actions to connect with the
users of its brands, through television and print advertising, online programs,
sponsorships, contests and packaging design, allow it to understand and know the
diverse and always changing needs and desires for beverages in its consumers around
the world, generating immense commercial success.

Coca Cola in Peru

ƒ Line of products offered

Inca Kola, Inca Kola Light, Coca Cola, Coca Cola Light, Coca Cola Zero, Sprite, Sprite
Zero, Crush, Canada Dry, Kola Inglesa, Powerade, Burn, Dasani, San Luis and Frugos.

ƒ Peruvian Market

Coca Cola has been marketed in Peru since January 1937 and in 1999, it signed a
commercial alliance with the JR Lindley Corporation, by which it became the owner of
50% of the Inca Kola brand and 20% of the JR Lindley Corporation. This company is
dedicated to the production, bottling and sale of soft drinks, carbonated and table
water, as well as fruit pulps and nectars. Through the acquisition of the ELSA bottling
company in 2004, CJRL consolidated itself as the main non-alcoholic beverage
company in Peru, with a share of 60% on average in recent years (Apoyo, 2008). Its

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

leadership is mainly due to its main brands, Coca-Cola and Inca Kola, which together
represent 67.2% of its income, during the first half of 2008 (Apoyo, 2008).
In recent years, companies producing beverages are expanding their plant capacity
and also building new plants to meet market growth. Thus, the JR Lindley Corporation,
an ally of Coca Cola, had scheduled investments of more than US$50 million in 2007,
destined for the purchase of cold equipment, containers, machinery, infrastructure and
production lines. Furthermore, due to the strong growth registered in the soft drink
market in the interior of the country, the priority of this corporation in terms of
investments has been concentrating in the provinces (in 2006 it invested close to US$
27 million) (CAVANAGH, 2008).

ƒ Competence

In terms of brands, Inca Kola leads the market with a share of 26%, followed by Coca
Cola (25%), Kola Real (8%), Pepsi (7%) and other brands (34%)

Peruvian market share graph by soft drink brand

Participation of the Peruvian Market by

Soda Brand

Royal Kola Pepsi

8% 7% Others
34%

Coca Cola
25%
Inca Kola
26%

Last consumption declaration studies place Inca Kola in first place with 37% followed
by Coca-Cola with 25%. In third place is Kola Real, with 16%, which has been
displacing Pepsi despite its limited advertising and distribution .

60% of the soft drink market is made up of black and yellow colas. The remaining 40%
are made up of white and "fantasy" colas, the market share of the latter is constantly
growing to the detriment of black colas.

In the Peruvian market there are eight brands of dark soft drinks, including Coca Cola,
Pepsi, Kola Real, Big Cola and Perú Cola. Meanwhile, in yellow there are also about
eight brands, including Inca Kola, Triple Kola, Sabor de Oro, Isaac Kola and Viva,
reported market researcher CCR. This organization also indicates that the level of per
capita consumption of soft drinks in Peru is 48.6 liters, in Chile 93 liters and in Mexico
150 liters.
Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Positioning map of soft drinks in the Peruvian market

Positioning map of soft drinks in the Peruvian market

 Marketing strategy

Douglas Ivester, co-vice president of The Coca-Cola Company, states that “being
worldwide is the company's main strategy” (Pendergrast et. al, 2007).

The strategy adopted by Coca-Cola throughout its history results from a combination of
what Ivester stated with the words of Sergio Zyman, the company's former marketing
director (1999), who stated that “to think in global terms, action must be taken at the
local level” (Pendergrast et. al, 2007). Coca-Cola applies this line of action from the
productive level: since the 1920s, when its global expansion began, the intention was
to make it a local drink through the promotion of infrastructure for the drink, that is,
contracts with local manufacturers, bottlers and transporters with the aim that
everything was produced by companies in the country of arrival (Pendergrast et. al,
2007). The only thing that mattered about Coca-Cola was the concentrate of the drink.
In this way, the company could establish exactly how much it contributed to local
economies (Pendergrast et. al, 2007).

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

On the other hand, as a result of its geographical expansion, Coca-Cola faced the
challenge of penetrating more into local markets, in response to which it developed
new products in order to respond to local demands and tastes. Today the company has
more than 230 worldwide (Pendergrast et. al, 2007). As a result, while initially the
company operated in the carbonated soft drinks market, today it operates at the level of
packaged liquid soft drinks. It becomes evident then that Coca-Cola has diversified its
activities effectively (Pendergrast et. al, 2007).

An essential part of the strategic positioning developed by Coca-Cola lies in the study of
the strategic environment, considering those factors over which it has little or no control.
These are: macrofactors, referring to systems and structures (politicians,
economical, social, technological, legal and environmental); mesofactors, referring to
behaviors and expressions (tendencies and ideas) and microfactors, referring to individual
resources (information, time, energy, money and space). In this way, we seek to maximize
the company's results as a product of considering these elements, which directly implies
the search for a balance between standardization and adaptation in Coca-Cola's
operations around the world.

Coca-Cola's global strategy places the elements of the marketing mix on a continuum
between adaptation and standardization - mentioned above - independently of each other.

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Coca Cola Marketing Strategy Chart

CocaCola Company Marketing Mix Scheme

Although there are theories that support both the total standardization of products and
services as well as the total adaptation to the environment, Coca-Cola assumes a
mixed strategy, from which those elements that constitute the heart remain close to
standardization. of the brand, such as advertising, the place, the product and the
processes; while keeping aspects such as price and audience closer to adaptation.

On the other hand, the strategy adopted by Coca-Cola does not aim to achieve a
competitive advantage based on low cost, but rather on “differentiation through
perceived superior quality of the product, high recognition and good brand image.” In
addition, Coca-Cola uses its advertising and packaging to increase said differentiation;
An example of this is the particular shape of its bottles.

3. Advertising and Consumer Characteristics

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Due to its size and geographic reach, Coca Cola is a brand that manages a wide
variety of information in relation to its different audiences, their characteristics and
needs.

As a company, the concepts that it exalts as representative are reflected in its mission
and vision.

On the one hand, its mission consists of 3 goals and they consist of:
ƒ Refresh the world in body, mind and spirit.
ƒ Inspire moments of optimism through your brands and actions.
ƒ Create values and make a difference , wherever they are found.

On the other hand, its vision to achieve sustainable development includes 5 elements:
• People: To be a great place to work, where people feel inspired to be the best they
can be.
• Planet: Be a responsible global citizen who makes a difference.
• Portfolio: Give the world a portfolio of beverage brands that anticipate and satisfy
people's wants and needs.
• Partners: Nurturing a winning partner network and building mutual trust
• Profit: Maximize the profit of shareholders, without neglecting their general
responsibilities.

From these statements, it can be inferred that Coca Cola wishes to transmit values
related to a positive and serene attitude towards life, the maintenance of its particularity
and the commitment to the development of both its collaborators and its clients and
consumers, and, at the level general, a concrete desire to collaborate with the
generation and maintenance of the quality of life of the citizens of the world; without
losing sight of the objective fact that this is a for-profit company, and profits are
important too.

At the advertising level, this company remains consistent with its main policies. Thus, it
is observed that in its main advertising spots on television and the web, Coca Cola is
related to joy, fun, youth, freshness both in the literal sense (a drink that refreshes in
times of heat) and in attitude towards life, versatility. , friendship, love and, in a special
way, closeness with the consumer, the generation of a strong feeling of familiarity with
them. The message is provided both explicitly, with clear situations that will be
analyzed below, and with the use of varied colors, a lot of movement, catchy jingles
and characters in happy and fun situations.

Clear examples of these values are found both in graphic advertising (See Annex 1)
and in commercials (Annex 2 for web addresses) such as:

- “Cheesy Moment”: advertisement in which a couple is presented sharing a Diet

Coke, while animated hearts sing a song exalting the “cheesiness” of the moment
as a joke, without leaving aside the pleasant and the possibility of seeing it as
something fun.

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

- “Let's sweat our shirts”: ad created for the 2008 World Cup Qualifiers, which shows
groups of friends cheering on their soccer team, with the components of excitement
and camaraderie typical of this sport.
- “The Happiness Factory”: advertising spot that shows the supposed “world” of
fantasy behind the creation of the soda in question, in which the imagination, the
“magical” element of Coca Cola, is exalted, along with the care and detail of its
production, as can be seen in the complexity of the process (it goes through several
phases) and in images such as animated characters kissing the bottle before
shipping.
- “Something from one in all”: advertising in which it is observed how several
characters share a Coca Cola throughout the sequence and obtain some of its
characteristics from the previous consumer. The result is a strange and unique
character, composed of many of the attributes of the others. In this way, the brand
exalts the interesting and fun nature of diversity, showing it as a positive concept
that makes soda consumers “unique,” while also showing a situation of familiarity
and sharing.
- “Polar bears”: series of advertising spots that, through the use of bears, exalt family
values, love and friendship, showing situations in which tenderness and solidarity
are the main component. Among others, the spot stands out in which the bears are
shown observing the penguins during a party, and the latter welcome them with joy
and pleasure. Here, the positive approach to differences and the possibility of
sharing beyond them would also be exalted.
- “Coca Cola All Terrain”: advertising that is crowned as the maximum expression of
the company. This shows different parts and types of Coca Cola, while mentioning
what type of people it resembles: “for the little ones, for the big ones, for the fat
ones, for the skinny ones, etc.” This spot shows the company's basic idea that its
product is for everyone, in all situations and places in the world, leaving a feeling of
communion with others, based on identification with at least some of the characters
mentioned.

This last advertising spot is directly related to the definition of your target audience. The
potential consumer of Coca Cola, according to the company, is the entire public who
wants to have a good time: alone or accompanied, relaxed or fun, but always serene,
fresh. However, it should be noted that the population most consistently targeted is
adolescents and young adults in the age range between 15 and 28 years. In that
sense, when comparing it with a Peruvian brand like Inka Cola, we noticed that the
latter would be much more focused on the family audience and therefore, Coca Cola
would have a location that would compete more with brands like Sprite or Fanta, which
have target audience younger populations. Despite this fact, it is known that Coca Cola,
finally, continues to compete with all brands of soda and other beverages (flavored
waters and energy drinks), since its brand positioning continues to be for all types of
audiences.

Following the results of our surveys, the socioeconomic levels I would target would be
NSE A and NSE B, because, although it is not a brand with a very high price, it
definitely requires a certain purchasing power. In other words, it is not so expensive as
to be an elite product, but not so cheap as to be consumed by any economic stratum. It
Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

should be noted that surveys carried out by Apoyo (2008) contemplate the possibility
that the sectors that consume this product the most at an individual level would be the
SES A and the SES D, results that would have to be corroborated in subsequent
research.

Individual consumption of soda brands

Product Total (%) SES

TO b c d AND

Coca Cola 37 53 34 29 45 37

Inca Kola 36 26 36 46 34 17

Royal Kola 10 0 5 7 11 27

Pepsi 5 3 6 3 6 7

Sprite 2 7 2 2 1 4

Guarana 2 5 4 1 1 4

Others 6 5 9 10 2 4

Not precise 2 1 4 2 0 0

At the Individual Consumption level. SUPPORT

However, they also mention that the NSE B consumes this product in a percentage
greater than 30%. On the other hand, due to the values on which it focuses, the traits
that describe its consumer are those of someone who is fun, happy, optimistic,
authentic, different, who prefers to take difficult situations in life calmly in order to
resolve them properly. , who has friends, falls in love, values his family, takes risks and
likes to innovate. The surveys carried out would corroborate these statements, adding
that the person who consumes Coca Cola would also have a certain level of status,
attractiveness and success in life.

Likewise, from the information collected in the surveys, we found that the moments in
which Coca Cola is consumed the most would be: during special lunches, at the
university, relating it to the idea that it generates activation and gives energy, and at
any time. in which the person “craves” the product. The general frequency of
consumption would range between 3 and 4 times a week, and the rate would be
equivalent to 3 or 4 personal bottles of Coca Cola per person during the week (See
Annex 3, for survey data).

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Finally, it is interesting to mention that in the Peruvian case, according to the market
research company Datum Internacional, the consumption trend shows a current
consumer looking for products or packaging that respond to individual rather than
group needs. This considers that the Peruvian consumer is a consumer sensitive to the
innovations that different brands offer, especially those that respond to their main
motivations and concerns. This would generate a great growth opportunity for those
brands that manage to satisfy this expectation.

4. Purchase Process of the Product or Brand of Interest

Purchase decision process

This process starts from the recognition of a need by the consumer. This recognition is
most likely to occur when the consumer is faced with a problem.

There are two different styles of recognizing problems or needs. The first is based on
the actual state, since the presence of a problem is perceived when a specific product
does not provide the consumer with adequate performance. The other is based on the
desired state, and in this what gives rise to the process is the desire to want something
new and the perception of being able to get closer to your ideal self through the
consumption of a certain product.

Additionally, it is important to mention that there are 2 types of inputs for the purchasing
process. Marketing inputs refer to the direct attempt to influence consumers, inform
them and convince them to buy and use their products (Schiffman, 2005). In this sense,
Coca Cola generates a significant volume of marketing inputs, through its constant and
wide range of advertising on the web, television, radio and other media, as well as the
use of advertising panels, posters, campaigns on various topics and its foray into the
organization of events of all kinds (sports, entertainment, cultural, etc.). On the other
hand, sociocultural inputs consist of a wide range of non-market influences, especially
related to social class, culture and subculture (Schiffman, 2005). In a society like Latin
America, which exalts familiarity, group cohesion, friendship, camaraderie and close
relationships in general, an organizational culture like the one proposed by Coca Cola
fits perfectly.

- Problem recognition

In the case of the consumption of soft drinks as a product category, and specifically for
the consumption of Coca Cola as a particular brand, we have that consumers present,
almost generally, a type of recognition based on the ideal state or, rather, the
recognition of an opportunity. In that sense, Coca Cola would be presented as a soft
drink that would provide opportunities for the expansion of current happiness, the
enhancement of optimism, good energy and a general increase in activation and well-
being. This could be due to the characteristics of the product itself since soft drinks
Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

themselves are associated with social relaxation and enjoyment events (meetings,
parties, celebrations).

We cannot fail to mention that Coca Cola, as a brand, offers a symbolic value of
happiness, associating it with personal enjoyment and “sharing” with other significant
moments of enjoyment and gratification.

- Identification of alternatives

This step in the purchasing decision process occurs when a consumer perceives a
need that can be satisfied through the purchase and subsequent consumption of a
product.

To identify their desire, the consumer will resort to a series of information sources that
can be basically of two types: internal or external sources. Within the first, we have the
information that the individual stores in their long-term memory, in the form of previous
experiences or memories. These can provide the consumer with the necessary
information to make the current decision and it is known that generally, the consumer
will prioritize an internal search for information to make the purchase decision. In the
case of Coca Cola, we can refer to the fact that the brand has been in charge of
generating specific memories: the “Coca Cola moments”, moments of happiness that
would be in the repertoire of many Peruvians (and the world population, in general). )
anchored in their memory, and that raise both positive emotions such as happiness and
well-being, as well as nostalgia for them, which would invite the consumption of the
drink.

In the case of external sources, we would be dealing with information from the media,
advertisements, information provided by brand workers or third parties in the
consumer's environment. It is worth noting that the less one knows about the product to
be consumed, and the more importance is given to the purchase, the more time the
consumer will spend searching for information. In relation to Coca Cola, this type of
information is constantly available, due to the relevance that the brand's advertising
strategy provides to the constant generation of new and innovative advertising pieces.

Although the theory maintains that the consumer will privilege internal sources, in this
case, it could be said that both sources have equal relevance for the purchase choice.
This is because Coca Cola makes a large investment in communication strategies to
reach its audience through different media and creative advertising, in order to form
deep ties with them. In turn, this effort has been rewarded by the loyalty of its
consumers, and by the recognition of Coca Cola as a “lovemark”.

We had the opportunity to verify this type of relationship through the responses of the
subjects who participated in our survey since the vast majority spoke of Coca Cola as a
“need”, “obsession”, “almost addiction” associated with sensations of
“gratification on a very personal and intimate level.”

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Likewise, the average of the evoked set of our sample is 9.6, evidencing a high level of
experience and knowledge regarding the product category in question (soft drinks)
(Schiffman, 2005). Furthermore, the Coca Cola brand not only appears as the preferred
brand by a large majority of the subjects, but it is the top of mind brand in the sample.

Regarding the criteria for evaluating brands, the most frequently mentioned are Taste
(sweet spot), Amount of gas and Price. It could be seen that Coca Cola consumers in
the sample seem to attribute a high degree of importance to the “energizing” quality of
the product.

Regarding making the final purchase decision, it could be inferred from the responses
obtained that the subjects apply decision strategies based on affect. This refers to a
simple and general evaluation of the attributes of each brand, choosing the one that
generates the greatest degree of satisfaction regarding their needs (Schiffman, 2005).

- Post-purchase behavior

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

According to Schiffman (2006) there are two types of activities that are carried out after
the decision and are linked to each other, since their objective is to increase consumer
satisfaction with the purchase made.

Purchasing Behavior
Consumers make three types of purchases. The first is the “trial purchase”, in which
consumers try to evaluate a product through direct use. This type of purchase is
generated by certain promotional practices such as the offer of free samples, discount
coupons or reduced prices or offers. The second type of purchase is “repeat
purchases”, in this case consumers buy again that brand that has already proven to be
satisfactory in the past. This type of purchase is closely related to the concept of “brand
loyalty.” Finally, the third type of purchase is “purchases that imply long-term
commitment”; These are generally more durable goods and the most common thing is
that the consumer moves from the evaluation phase to the acceptance of a long-term
commitment (through purchase) without having carried out a real test of the product.

Using the information obtained, it can be argued that Coca Cola consumers make a
repetitive purchase since, after having consumed the first time and having been
satisfied, they make the purchase of the same brand again, thus demonstrating the
aforementioned “brand loyalty” that exists in the audience of the brand under
discussion. This is despite the fact that the soft drink market is extremely competitive,
especially in terms of prices.

The post-purchase evaluation

Schiffman (2006) argues that when consumers use a product, they evaluate its
performance based on their own expectations. Evaluations of this type can lead to
three results:

a) Actual performance equal to expectations

b) Actual performance exceeds expectations
c) Actual performance is lower than expectations

The degree of this analysis will depend on the importance involved in the decision
regarding the product and the experience they have from using it. Thus, the evaluation
after the purchase is fed back in the form of experience and serves to influence future
decisions of a similar type. Once again, we maintain that Coca Cola consumers show a
post-purchase evaluation in which the real performance is equal to or superior to their
expectations, which would be related both to the organoleptic characteristics of the soft
drink (good flavor, adequate amount of gas , sensation of freshness) and the social
“derivatives” of it, referring to generating pleasant moments of sharing with friends or
family, and even increasing status among peers. This situation would be reinforcing a
positive attitude towards the brand, and a greater willingness to make repetitive
purchases.

It is worth mentioning that Coca Cola seeks to reinforce the above through its
advertising, which emphasizes the idea of satisfaction and enjoyment after consuming
Coca Cola.
Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Level of Involvement and Perceived Risk

The level of involvement has to do with the investment of time and energy that the
consumer makes in acquiring greater knowledge of the brand. As mentioned above,
Coca Cola consumers, in general, have a medium to high level of involvement with the
brand that is favored and reinforced by its efforts to establish links with them, constantly
seeking spaces for communication. interaction like the one present on its website (
http://www.coca-
cola.com/template1/index.jsp?locale=es_PE ) and the activity titled “Design the World a
Coke” ( http://www.cocacola.com/template1/index.jsp?locale=es_PE&site=../olympics
/inde x.jsp )
.
On the other hand, Risk Perception is defined as “the uncertainty that consumers face
when they cannot foresee the consequences of their purchasing decisions. The two
relative dimensions of perceived risk are uncertainty and consequences” (Schiffman,
2006).

The factors related to Uncertainty are the lack of information, lack of experience with
the brand, variations in quality, existence of many purchase alternatives and level of
complexity of some products. The factors referring to Consequences are physical risks
(danger to health, or to the environment), functional (possibility that the product does
not perform as expected), psychological (loss of self-esteem, self-esteem or general
dissatisfaction). , social (a wrong decision can lead to an embarrassing situation) and
financial (in case of replacement or repair to be carried out at your expense if the
purchased product is defective).

In the case of the consumption of Coca Cola, the sample's responses did not show any
indication of perception of psychological or social risk since the vast majority of subjects
highlighted the pleasure of consuming a product with a “unique flavor”, “original”, “
“guarantee” and worldwide recognition. At most, one could say that a physical risk was
perceived (product that makes you fat, or that decalcifies).

Predominant Consumer Behavior Model

Finally, the instruments applied allowed us to collect information that gave us sufficient
basis to mention that Coca Cola consumers could be representing several of the
consumer behavior models. For example, looking at the Learning Theory, which
maintains that people buy only those products that they know and that have previously
given them good results (Arellano, 1993), we could talk about the group of consumers
who, since they tried Coca Cola for the first time, , and they felt satisfied with it, they
have not stopped buying this brand.
From the Psychoanalytic Theory, which states that consumer behavior is motivated by
the reduction of tensions through purchasing (Arellano, 1993), we could mention the
high frequency of responses that allude to the gratification achieved through the
consumption of Coca Cola. On the other hand, from Sociological Theory, which
maintains that the main reason for people's behavior is their need to integrate into the
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social group (Arellano, 1993), we would be alluding to the group of consumers who
refer to “family” consumption. ” or in Coca Cola “affiliation” situations.

We believe that in the case of Coca Cola, the Sociological Theory seems to be the
most important when it comes to understanding the predominant behavior of its
consumers since the idea of “sharing” is highly associated with the product and brand
itself.

5. Motivation or relevant needs of this consumer.

For the present investigation, two survey guides were applied to a sample of 32 young
people between 18 and 25 years old (16 each), from NSE AB and residence in
Metropolitan Lima, in order to address their opinions and perceptions about Coca Line.
Based on these results, the themes of needs and motivations will then be developed.

Issues related to food have received special attention from a psychological perspective,
and particularly in the study of consumer behavior. The main reason for this relevance
refers to the fact that both hunger and thirst, in addition to being two of the basic
motivations for the subsistence of human beings, have a series of psychodynamic
bases, while “around the nutritional function is organized the entire psychological world
of the child, his feelings, the way he relates to the outside world... his anxieties and
fears, his ways of expressing love and aggression” (Dogana, 1984). Furthermore, it is
mentioned that food, in addition to the nutritional function, may also have a “function of
connoting the social status of the person” (Dogana, 1984). In the case of Coca Cola, it

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Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

is evident that, due to the advertising strategy and the established brand identity, both
functions can be covered, in addition to a series of specific needs that will be
addressed later.

On the other hand, it should be noted that there is a “category of foods that seems to
essentially fulfill a recreational, pastime and escape function, which are enjoyed in
situations of passivity and relaxation in which we are not actively engaged in reality”
(Dogana , 1984). From the surveys it would seem that Coca Cola also fulfills the
aforementioned recreational function, while several of the subjects surveyed associate
it with personal moments of relaxation.

In relation to the theoretical bases of the topic, it is convenient to point out that the
basis of the consumption process is found in need, understood as “the difference or
distance between the current situation and the situation desired by the individual”
(Arellano, 1993). ). In general, “individuals will be more aware of their physiological
needs than their psychological needs” (Schiffman, 2005), since these represent the
possibility or impossibility of their survival. However, many authors consider that these
individuals, “subconsciously, behave in a way that also satisfies their “acquired”
psychological needs (Schiffman, 2005). In addition, there is no standardized hierarchy
of needs – whether physiological or acquired – common to people, so their importance
appears differentiated according to each individual (Arellano, 1993).

Following the above, it is considered that to achieve success in the field of

consumption, it will be necessary to develop products that satisfy several needs
simultaneously, so that they adapt to pre-existing needs, creating the motivation and
desire necessary for the subject to perform. the search for need satisfaction oriented
towards a specific object (Arellano, 1993).

Moving on to the needs identified in the consumption of Coca Cola, we will say that, in
principle, this product is associated with the satisfaction of a main physiological need,
thirst; In addition, this brand will also be associated with the need for movement, as
several subjects claim to consume it with the purpose of activation due to the
energizing properties of caffeine, one of its main components, in addition to the
constant use of moving shapes and characters that is presented in its advertising. The
same explanation for the need for movement could justify the satisfaction of utilitarian
needs proposed by McGuire since an important reason for consuming Coca Cola is
precisely to obtain the “energy” necessary to “continue functioning or staying awake
and ready to act.” ”.

On the other hand, consuming Coca Cola could be facilitating satisfaction from a
moment of self-conceit – “pleasure” that is enjoyed individually – to needs related to
being perceived by peers as an individual of greater status and originality (which
evidently allude to a defense ego and preservation of adequate self-esteem). The latter
would also explain the satisfaction of security needs (although always more linked to a
“psychological” security that comes with being accepted by others).

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Likewise, at an individual level, one could also mention the satisfaction of McGuire's
need for consistency because, according to Coca Cola's brand image and the values it
tries to communicate, those individuals who consider themselves young, fun, active,
fresh , dynamic, relaxed, optimistic among others, will consume Coca Cola to reaffirm
these traits of their own personality that they see reflected in the brand.

On the other hand, in the field of social needs, Coca Cola can be associated with the
satisfaction of needs for affiliation, belonging and love, to the extent that its advertising
strategy is effective - based on the results of the surveys - when addressing topics
related to positive affect, family and friends. Hence we find phrases like Coca Cola is
drunk at “special lunches, meetings, parties, university, my girlfriend's house”, among
others. In this way, Coca Cola has two important elements in the structuring of eating
habits: perceptual factors and experience (Dogana, 1984), since it has both the
organoleptic attributes of good flavor, color and aroma, as well as its association with
situations. social learning experiences.

Regarding matters related to Coca Cola's advertising strategy, it has carried out an
effective exercise of what Arellano (1993) calls "brand definition policy" as a tool in the
field of consumption, since it has been concerned with building a positive and strong
brand image. Thus, it strives to associate itself with positive sensations and affects
such as happiness, affiliation, love and optimism. This is reflected in campaigns such
as “the happiness factory” and slogans such as “look at the Coca Cola side of life” in
reference to an optimistic attitude. In this way, through a strategy that uses affiliation
around the brand, Coca Cola sells an object of love and associates it with a feeling of
roots, two of Packard's “hidden needs” (Packard, 1985). . This is probably the point
where Coca Cola's success lies, while various modern authors point out that the main
reason that guides people's behavior is their need to integrate into the social group
(Arellano, 1993).

As a product of the effectiveness of the strategy deployed and its interplay with
individual variables, subjects would appear who develop a particularly strong evaluative
system with respect to the brand. In this sense, “when we talk about loyalty to a brand,
we are essentially referring to a learning process of such great magnitude that it
prevents consumers from buying other products” (Arellano, 1993).

Summary of the underlying motivations for Coca Cola consumption

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6. Perception of Coca Cola

Colors

ƒ The color black

The Coca-Cola drink (the liquid itself) boasts the color black, which in general is
associated with status, elegance, power and refinement. These attributes would make
the person feel, at a perceptual level, that when they consume Coca-Cola, they are
consuming a quality product. However, it happens that the mentioned color does not
usually appear associated with food products (food and drinks) in nature, being, on the
contrary, related to putrefaction, lack of freshness, dirt, which would "naturally"
generate feelings of disgust and adaptive rejection. The only exception, until before
black soft drinks, were alcoholic beverages and coffee, which would imply that Coca-
Cola had to face a considerable challenge when starting its commercialization. In fact,
it is mentioned that initially this drink was marketed as a syrup, which increased the
challenge to the extent that it included a major image change. Despite this, it is evident
that this drink managed to position itself successfully, which definitely increases interest
in the study of its advertising and sales strategies, which would have managed to
overcome people's “natural mental scheme.”

ƒ The color white

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

The inclusion of the color white in its packaging and logo could be related to this desire
to change the scheme, since it is associated with characteristics such as purity and
neatness. Thus, in some way, it would manage to counteract the association with dirt or
lack of freshness of the color black, increasing the idea of Coca-Cola as a consumable
drink for human beings, healthy and pleasant.

ƒ The Red color

On the other hand, the color red associated with movement, action, energy and activity
would provide the element of fun and happiness, part of the basic concepts that the
brand boasts. This color would also provide the notion of warmth related to the brand,
giving the feeling that Coca-Cola would be a drink to share with family and friends.

Thus, Coca-Cola would combine these three colors with the objective of generating the
association of this brand with transparency, health, cleanliness, happiness, activity and
warmth. These attributes would be complemented by the use of specific shapes and
letters, which will be explained below.

Coca Cola colors

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Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Letters

The letters and iconic elements that make up the Coca Cola logo and isotype are made
up of thick, curved shapes, white and outlined in black, on a red background with
bubble details.

ƒ Typography
In the case of the typography used in the logo, it is known that the cursive typeface is
usually associated with warmth, and the tilt to the right could be related to a tendency
of the brand to focus on the future. On the other hand, the letters would give an
impression not only of dynamics and movement - due to their curved character - but
also of contact and interrelation, since they intertwine with each other; which would also
happen with the curved line that is located below the words (isotype).

ƒ Thickness and size

On the other hand, the thickness of the letters could be associated with generosity,
consistency and well-being, since an impression of robustness is generated without
losing the aforementioned warmth.

Likewise, appealing to the characteristic gestalt organization in the perception of human

beings, it could be said that the logo and isotype produce a feeling of fun, since their
dynamics seem to appeal to play, fluidity and impulse to action, to free movement.

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Container

In the case of the Coca Cola container, we noticed rounded shapes that seem to
resemble female curves related to the waist-hip ratio. This association would seem to
increase the attractiveness of the product by relating it, both with this female figure and
with concepts such as warmth, closeness and familiarity.

At a general level, it could be said that Coca Cola, through its logo and isotype,
together with its packaging, would seek to convey to the potential consumer a warm,
dynamic (encouraging free movement) and fun image, reinforcing what was mentioned
above in relation to its use of color.

Evaluation of a printed advertisement

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Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

ƒ Attention

In the poster, we see that some general perceptual concepts are put into practice in
relation to the perceived situation, such as the use of the novelty of the stimuli and the
intensity of the colors to attract the attention of potential consumers.
ƒ Perceptual Selection

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As is known, perceptual selectivity (that is, the specific selection of some elements over
others present in the poster) is highly influenced by the needs, motivations and moods
present in the audience at the time of exposure to the stimulus.

In this poster it is observed that the predominant color is red, so one might think that
the brand seeks to exalt movement, energy, fun and joy, appealing to the youth and
joviality of its potential consumers. Likewise, the figures that seem to emerge from the
bottle are full of color and dynamism, which complements this initial idea with some
particularities. Among these figures we find:

- Fuchsia lips and hearts, associated with the industry of falling in love (Arellano,
1993), pleasure and sensory satisfaction.
- A person dancing and making the “peace and love” symbol with one hand, another
riding a skateboard and one more running, in addition to a bicycle, an electric
guitar, musical notes, balloons and bubbles, elements associated with pleasurable
activities that involve movement and energetic plenitude.
- Butterflies, trees, dogs, flowers, birds and a path of colors, associated with nature
and vitality, in addition to providing the feeling of freedom, overcoming distances,
achieving achievements and, in general, the idea that nothing is unattainable.
- A hand “inviting” a bottle, bottles, drops and a person thinking about Coca-Cola,
images associated with the consumption of the drink, its characteristics of
freshness and pleasant flavor.

These are some of the elements found in the chosen advertisement; However, what is
interesting about it is that it is presented in the form of spots and many of the images
perceived are actually blank spaces with suggestive shapes. This presentation offers
the possibility of interpreting the stimuli according to the person's own contents, which
would include past experiences and projected needs.

ƒ Organization of the stimuli

We see that some of the principles proposed by the Gestalt perspective are used. In
this sense, an evident use of the figure-ground principle can be seen in the contrast of
the white background and the red Coca-Cola bottle, which would cause the viewer to
focus their attention on this second element. Furthermore, the aforementioned
presentation in spots generates the need for the viewer to use the principle of closure,
since based on the suggestion of some characteristics he will “complete” the images,
seeing what his experiences and personal contents suggest him to see; This becomes
noticeable in the formation of images (bottles, people, dogs, flowers, tree, etc.). On the
other hand, the principle of grouping is also evident, by which a set of stimuli will be
grouped in such a way as to generate a unified impression; This would emerge in the
case of the association that the viewer would have to make when believing that the
figures at the top of the advertisement emerge from the bottle.

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Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

ƒ Interpretation

From what was mentioned above, it could be said that CocaCola's combination of
providing some visible elements, such as lips, the hot air balloon and butterflies, and
the use of specific colors, in addition to other less obvious perceptual elements (such
as the person running or the person thinking about a bottle that would obviously be
Coca-Cola), would favor a totally personal interpretation of the individual exposed to
the poster, but at the same time, it would "guide" his perception towards associations
related to good spirits, activity and movement, central elements for the brand image.

Thus, the apparent emergence of these figures from the bottle would give the sensation
that this drink will generate what one sees in the image. Therefore, Coca-Cola would
generate dynamism, happiness, well-being, feelings of love, friendship, nature, etc.,
that is, those goals and desires that one wishes to achieve in a contemporary Western
context.

On the other hand, although the bottle does not have all the peculiarities of Coca Cola
packaging, it is associated with the brand without making much effort, since it has its
characteristic color and the word “Coke” fits exactly on it. . These elements, although
few, are sufficient to generate brand identification because Coca Cola advertising has
been concerned with achieving the public's memory of them, and it is evident that they
have already been internalized by the public.

Finally, in relation to the interpretation of the stimuli provided in the advertisement, we

see that the first impression is particularly taken advantage of, which will be associated,
as has already been seen, with the idea of dynamism, joy and vitality, in addition to
stereotypes. that potential consumers can evoke when observing people in activity,
moving images and a strong presence of colors to moments of happiness.

Coca Cola Perception Conclusions

The logo, packaging and slogan are a fundamental part of Coca Cola's positioning
strategy. These 3 elements present such strength that, even individually, the consumer
who perceives them will immediately evoke the brand. This would seem to be due to
the fact that, to a greater or lesser extent, they all have the same characteristics. Thus,
the letters and shape of the logo, the shape and colors used on its packaging, and the
phrases used in the slogans, aim to convey the same message: Coca Cola as a brand
of dynamism, activity and happiness.

Another important point, linked to the previous one, is the strong positioning of Coca
Cola. The brand has worked hard to create and identify the elements that today are the
basis of its clear distinction in the minds of consumers worldwide. Even in a market as
competitive and full of options as today, Coca Cola continues to be the black cola
preferred and recognized by the vast majority of consumers, and the key to such
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success lies, not only in knowing its consumer segment, but in a continuous
commitment to find better and more effective ways to convey its brand value.

Coca Cola's knowledge of its consumer segment has allowed it to establish the key
aspects for the creation of the brand's flagship stimuli, since these would be based on
the needs and motivations of its consumers, which would then be projected in its own
brand image, ensuring identification with it. Such identification would generate the
consequent brand loyalty, with the special benefit of producing a desire for knowledge
and information about the brand and its new proposals.

Finally, due to the great association that exists between the logo and the packaging,
Coca Cola takes special care not to exceed the differential thresholds of its consumers
when introducing changes or improvements in them, since it would be altering not only
the image of the product. , but the same brand image and its concept. On the other
hand, if Coca Cola neglected its policy of adaptation to the local markets it enters,
perhaps it could run the risk of being too closely associated with imperialism and United
States values, losing its “universality.”

7. Consumer Personality.

Coca Cola would seem to have a lifestyle marketing perspective that would target, in
principle, all segments of people who can consume it, depending on the price it offers,
that is, all people in class A and B, without further distinction based on on sex, age,
race or religion (or classification of any kind). In that sense, it would seem not to
“discriminate” any specific segment, but rather to target all audiences that can buy it.
For this reason, we consider that the Jungian archetypes behind the brand personality
are quite varied. Among them, the following are especially notable:
ƒ The Patriarch, symbol of honorability, authority and inspiration, related to the idea
that Coca Cola is a brand of tradition, which also focuses on the adult and older
adult public that “teaches” children and grandchildren the value of the brand and its
presence over time.
ƒ The Angel, a symbol of optimism and innocence, related to the vision of Coca Cola
as a brand that exalts the “positive side” of life, and that tries to get its consumers to
introduce into their way of life the idea that everyday situations can They may be
complicated and problematic but you can always find something positive in them
and maintain good spirits and happiness.
ƒ The Troubadour, symbol of joy, freedom and agility, related to the idea that Coca
Cola is a brand that exalts happiness and entertainment, along with dynamism and

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movement, in addition to the slogan that the right thing to do is to do what one
considers It does you good and generates “good energy.”
ƒ The Jester, related to characteristics such as ingenuity, flexibility and daring, which
together with the previous notion of dynamism, come together in a fun brand
concept, which adapts to changes, full of energy and with the impulse to carry out
actions outside the norm. common, take risks.

Likewise, it would use level 1 of animism in its advertising, especially in advertising

spots such as “The Happiness Factory”, in which the consumer is led to consider that
Coca Cola is the product of a magical world, which, although It may not be taken into
account literally, it does generate the feeling that by consuming Coca Cola you are
consuming a “magical” or special element, which would then be available in the product
for everyone.

As you can see, Coca Cola's favorite lifestyle is that of an active life. This brand seeks
for its audience to identify with the idea of having a life in constant movement and takes
into account that their tastes and preferences evolve over time, which is reflected in the
introduction of new product lines and innovative advertising. ; and it is very in line with
the modern way of life, characterized by its speed, constant change and versatility.

In addition, this style also includes fun, happiness and optimism, and the consideration
that meaningful relationships with others are a key point for developing a satisfying life.
In that sense, it would also aim to highlight the value of having friends, being with family
and, in general, being an active and committed part of a community, a notion that does
not detract from the importance given to individuality and the need for uniqueness. .
The idea that Coca Cola seems to propose is that you can be unique and special, an
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authentic person, while still considering your significant others important in your life.
This generates special interest, since one of the current problems, and especially in
societies like North America, is the radicalization of the individualistic posture and the
significant decrease in close relationships, as well as the predominance of a sedentary
lifestyle ( typically characterized by staying at home watching television: the “American
couch potatoe”). Thus, this brand would be part of an attempt to energize the consumer
public and generate a certain “awareness” in relation to the positive aspects of an
active life.

On the other hand, and following the values and lifestyle segmentation system (VALS)
we would find that Coca Cola has different types of consumers. Among the main ones I
would point to, we find:

ƒ The principled ones, who make purchasing decisions based on their belief systems.
They would coincide with Coca Cola's handling of the need for uniqueness; its main
subjects being adolescents and young people.
ƒ The action-oriented, who consider that the products they consume have an impact
on the world around them. It would refer to the consumer segment that identifies
with the idea that the Coca Cola “spirit” generates good energy in those who
consume it and in those around them.
ƒ Experimenters, impulsive, young individuals, who enjoy original and risky
experiences. Which also coincide with the daring and innovative side of Coca Cola,
which leads you to seek challenges and get out of the daily routine.
ƒ And finally, action-oriented creators focus their energy on being self-sufficient. This
consumer group would coincide with the idea of Coca Cola as a brand that exalts
independence and freedom of action, especially within the young public.

From these examples, we can notice that, although it seeks to position itself as a brand
focused on practically the entire public, Coca Cola has a predilection for the young
consumer: adolescents and young adults in an age range between 15 and 28 years.
Following this predilection, Coca Cola describes its consumer as someone who is fun,
happy, optimistic, authentic, different, who prefers to take difficult situations in life
calmly in order to resolve them properly, who has friends, falls in love, values his family,
takes risks and likes to innovate. This would be the company's opinion about the
personality of its consumers, but what do they think about themselves? From 15
interviews carried out for this work, we found that the personality associated with the
brand is that of an active, fun, extroverted, happy, sociable, original person, somewhat
egocentric and who likes to attract attention. He is usually an attractive, confident and
cool person. With the exception of the negative characteristics of egocentrism and
exaggeration in attracting attention, all the attributes related to Coca Cola are positive,
which would reflect a great brand value perceived by the interviewees.

Likewise, regarding the current consumer of the product, both men and women, aged
between 20 and 25, athletic, attractive, and generally associated with the artistic field
(film and television actors, “showbiz”) were mentioned as prototypes. and sports, added
to some cases of entrepreneurs or business people. Following the opinions collected in
the interviews, the Coca Cola product, the regular consumer and the interviewees
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share a large number of positive characteristics such as sociability, fun, creativity,

sense of humor, analytical ability, “being liked,” free thinking. , sympathy and activity. It
is interesting to note that the negative characteristics of seeking to be the center of
attention or liking luxuries too much, on the contrary, are exposed as differences with
the brand and the product, which would seem to be due to a defense of the self on the
part of the interviewees. , who would not accept negative attributes as part of their self-
concept.

On the other hand, in relation to the difference between Coca Cola and other brands, it
is important to mention that there was little consistency in the opinions about them.
Thus, in several of them opposite characteristics were mentioned such as extroversion
and shyness, sociability and isolation, delicacy and exuberance. However, in all cases
Coca Cola stood out in the characteristics on which it was compared: Kola Real was
less sociable; Pepsi, less friendly, less profound and less intelligent; Fanta, younger
and less energetic; and Sprite, friendly but less sociable. Therefore, it is considered
that at a general level Coca Cola is perceived as a brand with a strong and defined
personality, recognized in the environment and outstanding in relation to the others.

Finally, it is interesting to take into account the Freudian perspective in relation to the
Coca Cola brand. For this, we consider that the predominant system would be the Ego
or Self, referring to the search for balance between the id and the superego, that is,
between what is instinctively desired (the want) and what society considers appropriate
(the owe). ). Thus, we notice that the personality associated with Coca Cola, although
imaginative and creative, has its “feet on the ground”, following the reality principle.
Likewise, he dreams and seeks to fulfill these ideal goals, but using real means, which
channel these desires in an appropriate and acceptable way to the outside world.
Examples of this type of “channeling” relate to the brand's emphasis on staying active,
playing sports, dancing, and using interesting creative outlets like painting and hanging
out with friends.

On the other hand, a relevant contribution of this theory refers to the fact that behind
the consumption of the brand there will always be latent motivations, which are not said
or which in any case are unconscious. Although this topic was already seen in previous
points, it is worth mentioning that some of the main latent motivations in Coca Cola
consumption refer to social acceptance, affiliation (company, love, affection), self-
reward and status.

In conclusion, we consider that there is great coherence between the image that the
brand seeks to convey and what the people who consume it consider about
themselves. This would tell us about a successful positioning of the concept associated
with Coca Cola in the minds of its consumers and its great capacity to generate,
through its advertising, elements of identification with its target audience. (See Annex 4
– Part I and III)

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8. Attitudes towards the Product/Brand

Main attitudinal components in the target audience

 Cognitive Component
When thinking about Coca Cola, the vast majority of participants referred to its
organoleptic characteristics, especially with regard to its unique and original flavor.
Likewise, although less frequently, strong beliefs are evident about Coca Cola as a
brand of tradition, originality, prestige, freshness, energy/vitality; and some even
mentioned that it was a need/obsession (addiction) for them. This would obviously be
linked to the resulting pleasure and fun after consuming it.

There is the idea, quite deep-rooted, that Coca Cola is more than a soft drink, it is a
value-added product that not only provides sensory and physiological gratification (in
response to needs such as thirst) but that its consumers seem to use the mechanisms
of projection and identification with the brand image it presents. Thus, it is considered
to be a product that confers status, originality and, therefore, facilitates social
acceptance (by peer groups) almost immediately. The latter would be evidencing the
great effectiveness of the brand and its advertising in transmitting the message and its
successful positioning in the minds of its target audience.

To close, it could be said that the cognitive component in this case goes beyond its
utilitarian features, placing us more in the area of immediate benefits, and beginning to
see more clearly the transcendent benefits of Coca Cola (in this case, very well
summarized in its campaign “The Factory of Happiness” since, it would be about
achieving a state of happiness in a general way).
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 Affective Component
In general, Coca Cola is valued as a pleasant product, both for its organoleptic
characteristics and for the brand image it presents (and the values it encompasses in
the eyes of its consumers).

As mentioned in the cognitive component, Coca Cola is related to positive affects,

which would ultimately translate into the achievement or achievement of a state of
general happiness. Likewise, the messages behind Coca Cola's advertising pieces
support feelings of valuing the real self, implying that one should be as they are and, on
the other hand, the valuing of “sharing” with others, emphasizing the importance of
social relations for human beings.

Both things, combined, appear as the pillars to be able to enjoy a happy life, and even
more importantly, they present the idea that happiness can be achieved if there is the
right attitude and the desire to do so.
 Conative Component
The people surveyed have a fairly high inclination to consume Coca Cola. When asking
the reason for consumption, the majority of explanations revolve around arguments
such as simple taste, thirst satisfaction, the desire to consume something delicious,
sweet, fresh and/or to obtain status (this, in the case of compared to other soft drinks).

Likewise, the consumption of Coca Cola would be linked mostly to social events (family
gatherings, with friends, or in general, with loved ones), but there are also allusions to
moments of self-gratification, moments for oneself, to be conceited.

It is logical to assume that what was previously mentioned is completely related to what
was stated above, both in the cognitive and affective components, since happiness is
an ideal state, longed for by all people, and therefore, appealing to it is an excellent
means to motivate the purchase of a product. In the case of Coca Cola, the true
“promise” of the brand, although in many cases tacit, is to help achieve (and value) that
much longed for, and in our times so needed, happiness.

Finally, it could be said that the participants have a fairly positive attitude towards Coca
Cola. It is worth mentioning that when asked about any quality that could increase
purchase possibilities, the vast majority stated that “nothing”, that is, Coca Cola already
has everything that could make it desirable in the eyes of its audience.

However, it is also pertinent to mention that, in terms of the qualities that could reduce
purchasing possibilities, many of those interviewed mentioned concern about the
negative effects that excessive consumption of soft drinks in general could bring.
Perhaps it could be said that Coca Cola tries to combat this perception (and truth) by
supporting an active and dynamic lifestyle in its consumers, sponsoring sports
activities, and through the message present on its labels (which warns its consumers
that they should perform physical exercise at least half an hour a day to take care of
your health and well-being).

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Main functions of attitudes in brand communication

ƒ The utilitarian function is evident in a strategy that aims to point out Coca Cola as
a good-tasting, refreshing drink that covers the basic physiological need of thirst,
with the added bonus of drinking something rich and energizing. These elements
are attractive to all types of audiences, from children and adolescents, to adults and
seniors. However, this is not the main function of the brand's advertising strategy,
since rather than focusing on organoleptic characteristics, what Coca Cola exalts is
the concept behind the brand, related especially to the expressive function, which
will be explained to continuation.
ƒ The ego-defensive function is evident in its advertising to a lesser degree and
above all it is related to the coverage of a need for social recognition and perception
of status. For some of the interviewees, and at a general level, whoever drinks
Coca Cola in a certain way gains status in the eyes of others, which is evident in
phrases such as “you take Coca Cola to the bride's house, you are not going to
take Kola Real then.” In this example it is observed that the brand is perceived as
socially valued and recognized compared to the national brand. Furthermore, the
absence of well-known characters in its advertising is notable, which would be
related to the fact that its intention is not to sell status through model characters but
rather ideals of another type, such as the importance of familiarity, happiness,
optimism and dynamism.
ƒ The expressive function arises as those who consume this drink would seek to
express their own values through the image of the soda in question. In this way,
elements such as freedom, dynamism, activity, fun, security and sociability are
combined in an attractive formula for Coca Cola's main audience, that is, young
people. It is interesting to note that the maturational stage that its favorite audience
goes through is a period of development and definition of identity, in which the
desire to demonstrate particularity, being unique and special, predominates, without
leaving aside the fact that You are still part of a group, a set of people with whom
you maintain close relationships. These concepts are used by Coca Cola and are
part of Coca Cola's advertising strategy, this being the most exalted function. (See
Annex 4 – Part II)

Attitudinal Change Strategies

A series of interesting Attitudinal Change strategies can be observed in the Coca Cola
brand.

ƒ First of all, it can be noted that in the first 20 to 40 years of the company's
establishment, the strategy based on the modification of components of the multiple
attribute model was used, in relation to the variation of the general evaluation of the
brand, since The slogans of those periods were intended to eliminate the idea of
Coca Cola as a syrup and make it the best soft drink compared to the others. Thus,
we find slogans such as “3 million a day”, “thirst knows no other reason”, “6 million
a day” and “it had to be good to get to the place where it is today”, which highlight
the benefits of the brand above those of the competition, although without
mentioning it directly. This strategy decreased over time, due to the excellent

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

positioning acquired by the brand, which greatly reduces Coca Cola's need to
reinforce the idea of being better than the others, since in the minds of its
consumers, and the public in general, it already has sufficient prestige and social
recognition.
ƒ Likewise, we find that Coca Cola uses a second strategy related to associating the
product with special events. Thus, we find the example of the advertising spots
during the last Soccer World Cup, in which the brand is shown supporting both fans
and the team itself. This is especially evident in the Argentine advertising spot, in
which different parts and presentations of Coca Cola are shown to explain the
process that the soccer team of this country was going through, which included
both defeats and triumphs, and that at the level general seeks to encourage him to
continue in the fight for the title and not to lose spirit and optimism; The brand
identifies with the public and provides its unconditional support. On the other hand,
we find Coca Cola as a sponsor of school soccer championships, campaigns for
special children such as the Special Olympics, and some related to the incentive of
sports activities. All of this supports the brand concept related to Coca Cola being
committed to its audience and seeking to share with them and generate close
relationships.
ƒ On the other hand, Coca Cola uses the strategy of resolving two conflicting
attitudes when presenting products such as Coca Cola Light and Coca Cola Zero,
since that sector of the target audience that considered that this soft drink had too
many calories, gas, sugar and in general In general, fattening substances would
resolve their cognitive dissonance by finding that these products lack these
“negative” characteristics. Thus, the new products would generate new followers
who consume the soft drink in question.
ƒ Finally, it is interesting to note that the use of these strategies and your overall
advertising and marketing strategy seems to be important enough that you do not
need to use social leaders or models to advertise the brand. The concepts behind
the brand are presented consistently enough that there is no need to use these
“models” for consumer identification with Coca Cola.

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

9. Analysis of the advertising campaign of the product/brand of interest.

to. Main Campaign Theme (Advertising Reason)

Campaign Name: “The Coca Cola side of life”

Release date: After the 2008 World Cup (June / July 2008)

“The global communication strategy called “The Coca Cola side of life” marks the third
stage of the “Take the good” concept. The campaign's main objective is to remind
people how important it is to find joy in the simplest things in life and has been created
by “Wiedden+Kennedy”, Coca Cola's global agency.1 .

Media used: Graphic and television advertising (spots)

b. Brand Positioning and Support

According to Schiffman (1995), positioning is the mental image that a consumer has
about a particular product or brand, and is probably more important than its actual
characteristics in determining its success. In this sense, it must transmit the concept or
meaning of the product, aiming to satisfy the needs of its market segment.

1 Extracted from http://analisisgrafico.wordpress.com/2006/07/20/el-lado-coca-cola-de-la-vida-enpalabras-de-

vuarn/ on November 8, 2008.
Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

At the advertising level, it can be said that this company remains consistent with its
main policies (which would also include its mission, vision and main values) 2 . Thus, it
is observed that in its main advertising spots on television and the web, Coca Cola is
related to joy, fun, youth, freshness both in the literal sense (a drink that refreshes in
times of heat) and in attitude towards life, versatility. , friendship, love and, in a special
way, closeness with the consumer, the generation of a strong feeling of familiarity with
them. The message is provided both explicitly and with the use of varied colors, lots of
movement, catchy jingles and characters in happy and fun situations.

The above is reflected in the strategy assumed by Coca-Cola since it does not aim at
achieving a competitive advantage based on low cost, but rather on “differentiation
through a perceived superior quality of the product, high recognition and a good image
of the brand” (Pendergrast et. al, 2007). Furthermore, there is a clear application of
what was mentioned by Schiffman (1995) about the perception of quality since, without
downplaying the intrinsic characteristics of its product, Coca Cola takes special care to
highlight the extrinsic characteristics so that they serve as key information. at the time
that its consumers evaluate it.

Finally, it would become evident that the positioning that Coca Cola has achieved
translates into the idea of being a brand “for everyone”, original, of great optimism,
vitality and fun, which seeks to overcome differences and, even more, celebrate them.

c. Advertising Message (Text, Slogan and Closing) and Iconic elements that accompany
the message (graphics, characters, isotypes, etc.)

- Advertising Message:

The Campaign “The Coca Cola side of life” presents, as common characteristics to all
its advertising pieces (at least the television ones), images aimed at exalting the idea of
sharing, and to this end, it presents Coca Cola as a product which can be used as a
means to create moments of joy, fun and union between people.

Furthermore, this particular commercial points to the idea of overcoming differences

(emphasis on an openness and celebration of diversity, a characteristic quality of
human beings since no two are alike), thus promoting the belief that happiness must be
achieved being oneself (authenticity, originality) and through the presence of an
optimistic attitude.

The campaign stands out for not presenting any text (at least, none prior to the closing
moment), and therefore, it uses stories/sequences that are quite entertaining and easy
to understand by anyone.

- Slogan and closing: “The Coca Cola side of life” – Take the good – Coca Cola

This Slogan is used as a closing in any advertising piece that is part of the campaign in
question.

2 This information is available in the first section of the final work (already prepared in the first
advance delivered)
Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

As you can see, there is the distinctive Coca Cola container (in terms of shape), the
predominance of the color red (appealing to associations of energy, warmth,
dynamism, strength, passion, etc.) and the typical logo of the brand. .

It seems to us that the text “The Coca Cola side of life” is broad and abstract enough so
that each potential consumer can project and upload their own content as they see fit
but without losing sight of the values that the brand promotes in its image. .

d. Recognizable Advertising Pieces (include graphics and TV commercials)

Examples of Graphic Advertising (posters) – See annex 1

Examples of Television Advertising (commercials)

In particular, this commercial allows us to observe how several characters share a

Coca Cola throughout the sequence and obtain some of its characteristics from the
previous consumer. The result is a strange and unique character, composed of many of
the attributes of the others. In this way, the brand exalts the interesting and fun nature
of diversity, showing it as a positive concept that makes soda consumers “unique,”
while also showing a situation of familiarity and sharing.

Lacking a literal text, the images are accompanied by a fairly exotic type of music, but
with an upbeat and happy rhythm, which would be related to the dynamism and
invitation to action that characterizes the brand.

The commercial ends with the meeting of the protagonist and a young woman who, like
him, is with her bottle of Coca Cola in her hand and presents a strange appearance of
obvious “mixing” with the characteristics that she probably acquired each time she
shared your Coca Cola with another person. Finally, the message “The Coca Cola side
of music” appears – Take the good – Coca Cola which closes the piece.

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

- “The Coca Cola side of music”: http://www.youtube.com/watch?v=FvGPDlMPWGc

1) Stage 1

In this scene you can see the protagonist of

the commercial while he shares, for the first
time in his tour through the streets of the city,
his Coca Cola with an unknown person who is
obviously different from him.

2) Stage 2

The

character is seen while sharing, for the second time, his Coca
Cola with a person
different and, again, very different from him. The
appearance of the protagonist will change as he acquires,
almost magically, some characteristic of the person with
whom he shared the soda (here you can already see

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

who has long black hair

first “guest” )

3) Stage 3

In this scene you can appreciate a little more the changes that the
protagonist has undergone, and his willingness to share and enjoy life
with everyone, a fact that is exaggerated to the point of wanting to
share his Coca Cola with this bird.

4) Closing

This is the final

scene, in which the
protagonist, with a
completely
modified and
“unique”
appearance, finds
himself at the end
of his urban
journey with

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

someone “equal” to him (that is, with a girl who also suffered modifications for
sharing his Coca Cola).

The spot closes with the idea that both characters “found” their other half.
(associating Coca Cola with the idea of

fall in love, relate)

and. Aspects are repeated throughout the campaign and its perceived effectiveness

As mentioned throughout the assignment, the communication work of the Coca Cola
brand is excellent. This is evident in the mastery that the creatives behind the
advertising pieces have to find and articulate images that do not need words to express
both values and attitudes towards life that characterize not only Coca Cola, but that
promise to “extend” to those who consume it.

Likewise, it could be mentioned that, apart from the brand values, what is repeated is
the slogan and the closing since all the advertising pieces end with the image of the red
Coca Cola bottle, its logo and the message " The Coca Cola side of life” – “Take the
good” – Coca Cola (in short, take the good, drink Coca Cola).

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.
Consumer Behavior – Pontifical Catholic University of Peru. Department of Psychology

Bibliographic references

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ƒ Dogano, F (1984) Psychopathology of everyday consumption . Barcelona: Gidesa
ƒ Packard, V. (1989) Strategic Marketing. Symbolic approach to demand and real
key to the Business. Buenos Aires: Thesis
ƒ Pendergrast, M., Vrontis, D., Sharp, I., Mok, V., Dai, X., Yeung, G., Taylor, M.,
Mohn, C., Dana, L., Oldfield, B. & Payne, J. (2007) The Coca Cola style. Strategies
to compete in a global market. Barcelona: Deusto Editions
ƒ Schiffman, L. (1995) Consumer Behavior . Naucalpan de Juárez:
Pearson Education.

Abanto, V; Aragón, L; Maturrano, E and A. Monteblanco (2008). Coca Cola Consumer Behavior.