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Coca Cola Custmer Segmentation

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Customer Segmentation Generally speaking, although the company focus on whole population in the world, young generation is the target marketed of the company and they also want to show their products with full of youth and energy to their customers. (Pendergrast, 1993). Even if there is no specific product or communication for less than 12 or more than 30, the brand succeed in reaching them, through partnerships for example (restaurants, fast foods such as McDonald’s) or thanks to its value among consumers. So, the core target audience of Coca Cola is youngster or youth. Their targeting is not based on gender but the results show that both genders like this product and use it. Finally, Coca Cola consider each customer as a target and a …show more content…

Coca-Cola satisfies in the first place a useful need, it takes away the thirst of a consumer. But coca-cola can also be seen as to satisfy a pleasure need. Consumers who drink coca-cola can experience a refreshing moment, which is more an emotional response. This satisfaction of a pleasure need can particular be seen in the commercials of coca-cola producers, who often show the consumption of coca-cola as a refreshing and fun experience. So consumers ' motivation to buy Coca-Cola depends on how strong they feel about satisfying the needs and wants described before. This will depend largely on their culture and how they are raised. Also, the consumption of Coca-Cola can cause an approach-avoidance conflict. Although it takes away your thirst and can give you a refreshing moment, it also contains a lot of sugar which is not good for your health. Therefore people can be less motivated to buy Coca-Cola. Because Coca-Cola satisfies in the first place an useful need, we think consumers are not very involved when they buy Coca-Cola. Especially in Western countries, where Coca-Cola is more of a everyday product, people purchase Coca-Cola soft drinks based on habit. Usually, consumers will not take into account the different Coca-Cola brands, but just purchase the brand they always take if it satisfies their needs, or in this case wants. Research has even proven that when consumers do not see the brand they are drinking, they do not taste any

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