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Essay example - Coca Cola Company
Pages 4 (1004 words)
Name: University: Course: Tutor: Date: Consumer Behavior: Case Study Coca Cola Company The Coca Cola Company introduced “The arctic Home Campaign” in November last meant to run until March this year. The campaign was being run in conjunction with the World Wildlife fund (WWF) to help protect the polar bear’s arctic home…
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Many consequences arose as a result of this move. The first consequence and a positive one is the fact that people accepted the move because they saw it as a way of environmental conservation. The negative consequences are seen it terms of the confusion it created. People could not differentiate the diet coke from the regular coke. Secondly, people were loyal to the red can and therefore changing to white was like playing with their minds and this made it difficult for them to even buy the drink (abc). The case of coca cola confirms the view that people buy products to satisfy their need. They attach a certain meaning to a give product and develop a relationship with the brand. They therefore become loyal to the brand and changing any aspect of it may anger consumers and the consequences may be dire for a company. People identify with their brands and in so doing develop a relationship with the brand to the extent that their beliefs and attitudes towards the product become permanent. A slight change becomes costly to the company (Helm). As discussed above, consumers often build relationships with products over time. These relationships are as a result of the beliefs and attitudes that they hold about a particular product or service. ...
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