Consumer Decision Making.

Coca-Cola is a soft drink product which can be seen as a product to reduce the need of thirst. However, thirst could also be reduced by drinking water or another soft drink, so the consumption of cola to satisfy the need of thirst is better described as a want. The choice of drinking cola when one is thirsty depends on a consumer's cultural environment, his or her learning experiences and his or her history. For example, in western countries it is normal to drink coca-cola when you are thirsty, while in developing countries people will satisfy this need with water. Based on what is learned and what the cultural conditions are, people will or will not drink coca-cola. Therefore coca-cola is a want instead of a need. People do not need coca-cola, they want it.

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 difference. It seems that the choice of coca-cola brand depends on how the different coca-cola producers position their product in a consumer's mind.