Need Recognition and Problem Awareness
What triggers a consumers want for a coke? When consumers are affected by an internalstimulus such as thirst, problem awareness is created. In order to satiate this needconsumers are exposed to a variety of thirst quenchers for example water, juice etc.However consumers choose to consume a Coca Cola beverage instead which indicatestheir satisfaction is fulfilled by a want for this particular beverage.
Coca Cola appeals to two types of needs within a consumer. The first is the biogenic needwhich is the psychological utilitarian need of thirst which can be seen as the lowest level of the Maslow Hierarchy of Needs (Fig 2). Coca Cola however seeks to satisfy the higher levelneeds such as hedonic needs, ego needs and self actualization. Therefore Coca Colaunderstands the importance of targeting higher level needs in order to build brand loyalty for ensuring consistent sells.Fig. 2 Maslow Hierarchy of Needs
Motivation and Involvement
Thirst acts as a drive that¶s motivates consumers to take action to quench their thirst.Therefore Coca Cola has made it an integral part of their operations to include strongcampaigns that increase both motivation and involvement with their product. An example of this can be seen when the Coca Cola Company held a ³Fire Passing´ activity that consistedof passing the fire of the Olympic Games in preparation of the Beijing 2008 Olympic Games.This type of motivational tactic enhanced the involvement of consumers and actually created an environment that suggested that Coca Cola wants to be part of their lives. Thistype of involvement appeals to consumers and increases their favorability towards CocaCola. It can also lead to consumers being motivated to purchases Coca Cola as well ascreate brand awareness.
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