Today, any person, whether it be a high-ranking official or a factory worker, a doctor or a student, everyone can easily say what Coca-Cola is

Positive motivation

Positive motivation refers to the kind of motivation that gives a pleasurable experience, of excitement, enthusiasm and feeling alive. It makes one feel energized. In the case, consumers view Coca-Cola as the ‘Real Thing’ and had also associated the drink with the symbolism of having fun, being in touch with friends and generally having a good time.

Negative motivation

Negative motivation is a form of motivation that stems from the fear of being left out. This form of motivation has a greater appeal especially among the youth. It forces those affected to choose a brand even though they may not be motivated enough to like the brand. Peer pressure and the feeling of isolation have led to many turning to Coca Cola as the brand is perceived to be superior.
People buy Coca –Cola for fear of being shunned by friends and peer group for not ‘fitting in’ or not conforming to group norms.

The theories of motivation explaining why consumers buy Coca-Cola drinks

Theory I – Maslow’s hierarchy of needs

According to this theory of Abraham Maslow (194) motivational needs in a consumer vary and carry different levels of significance. The most common needs which are physiological form the bottom of the pyramid. These refer to basic survival needs like requirements for food, shelter and safety. In the ascent of the pyramid, security needs are next, followed by social needs (need for relationships and love), then esteem needs (recognition and status) and finally self-actualization (fulfillment of oneself).
People tend to buy coca cola to satisfy the 3^rd level of this pyramid (Social needs). In the Coca- Cola adverts, the drink is promoted as ‘a brand connected to fun, friends and a good time.’ And the consumers want to identify with this as they seek relationships and love. The brand provides a form of bonding between two different groups of people or between two individuals who want to share a moment. The consumers identify each other with the brands they consume. The brand signifies unison in terms of choice and motivation.