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

The buying behavior of cola consumers after the re-launch of Coke Classic

Pricing Factors

It is possible that price cuts were affected to influence more consumer buying. The price of coke classic was slightly lower than its predecessor and this might have played a big role in the observed increased sales of Coke Classic after the re-launch.

Promotion

Intense advertising and promotion was done to get consumers to purchase the re-launched product and as such all coca cola products benefited. This led to increased awareness of the existence of the product to general population. In addition, promotion the world over revitalized the brand to its consumers and many more new customers.

Brand Personality

When Coke was re- launched, the brand personality was rated much better that is it was seen as sincere once more, not having changing tastes, as such all products associated with it benefited from this. Coca cola is a well known brand the world over and this was pivotal in propelling the re-launched coke. This resulted in increased sales and as such facilitated increase in revenues.

Differentiation

The product developed a differentiation from the ‘old’ coke as opposed to replacing it, so people were willing to try it out. The curiosity of testing the new coke played a role in promoting the sales observed. Since it was marketed as a new product there was an interest in the new product especially among new consumers.

Psychological factors

People developed a positive attitude towards the new product and wanted to be associated with it

Social factors

As the society, including the consumers who had early opposed the new coke embraced the re launch, consumers in general wanted to identify with the newly re launched product and all other products associated with it.

Conclusion:
The study of consumer behavior helps the marketer to understand the demand pattern which helps them to influence the level, timing and the composition of the demand.

References

Armstrong, Gary and Kotler, Philip. Principles of marketing. New York: Pearson/Prentice hall, 2008.
Assael, Henry. Consumer behavior and marketing action. New York: Pws, 1992.
Cardone, Laura. Transform your business in 6 extraordinary steps. New York: Profits with Purpose, 2006.
Maslow, Harold. “A Theory of Human Motivation.” Psychological Review 50.4 (1943): 370-396.
Perry, Bob. CIMA learning system enterprise operations. Sudbury: Butterworth-Heinemann, 2009.