Customer Behaviour

Whether to BUY or NOT ??

Customer behavior is effected by various factors like Social factors and Personal factors.

Social Factors:

Reference groups: Friends, family, formal groups are a part of reference groups. Coca - Cola targets groups together specially family as they influence the buying decision of an individual.

Roles and Staus: As discussed in segmentation, people prefer to drink Coca - Cola to show class and status. Their buying decision is influenced due to their class and role.

Personal Factors:

Age and Stage in the Life Cycle: Generally youth prefer to drink Coca - Cola. At this time they hang out most with their friends and are more social.

Occupation and Economic Circumstances: As Coca - Cola is an FMCG product with low price, this factor doesn't effect the buying decision much.

Personality: Personality effects buying decision a lot. People who are sociable buy Coca - Cola. As it is a youthful drink, people's buying decision is effected with this personality.