Chapter 6: Consumer Decision Making

With three times the number of beverages offered 10 years ago, the Coca-Cola Company has more than 3,300 beverages with more than 800 low and no calorie beverages. Consumers are offered a beverage for every lifestyle and occasion, ranging from juices and juice drinks, water, sports and energy drinks, teas, coffee, dairy and soy based beverages, and full, reduced, low, and no calorie sparkling and still beverages. 

Consumers are making their purchases based on the health, nutrition, and the well being of their families. They also base it on the great taste and quality of the products and the character of the company. "People want to interact with brands and companies that share their values and are doing their part to protect and enhance people's lives, communities and the world."

The following link, Benefiting the Consumers, tells you about "Quenching Consumers' Thirst, Innovating To Foster Active Healthy Living, Product Safety and Quality Consumers Can Trust, and Communicating Sweeterner Safety." The Consumers purchase the coca-cola products because the company delivers the needs and expectations of the customers. For example, there's a demand for low or no calorie sweeterners so the Coca-Cola Company's investing in research and working to educate the consumers about the sweeterners used in the products. 

Coca-Cola is not just another drink that people buy because they want to drink it, but because they need to. On April 23rd, 1985, the Coca-Cola Company changed its formula for the first time in 99 years and referred to it as "New Coke". This caused such an uproar that consumers filled their basements with cases of Coca-Cola and one man even bought $1,000 worth of Coca-Cola from a local bottler. There were protests all over the country and people wrote songs to honor the original coke. The original formula was bought back a few months later on July 11, 1985.