Review article
https://doi.org/10.51650/ezrvs.16.1-2.4
CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA
Boris Marjanović
orcid.org/0000-0002-1132-6079
; Istrian Polytechnic, Pula, Croatia
Bojan Stanimirović
Abstract
In order to achieve a competitive advantage, it is extremely important to identify the needs of consumers better than the competition and to define the criteria of value that consumers apply when evaluating alternatives. The analysis in this paper attempts to identify the needs that Coca-Cola meets based on product characteristics and other activities that are systematized according to Maslow’s hierarchy of needs. The existence of a whole range of possible needs has been identified. Namely, the needs are minimally classified in the category of physiological needs, which is surprising because the drink still serves to satisfy the basic need to quench thirst, and in most cases, they refer to the need for self-actualization. It is possible to conclude that carbonated beverages meet a whole set of consumer needs, not just one.
Keywords
marketing, needs, consumer behavior, Coca-Cola, Maslow’s hierarchy of needs.
Hrčak ID:
280510
URI
Publication date:
16.7.2022.
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