Review article
Customer need identification through company website analysis for competitive advantage achievement
Boris Marjanović
orcid.org/0000-0002-1132-6079
; Istrian University of Applied Sciences
Abstract
Achieving a competitive advantage in saturated markets is difficult due to the power of choice practiced by customers. Consequently, identifying the values that drive customer choice is of the utmost importance to companies. In this paper, a need analysis was carried out based on the information available on the Coca-Cola website. The identified needs were categorized according to Maslow’s hierarchy of needs, and competitive values were derived from it. The results indicated a disproportionately higher count of psychological needs in contrast to non-existent physiological needs, with a dominant presence of selfactualization needs. The conclusion is that brands like Coca-Cola, in order to achieve success, should target the higher category of customer psychological needs, rather than basic physiological needs. This indicates that customers perceive values derived from needs such as safety, love and belonging, esteem, and self-actualization as the most valuable choice criteria.
Keywords
Coca-Cola; Maslow’s hierarchy of needs; competitive advantage; customer value
Hrčak ID:
309167
URI
Publication date:
24.10.2023.
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