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Pregledni rad

https://doi.org/10.51650/ezrvs.16.1-2.4

CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA

Boris Marjanović orcid id orcid.org/0000-0002-1132-6079 ; Istarsko veleučilište – Università Istriana di scenze applicate, Pula, Hrvatska
Bojan Stanimirović


Puni tekst: hrvatski pdf 85 Kb

str. 49-57

preuzimanja: 729

citiraj


Sažetak

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.

Ključne riječi

marketing, needs, consumer behavior, Coca-Cola, Maslow’s hierarchy of needs.

Hrčak ID:

280510

URI

https://hrcak.srce.hr/280510

Datum izdavanja:

16.7.2022.

Podaci na drugim jezicima: hrvatski

Posjeta: 1.472 *