This is a process in which the consumer identify their needs, consumers collect information, than they evaluate alternatives, make the purchase decision, and than their post purchase behavior (satisfied or dissatisfied). Coca-Cola's Needs Recognition is more of a want for Coca-Cola beverages because people see the logo of the bottle and get thirsty so its their consumption of wanting to drink the beverage. For Information Search Coca-Cola is both marketing controlled information source and non-marketing controlled information source. Coca Cola has mass media advertising (television, internet, magazines) and also personal sources of family, friends, and coworkers who recommend it. Evaluate Alternatives and Purchase, Consumers have other options for beverages other than Coca-Cola such as Pepsi, there top competition. This goes back to needs recognition because its what the consumer want. As for Post Purchase Behavior, Coca-Cola wants to maximize customer satisfaction and retention.
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