CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Šibenik University of Applied Sciences
2022-07-01
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| Series: | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/en/clanak/406648 |
| _version_ | 1826910593198587904 |
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| author | Boris Marjanović Bojan Stanimirović |
| author_facet | Boris Marjanović Bojan Stanimirović |
| author_sort | Boris Marjanović |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-24T15:07:04Z |
| format | Article |
| id | doaj.art-1326e399e45949cfbdf96d8e5379de14 |
| institution | Directory Open Access Journal |
| issn | 1846-6699 1846-6656 |
| language | English |
| last_indexed | 2025-02-17T10:01:44Z |
| publishDate | 2022-07-01 |
| publisher | Šibenik University of Applied Sciences |
| record_format | Article |
| series | Elektronički Zbornik Radova Veleučilišta u Šibeniku |
| spelling | doaj.art-1326e399e45949cfbdf96d8e5379de142025-01-02T03:45:02ZengŠibenik University of Applied SciencesElektronički Zbornik Radova Veleučilišta u Šibeniku1846-66991846-66562022-07-01161-2495710.51650/ezrvs.16.1-2.4CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLABoris Marjanović0Bojan StanimirovićIstrian Polytechnic, Pula, CroatiaIn 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.https://hrcak.srce.hr/en/clanak/406648marketingneedsconsumer behaviorcoca-colamaslow’s hierarchy of needs. |
| spellingShingle | Boris Marjanović Bojan Stanimirović CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA Elektronički Zbornik Radova Veleučilišta u Šibeniku marketing needs consumer behavior coca-cola maslow’s hierarchy of needs. |
| title | CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA |
| title_full | CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA |
| title_fullStr | CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA |
| title_full_unstemmed | CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA |
| title_short | CONSUMER NEEDS AND BEHAVIOR – THE EXAMPLE OF COCA-COLA |
| title_sort | consumer needs and behavior the example of coca cola |
| topic | marketing needs consumer behavior coca-cola maslow’s hierarchy of needs. |
| url | https://hrcak.srce.hr/en/clanak/406648 |
| work_keys_str_mv | AT borismarjanovic consumerneedsandbehaviortheexampleofcocacola AT bojanstanimirovic consumerneedsandbehaviortheexampleofcocacola |