coca-cola consumer decision making week 6

Coca-Cola satisfies in the first place a useful need, it takes away the thirst of a consumer. But coca-cola can also be seen as to satisfy a pleasure need. Consumers who drink coca-cola can experience a refreshing moment, which is more an emotional response. Also, the consumption of coca-cola can cause an approach-avoidance conflict. Although it takes away your thirst and can give you a refreshing moment, it also contains a lot of sugar which is not good for your health. Therefore people can be less motivated to buy coca-cola. In western countries, where coca-cola is more of a everyday product, people purchase coca-cola based on habit. Usually, consumers will not take into account the different coca-cola brands, but just purchase the brand they always take if it satisfies their needs, or in this case wants.