Investigating the Role of Coca-Cola Consumption Communities in Consumer Behaviors

Topic 

Investigating the Role of Coca-Cola Consumption Communities in Consumer Behaviors

Instructions

Write a paper on Investigating the Role of Coca-Cola Consumption Communities in Consumer Behaviors

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I collected primary data from social media pages such as Facebook and Twitter, as well as from the Coca Cola’s website, where authentic consumers’ stories are published. I collected several conversations and stories, but for the purpose of this research, I used seven of them to analyze the values and memories which the Coke community members associated with Coke. An analysis of the stories, reviews and comments reviews that the most significant value which the Coke community members highlight is a connection (Kozinets, 2002). The fact that Coke has offered millions of customers to connect, including connections that resulted in marriage seems to be a major motivator for the community members to want to remain loyal to the brand. Heinonen and Halonen (2007) state that if a brand gives the customers a reason to stick with it, then they are motivated to have positive purchase behaviors towards it.  Coke motivates friends and family to come together either at home, on outings and other special occasions. Whether it was a family outing, a birthday party, a road trip where someone stopped and bought Coke, or simply a date for two, many of the Coke community members seem to have a story to tell.

Word Count: 2200