Ch. 6 - Consumer Decision Making

 

The evoked set for Coca-cola

Coca Cola invests heavily in communication strategies to reach its audience through different communication media and creative advertisements, in order to form deep bonds with them. In turn, this effort has been rewarded by the loyalty of its consumers, and for the recognition of Coca Cola as a "lovemark". The average of the group evoked from the sample is 9.6, evidencing a high level of experience and knowledge regarding the category of products in question (soft drinks) ( Schiffman, 2005).In addition, the Coca Cola brand not only appears as the preferred brand by a large majority of the subjects, but it is the brand top of mind of the sample.