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What factors do you believe have the most impact on a consumer s buying decision Why Which companies do you think are the best at using marketing techniques to inffluence consumer buying hebaviour How do they do this Which company poorly use marketing techniques to influence consumer buying behaviour Why

...... Coca-Cola has been one of the most successful marketers for its products that the world has ever seen. Presenting their product (with a much stronger formula) over a century ago as a beverage with medicinal qualities, the marketing and sales tactics of this company have adapted to the changing times over the past many decades with a great deal of success. An examination of some of the companys marketing techniques reveals why the company is so successful
One of the biggest innovations consciously developed by the Coca-Cola company was the design of its contoured bottle, which set the soft drink immediately and distinctive apart from all of its competitors. This did not address the issue of the initial need for the product, which much of Coca-Colas past and present advertising is geared towards, but rather assisted the consumerand the companyin the information gathering and alternative-examining phases of the marketing process (Brown 1996). When searching for a single product amidst a plethora of highly similar choices, any piece of differentiating information can be an advantage. By making the very bottle in which the drink is delivered stand out, and then by aggressively marketing the product tying the Coca-Cola brand and