Consumer behavior is a careful research theoretical model that is used to understand the root causes of buying behavior of the consumers. It is determined by the level of involvement that the consumer has prior to making the purchase decision. There is a lot of involvements by the buyers as to what they actually require. Combination of these factors leads to consumer buying behavior. Consumer buying process is based on personal, social and economic factors that surround the individuals while making the purchase decisions (Solomon, 2014). There are four kinds of consumer behavior. It is the programmed behavior. These are low involvements low cost times that require less times to make a decision. Limited decision making is about the products that are bought on an occasional basis. This is usually about an unfamiliar brand that requires more levels of involvement of the consumers. Higher levels of involvement require products that are expensive like Cars or houses (Williams, 2014). There is a need to venture into a lot more information before making a buying decision, and then there is impulse buying.
Soft drinks are generally fun beverages that falls under impulse buying or low levels of commitment. The people can choose to buy a particular product to quench their thirst. In this case, there is a need to probe in to the psychological process and the motivation behind influencing the consumers. Essentially, the target demography for the product is anyone who wants to have a fun drink or food items are products that the consumers would require. Owing to this, it can be said that the consumer behavior for the product is the impulse of the shopper and the product in itself does not require a lot of thought processes. It is based on impulse of the consumer, owing to this it should be considered that brand marketing and influences of the brand at a psychological level if important in the buying decision of the brand. The company needs to instill in the minds of the consumers that they want the product and should consume it at routine times. The consumer behavior cannot be a blanketed approach that the companies can undertake. They need to be aware of the different demographics in the society to alleviate the consumer concerns regarding the product and the product quality.
It is very important for the companies to understand about the consumer behavior. The consumer behavior is not fixed, it is found to change according to the external needs of the situation (Mullen, & Johnson, 2013).