Coca-Cola Consumers’ Behavior Research
What is college students attitude towards Coca Cola products
August 2018 - December 2018
As a person who rarely drinks soft drinks, it was a shock when I first came to the US for college and saw the abundance of vending machines and soda fountains that were decked out with any kind of soda one can think of. Among all the soda brands, Coca-cola stood out in its red and white design and the signature cursive logo. Being the most recognized soda brand in the world, our team was curious about Providence College students’ behaviors toward the renowned brand.
For the detailed project, please visit: Coca-Cola.
Methods
Survey
We used Qualtrics as our survey platform to collect and obtain data from a random sample of students at Providence College. We distributed the survey through our own mobile devices social media platforms, emailing, and text messaging. This created an easy way for students to take the survey on either their mobile phones or their computers. The survey took around 10 minutes to complete thoughtfully, and we were able to collect a total of 71 responses. We created the survey with majority of multiple-choice questions, and one open-ended question, to better gauge what type of audience we were reaching, and also to address the type of behaviors and consumers we were targeting. The open-ended question was regarding our brand schema and was necessary to let the participant answer openly.
Key Findings
Some key findings from our team’s research:
● The majority of our survey participants (49.30%) said that they were moderately satisfied with Coca-Cola’s products.
● The majority of our survey participants (64.41%) stated that they purchased Coke the most out of the Coca-Cola products listed within the past month.
● The majority of our survey participants (40.85%) said that they would probably yes purchase a Coca-Cola product in the next month.
● 52.11% of participants said they consume Coca-Cola products at their dining hall, and 43.66% said they consume Coca-Cola products at restaurants.
● When asked what words come to mind when they think of Coca-Cola, the three most popular responses were Polar Bear, happy, and soda.
What I Learned
Personal Growth
This project was my first research-focused project ever, which was also the project that made me realize how much I enjoy working with and analyzing data to create a data story that is easy to understand but still meaningful to the business.
For more details on the project, please visit: Coca-Cola.
Focus Group
We also conducted a focus group in order to collect more concentrated and personal insights on the problems that Coca-Cola is facing and solutions to the problems. Our focus group consisted of 7 participants, 2 male, and 5 female. The focus group lasted for about 30 minutes. We asked our participants questions regarding the problems that we noticed through the survey like health concerns, and philanthropic works… to see how they agree or contradict the result we received from the survey
Heat map of the regions our respondents most pay attention to on Coca-Cola’s packaging
In-depth Interviews
We finally conducted two in-depth interviews to really explore what people think about Coca-Cola and our recommendations. We interviewed two PC students, one male senior and one female sophomore. Both of the interviews lasted for 15-20 minutes. We asked them about the recommendations that we came up with based on the survey, the recommendations that our focus group proposed and their own recommendations for Coca-Cola’s problems.
Technical Tools
This was my first exposure to Qualtrics where I learned how to navigate through different applications of the tools, especially how to create surveys and collect the data from them. On top of that, I learned how to write a survey, a focus group script, and an in-depth interview script that was free from all the problems like biases, double-barreled questions, and leading questions…
Overview
For this project, I created the survey questions, which was our team’s main way to collect data. At the same time, I also created the focus group and in-depth interview scripts. During the data processing and analysis, I gathered the information from Qualtrics and created data stories based on the data collected.