Abstract: With the economic development and the improvement of people's living standards and people's lifestyles, the consumption levels have changed dramatically. Beverage necessities and its increasing demand of consumer goods have become very important, which helped the development of the beverage industry. As the beverage industry matured, the market competition becomes increasingly rapid. How to develop more effective marketing, expand the product's market share have become priority issues of enterprise development.
Coca-Cola's group was founded in 1892, after a long period of development, has now become a big company producing soda, juice drinks, herbal beverages, tea beverages, purified drinking water, mineral water, vitamin drinks and other beverages. The global market share of Coca Cola company is 48%, enterprise marketing strategy also faces many challenges.
The current study is focused on Coca-Cola's Fanta beverage- ‘vitamin water’ drink. Based on marketing theory and actual situation and development of the drinks market, the SPSS statistical software on consumers ' buying behavior is utilized on regression analysis of brand, marketing strategy, corporate image, price and product attributes on consumers ' purchasing behavior for resolutions.
Keywords: brand awareness, promotion strategies, corporate image, prices, properties, consumer purchase behaviour.
Title: Research of Influence of Consumer Behavioral Momentum and Human Factors on Functional Beverage - based on the Coca-Cola Company
Author: Jie Zhang, Dr. Qiao-Ming Li
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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