Prepared by:

Amar Pal SinghAnjali MehraApoorv Kumar SharmaArun SemwalGaurav KhatriNeeti Bali

Personality and lifestyles as building blocks of personality.

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INTRODUCTION

Personality

The totality of thoughts, emotions, intentions, and behaviors that a person exhibits consistently as he or she adapts to his or her environment.

What Creates a Brand Personality?

• Packaging, advertising, marketing activities .• Consumers’ experience with brand.• The creation and communication of a distinctive

brand personality is one way marketers can make a product stand out from the competition.

• Slogans / Tag lines.

Lifestyle

Lifestyle means the ways consumers live and spend their time and money. It is useful in identifying viable market segments. The lifestyle of the consumers is measured by three words:– Activities– Interest– Opinions

Need of knowledge of lifestyles

• Defining the target market.• New product development.• Promotional and media strategies.• Creating a new view of the market.• Better communicating product attributes and

benefits to match a person's lifestyle.• Reaching consumers.

The product “Coca-Cola”

• Coca-Cola is a carbonated soft drink sold in stores, restaurants and Vending machines internationally.

• Available in different variants.• World presence: over 200 countries.

Reasons for Choosing this topic

• Famous in youngsters.• King of cold drinks.• To study whether Coca-Cola is a lifestyle product.• One of the most liked cola flavor.• Does health counts while making purchase decision

for soft drinks? • To know Brand recall of Coke.

METHODOLOGY

Methodology

• Sample size : 25• Sampling method : Convenience sampling• Data collection : Primary & Secondary• Sampling Areas : JIM Noida Campus, Shipra

Mall, Delhi NCR Region

Limitations of the study

• Limited time.• Limited area coverage, the results may vary city to

city.• Limited sample size.• Personal bias of the respondents limits the scope of

the study.

FINDINGS

Findings

• Coke is a preferred brand amongst youngsters aged 18-35 years, as the results show.

• People have made it a lifestyle product as it plays a significant role in day to day life.

• Various occasions like birthday party celebrations, welcoming guests, get togethers are incomplete without coke.

• Results reveal that coke is a quality product and consumption of coke creates a different

personality.

Findings Contd..

• As the price of coke is reasonable and the taste is also good, so people go for coke rather than any other soft drink.

• Results show that the personality and lifestyle attributes shown in the advertisement affects the personality and lifestyle of general public.

• Coca cola company’s contribution towards the society has also impacted the minds of people

to consume their products and share the contribution.

LEARNING & SYNTHESIS

Learning & Synthesis • We learnt that coke is not only a product that we like to

consume but also it displays some kind of lifestyle attributes attached to it.

• Brand image is a significant factor affecting the sale of coke.• Healthy lifestyle trends has led to increased consumption

of coke, as it comes in different variants (Diet Coke) which keeps the element of health

intact.• We also learnt that brand personality creates brand loyalty and makes purchase decision easier.

Interview @ Shipra Mall

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