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MK2002 Consumer Behaviour Chosen topic: Soft drink Market; Coke The main consumers of this market are the people who are age 30 and below. This can be seen by Coca-Cola advertising campaigns, which are aimed towards the young, featuring well-known personalities that are popular to this age group ranging from (Misteeq to the Spice Girls). The major segment of Coke drinkers has been identified under the following headings Fashionable Brands Conscious Consumers, Average Consumers, Peer Pressured Consumers and Coke Addicts. Fashionable Brands Conscious Consumers This segment of people are generally in their twenties who are university students or make up the working class, drive fast cars, go to parties or night clubs. They are carefree and freestyle; when they buy coke they buy the image, they buy the fashionable drink that excludes coolness. Average Consumers These people are usually prone to purchase coke out of a mindless habit. For them "drink has been...

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