2015

COCA-COLA SURVEYE-SKILLS

Kevin Baetsl Alexei Petrici

ARTEVELDE UNIVERSITY COLLEGE GHENT

1 SUMMARY
Coca-Cola is a global and very popular company. Coca-Colas beverages are extremely
popular all over the world. In this survey we try to determine whats so popular about CocaCola and their products. Also we try to investigate what products of Coca-Cola are among
the favorites.
We had 31 reactions on our survey about Coca-Cola, a mix of genders, most of those
participants were young adults (18-25).
Most of the participants drink Coca-Cola daily and weekly, spending estimated 1-10 on
Coca-Cola products in that time interval. A lot of participants stay loyal to the original CocaCola drink, but Coca-Cola Light is a strong favorite as well. Other popular drinks are Sprite,
Fanta & Chaudfontaine. Coca-Cola Zero isnt as popular as originally thought.
The fact that Coca-Cola drinks are tasty and refreshing makes most of the participants loyal
to the brand.
Also basically all of the participants believe that Coca-Colas marketing campaigns are very
successful.
The main concern about Coca-Cola and their products is that Coca-Cola has an unhealthy
image. Coca-Colas products include too much sugar and are fattening according to our
participants.

2 TABLE OF CONTENT
Content
1

Summary................................................................................................................... 2

Table of Content ........................................................................................................ 3

Introduction .............................................................................................................. 4

Survey Results ........................................................................................................... 5

4.1
4.2
4.3
4.4
4.5
4.6
4.7
4.8
4.9
4.10
4.11
4.12
4.13
4.14
4.15

Gender : Male or Female?............................................................................................. 5

Age of the people reacted to the survey ........................................................................ 5
Frequency of drinking Coca-Cola ................................................................................... 6
Amount of money spent on Coca-Cola products weekly ................................................ 6
What the participant likes in Coca-Cola products........................................................... 7
Whether Coca-Cola is healthy or not ............................................................................. 7
Whether Coca-Cola is fattening or not .......................................................................... 8
Coca-Colas product portfolio preference ...................................................................... 8
Level of satisfaction ...................................................................................................... 9
How does the participant feel about Coca-Cola products? ............................................. 9
Whether the participant prefers bottled or canned drinks ........................................... 10
Main concern about Coca-Cola ................................................................................... 10
Opinion about Coca-Colas marketing campaigns ........................................................ 11
Determine what makes the participant loyal to Coca-Cola products............................. 11
Personal suggestion about what the participant would change about Coca-Cola .......... 12

Conclusion............................................................................................................... 13
5.1
5.2

Main Conclusion......................................................................................................... 13
What have I learned from this assignment? ................................................................ 13

3 INTRODUCTION
For this assignment we used Google Forms to create an online survey about Coca-Cola.
(https://docs.google.com/forms/d/1zLJ3l9BLHOKvSYywtxvvVFzD95XIFUpEELCVXlTYHqU/vie
wform)

We chose to create an online survey about Coca-Cola because we also chose for Coca-Cola
as company in our International Strategy assignment. So it was quite obvious and handy that
we made a survey based on Coca-Colas products and we were trying to analyze the opinion
on Coca-Cola products.
There are 15 different questions in this survey

Are you male or female?

How old are you?
How often do you drink Coca-Cola?
How much do you spend per week on Coca-Cola products?
What do you like the most about Coca-Cola?
Do you think Coca-Cola is healthy?
Do you think Coca-Cola is fattening?
Which one of the Coca-Cola products do you prefer?
Are you satisfied with the quality of Coca-Cola products?
How do you feel about the products of Coca-Cola?
Do you prefer bottled drinks or canned drinks?
Whats your main concern about Coca-Cola products?
How do you feel about Coca-Colas marketing campaigns?
What makes you loyal to Coca-Cola?
What would you change about Coca-Cola?

After 2 weeks, we had 31 reactions on the survey, making it a very broad and different.
We created diagrams and graphs to make sure theres a clear difference between the
answers on the questions. All this was done using Microsoft Excel.

4 SURVEY RESULTS
4.1 GENDER : MALE OR FEMALE?

Out of our 31 reactions, 16 were female whereas 15 were male. A nice balanced response on
the survey.

4.2 AGE OF THE PEOPLE REACTED TO THE SURVEY

An obviously younger crowd (age 0 25) responded to the survey, with a few exceptions.

4.3 FREQUENCY OF DRINKING COCA-COLA

Most of the participants of the survey drink Coca-Cola products daily or weekly. 32,3% of the
participants drink Coca-Cola products daily, 38,7% of the participants admit they drink CocaCola products weekly, whereas 25,8% of the participants admitted they dont drink CocaCola products at all.

4.4 AMOUNT OF MONEY SPENT ON COCA-COLA PRODUCTS WEEKLY

A massive amount of the participants (60%) spend around 1-5 weekly on Coca-Cola
products. 26,7% admitted they spend around 6-10 on Coca-Cola products weekly.

4.5 WHAT THE PARTICIPANT LIKES IN COCA-COLA PRODUCTS

An open question about Coca-Cola. Remarkable is that most of the participants respond
about the flavor & taste of Coca-Cola products. A few responded they liked the
advertisement such as the famous Christmas commercials.

4.6 WHETHER COCA-COLA IS HEALTHY OR NOT

Over 80% of the participants responded that they feel Coca-Cola products are unhealthy.
That means that most of those participants reacting they drink Coca-Cola products
daily/weekly know about the unhealthiness of Coca-Cola products but still proceed to drink
Coca-Cola products.

4.7 WHETHER COCA-COLA IS FATTENING OR NOT

Again an obvious amount of participants (67,7%) think Coca-Cola products are fattening,
linking them to obesities.

4.8 COCA-COLAS PRODUCT PORTFOLIO PREFERENCE

A lot of Coca-Cola products are liked by many people, so in this question we try to determine
which one of the products are the most popular. The results are pretty equal on most
products. Coca-Cola Zero is the clear loser in our survey, only 2 participants preferred CocaCola Zero. The classic Coca-Cola is the clear winner of our survey, 9 of the participants
prefer the original product over all the others. Also Coca-Cola Light is a clear favorite in our
survey.

4.9 LEVEL OF SATISFACTION

Only 3 participants werent satisfied with Coca-Cola products. 28 of the participants were
satisfied with Coca-Cola products. As mentioned in likeness of Coca-Cola question above
(question 4.5), a lot of the participants like the flavor & taste of Coca-Cola products.
Quenching their thirst.

4.10 HOW DOES THE PARTICIPANT FEEL ABOUT COCA-COLA PRODUCTS?

Most of the participants (38,7%) were overall content about Coca-Cola products, 29% of the
participants were undecided between the two criteria (whether Coca-Cola is unhealthy or
Coca-Cola products are amazing in terms of taste, flavor, marketing, )

4.11 WHETHER THE PARTICIPANT PREFERS BOTTLED OR CANNED DRINKS

64,5% of the participant prefers bottled drinks whereas 35,5% preferred canned drinks.
Bottled drinks are easier to take along, as you can close them after drinking. The canned
drinks are for short-term, mostly drank along a meal.

4.12 MAIN CONCERN ABOUT COCA-COLA

A clear concern about Coca-Cola products is that they are unhealthy, addictive and contain
too much sugar. Coca-Cola contains caffeine which could explain the addictive aspect of
Coca-Cola products. Its no secret that Coca-Cola uses a lot of unhealthy sugars in their
products, but recently Coca-Cola tried to substitute their factored sugars with a healthier
replacement sweetener named Stevia.
Also very striking is that zero participants are concerned about the quality of Coca-Cola.

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4.13 OPINION ABOUT COCA-COLAS MARKETING CAMPAIGNS

Coca-Colas marketing campaigns have always been very attractive, spontaneous and
extremely popular. As mentioned before, Coca-Colas Christmas commercials featuring Santa
Clause, deer, polar bears, are very recognized by any age. So it doesnt surprise us that
most participants like Coca-Colas marketing campaigns.

4.14 DETERMINE WHAT MAKES THE PARTICIPANT LOYAL TO COCA-COLA PRODUCTS

Coca-Colas taste is very good to most of our participants, since 56,7% of the participants is
loyal to Coca-Colas taste. Also the quality is again a plus for the participants.

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4.15 PERSONAL SUGGESTION ABOUT WHAT THE PARTICIPANT WOULD CHANGE ABOUT COCA-COLA

The last question of our survey is an open question. We asked the participant if they would
change anything about Coca-Cola. A lot of those participants is concerned about the amount
of sugar used in Coca-Cola products.

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5 CONCLUSION
5.1 MAIN CONCLUSION
Most of the participants of this survey drink Coca-Cola products daily and weekly. Most of
them spend estimated 1-10 on Coca-Cola products in this time interval.
Whats very striking is that most of the participants feel Coca-Cola is unhealthy and contains
too much sugar, but still buy and drink Coca-Cola products.
The most popular product of Coca-Cola is their original drink Coca-Cola, but Coca-Cola Light
and other products such as Sprite, Fanta and Chaudfontaine are very much liked by our
participants. Most of the participants like Coca-Colas taste and remain loyal to the brand
because of their refreshing taste and flavor.
Coca-Colas marketing campaigns are extremely popular and liked by the participants.
The main suggestion given by the participants, is that Coca-Cola produces drinks with less
sugar and as healthy as possible.

5.2 WHAT HAVE I LEARNED FROM THIS ASSIGNMENT?

Coca-Cola is a worldwide known brand, I am sure most of the participants would respond
that they drink Coca-Cola. Ive learned that Coca-Cola has its unhealthy image even till now,
and even much unhealthier in real. In my opinion Coca-Cola should be actively working on a
much healthier image and to make real healthy drinks that does not affect consumers
health.

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