Diet Coke Terminal Values Analysis

Terminal Values (End-States of Existence or goals that consumers are trying to achieve in their lives)

• A world of Beauty: As Diet Coke become a lifestyle status symbol it shows a outlook of life with a glamorous and sensational image of a brand itself their followers are more indulge in beauty, style, anything that pursue exquisiteness in it, either nature, art or humans.

• Good Life: As user of diet coke believed it would help her in achieving their desire state of being, their perception of it would lead them for being healthier, coping with their outlook of having a better life.

• An Exciting life: Consuming hygiene products it’s not about a dieting pattern you are following its far more than that, it’s your outlook toward life telling how lively, committed, normal, active, healthy (physically & mentally) and blissful you are.

• Freedom: As followers of Diet Coke postulating an image of ‘Individualism’ or ‘independence’ their thinking obviously argue Equality, Equal Opportunities, free to choose, Self organized ways to tackle obstacles of life and like to seed their self-esteem.

• Pleasure: As they are high on self-expression and like to indulge in joyful possessions, they are more bound to seek pleasure in their life. They are the one who are high on youthfulness they think age is nothing more than a digit, hence they are joy seekers.

• Social Recognition: They seek admiration as it’s a pleasant language for them orderly they have quite large social circle. They appreciate if someone follow them or admire them.

Instrumental Values (Modes of Conduct)

• Broadminded: Being a Thinker (Fulfilled) they are active, healthy and highly socialized their mind set is extensive and healthy. Their high level of education also ref...

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...r-upper class, lower-upper class and middle-upper class prefer it on a wider extent. People in these sectors usually follow international standards and lifestyles. They prefer newness in the product. People lying in lower upper class who have achieved wealth by working hard also are shifting towards the diet section of fizzy drinks. They spend extravagantly because of their newness to wealth.

Income, to some extent does affect the behaviour of consumers. Usually it is thought the richer a person, the more sophisticated he is. Diet coke is not a normal product nor can be consumed by commoners. A person working as a labour is almost illiterate about such product. He would not buy a diet drink.

CONCLUSION

These chapters conclude the actual effect of consumers on the buying pattern of diet coke and how these patterns differ from the buying patterns of a normal drink.