Consumer behavior refers to the attitude and decision-making processes of consumers

while purchasing goods and services. Understanding customer purchasing behavior is critical
for marketing managers because it enables them to understand consumer expectations. It's
beneficial to comprehend why a consumer purchases a service or product. For instance, a
marketer from Coca-Cola could identify the preferences and dislikes of buyers and tailor
their marketing efforts accordingly.

According to Kotler, consumers mind is a black box that controls their buying behavior.
Precisely, stimuli like a product, price, marketing, and location are processed by the
consumer's black-box mind in conjunction with economic, political, social, and technical
impulses to arrive at a buyer reaction[ CITATION Phi18 \l 1033 ]. Consumer mentality can be
deduced through observation of stimuli and reactions with the help of a model. This is
known as the Black Box model.

Suppose, a consumer wants to buy a Coca-Cola. At first, he would get stimulated by external
factors and internal influence[ CITATION JSt08 \l 1033 ]. Then he would decide whether to
purchase or not. In the external factors, a customer evaluates the marketing mix and
environmental aspects. In terms of the marketing mix, the product strategy of Coca-Cola is
widely renowned. Coca-Cola is one of the most popular beverages in the world. Coca-Cola
products are offered in various packaging and sizes. The firm also offers several variations
for the primary brand, including diet and low sugar for consumers.

For pricing, Coca-Cola is priced similarly to its competition like Pepsi. The beverage business
is considered an oligopoly market[ CITATION Pra21 \l 1033 ]. To stand in the industry, Coca-
Cola gives discounts on impulse sales and occasionally bundles the goods. This results in
exponential customer attraction. With over 130 years in the market and operations in over
200 countries globally, Coca-Cola has established an extensive distribution network. The
extensive distribution network exemplifies Coca-Cola's location strategy in its marketing
mix. The Coca-Cola corporation manufactures the beverage using its proprietary recipe and
distributes it to bottlers situated across the world. Coca-Cola is the benchmark for publicity
and branding. Coca-Cola's promotional strategy relies on aggressive marketing via ad
campaigns employing media such as TV, online advertisements, print media, sponsorships,
etcetera[ CITATION MrK15 \l 1033 ]. Coca-Cola introduced "Taste the feeling" in 2016 to
recall its customers of the pleasant and joyful time Coke provides to their life. The
advertisements were often televised across numerous networks[ CITATION Wil16 \l 1033 ].
Coca-Cola is a mass product that is supposed to be available everywhere. This offers Coca-
Cola the chance to expand and maintain its company. In terms of the external factor of the
environment, consumers would choose products that are tastier, cheaper, and attractive to
youth. Coca-cola has been known as a brand for youngness. Coca-Cola’s market strategy and
marketing always have some social impacts on their behaviors.

The black box refers to the internal variables that influence consumer decision-making.
[ CITATION She11 \l 1033 ]. These include consumer characteristics like beliefs, values,
motivation, and lifestyle. When external conditions boost the customer's mental state,
personal values begin to play a role. For instance, a customer may ponder whether the
purchase is a wise choice for him or whether it fits his personality. If the internal aspect had
the potential to influence the customer's ideas, he would act.
The consumer is initially aware that he must make a choice. He may choose as a result of a
variety of factors, including cognitive biases, experience, socioeconomic level, and brand
loyalty. If the urge arises after the choice is made, he will seek solutions that will result in a
more fulfilling experience. The decision-making process is influenced not only by the degree
of awareness of the issue but also by the personal interest of customers in acquiring or
utilizing a certain product category. Drink such as Coca-Cola is frequently classified as
'intrinsically' low-calorie goods. Consumers' choice of the appropriate soft drink is irrelevant,
as it carries only minor financial risks. However, some consumers search for certain product
qualities, such as contentment with a drink, and walk attentively to check the availability of
soft drinks. Pepsi may be an alternative in this case.

After identifying an alternative, he would weigh the facts to determine which beverage best
met his requirements and desires. Assume the buyer desires a sparkling beverage. After
weighing the choices, he concludes that Coca-cola is more effervescent than Pepsi. As a
result, he takes action by purchasing Coca-Cola. If the consumer chose Pepsi over Coca-cola,
no purchase would have occurred. Throughout the post-purchase time, he would have some
comments on the merchandise. This would determine whether he would purchase Coca-
cola in the future.

The Black Box model's last stage is the post-purchase response phase. The consumer would
next evaluate the marketing mix and other factors affecting the purchase of the products.
After-purchase behavior is the final phase in the consumer decision-making process since it
decides whether or not the client is pleased with the purchase. A customer's feeling about a
purchase has a significant impact on whether he purchases the goods again or explores
other products in the brand's repertoire[ CITATION Phi18 \l 1033 ]. Additionally, a customer
can influence the purchasing decisions of others, as he is likely to feel obligated to
communicate his opinions about the purchase.

Following the brand evaluation, the client chose Coca-Cola based on the distributor's
availability of brand stock. However, this does not mean that the consumer decision-making
process ceases after a transaction is done. The subsequent evaluation will occur as the
consumer begins to drink Coca-Cola and assesses the product's delicacy. If the consumer
satisfied this need, he or she would very certainly purchase Coca-Cola again in a short
period. On the other hand, if the consumer learns that the flavor does not suit him or her,
Coca-Cola will cease production. For instance, the client may feel obligated to inquire about
his decision to purchase Coca-cola. Additionally, they may be exposed to advertising for a
competitor brand, such as Pepsi, which may cast doubt on the product they
selected[ CITATION Sal14 \l 1033 ]. He can modify the heart and declare that this particular
substance is no longer essential. In other words, if Coca-Cola satisfies the consumer, it will
build brand loyalty. As a result, no condition may influence a previous purchase decision.

In summary, when a marketing manager understands the operations of the Black Box
model, it will be simpler to design the product according to the client's specifications. Each
consumer approaches the purchase of a certain item with a unique thought process and
mindset. If a business does not understand the consumer's reaction to a product, the
likelihood of a product failure is high. While the procedure in the black box model may look
lengthy, the steps in the consumer's mind must be accomplished in a matter of seconds. As
a result, a marketing manager must evaluate consumer behavior.

References
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