From perception to experience - a new approach to understand purchase experiences

During the 1990s brands generated emotional quality of life promises, and Coca Cola implemented this strategy, locating the emotional dimension at the consumption experience.

From perception to experience – a new approach to understand purchase experiences

Esteban SocorroCoca-Cola, South Latin Division, United States

Fernando MoiguerMoiguer & Asociados, Argentina


This paper sets out to describe a developed methodology to understand and measure the drink purchase experience in three countries in the region: Peru, Chile and Argentina. This question arises at Coca-Cola from the deeper study of the drink category, its evaluation state, the brand and the cultural context in which the consumption at the present time is developed.

Coca-Cola has generated and built communication and marketing focused on the characteristics, values and...

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