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...