CUSTOMER LOYALTY TO PRODUCTS OF THE BRAND COCA-COLA

Zadovoljstvo odjemalcev predstavlja za podjetja pomembno vlogo pri zagotavljanju uspešnih poslovnih rezultatov in ohranjanju konkurenčnega tržnega deleža. Z zadovoljevanjem potreb in želja odjemalcev podjetja skrbijo in ohranjajo to medsebojno povezanost med podjetjem in odjemalcem. Glede na to, da živimo v času odprtega trga in globalne ekonomske krize, h kateremu lahko dodamo prenasičenost trga in močno konkurenco na vsakem koraku, je za podjetja bistvenega pomena, da se zaveda ogroženosti svojih odjemalcev. Če odjemalec ne bo zadovoljen, lahko zelo hitro preklopi h konkurenci, samemu podjetju pa tako povzroči, že poleg nastalih, še dodatne stroške pri iskanju novih zadovoljnih odjemalcev. Zadovoljen odjemalec ima v teoriji vse karakteristike, da postane lojalen. Lojalnost odjemalca je globoka in močna zaveza, v katerem se odjemalec vedno znova odloča po ponovnem nakupu izbranega izdelka (storitve) tako sedaj, kot v prihodnosti, kljub vplivu okolja, situacije ter konkurenčnega potencialnega poskušanja vplivanja na njegovo izbiro. Predstavlja največjo možno stopnjo povezanosti in ima za podjetje neprecenljivo vrednost. Lojalnost odjemalcev je v bistvu rezultat organizacije, ki neprestano ustvarja koristi odjemalcu do njihovega izdelka (storitve). Jedro dela diplomskega seminarja predstavlja analiza lojalnosti odjemalcev do izdelkov znamke Coca-Cola. S pomočjo anketnega vprašalnika smo pridobivali neposredne informacije o kupnih navadah odjemalcev. Glavne ugotovitve te analize so pokazale, da zelo veliki odstotek anketirancev pozna in uporablja izdelke Coca-Cola na redni ravni. Anketiranim odjemalcem je okus omenjenih pijač bistvenega pomena pri odločitvi za nakup. Iz navedenih podatkov lahko sklepamo, da je večina anketiranih lojalna blagovni znamki in da tudi samo podjetje Coca-Cola uspešno krepi in ohranja to neoprijemljivo čustveno vez. S primerno nastavljenimi hipotezami lahko sklepamo, da so se naša predvidevanja izkazala za pravilna in smotrna. V sklepnem delu smo strnili naše ugotovitve, pri katerem smo prišli do spoznanja, da bo lojalnost odjemalcev tudi v prihodnosti za podjetje predstavljala resen in težak izpit, katerega bodo primorani opraviti z odliko. Podjetjem bo glavni izziv tudi v prihodnje predstavljalo ohranjanje lojalnih odjemalcev ter ustvarjanje in pridobivanje novih razmerij med podjetjem in odjemalcem. Odjemalci so tisti člen, ki neposredno vplivajo na celovito delovanje in poslovanje podjetja. Coca-Cola se, kot vodilno podjetje na področju proizvajanja brezalkoholnih pijač, zaveda pomena lojalnosti odjemalcev in samo čas bo pokazal, kako uspešno se bo te problematike tudi v prihodnje lotevala. Vsekakor pa vse kaže na to, da bo kljubovala razmeram na trgu z ustvarjanjem novih trendov, potreb in želja.Costumer satisfaction represents a company\u27s significant part of providing successful bussiness results and maintaining a competitive market share. Companies maintain such close connection between the company and their client by fulfilling the client\u27s needs and wishes. Withregard to the era of the open market and the global economic crisis, to which we can add the supersaturation of the market and strong competition on each step, it is very important for the companies to realize and face the threats their clients are facing. If the client is not satisfied, he can quickly switch to the competition and cause even more costs for the companies in their search of new clientele. In theory, a satisfied client has all the characteristics to become loyal. A client\u27s loyalness is a strong and deep bond in which the client continuously decides to purchase a certain product (service) now and in the future, regardless of the surroundings, situation and competition\u27s potential influence on his choice. The loyalness represents the highest possible degree of bonding and is priceless to a company\u27s status. It also depicts the results of an organization which benefits from the client\u27s usage of their product (service). The body of work of this diploma seminar is ananalysis of the client\u27s loyalness to the Coca-Cola brand. We conducted a survey to obtain direct information about the shopping habits of clients. Essential results of this analysis haves hown that a very high percentage of the surveyed clientele knows and uses the Coca-Cola products on a regular basis. The taste of the above mentioned beverages is essential, when deciding which one to buy. From the gathered data it is safe to assume that most of the clients are loyal to the Coca-Cola brand and that the Coca-Cola company itself succesfuly strengthens and retains this intangible emotional bond. By setting the appropriate hypotheses, it is safe to say that our presumptions resulted to be reasonable and correct. In the conclusion, we summarized our findings, which showed that the client\u27s loyalness will remain a very serious and difficult test for the companies in the future and that the companies will have to pass this test with flying colours. The main challenge for the companies will be to maintain their loyal clientele and to create and acquire new company/client relationships. Clients are the particle which directly affects the whole some functioning and management of the company. Coca-Cola, as the leading company in the field of non-alcoholic beverages, realizes the importance of the loyalness of its clientele and only time will show how succesful it will remain in dealing with these issues. It definitely seems they will keep pace with the market\u27s conditions by creating new trends, fulfilling needs and wishes