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I have selected Coca-Cola as the Fortune 500 company I will analyze. I chose Coca-Cola because personally enjoy their products, including Coca-Cola, Sprite, and Fanta. Coca-Cola is also a huge and well established company that has been around for decades, making it interesting to explore how they have continued to appeal to consumers over time. I think analyzing consumer behavior surrounding Coca-Cola products will be interesting because there are many different factors that can influence hwy someone chooses one beverage brand over another, including taste, brand loyalty, price, advertising, and personal preferences. 

The category I have selected within Coca-Cola is colas. I chose this category because cola is what the company was originally founded on and is what Coca-Cola is most known for. It also happens to be my favorite type of drink that the company offers. For my consumer behavior analysis, I am interested in focusing on younger consumers, particularly young adults. This consumer segment may have different preferences when purchasing beverages, especially with growing interest in convenience, social media trends, and health-conscious choices like zero sugar products. I think this will be an interesting group to analyze because Coca-Cola has traditional products while also offering newer options like Coca-Cola Zero Sugar. 

Three resources I plan to use in my consumer behavior analysis include:

1. Coca-Cola’s official website and company reports- I plan to use these resources and available company information to learn more about Coca-Cola’s different products, advertising campaigns, target consumers, and overall brand strategy.
2. Academic and consumer behavior research- These resources will help me better understand why consumers make certain purchasing decisions and allow me to connect concepts from the course to my analysis of Coca-Cola and its consumers.
3. Market research and industry resources- Sources such as IBISWorld and Statista can provide useful information about the beverage industry, the company’s statistics, trends, consumer preferences, and purchasing habits.