Abstract:

Understanding consumer behaviour is about more than tracking purchases; it?s about immersing ourselves in the entire journey?from the spark of intention to the rituals of consumption. Coca-Cola?s groundbreaking path-to-purchase (P2P) tool captures the full scope of this journey, illuminating not only how and where consumers shop but also when, with whom and how they consume. This deeper understanding enables us to anticipate needs and align with consumer rituals, transforming ?on-the-go? consumption into a powerful growth driver.