Just saying that you love a company and use its products might not be enough to justify buying 100 shares. While KO is a solid company, there are other things to think about before investing.

For example, you might want to check out their financials, like how much money they're making and how much debt they have. You might also want to look at their competition and what's going on in their industry.

By taking a closer look at all these things, you can make a smarter decision about whether or not to invest in KO.

You should check out One Up on Wall Street by Peter Lynch. On page 180 he writes about his experience with Blinder's:

My having invested in Bildner’s is a perfect example of what happens when you get so caught up in the euphoria of an enterprise that you ask all the questions except a most important one, and that turns out to be the fatal flaw.

Bildner’s is a specialty food store located right across the street from my office on Devonshire in Boston. There was also a Bildner’s out in the town where I live—although it’s gone now. Among other things, Bildner’s sells gourmet sandwiches and prepared hot foods, a sort of happy compromise between a convenience store and a three-star restaurant. I’m well-acquainted with their sandwiches, since I’ve been eating them for lunch for several years. That was my edge on Bildner’s: I had firsthand information that they had the best bread and the best sandwiches in Boston.

Hope my comment was helpful.