The influence of Coca-Cola brands on consumer purchases in the beverage market: Japan's perspective

Abstract

This study examines the impact of Coca-Cola’s branding on consumer purchasing behavior in Japan’s beverage market. Employing a thematic qualitative approach, the research investigates brand recognition, cultural influences on marketing strategies, product differentiation, and consumer attitudes shaped by cultural values. Findings reveal that Coca-Cola’s global brand awareness combined with localized marketing efforts, including culturally relevant campaigns and health-oriented products, significantly influence Japanese consumer preferences. However, challenges remain due to increasing health consciousness and competitive market dynamics. The study contributes to understanding how multinational brands adapt to culturally distinct markets and offers practical recommendations for enhancing brand engagement in Japan. These insights extend to other global brands seeking success in culturally diverse environments.