An examination of the use of culture by Coca-Cola

Ajala, Oladayo Idowu (2021) An examination of the use of culture by Coca-Cola. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study examines the use of culture by Coca-Cola in its global marketing in Nigeria. Coca-Cola is a company that specialises in production of sugary beverages. Over the years Coca-Cola has expanded its business to key countries, one is Nigeria. The study, investigates how Coca-Cola integrates elements of culture to its global marketing in Nigeria. Culture is the total way of life of people and is a significant determinant of purchasing habit; therefore brands such as Coca-Cola integrate it in its marketing and advertising. This study focuses on the use of culture by Coca-Cola in its marketing in Nigeria. The study adopts qualitative methodology which employs the use of interviews, the researcher conducted interviews with key workers in Coca-Cola. The researcher discovers that Coca cola integrates elements of culture such as languages, dress codes and national holidays into its advertising in Nigeria. The study also discovers that Coca-cola supports peace initiatives in through its several ads in Nigeria which is a deeply polarised country, thus, Coca-Cola has gained favourable acceptance in Nigeria. Based on these findings, the researcher recommends further use of culture for global marketing as it enhances brand awareness and acceptance.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Clara Chan
Date Deposited:	02 Mar 2022 14:39
Last Modified:	02 Mar 2022 14:39
URI:	https://norma.ncirl.ie/id/eprint/5509

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