‘Like an older family member’: Young Africans’ perceptions of Coca-Cola’s sugar-sweetened beverage brand in South Africa and Nigeria
This paper, through an examination of the perceptions of a purposefully enlisted set of young Africans from Nigeria and South Africa, brings to the fore how Coca-Cola is embedded culturally and symbolically in the lives of these consumers, who liken the sugar-sweetened, multinational beverage to ‘a...
Saved in:
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidade Federal de Pernambuco
2024-12-01
|
| Series: | Consumer Behavior Review |
| Subjects: | |
| Online Access: | https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/256604 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This paper, through an examination of the perceptions of a purposefully enlisted set of young Africans from Nigeria and South Africa, brings to the fore how Coca-Cola is embedded culturally and symbolically in the lives of these consumers, who liken the sugar-sweetened, multinational beverage to ‘an older family member’ and regard it as a ‘local’ drink and brand. The paper highlights how this has the propensity to enhance the enthusiastic and habitual consumption of Coca-Cola by these young Africans and their contemporaries with similar perceptions. Located within a qualitative research design, the study, amongst other reasons, was conducted against the backdrop of the surge in the consumption of sugar-sweetened beverages in Africa and other low- and middle-income countries and the increasing targeting of these regions by multinational food and beverage companies for their growth and profit, as consumers in the global north become more health aware.
|
|---|---|
| ISSN: | 2526-7884 |