Understanding the Impact of the Visual Aspect of Coca-Cola China Has on Chinese in the Chinese Market and the Influences on Their Intention Behavior

Abstract

Coca-Cola won the place for itself in the Chinese market as a global brand. Its successful marketing strategy led to the brand being successful in China worth researching and learning. The purpose of this study is to explore how Chinese purchasing intentions are influenced by the Chinese elements (packaging and color) of Coke. A case study including SWOT analysis will be presented in the following part. It could be concluded that the global brand with Chinese visual elements will stimulate the Chinese purchase intention and then leading to a growing market share.