Differences in Value Orientations of Coca Cola Drinkers and House Cola Drinkers: A Cross-National Investigation

Based on the overall research question, “Is there a cross-national Coca Cola and/or Hakon classic segment?” this empirical study examined differences in the personal value orientations of Coca Cola drinkers and House Cola brand drinkers across two Scandinavian cultures. In a field study, female subjects aged 18 to 29 years from Oslo and Gothenburg reported their personal values, purchasing behavior, and value and attribute associations with the two cola brands. Further, this quantitative study revealed that segmentation by values may be used to understand differences and similarities among soft drink segments across cultures, and why Coca Cola drinkers are different from consumers who favor house brands. This study provides further insight into cross-national segmentation in terms of concrete personal values that could be used by brand owners and retailers in planning brand communications for cross-national segments. Implications are drawn for cross-cultural marketing strategies and for future research.