“Why American really likes Cokes and European not so much?”

Posted: December 13, 2011 in My Masterpiece

Coca Cola is a carbonated soft drink that invented by John Pemberton in late 19th century. Coca-Cola was bought out by businessperson Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. Today, Coca Cola is one of the most popular soft drinks in the world. In fact, over billion cans of Coca Cola are consumed everyday. Coca Cola has three type of container; glass bottles, plastic bottles, and cans. Coca Cola are being sold in more two hundred countries. “According to an article in the Isthmus, Madison’s weekly newspaper, Americans drink so much of the carbonated beverages sold under included Coca Cola that consumption averages 43 gallons per year for every man, woman, and child in the United States. We can say that almost everyday are not forget to drink Coca Cola. When the hot summer’s day come, Coca Cola almost never forgotten by people. When they eat, watching TV, hangout with friends or family they drink Coca Cola.


To answer the question above, many factors could be an answer. However, I just discuss about the Cultural Environment and Perception.

ü  Cultural Environment and Perception

According to Terpstran (1987) culture is “The integrated sum total of learned behavioral traits that are manifest and shared by members of society”. Culture also reveals itself in many ways and in preferences for colors, styles, religion, family ties and so on. Perception also have a role in shaping why people like Coca Cola and not. Our perception approximates reality.  Our brain attempts to make sense out of the stimuli to which we are exposed.




Coca Cola in Europe

Most European people (Western Europe) drink water and wine. They drank the tap water everywhere in France, Ireland and England. The water in Rome is fresh out of the mountains. In Europe Soda drink (Coca Cola) is more expensive. The two excellent points that may impact the cost are transport cost and culture.


ü  France

Coca Cola did not arrive in France until 1953. Originally designed from a French coca wine, Coca Cola was able to catch on so quickly because it was the first major flavorful non-alcoholic beverage widely consumed, and it became even more popular during Prohibition. When Coca Cola became mass produced, it influenced the popularization of American capitalist culture and eventually became one of the most well known American brands in the world.  As Richard Kuisel points out, Coca Cola was associated with “mass advertising, a high consumption society, and free enterprise”(98), and eventually played a major role in the way the world saw America. Coca Cola, however ,was not very popular in France, and even still to this day is not as popular in France as in other Western European nations. Because Coca Cola represented America to its core, a capitalist society, Coca Cola’s move into France was met with some resistance: “Barricades threatened to appear in Paris when it became known that Coca-Cola requested a license to bottle their drink there” (Lienhard 1). The French public did not want France to be overtaken by American enterprises and so fought to prevent the mass production of Coca Cola in France. Today, however, there is a Coca Cola factory in France, which has increased the production and consumption of Coca Cola, although the recipe varies slightly from the original American version. The cost also could be more expensive, that is $2.00.


ü  United Kingdom

As we know, UK is a country that has major influence in culture. People love to drink tea because the influence from royalty. Tap water also becomes popular there. Therefore, Coca Cola must compete with them to get place in people mindset. Because the cost of Cokes is more expensive, people tend to choose free tap water.





The Conclusion is the Coca Cola brand is not only give a satisfaction for their customer but also others values. I agree that Coca Cola brought American styles. People in France do not like the capitalism that Coca Cola brought. Nevertheless, some countries in West Europe like to drink water or tap water because is healthier and cheaper. Coca Cola is more expensive in Europe because the culture and transportation cost. So, European people tend to choose water or tea than Coca Cola, or maybe Coca Cola in small can.





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