Consumer Reactions to Tokuho Cola Commercials: Differences Based on Consumers' Health Interests

• Published in: Global Business Journal Vol. 10; no. 1; pp. 23 - 30
• Main Authors: Okano, Masao, Asakawa, Masami
• Format: Journal Article
• Language: Japanese
• Published: Seciety of Global Business 2024; 一般社団法人 グローバルビジネス学会
• Subjects: Food for Specified Health Use (FOSHU); general health interest; purchase intention
• ISSN: 2434-0111
• DOI: 10.32169/gbj.10.1_23

We conducted a web-based survey to investigate how consumers' health interests influence their response to Tokuho beverage commercials and their purchase intention. A Tokuho cola commercial was shown to 400 respondents (200 males and 200 females), and they were asked to rate their liking of the commercial and their intention to purchase. We also asked them to indicate their level of health interest. The following results were obtained: (1) The high health consciousness group had a significantly more positive attitude toward the commercials compared to the low and medium groups at the 5% level. (2)The high health consciousness group had a significantly higher purchase intention compared to the low and medium groups at the 5% level.(3)Analysis of the key words for "reasons to buy"showed that for the high health consciousness group, their purchase intention was driven by reasons aligned with the message conveyed in the commercials.