Author(s)

Zheng Dongzhun ¹, Wu Yueying ¹, Lee Changkeun ²

Affiliation(s)

¹ Department of Design, the Graduate School of Pusan National University, Busan, Republic of Korea
² Department of Design, College of Arts, Pusan National University, Busan, Republic of Korea

Corresponding Author

Lee Changkeun

ABSTRACT

In the Fast Moving Consumer Goods (FMCG) markets of Japan and Korea, the unique consumer culture and high level of market competition make co-branding a key tool to increase brand visibility and consumer purchase intent. This study aims to explore the impact of co-branding of Japanese and Korean FMCG on consumers' purchasing decisions through a quantitative analysis method. The study begins by collecting and organizing successful co-branding cases over the past three years, especially in the food and beverage sectors, as well as collaboration projects between traditional Korean beverages and local pop culture, among others. Through a systematic analysis of these cases, using consumer surveys and market data, this study assesses the impact of co-branding strategies on consumer behavioral attitudes and compares the differences in consumer behavior between the two countries. In addition, the data collected are analyzed through regression analysis using statistical software tools to quantitatively reveal the specific impact of different types of co-branding strategies on consumers' purchasing decisions. Looking at the data of the top ten consumers, most of them rated the loyalty of the co-branded products above 80 points, while half of the regular products were rated below 80 points. This paper not only reveals the current consumer dynamics of the co-branded FMCG market in Japan and Korea, but also provides data-based strategic recommendations for companies in other countries to help them design future co-branded marketing campaigns that can better meet the needs of their target markets, thereby increasing market competitiveness and consumer loyalty.

KEYWORDS

Japanese and Korean FMCG, Co-branding, Consumer Purchase Decision, Loyalty Score

CITE THIS PAPER

Zheng Dongzhun, Wu Yueying, Lee Changkeun, A Study on the Impact of Co-branding of Japanese and Korean Fast Moving Consumer Goods on Consumer Purchase Decisions. Information Systems and Economics (2024) Vol. 5: 110-119. DOI: http://dx.doi.org/10.23977/infse.2024.050515.

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