Transcript
• Introduction• Literature Review• Research Questions & Hypotheses• Variables• Research Design• Test• Discussion• Implications• Limitations & Suggestions• Conclusion
Agenda
To what extent does visibility have an impact on brand preference & taste
preference?
Problem Statement
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• To what extent does visbility have an impact on brand preference & taste preference?
Problem Statement
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• To what extent does visibility have an impact on brand preference & taste preference?
Visibility {presence/absence of brand cues}
Taste preferencesBrand preferences
Problem Statement
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
Coca-Cola vs. Pepsi
The market for colas
The market for Colas
Lit. Review
Research Tests Results Discussi
onConclusi
on
Coca-Cola vs. Pepsi• 17% of the
American market• Outsells Pepsi in
almost all areas of the world
The market for colas
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
Coca-Cola vs. Pepsi• 17% of the
American market• Outsells Pepsi in
almost all areas of the world
• 8.9% of the American market
• India, Pakistan, parts of North America
The market for colas
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• Read Montague – blind taste tests
• Pepsi: higher level of activity in ventral putamen, which helps us evaluate different flavors
• Coca-Cola: increased activity in medial prefrontal cortex, used for planning complex cognitive behavior
Yglesias, 2013
Literature Review
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• 1974 Pepsi Challenge
Yglesias, 2013
Literature Review
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• Beer brand identification on taste perception
• Presence of product labels consumers’ evaluations
• “receptiveness to firms’ marketing efforts” vs. “perceived physical product differences”
Allison, 1964
Literature Review
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• Do brand cues have an influence on consumers’ preference for taste?
• H1: Brand cues have an influence on consumers’ preference for taste
Research Questions & Hypotheses
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• Do brand cues have an influence on consumers’ choice for a specific cola?
• H2: Brand cues have an influence on consumers’ choice for a specific cola
Research Questions & Hypotheses
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• Independent variable (IV): Visibility• Dependent variables (DV): Taste,
choiceVisibility {presence/absence of brand cues}
Taste preferencesBrand preferences
Variables
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
Taste1Please indicate on a scale of 1 to 5 the extent to which you like Cola X/Coca-Cola.1 5 Not at all - Not really - Neutral - Somewhat - Very much
Taste2Please indicate on a scale of 1 to 5 the extent to which you like Cola Y/Pepsi.
Post-Tasting Questionnaire
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
ChoiceWhich cola would you buy?
Cola X/Coca-ColaCola Y/Pepsi
Post-Tasting Questionnaire
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
• Blind taste test• Cued taste test Visibility
Research Design
The market for Colas
Literature
Review
Researc
h Tests Results Discussi
onConclusi
on
VisibilityTaste
Taste 1
Taste 2
Choice
Results
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
P = 0.009
P = 0.032
• Taste
H1
• Taste
Results
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
3.51 4.15
3.06 3.61
VisibilityTaste
Taste 1
Taste 2
Choice
Results
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
P = 0.009
P = 0.032
H2P = 0.000
H1
• Choice
• ChoiceResults
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
27.3%
72.7%81.8%
18.2%
Blind
Not at all - Not really - Neutral - Somewhat - Very much
Cued
Discussion
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
Cued taste test• Consumers form a preconceived
notion/expectation of taste preference
• Prior brand preferences
Discussion
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
Blind taste test• Consumers could only base their
judgment solely on taste• Effect of brand bias eliminated
Discussion
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
Brand preferences vs. Taste preferences
Marketers• Focus more on promoting & creating
awareness of brand
Implications
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
Brand preferences vs. Taste preferences
Marketers• Focus more on promoting & creating
awareness of brand
Implications
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
• Sips vs. full cups of soda“...taste tests consist of relatively modest sips…[but] we drink whole cans of soda. We drink 20-ounce bottles. We drink Big Gulps at 7-Eleven. We drink sodas so large that Michael Bloomberg wants to make them illegal. Serious soda drinkers consume multiple servings per day, every day of the week. And while we want something sweet, we don’t necessarily want that kind of long-term relationship with something too sweet.”
Yglesias, 2013
Limitations & Suggestions
The market
for
Colas
Literature
Review
Resear
ch
Tests
ResultsDiscuss
ionConclusi
on
top related