Crystal taste - how brands shift perceived taste of bottled water

Crystal Taste ?

How brands shift perceived taste of bottled water

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Two experiments are designed in a

controlled environment

2

Test #1

Blind

Test #2

Brand

A B C

$ $$ $$$

56 respondents are interviewed in

Hong Kong

3

No clear winner but fewer respondents

like physical taste of mineral water

4

37.5% 37.5%

25.0%

Distilled Mineralized Mineral

N = 56 / Mean = 18.7 / Variance = 10.9

Mean

(Watsons) (Bonaqua) (Evian)

However, brands shift perceived taste

significantly

5

21.4%

37.5%41.1%

Distilled Mineralized Mineral

N = 56 / Mean = 18.7 / Variance = 22.9

$

$$

$$$

(Watsons) (Bonaqua) (Evian)

Mean

#2 B

ran

d T

est

#1 Blind Test

Most respondents drop Watsons (low

end brand) after disclosing brands

6N = 56

W

B

E

W B E

Evian 8 5 10

Bonaqua 6 11 4

Watsons 7 5 0

Watsons Bonaqua Evian

StayChurn

Female respondents care more about

brands

Male Female

7

#2 B

ran

d T

est

#1 Blind Test

#2 B

ran

d T

est

#1 Blind TestW B E W B E

W

B

E

Male = 27 / Female = 29

Major Churn

Major Churn

Major Churn

Those who are very thirsty tend to

ignore brands

Not Thirsty Very Thirsty

8

#2 B

ran

d T

est

#1 Blind Test

#2 B

ran

d T

est

#1 Blind Test

W

B

E

W B E W B E

Not Thirsty = 17 / Very Thirsty = 17

To discover more …

http://MrSunLi.com

[email protected]

http://MrSunLi.com