Coke vs Pepsi Challenge

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Group statistics project comparing the flavor difference of Coca-Cola and Pepsi

Text of Coke vs Pepsi Challenge

  • 1. EXSC 513: Evaluation in Exercise Science
    Statistics Project
    Cola: Coke vs. Pepsi
    Miranda Burd
    Rachel Hikes
    Jennifer Kelly
    Molly McNeil
    Kayla Muth
    Stephanie Suarez

2. Overview
History
Methodology
Data
Literature
Statistical Analysis
Conclusions
Limitations
3. History
Both Coke & Pepsi Founded by Pharmacists
1886- Coke was founded- Secret Formula
1898- Pepsi Founded; Brand Name 1902
1975 Pepsi Challenge Pilot
Went National in 1976
Ran Through Early 1980s
4. Methodology
Location: Koehler Fieldhouse
Type: Blind, Convenient sample
Time & Dates:
Day 1: Tuesday March 8th, 2011
Time: 11:00 am 12:15 pm
Data Collectors: Molly, Rachel, Stephanie
Day 2: Wednesday March 9th, 2011
Time: 11:00 am 12:00 pm
Data Collectors: Jennifer, Kayla, Miranda
5. Methodology Continued
A
B
Pencils and Survey
Table placed in Koehler Fieldhouse lobby
Surveys and pencils centered
Clear plastic cups were filled with approx. 3 oz. of liquid and placed under their corresponding A or B sheet on either side
Passing individuals were encouraged to participate in our statistics project entitled: Coke vs. Pepsi Challenge.
6. Survey Example
Subjects were asked to fill out the top two portions before sampling the beverages.
7. Original Data
Main Question
8. Original Data Continued
9. Data Reduction- Sample
10. Demographics
Table 1: Demographics of participants surveyed
11. Majors Surveyed
Figure 1a: Representation of Health Related Majors
Figure 1b: Representation of Non-Health Related Majors
Table 2a: Majors of Students Surveyed- Health
Table 2b: Majors of Students Surveyed- Non Health
12. Pre- and Post- Test Cola Preferences
Coke
Pepsi
Coke
Pepsi
42
Figure 2a: Pre-Test Preference
Figure 2b: Post-Test Preference
13. Literature
Consumers with positive initial attitudes to a brand showed higher opinion and evaluation scores to products with this brand name than to products with an alternate brand name, regardless of the actual products sampled.
~Belke & Pierce
The Coke label created wild activity in the part of the brain associated with memoires and self image, while Pepsi, though tasting better to most, did little to these feel good center in the brain.
~Szegedy-Maszak
14. Literature contd
2010 Annual reports:
Pepsi Revenue: ~21 Billion
Coke Revenue: ~25.5 Billion
Facebook Survey:
15. Is there a difference amongst cola groups and their ability to identify preference?
dF= 1
*p > 0.052 = 10.55
Conclusion: Reject the null Ho
16. Is there a difference amongst pre and post cola preference in accuracy?
dF=1
*p > 0.05 2 = 36.19
Conclusion: Reject the null Ho
17. Is there a difference between gender and their activity level?
dF= 2
p < 0.05 2 = 0.98
Conclusion: Fail to Reject the null Ho
18. Is there a difference between cola drinkers and non cola drinkers in their taste test accuracy?
dF= 1
p < 0.05 2 = 0.89
Conclusion: Fail to Reject the null Ho
19. Is there a difference between education level and taste test accuracy?
dF= 1
p < 0.05 2 = 1.38
Conclusion: Fail to Reject the null Ho
20. Conclusions:
There is no difference between Cola preference and correctly identifying the beverage in this blind taste test study.
Originally, ~64% of the sample favored coke, but after a blind taste test, only 38% favored coke.
There is no difference between the activity levels and gender within those who had a preference status.
Of the people who had a preference, there was no difference within education level.
21. Limitations
Location
Only 1 building on campus surveyed.
Only building surveyed has a majority of students in health related majors.
Negative connotation attached to soda drinking with health related majors.
Negative connotation attached to inactivity with health related majors.
Many students were athletes.
22. Limitations Continued
Data Collection:
Clarification of soda and cola.
Palate cleansers before first and in between cups.
Zero column for soda frequency & activity.
Too much data/questions on survey.
Used a convenient sample.
23. And the battle continues
Questions?
24. References:
Belke, T.W. et al. (1988). Stimulus Control of Consumer Opinion by Brand Names: A Social Conditioning Analysis. The Psychological Record, 38, 227-236.
Blakeslee, S. (2004, October 19). If You Have a 'Buy Button' in Your Brain, What Pushes It?. The New York Times.
Coke vspepsi: a timeline. (2011). Advertising Age, 82, 6.
McClure, S.M. et al. (2004, October 14). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44, 379-387.
Szegedy- Maszak, M. (2005, February 28). Mysteries of the Mind: Your Unconscious is Making your Everyday Decisions. U.S. News & World Report, 9(2), 53-61.