CB Challenge Final

Britt Evers - Arnaud Papaix Constantine Grefe - Wenxin Zhang

CB CHALLENGE 1

• 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


Literature

Review

Researc


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


Literature

Review

Researc


onConclusi

on

Coca-Cola vs. Pepsi

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



Literature

Review

Researc


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



Literature

Review

Researc


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


Literature

Review

Researc


onConclusi

on

• 1974 Pepsi Challenge

Yglesias, 2013

Literature Review


Literature

Review

Researc


onConclusi

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• 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


Literature

Review

Researc


onConclusi

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• 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


Literature

Review

Researc


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


Literature

Review

Researc


onConclusi

on

• Independent variable (IV): Visibility• Dependent variables (DV): Taste,

choiceVisibility {presence/absence of brand cues}


Variables


Literature

Review

Researc


onConclusi

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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


Literature

Review

Researc


onConclusi

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ChoiceWhich cola would you buy?

Cola X/Coca-ColaCola Y/Pepsi

Post-Tasting Questionnaire


Literature

Review

Researc


onConclusi

on

• Blind taste test• Cued taste test Visibility

Research Design


Literature

Review

Researc


onConclusi

on

Blind Taste Test/Pro


Literature

Review

Researc


onConclusi

on

XY

Blind Taste Test


Literature

Review

Researc


onConclusi

on

XY

Blind Taste Test


Literature

Review

Researc


onConclusi

on

Cued Taste Test

The market

for

Colas

Literature

Review

Resear

ch

Tests

ResultsDiscuss

ionConclusi

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

• To what extent do brand cues have an impact on brand preference & taste preference?

Visibility {presence/absence of brand cues}


Conclusion


Literature

Review

Researc


onConclusio

n

Documents

CB Challenge Final