Crystal taste - how brands shift perceived taste of bottled water
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Crystal taste - how brands shift perceived taste of bottled water

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An insightful market research for perceived taste of bottled water with original and unique chart presentation

An insightful market research for perceived taste of bottled water with original and unique chart presentation

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Crystal taste - how brands shift perceived taste of bottled water Crystal taste - how brands shift perceived taste of bottled water Presentation Transcript

  • SunLi@MrSunLi.com http://MrSunLi.comCrystal Taste ?How brands shift perceived taste of bottled water
  • Two experiments are designed in acontrolled environment Test #1 Blind A B C Test #2 Brand $ $$ $$$ 2
  • 56 respondents are interviewed inHong Kong 3
  • No clear winner but fewer respondents like physical taste of mineral water 37.5% 37.5% Mean 25.0% Distilled Mineralized Mineral (Watsons) (Bonaqua) (Evian)N = 56 / Mean = 18.7 / Variance = 10.9 4
  • However, brands shift perceived taste significantly $$$ $$ $ 41.1% 37.5% Mean 21.4% Distilled Mineralized Mineral (Watsons) (Bonaqua) (Evian)N = 56 / Mean = 18.7 / Variance = 22.9 5
  • Most respondents drop Watsons (low end brand) after disclosing brands Churn Stay E Evian 8 5 10 #2 Brand Test B Bonaqua 6 11 4 W Watsons 7 5 0 Watsons Bonaqua Evian #1 Blind Test W B EN = 56 6
  • Female respondents care more about brands Male Female Major Churn Major Churn E #2 Brand Test #2 Brand Test B W Major Churn #1 Blind Test #1 Blind Test W B E W B EMale = 27 / Female = 29 7
  • Those who are very thirsty tend to ignore brands Not Thirsty Very Thirsty E #2 Brand Test #2 Brand Test B W #1 Blind Test #1 Blind Test W B E W B ENot Thirsty = 17 / Very Thirsty = 17 8
  • SunLi@MrSunLi.com http://MrSunLi.comTo discover more …http://MrSunLi.com