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Cokevspepsi

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    Cokevspepsi Cokevspepsi Presentation Transcript

    • Coke vs. Pepsi
      By: Alyssa Davis
    • Introduction
      Blind taste test included 67 participants
      Functional Magnetic Resonance imaging technology was used to monitor brain activity during consumption
      Tests were first blind taste tests
      Images of brands were shown in the second part of the test during consumption
    • Blind Taste Tests
      Each participant was asked their preference: Coke or Pepsi
      The participants then consumed the beverages and their brains were monitored while doing so
      The ventrolateral prefrontal cortex lights up naturally with either beverage, responding to the “reward” of sugar
      Blind taste tests typically don’t favor either brand and end up right around 50/50
    • Branded Taste Tests
      The participants were again asked to consume their beverages while being told what exactly they are drinking
      The dorsolateral prefrontal cortex and hippocampus both lit up when participants knew they were consuming Coke
      In most cases, images of Pepsi did not produce this type of brain activity
      This led to a 75-25 preference of Coke
    • Why Coke is preferred
      In these branded tests, the participants responded heavily to brand imagery
      When a person thinks of Coke, they automatically correspond it to things like polar bears, Santa Claus, Mean Joe Green, and other iconic imagery
      Coke triggers memory-related brain regions that are related to cultural influences
      It’s not just the taste that matters, but the strength of the Coca Cola brand keeps buyers coming back for more
    • Coke vs. Pepsi
      Out of 635 people surveyed, 346 preferred Coke and 289 preferred Pepsi
    • Coke vs. Pepsi
      HYPOTHESIS TESTSsample proportion46.00%population proportion51%std error0.0198sample size635
      Do more people prefer Pepsi?    
      NULL:π<= 50%More than half do not prefer Pepsi.   
      ALTERNATIVE:π > 50%More than half do prefer Pepsi.   
      one-tailed or two-tailed?1
      test statistic (obs)-2.77critical measure1.64obs > critical?yes
      p-value0.00283a-level0.05
      p-value < a-level?yes
      Null is accepted.More than half do not prefer Pepsi.
    • Recommendations
      Since Coca Cola is getting a lot of their business from their cultural ties, it is important for them to stay true to what they have been doing for years
      Pepsi needs to find ways to make their brand more recognizable.
      Pepsi should work harder to relate to all people culturally, rather than just the youth culture
    • Conclusion
      In a blind taste test, most customers prefer the two soda brands equally
      Coca Cola has a very strong brand image which leads customers to feel excited when consuming their products
      Coke was preferred 75 percent to 25 percent according to the brain scans in branded tests
      Taste doesn’t always matter, but cultural ties will hold strong in consumer behavior