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