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  • 1. Coke vs. Pepsi
    By: Alyssa Davis
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. Coke vs. Pepsi
    Out of 635 people surveyed, 346 preferred Coke and 289 preferred Pepsi
  • 7. 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.
  • 8. 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
  • 9. 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