6. Taste Test
Purpose
perception
because of taste? Perceived brand image?
Tiger Heineken Carlsberg
7. Online Survey
Purpose
advertisement recall
consumers’ purchase habits
frequency and brand loyalty
imported vs. local beer
Tiger’s attributes in relation to its closest competitors.
21. T-Test for Brand Image
null hypothesis
Consumers view Tiger’s brand image to be good
significance level = 0.0245 < 0.05
Mean lies within rejection region
Reject null hypothesis
22. T-Test for Brand Image
2.84 3.143.44
Bad Image Good
Tiger Carlserg Heineken
Image
3 (neutral)
23. T-Test for Packaging
null hypothesis
Consumers view Tiger’s packaging to be attractive
significance level = 0.02 < 0.05
Mean lies within rejection region
Reject null hypothesis
24. T-Test for Packaging
2.84 3.203.56
Bad Packaging Good
Tiger Carlserg Heineken
Packaging
3 (neutral)