EXECUTIVE SUMMARY The purpose of this research is to use copy testing as a means to examine consumer preferences among three brands of diet soda: Diet Coke, Diet Pepsi, and Diet Dr. Pepper. This study will determine the initial preferences of each of the brands, an analysis of each brand's attributes, how brand preference was effected by the print advertisements, and a comparison of each brand's overall preference. An online questionaire was used to collect data. 64 people participated in the survey. Statistical analyses were preformed and a pre/post methodology was used instead of a control group. Overall, Diet Dr. Pepper gained the most brand perception from the advertisement as indicated by the pre-to-post change score. The sample population has a higher opinion of Diet Coke over both Diet Pepsi and Diet Dr. Pepper, while Diet Dr. Pepper has a higher brand perception than Diet Pepsi. The mean differences were not very large but they can be projected to the target audience. For more in depth analysis and further discussion, please continue through this report.
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