CONCLUSION
Paired t-test
Of the 64 respondents, Diet Coke was the most favorable soda, followed by Diet Dr. Pepper, then Diet Pepsi. From this data it is safe to say that Diet Coke is the brand that is better perceived by members of the population, followed by Diet Dr. Pepper, and then by Diet Pepsi. Of the three brands, Diet Coke has an advantage with respect to the consumers’ perception of the brand. Diet Dr. Pepper is Diet Cokes Closest competitor, while the perception of Diet Pepsi is noticeable lower than the other two.
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Between Group t-test
Individuals whose brand perception increased after viewing the ad, on average, have a lower pre-ad perception of the brand compared to the individuals hose perception decreased after viewing the add. No relationship can be derived between the perception of the ad and the difference in movement post ad exposure. It is reasonable to say from the data that the individuals who originally had a better perception of Diet Pepsi were actually less likely to purchase it after having seen the advertisement. The individuals who had a worse perception of Diet Pepsi were more likely to purchase it after having seen the ad. No conclusions can be drawn about the relationship between ad index score and likelihood of future purchase.
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Chi-Square Significance Test
From this analysis, no conclusions can be drawn about the population from which the sample was drawn. It appears that the brand perception being above or below the median perception, has no effect on the increase or decrease of the likely hood of an individual purchasing diet coke after having seen the ad.
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Frequency
After having viewed the ad, Diet Coke hade the least amount of people move up in perception and the greatest amount of people move down in perception. Diet Pepsi had the most people stay the same in perception and the least people move down in perception. Diet Dr. Pepper had the most people move up in perception.
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Frequency Counting
When comparing the values of the ten Likert items between Diet Coke and Diet Pepsi, significantly more respondents rated Diet Coke highest compared to those that rated Diet Pepsi highest.
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Simple Correlation Coefficient
The correlation between the brand perception of Diet Coke and Diet Pepsi was determined to be a moderately strong direct relationship. This means that those who had a higher perception of one soda generally had a higher perception of the other and those that had a low perception of one soda generally had a low perception of the other. This may be attributed to individuals who like or dislike soda as a whole.
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Modified Basic Statistic
In this sample the percentage of women who had an increase in brand perception was higher than the corresponding percentage of increasing males. The percentage of women that had a decrease in brand perception was also higher than the corresponding percentage of decreasing males. This means that the opinion of the sampled women of the population, with respect to diet soda perception, is more easily moved by advertisements than that of men.
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Regression Analysis
Several relationships were determined between the change score of an individual and the ten Likert Items for each brand.
For Diet Coke the following Likert items were determined to have a significant relationship with the change score of an individual; “Diet Coke is good soda,” “Diet Coke quenches my thirst,” and “I can tell the difference between Diet Coke and Regular Coke” as we found in this sample. For Diet Pepsi the following Likert items were determined to have a significant relationship with the change score of an individual; “Diet Pepsi is good soda,” “I do not like the taste of Diet Pepsi,” and “Diet Pepsi tastes better than regular Pepsi,” “Diet Pepsi is too expensive,” “I drink Diet Pepsi because I watch my caloric intake,” and “I can tell the difference between Diet Pepsi and regular Pepsi.” For Diet Dr. Pepper the following Likert items were determined to have a significant relationship with the change score of an individual; “Diet Dr. Pepper is unhealthy,” and “I can tell the difference between Diet Dr. Pepper and regular Dr. Pepper.”
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Discriminant Analysis
The analysis conducted for Diet Pepsi shows the relationship between the 10 Likert items and the and the pre-to-post exposure up and down movers. Six Likert Items were determined to be important in predicting if an individual will be an up or down mover. These items are; “Diet Pepsi is good soda,” “I do not like the taste of Diet Pepsi,” “Diet Pepsi is too expensive,” “I drink Diet Pepsi because I watch my caloric intake,” “Drinking Diet Pepsi makes me feel good about myself,” and “I drink Diet Pepsi to stay awake.” For Diet Coke the ten Likert items do not discriminate between the up and down movers at a high level. We are unable to project weather or not an individual will like an ad based on their perception of the brand. If an individual likes the brand he/she does not necessarily like the ad.
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ANOVA/MANOVA
The ANOVA test examined the relationship between the “Diet Pepsi is a good soda” brand attribute and whether the respondents liked the ad and the quantity of soda an individual drank. The study is able to project the relationship between the “Diet Pepsi is a good soda” and the liking of the print. It is not possible to project the relationship between the “Diet Pepsi is a good soda” brand attribute and the quantity of soda an individual drank.
The MANOVA test examined the relationship between the 10 Likert Items and whether the respondents liked the ad and the quantity of soda an individual drank. There are significant relationships between quantity of soda an individual drank and “Diet Pepsi is too expensive” & “I drink Diet Pepsi to stay awake”. There are significant relationships between whether the respondents liked the ad and “Diet Pepsi is a good soda” & “I do not like the taste of Diet Pepsi.” whether the respondents liked the ad and the quantity of soda an individual drank and “Diet Pepsi is a good soda” & “Diet Pepsi is too expensive.”
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Factor Analysis
The Factor Analysis revealed those Likert items that were evaluative in nature and related to the most unambiguous Likert item of each group: the "good" item. These items were then taken to compute an attitude score for each respective test brand. These attitude scores did reveal that in this sample, Diet Coke is the brand liked the most followed by Diet Dr. Pepper and then Diet Pepsi. Although the difference in mean score was very close between Diet Coke and Diet Dr. Pepper, it can still be said, by the significance of the t-ratios, that the population is expected to have similar differences in means.
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