The battle with Pepsi vs Coke is several decades old The ads

The battle with Pepsi vs Coke is several decades old. The ads below are from the 1980s. Is a taste test a good market research tool? What are the drawbacks of experiments as a research tool? What does the Hawthorne effect have to do with experiments?

New Coke Taste Test TV Ad: [TRT = 0:33]. Click on this YouTube link to view the 1985 ad: www.youtube.com/watch?v=9VyMak-fZFw (Links to an external site.)

Solution

Today soft drink not only reduce the thirst but also has become style and fashion. The interest of survey is to know what people like most about soft drinks and what attracts them toward these products.Brand name plays major role in selection of product followed by taste and flavor.

Only taste cannot be regarded as good market research tool there are other tools that are looked simultaneously for conducting market research they are : Consumers preference , brand , perceived quality , price that are considered for market research.

A taste tests experiment was conducted in the United States, and more than one-half of the participants favored New Coke over both the original formula and Pepsi.

Drawbacks of the experiment conducted are :

First, there was a flaw in the market research taste tests that were conducted: They assumed that taste was the deciding factor in consumer purchase behavior.Consumers were not told that only one product would be marketed. Thus, they were not asked whether they would give up the original formula for New Coke.

Second, no one realized the symbolic value and emotional involvement people had with the original Coke.The bottom line on this is that relevant variables that would affect the problem solution were not included in the research.