Chapter 6 · Advanced Techniques of Market Analysis · Slide 241/274
The Role of Perception
The same respondents, the same colas — only the knowledge of the brand changes. The preference flips:
6.4 · Perceptual Positioning MapsThe Role of Perception
The Role of Perception
The same respondents, the same colas — only the knowledge of the brand changes. The preference flips:
Blind test
Respondents don't know which cola they are drinking"Open" test
Respondents know which cola they are drinkingBlind, Pepsi wins — with brand knowledge, Coke wins. It's not the product that decides, but perception.
QUESTIONSTAR · Dr. Paul Marx241 / 274