Cola: Coke vs. PepsiMiranda BurdRachel HikesJennifer KellyMolly McNeilKayla MuthStephanie Suarez

EXSC 513: Evaluation in Exercise ScienceStatistics Project

Overview•History•Methodology•Data•Literature •Statistical Analysis•Conclusions•Limitations

History

•Both Coke & Pepsi Founded by Pharmacists

•1886- Coke was founded- “Secret Formula”

•1898- Pepsi Founded; Brand Name 1902

•1975 –Pepsi Challenge Pilot▫Went National in 1976 ▫Ran Through Early 1980’s

Methodology

•Location: Koehler Fieldhouse•Type: Blind, Convenient sample•Time & Dates:

▫Day 1: Tuesday March 8th, 2011 Time: 11:00 am – 12:15 pm

Data Collectors: Molly, Rachel, Stephanie▫Day 2: Wednesday March 9th, 2011

Time: 11:00 am – 12:00 pm Data Collectors: Jennifer, Kayla, Miranda

Methodology Continued

•Table placed in Koehler Fieldhouse lobby▫Surveys and pencils centered▫Clear plastic cups were filled with approx.

3 oz. of liquid and placed under their corresponding “A” or “B” sheet on either side

•Passing individuals were encouraged to participate in our statistics project entitled: “Coke vs. Pepsi Challenge”.

ABPencils and Surve

y

Survey Example

Subjects were asked to fill out the top

two portions before

sampling the beverages.

Original DataBackground Information Soda Information Taste test

Gender Major Level Activity Level Cola Drinker Frequency Personal Preference

Cup they liked better

Correctly Identified Cup?

Subject

Number

Male Female Listed UG G0 - 2 days/ week

3 - 4 days/ week

5 + days/ week

Yes No 0 - 2 x 3 - 4 x 5+ Coke Pepsi Cup A Cup B Yes No

1 Male Philosophy UG X Yes 0 - 2 x Coke Cup A Yes 2 Male Health/PE UG X No Coke Cup A Yes 3 Female Math Ed N/A N/A X Yes 0 - 2 x Pepsi Cup A Yes 4 Male Ex Sci UG X No 0 - 2 x Coke Cup A Yes 5 Male N/A G X Yes 5+ Pepsi Cup B Yes 6 Female Ath Train G X Yes 0 - 2 x Coke Cup A Yes 7 Male Ex Sci UG X No 0 - 2 x Pepsi Cup B Yes 8 Female N/A UG X Yes 0 - 2 x Coke Cup A Yes 9 Male CEXP G X Yes 3 - 4 x Coke Cup B Yes

10 Female Ath Train UG X No 0 - 2 x N/A N/A N/A N/A Yes 11 Female EXSC G X No 0 - 2 x Pepsi Cup A Yes 12 Male Ath Train UG X Yes 3 - 4 x Coke Cup A Yes 13 Male Ath Train UG X No 0 - 2 x Pepsi Cup B Yes 14 Male Ath Train UG X No 0 - 2 x Pepsi N/A N/A Yes 15 Female Ex Sci UG X No 0 - 2 x Coke Cup A Yes 16 Male Marketing UG X Yes 0 - 2 x Coke Cup A Yes 17 Male Ath Train UG X Yes 3 - 4 x Coke Cup A Yes 18 Male Ath Train UG X Yes 0 - 2 x Pepsi Cup B Yes 19 Male Ath Train UG X Yes 3 - 4 x Pepsi Cup B Yes 20 Male Ex Sci UG X No 0 - 2 x Pepsi Cup B Yes 21 Female N/A G X No 0 - 2 x Pepsi Cup B Yes 22 Female Ex Sci UG X Yes 0 - 2 x Coke Cup A Yes 23 Male EXSC G X No 0 - 2 x Pepsi Cup B Yes 24 Male CEXP G X Yes 0 - 2 x Coke Cup A Yes 25 Female CEXP G X Yes 0 - 2 x Pepsi Cup B Yes 26 Female CEXP G X No 0 - 2 x Pepsi Cup B Yes 27 Female Health/PE G X N/A N/A 0 - 2 x Pepsi Cup B Yes 28 Female Ath Train UG X No 0 - 2 x Pepsi Cup A No29 Female Media Com UG X Yes 0 - 2 x Coke Cup B No30 Male CEXP G X No 0 - 2 x Coke Cup B No31 Male Ath Train UG X No 0 - 2 x Coke N/A N/A No32 Female Ex Sci UG X Yes 0 - 2 x Coke Cup B No

Main Question

Original Data Continued33 Female Sport Mgt UG X No 0 - 2 x Coke Cup B No34 Female Ex Sci UG X No 0 - 2 x Coke Cup B No35 Male Sociology UG X Yes 0 - 2 x Coke Cup B No36 Female Speech Path UG X No 0 - 2 x Coke Cup B No37 Male Faculty N/A N/A X Yes 3 - 4 x Pepsi Cup A No38 Male Math Ed UG X Yes 0 - 2 x Coke Cup B No39 Female Faculty N/A N/A X No 0 - 2 x Coke Cup B No40 Male EXSC G X Yes 0 - 2 x Coke Cup A Yes 41 Female Ath Train UG X Yes 3 - 4 x Coke Cup B No42 Female Business Mgt N/A X No 0 - 2 x Pepsi Cup A No43 Male N/A UG X N/A N/A 0 - 2 x Coke Cup B Yes 44 Female History UG X No 0 - 2 x Coke Cup A Yes 45 Male N/A UG X Yes 0 - 2 x Pepsi Cup B Yes 46 Male Undeclared UG X Yes 3 - 4 x Coke Cup A No47 Male Sport Mgt G X No 0 - 2 x Coke Cup B No48 Female Faculty N/A N/A X No 0 - 2 x Coke Cup B Yes 49 Male Ex Sci UG X No 0 - 2 x Pepsi Cup A No50 Male Ex Sci UG X Yes 3 - 4 x Coke Cup B No51 Male Ath Train UG X Yes 0 - 2 x Pepsi Cup B Yes 52 Male Ath Train UG X No 0 - 2 x Coke Cup B No53 Male Faculty N/A N/A X Yes 0 - 2 x Coke Cup B No54 Female Ath Train UG X Yes 0 - 2 x Pepsi Cup B Yes 55 Female CEXP G X Yes 3 - 4 x Coke Cup A Yes 56 Male Staff N/A N/A X Yes 5+ Pepsi Cup A Yes 57 Female Ath Train UG X No 0 - 2 x Coke Cup A Yes 58 Female N/A UG X No 0 - 2 x Coke Cup B No59 Male Ath Train UG X Yes 3 - 4 x Pepsi N/A N/A Yes 60 Female Ath Train UG X Yes 0 - 2 x Coke Cup B No61 Female Ex Sci UG X No 0 - 2 x Pepsi Cup B Yes 62 Female Business UG X No 0 - 2 x Pepsi N/A N/A Yes 63 Female Undeclared UG X Yes 3 - 4 x Coke Cup B No64 Female N/A UG X Yes 0 - 2 x Coke Cup A Yes 65 Female Undeclared UG X Yes 3 - 4 x Coke N/A N/A Yes 66 Female Nursing UG X Yes 0 - 2 x Coke Cup B No67 Female Pre-Med UG X Yes 5+ Coke Cup A No68 Female Communications UG X No 0 - 2 x Coke Cup B No69 Female CMST UG X No 0 - 2 x Pepsi Cup A Yes 70 Female Faculty N/A N/A X No 0 - 2 x N/A N/A N/A N/A N/A N/A71 Male Undeclared UG X N/A N/A 0 - 2 x Pepsi Cup A Yes 72 Male Ex Sci UG X Yes 0 - 2 x Coke Cup A Yes 73 Male Ex Sci UG X No 0 - 2 x Coke Cup B No74 Female Ath Train UG X Yes 0 - 2 x Coke Cup B No75 Male Health/PE UG X No 0 - 2 x Coke Cup B No76 Male Ath Train UG X No 0 - 2 x Coke Cup B No77 Male Ex Sci UG X Yes 3 - 4 x Coke Cup A Yes 78 Male Ath Train UG X Yes 0 - 2 x Pepsi Cup B Yes 79 Male Ath Train UG X No 0 - 2 x Coke Cup B Yes

Data Reduction- SampleMajor Gender Level

Activity Freq.

Cola Drinker

identified correct

drink Freq.

Pre-Preferenc

e

Post-Pref

Ath Train Female G 3-4 Yes Yes 0 - 2 x Coke cokeAth Train Female U 3-4 Yes No 0 - 2 x Coke pepsiAth Train Female U 5+ Yes No 0 - 2 x Coke pepsiAth Train Female U 5+ No No 0 - 2 x Pepsi cokeAth Train Female U 5+ Yes No 3 - 4 x Coke PepsiAth Train Female U 3-4 No Yes 0 - 2 x Coke cokeAth Train Female U 3-4 Yes Yes 0 - 2 x Pepsi pepsiAth Train Male U 0-2 No No 0 - 2 x Coke N/AAth Train Male U 3-4 No No 0 - 2 x Coke pepsiAth Train Male U 3-4 No No 0 - 2 x Coke pepsiAth Train Male U 0-2 Yes Yes 0 - 2 x Pepsi pepsiAth Train Male U 0-2 Yes Yes 3 - 4 x Pepsi N/AAth Train Male U 3-4 No Yes 0 - 2 x Pepsi pepsi

Ath Train Male U 3-4 Yes Yes 0 - 2 x Pepsi pepsiAth Train Male U 3-4 Yes Yes 0 - 2 x Pepsi pepsiAth Train Male U 3-4 Yes Yes 3 - 4 x Coke cokeAth Train Male U 3-4 Yes Yes 3 - 4 x Coke cokeAth Train Male U 3-4 Yes Yes 3 - 4 x Pepsi pepsiAth Train Male U 5+ No Yes 0 - 2 x Pepsi N/A

Demographics

Table 1: Demographics of participants surveyed

Background Information Soda Information Taste test

Gender Major Level Activity Level Cola Drinker Frequency Personal

PreferenceCup they

liked better Accurately Identified

Cup?

Total Subject Male Female Health

RelatedNon

Health Related

UG G Faculty/ Staff

0 - 2 days/ week

3 - 4 days/ week

5 + days/ week

Yes No 0 - 2 x 3 - 4 x 5+ Coke Pepsi Coke Pepsi Yes No

77 41 37 48 15 56 14 5 13 32 33 40 36 62 13 3 49 28 29 43 48 30

Majors Surveyed

11

2

1

12

1

1

1

4

Non Health Majors

BusinessBusiness MgtCommunicationsHistoryMarketingMath EdMedia ComPhilosophy

20

6

16

1

1 1 2

Health Majors

Ath TrainCEXPEx SciNursingPre-MedSpeech Path

Table 2a: Majors of Students Surveyed- Health

Figure 1b: Representation of Non-Health Related Majors Figure 1a: Representation of Health Related Majors

Non Health Majors Business 1

Business Mgt 1Communications 2

History 1Marketing 1Math Ed 2

Media Com 1Philosophy 1Sociology 1

Undeclared 4total 15

Health MajorsAth Train 20

CEXP 6Ex Sci 16

Nursing 1Pre-Med 1

Speech Path 1Sport Mgt 2

total 47

Table 2b: Majors of Students Surveyed- Non Health

Pre- and Post- Test Cola Preferences

12

4928 12

29

Figure 2a: Pre-Test Preference

Figure 2b: Post-Test Preference

CokePepsi 42 Coke

Pepsi

Literature

• “Consumers with positive initial attitudes to a brand showed higher opinion and evaluation scores to products with this brand name than to products with an alternate brand name, regardless of the actual products sampled”.

~Belke & Pierce

• “The Coke label created wild activity in the part of the brain associated with memoires and self image, while Pepsi, though tasting better to most, did little to these feel good center in the brain”.

~Szegedy-Maszak

Literature cont’d

•2010 Annual reports: ▫Pepsi Revenue: ~21 Billion▫Coke Revenue: ~25.5 Billion

•Facebook Survey:

Is there a difference amongst cola groups and their ability to identify preference?

Table 3: Chi-Square Cola Preference vs. Identification

Correct Incorrect Total

Coke 23 (29.9) 26 (19.1) 49

Pepsi 24 (17.1) 4 (10.1) 28

Total 47 30 77

dF = 1*p > 0.05 χ2 = 10.55

Conclusion: Reject the null Ho

Is there a difference amongst pre and post cola preference in accuracy?

Table 4: Chi-Square Pre-Test Preference vs. Post Test

Correct Incorrect Total

Preference Change 9 (21.2) 27 (14.3) 36

No Preference Change 33 (20.7) 2 (14.3) 35

Total 42 29 71

dF=1 *p > 0.05 χ2 = 36.19

Conclusion: Reject the null Ho

Is there a difference between gender and their activity level?

Conclusion: Fail to Reject the null Ho

dF= 2p < 0.05 χ2 = 0.98

Table 5: Chi-Square Gender vs. Activity Level

Gender Frequency 0-2

Frequency 3-4

Frequency 5+ Total

Female 6 (6.1) 17 (15) 13 (15) 36

Male 7 (6.9) 15 (17) 19 (17.1) 41

Total 13 32 32 77

Is there a difference between cola drinkers and non cola drinkers in their taste test accuracy?

Table 6: Chi-Square Cola Drinker Status vs. Taste Test Accuracy

Cola Drinker Correct Incorrect Total

Yes 26 (24) 14 (16) 40

No 19 (21) 16 (14) 35

Total 45 30 75

dF= 1p < 0.05 χ2 = 0.89

Conclusion: Fail to Reject the null Ho

Table 7: Chi-Square Between Education Level and Taste Test Accuracy

Level Correct Incorrect Total

Undergraduate 32( 34.6) 24 (21.4) 56

Graduate 23 (20.4) 10 (12.6) 33

Total 55 34 89

Conclusion: Fail to Reject the null Ho

dF= 1p < 0.05 χ2 = 1.38

Is there a difference between education level and taste test accuracy?

Conclusions:

• There is no difference between Cola preference and correctly identifying the beverage in this blind taste test study.

• Originally, ~64% of the sample favored coke, but after a blind taste test, only 38% favored coke.

• There is no difference between the activity levels and gender within those who had a preference status.

• Of the people who had a preference, there was no difference within education level.

Limitations

•Location▫Only 1 building on campus surveyed.▫Only building surveyed has a majority of

students in health related majors.▫Negative connotation attached to “soda

drinking” with health related majors.▫Negative connotation attached to

“inactivity” with health related majors.▫Many students were athletes.

Limitations Continued

•Data Collection:▫Clarification of “soda” and “cola.”▫Palate cleansers before first and in between

cups.▫“Zero” column for soda frequency &

activity.▫Too much data/questions on survey.▫Used a convenient sample.

And the battle continues…

•Questions?

References:• Belke, T.W. et al. (1988). Stimulus Control of Consumer Opinion by

Brand Names: A Social Conditioning Analysis. The Psychological Record, 38, 227-236.

• Blakeslee, S. (2004, October 19). If You Have a 'Buy Button' in Your Brain, What Pushes It?. The New York Times.

• Coke vs pepsi: a timeline. (2011). Advertising Age, 82, 6.

• McClure, S.M. et al. (2004, October 14). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44, 379-387.

• Szegedy- Maszak, M. (2005, February 28). Mysteries of the Mind: Your Unconscious is Making your Everyday Decisions. U.S. News & World Report, 9(2), 53-61.