top of page
.png){kind=small}
Diet Coke: Consumer Analysis Reports
BMGT451: Consumer Analysis
Task:
Over the course of the semester I was tasked to analyze one brand in three separate reports. Each report challenged us to analyze the consumer behavior profiles, memory, and attitudes of our selected brand and in-turn report improvements for the future based on the data insights.
Software Used:
-
Media Mark
-
Google Forum
-
Excel
Case 1: Target Profile & Brand Analysis
In the first case I analyzed the Diet Coke brand using Media Mark consumer report data. After reviewing the index numbers I pinpointed the important consumer characteristics and identified the primary target profile. In addition, I researched the Diet Coke brand and reported key findings in the brand analysis.
Case Reports:
Case 1: Target Profile & Brand Analysis
Case 2: Long Term Memory Interviews & Mapping
Case 3: Attitude Object Survey & Multi Attribute Model
Case 2: LTM Interviews & Mapping
In the second case I identified three individuals within the target profile. Using the techniques learned in class I conducted three long term memory interviews with corresponding memory maps. Using the Interpretivist research method I analyzed the consumer's reaction to a specific motivation (thirst) and different testing scenarios. These results are formal written and seen in the long term memory map (hand drawn).
Case 3: Survey & Multi Attribute Model
In the third case I continued my research using the Positivist approach. Using the techniques learned in class I created and conducted an attitude object survey with 10 individuals within my target profile. Then, using the data collected in the survey I composed a multi-attribute model using the three different attitude dimensions: cognitive, affective, and conative. Within these dimensions I categorized the attitudes being tested and analyzed the results. These results suggest important attitudes consumers idolize when purchasing from the low calorie soda product category.
bottom of page