Question

Alissa has been asked to rate both Pepsi and Coke in terms of taste and brand image. Kay has been asked to rate to what extent each brand possesses these attributes on a 1 to 3 scale, with 1= does not possess and 3 = definitely possess. Kay believes that Coke has a better brand image (3) and tastes better (3). She believes that Pepsi does not taste as good and, therefore, rates it a 2 and believes that its brand image does not possess the same mass appeal and, therefore, rates it a 2. Kay then evaluates how important both of the attributes are to her using a scale from 3 (Very Important) to 1 (Not Very Important). She rates taste as very important and gives it a 3 and rates brand image as not so important and gives it a 2. Please calculate and interpret Kay’s attitudes towards both brands. Showing your work is not required – it is your choice.

Answer 1

3 Scale for evaluating the attitude of Kay attitude towards both Coke and Pepsi.

Score 3 2 1 is representing highest to lowest score of every aspect.

Brand	Brand Image	Taste
Coke	3	3
Pepsi	2	2

This table is showing that Kay's attitude towards Coke is positive for the brand image and taste and it definitely possess brand attributes.

But Kay's attitude is less preferable to Pepsi due to lower brand image and not so good taste of Pepsi and possess good brand attributes.

	Brand Image	Taste
Brand	2	3

This table showing that Taste is more important than brand image in terms of brand attributes.

So, Kay's attitude in brand attributes is favourable towards the brand taste not the brand image.