A Comparative Statistical Analysis of Beverage Brands
Author: Sanika Sanjay Jadhav- 68
Introduction:
The beverage market in India is highly competitive and diverse, with leading brands offering a wide range of products to meet changing consumer tastes. Differences in pricing, product variety, brand image, and marketing strategies play a key role in shaping customer preferences. A comparative analysis helps highlight how these brands position themselves and compete within the dynamic Indian market.
Objective:
To analyze the ratings of Beverage Brands using oneway ANOVA in order to determine whether significant differences exist among them.
Literature review:
Brand Perception and Consumer Behavior
According philip Kotler and Kevin Lane Keller (2016), brand perception significantly influences consumer buying behavior and product evaluation. Their study highlights that strong brand equity leads to higher consumer trust, which directly impacts ratings and preferences. They conclude that companies with well-established branding strategies tend to receive more consistent and favorable consumer evaluations.
Consumer Preference and Competitive Analysis
Research by Leon Schiffman and Leslie Lazar Kanuk(2007) focuses on consumer preference patterns and decision-making processes. The study concludes that comparative analysis helps in identifying key differences among competing brands and provides valuable insights into consumer choices, enabling companies to refine their strategies.
Data collection:
The data for this study was collected using primary research methods via a structured survey distributed through Google Forms. A total of 30 responses were recorded. Participants were asked to rate the Beverage Brands—Coco-Cola, Pepsi, Fanta and Sprite on a scale of 1 to 10 based on their overall performance, brand value, and product consistency, and a One-Way ANOVA was calculated on the compiled data.
Data Analysis:
Anova: Single Factor
SUMMARY
|
Groups |
Count |
Sum |
Average |
Variance |
|
Coco-Cola |
30 |
199 |
6.63 |
10.05 |
|
Pepsi |
30 |
183 |
6.10 |
9.80 |
|
Fanta |
30 |
170 |
5.67 |
11.20 |
|
Sprite |
30 |
198 |
6.60 |
8.75 |
ANOVA
|
Source of Variation |
SS |
df |
MS |
F |
P-value |
F crit |
|
Between Groups |
18.50 |
3 |
6.17 |
0.1613 |
0.9222 |
2.68 |
|
Within Groups |
1110.00 |
116 |
9.57 |
|
|
|
|
|
|
|
|
|
|
|
|
Total |
1128.50 |
119 |
|
|
|
|
H0: Coco-Cola =Pepsi = Fanta =Sprite
H1: At least one is different .
Conclusion:
As calculated, F (0.1613) is less than F crit (2.68). Therefore, we fail to reject H0, meaning there is no significant difference among the beverage brands.
Reference:
•Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education. Retrieved From https://openlibrary.org/books/OL25950034M/Marketing_Management
•Schiffman, L. G., & Kanuk, L. L. (2007). Consumer behavior (9th ed.). EPearson Prentice Hall. Retrieved from https://openlibrary.org/