In this research, assumptions of target consumers’ current effect, cognition, and behaviors towards the

product and the brand are developed by analyzing the schema and means-end chains formed through
observations.

Schema is a type of knowledge structure that contains episodic and semantic knowledge and knowledge
of affective responses (textbook).

The brand Pepsi is firstly known for its reputation. Pepsi is said to be the top 1 brand in the Vietnamese
carbonated drink market due to its popularity and trustworthiness. Participants knew Pepsi from various
sources such as friends, relatives, TV advertisements, TV shows, social media (Youtube, Facebook…),
product websites, and posters in commercial centers and public transports. Moreover, Pepsi
advertisements are considered interesting, attractive to the young, catching up with trends, and diverse.
The participation of young celebrities makes Pepsi ads appealing to young people. Also, participants
know that three types of Pepsi products are now available in Vietnam: Pepsi, Pepsi zero calories, and
Pepsi lime flavor zero calories. These products can be found at various purchase points such as
convenience stores, supermarkets, grocery stores, and vending machines. Participants said that Pepsi
products are easy to find and buy which makes them feel convenient. Besides, they expressed positive
feelings about Pepsi product packaging. The colors blue, black, red, and white are perceived as being
dynamic, youthful, luxurious, trendy, and eye-catching while the logo is said to be innovative and easy to
recognize.

The schema shows that Caffeine Free Diet Pepsi is noticed as a cola-flavored carbonated drink with no
sugar, no calories, and no caffeine. Typical users are said to be people on a diet and people concern
about their health. Moreover, the product is perceived to be less carbonated and have a paler taste than
Pepsi. Participants believe that Caffeine Free Diet Pepsi will bring refreshment, satisfy a habit, and help
them enjoy a good taste while staying healthy. These benefits are the reason why they are willing to try
the product. When it comes to product packaging, the white and gold colors are interpreted as “pure”
and “eye-catching and outstanding”. Besides, the price of a can of Caffeine Free Diet Pepsi is said to be
higher than a can of Pepsi. Also, participants believe that there will be promotions at the time of product
launch. While developing the schema, participants create many expected attributes because schema
knowledge helps them generate inferences about missing attributes based on previous experience
(cite).

Besides benefits, participants believe that some unpleasant consequences may occur when they buy
and use the product. Firstly, consumers who want to purchase the product have only one available
option when choosing the product size. The limited choice makes them feel less controllable about their
purchasing process. This undesirable feeling leads to low level of self-controlled. Secondly, belching
caused by carbonated drinks makes users feel uncomfortable, embarrassed, and less confident,
especially when participating in parties with many people. These feelings negatively influence the
consumer’s self-controlled level and self-esteem.