Consumer Behavior

SPRING SEMESTER

Group Project
(Blind Test)

SUBMITTED TO:
Dr. FAZIA KAUSAR

SUBMITTED BY:
Sohail Abbas 70128815
Aleena Zafar 70135834
Malaika Iqbal 70137384
Ghulam Fatima 70138281
Syed Salam

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Table of Contents

BLIND TEST COMPARATIVE ANALYSIS REPORT: MARINDA VS. FANTA........................3

1. INTRODUCTION...........................................................................................................................3
1.1 PURPOSE OF THE STUDY................................................................................................................3
1.2 SIGNIFICANCE OF THE TEST..........................................................................................................3
2. BACKGROUND OF PRODUCT SELECTION....................................................................................3
2.1 WHY MARINDA AND FANTA?.........................................................................................................3
2.2 MARKET PRESENCE........................................................................................................................4
3. PRODUCT INFORMATION AND ELABORATION.............................................................................4
3.1 MARINDA........................................................................................................................................4
3.2 FANTA.............................................................................................................................................4
4. MISSION, VISION & OBJECTIVES OF THE COMPANIES................................................................4
4.1 PEPSICO (MARINDA)......................................................................................................................4
4.2 COCA-COLA (FANTA).....................................................................................................................5
QUESTION ASKED:................................................................................................................................5
6. WHAT WE OBSERVED ABOUT CONSUMER BEHAVIOR..............................................................................6
6.1 INITIAL REACTIONS AND FACIAL EXPRESSIONS............................................................................................6
6.2 CONTRADICTION BETWEEN EXPECTED AND ACTUAL PREFERENCES.................................................................6
6.3 INFLUENCE OF PRECONCEIVED NOTIONS...................................................................................................6
6.4 SOCIAL AND PEER INFLUENCE.................................................................................................................6
6.5 KEY OBSERVATIONS SUMMARIZED:..........................................................................................................7
7. WHY PEOPLE CHOOSE WHAT THEY DO (MOTIVATION & DECISION-MAKING ANALYSIS)..................................7
7.1 PSYCHOLOGICAL TRIGGERS BEHIND BEVERAGE CHOICES...............................................................................7
7.2 HABITUAL BUYING VS. RATIONAL CHOICE..................................................................................................7
7.3 POST-TEST REFLECTIONS........................................................................................................................7
8. ETHICS IN CONSUMER BEHAVIOR (EXPANDED ANALYSIS)..........................................................................8
8.1 ETHICAL RESPONSIBILITY IN THE BEVERAGE INDUSTRY.................................................................................8
8.2 COMMON ETHICAL ISSUES IN SODA MARKETING........................................................................................8
8.3 ETHICAL MARKETING SUGGESTIONS.........................................................................................................8
9. CONCLUSION..................................................................................................................................9
10. APPENDICES.................................................................................................................................9
APPENDIX A: QUESTIONS WE ASKED.............................................................................................................9
APPENDIX B: WHO TOOK PART..................................................................................................................10
APPENDIX C: HOW THE TEST WAS DONE.....................................................................................................10

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Blind Test Comparative Analysis Report:
Marinda vs. Fanta
1. Introduction
1.1 Purpose of the Study

The primary goal of this blind taste test was to explore genuine consumer preferences
between Marinda and Fanta, two leading orange-flavored carbonated beverages in Pakistan.
By eliminating brand visibility, we aimed to gather feedback purely based on sensory
experience — taste, aroma, texture, and satisfaction — without the influence of marketing,
packaging, or brand reputation.

1.2 Significance of the Test

Blind taste tests serve as a powerful tool for understanding true consumer perception. In an
era where brand identity often overrides product quality in purchase decisions, this study
highlights the importance of unbiased evaluations. For marketers, this provides insight into
whether their brand strength aligns with actual consumer satisfaction. For consumers, it offers
a moment of self-reflection about how much of their choices are genuinely preference-based.

2. Background of Product Selection

2.1 Why Marinda and Fanta?

 Both drinks are dominant in the orange soda category in Pakistan.

 Each brand is heavily marketed with vibrant, youth-centric campaigns.
 Consumers frequently compare the two in social discussions and online forums.
 Their long-standing presence in the market makes them suitable candidates for
comparative analysis.


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2.2 Market Presence

 Fanta: A globally recognized brand from The Coca-Cola Company, sold in over 190
countries. It benefits from robust international marketing campaigns and enjoys wide
shelf visibility.
 Marinda: A product of PepsiCo, positioned more locally with targeted advertising in
Pakistan and surrounding regions. Its regional appeal and sweet flavor profile help it
compete directly with Fanta.

3. Product Information and Elaboration

3.1 Marinda

 Manufacturer: PepsiCo
 Launched: Globally in 1970; in Pakistan since the 1990s
 Flavor Profile: Sweet orange with a slight tang; syrupy mouthfeel
 Texture: Moderately fizzy
 Target Audience: Teenagers and young adults, especially those looking for a
sweeter, more candy-like soda
 USP: Affordable, colorful branding, and high sugar content appealing to local taste

3.2 Fanta

 Manufacturer: The Coca-Cola Company

 Launched: 1940s (Germany); became a global brand later
 Flavor Profile: Bold citrus flavor, sharp orange zest with medium sweetness
 Texture: High carbonation; more fizzy and refreshing
 Target Audience: Broader demographic, from families to young professionals
 USP: Balanced taste, strong global branding, availability in multiple flavors

4. Mission, Vision & Objectives of the Companies

4.1 PepsiCo (Marinda)

 Mission: “To create more smiles with every sip and every bite.”
 Vision: “To be the global leader in convenient foods and beverages by winning with
purpose.”
 Strategic Objectives:
o Expand market share in South Asian beverage industry.
o Promote a fun, energetic lifestyle through campaigns.

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 o Localize flavor offerings to appeal to regional preferences.
o Increase consumer engagement through digital campaigns and sponsorships.

4.2 Coca-Cola (Fanta)

 Mission: “To refresh the world. To inspire moments of optimism and happiness.”
 Vision: “To craft the brands and choice of drinks that people love, to refresh them in
body & spirit.”
 Strategic Objectives:
o Maintain dominance in emerging markets like Pakistan.
o Increase product innovation with flavor extensions.
o Lead sustainable packaging initiatives.
o Strengthen emotional connection through storytelling and influencer
marketing.

5. Pie Chart: Taste Test Results

Question Asked:

Which drink do you like better based on taste?

 Fanta: 9 votes
 Marinda: 6 votes

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6. What We Observed About Consumer Behavior
6.1 Initial Reactions and Facial Expressions

During the tasting session, participants exhibited a wide range of emotional responses —
from immediate delight to confusion. Some smiled instantly upon tasting their preferred
drink, while others frowned slightly, showing hesitation or surprise. These facial cues were
strong indicators of subconscious preferences.

6.2 Contradiction Between Expected and Actual Preferences

Several participants confidently claimed to recognize the drinks, but their preferences were
reversed once the brand identities were revealed. This indicated a cognitive dissonance — a
psychological conflict between their brand loyalty and their taste experience.

Example:

 A participant who frequently drinks Fanta ended up preferring Marinda in the blind
test, expressing surprise and even denial:
"Wait, this can't be Marinda. I’ve been drinking Fanta my whole life!"

6.3 Influence of Preconceived Notions

Participants admitted they had formed opinions based on branding, such as:

 Fanta being "more premium"

 Marinda being "too sweet"
However, when those visuals were stripped away, they judged purely on taste — often
leading to different conclusions than expected.

6.4 Social and Peer Influence

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Some participants stated they usually choose the drink that their friends or family prefer,
rather than selecting based on their own taste. This reflects normative influence — a type of
social pressure that guides consumer decisions.

6.5 Key Observations Summarized:

 Taste overrides loyalty when brand cues are removed.

 Brand power can mislead perceptions of quality.
 Participants valued fizz, sweetness, and flavor balance, but their regular choices
did not always align with these criteria.
 Trust in marketing is strong — even when it doesn't match sensory feedback.

7. Why People Choose What They Do (Motivation &

Decision-Making Analysis)
7.1 Psychological Triggers Behind Beverage Choices

Consumer decisions are often driven by emotional associations rather than product quality.
Key psychological factors include:

 Brand Association: Fanta is often associated with fun, global appeal, and energetic
branding. Marinda is linked with local culture, affordability, and sweetness.
 Color and Packaging Psychology: Orange hues trigger appetite and energy. The
design and fizz visuals influence perceptions of freshness.
 Advertising Impact: Participants remembered TV and YouTube ads more than they
remembered the taste profile of the drink itself.

7.2 Habitual Buying vs. Rational Choice

Most participants admitted they do not read ingredients or compare products before purchase
— they go by habit. This behavior is termed "system 1" thinking (fast, automatic decision-
making) in behavioral economics.

The blind test forced them into "system 2" thinking (slow, deliberate) by removing external
stimuli and requiring them to evaluate flavor objectively.

7.3 Post-Test Reflections

After the brand reveal, some participants expressed a willingness to reconsider their
preferred drink. This shows that direct product experiences can shift long-standing
preferences — an insight valuable to marketers promoting trial campaigns.

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8. Ethics in Consumer Behavior (Expanded Analysis)
8.1 Ethical Responsibility in the Beverage Industry

Beverage companies have a social responsibility to:

 Avoid promoting excessive sugar consumption

 Disclose accurate nutritional content
 Ensure marketing does not exploit vulnerable audiences like childrena

8.2 Common Ethical Issues in Soda Marketing

Ethical Issue Description Example

Targeting Using cartoons, influencers, or
Soda ads during children’s YouTube
Minors school sponsorships content
Misleading Phrases like “natural flavors” or
Both Marinda and Fanta mention
Claims “real fruit” without context “natural flavoring” despite high sugar
content
Portion Presenting large portions as 500ml bottles marketed as single
Deception normal servings
Sponsorship Sports and music events Reinforces emotional bonding with
Ethics sponsored by soda brands unhealthy products

8.3 Ethical Marketing Suggestions

 Educate consumers about health implications in a balanced way

 Introduce healthier options like low-sugar or sugar-free versions
 Transparent labeling with front-of-pack nutritional info
 Promote responsible consumption — especially in school and family settings

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Brands that embrace ethical behavior often enjoy long-term loyalty and trust, even if they
face short-term sales fluctuations due to responsible messaging.

9. Conclusion
This study went beyond taste — it explored how branding, habit, and emotional influence
shape consumer decisions. The blind test results challenged the comfort zones of the
participants. While Fanta won the majority vote (60%), Marinda’s strong performance (40%)
revealed that when all brand elements are stripped away, both products stand strong on
their own merits.

The most profound takeaway was how little we sometimes know about our own preferences.
Many participants discovered they had been choosing drinks out of familiarity and
influence, not out of genuine taste preference.

From a business perspective:

 Fanta benefits from strong branding and high carbonation, which makes it feel
fresher.
 Marinda appeals to a sweet tooth and local taste profiles, giving it a unique edge.

From a consumer psychology angle:

 Brand blindness can reveal truths that even consumers didn’t know about
themselves.
 Direct experience is more powerful than advertising.

This experiment promotes a more mindful approach to consumption, urging both

consumers and marketers to look deeper — beyond the surface, the logo, and the label — to
what truly satisfies.

10. Appendices
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Appendix A: Questions We Asked

1. Which drink tasted better to you?

2. Could you tell which brand it was?
3. Have you tried both drinks before?
4. Would you buy this drink based on taste alone?
5. Did your choice surprise you?
6. Do you normally buy Marinda or Fanta?
7. What do you usually look for in a soft drink (taste, fizz, sweetness, aftertaste)?
8. How often do you drink soda per week?
9. How much does packaging or branding affect your choice?
10. Have you ever done a blind test before?

Appendix B: Who Took Part

 Total Participants: 15
 Age Group: 18 to 35 years
 Gender: 8 males, 7 females
 Occupation: Students, part-time workers, interns
 Location: Lahore, Pakistan (mostly affiliated with University of Lahore)
 Beverage Consumption:
o 5 participants drink soda daily
o 6 participants drink soda 2–3 times per week
o 4 participants drink soda only occasionally

Appendix C: How the Test Was Done

 A neutral environment was chosen (common room with no distractions)

 Drinks were poured into identical, transparent cups labeled "Drink A" and "Drink B"
 Room temperature was controlled to maintain consistent experience
 Water and crackers were provided between samples to neutralize taste
 Participants filled out a short questionnaire immediately after tasting both drinks
 All participants were debriefed at the end and asked follow-up questions
 Feedback was recorded anonymously to prevent bias
 Observations were noted manually and through short video snippets (for facial
expressions and tone)

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PICTURES DURING BLIND TEST

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