Two experiments were conducted with 56 respondents in Hong Kong to test perceptions of different bottled water brands. The first experiment was blind-tasted and found no clear favorite, while the second experiment revealed that branding significantly impacted taste perceptions, with the premium brand (Evian) preferred once brands were revealed. Female respondents and those who were not thirsty were found to be more influenced by branding in their evaluations of taste.

1. SunLi@MrSunLi.com
http://MrSunLi.com
Crystal Taste ?
How brands shift perceived taste of bottled water

2. Two experiments are designed in a
controlled environment
Test #1
Blind A B C
Test #2
Brand $ $$ $$$
2

3. 56 respondents are interviewed in
Hong Kong
3

4. No clear winner but fewer respondents
like physical taste of mineral water
37.5% 37.5%
Mean
25.0%
Distilled Mineralized Mineral
(Watsons) (Bonaqua) (Evian)
N = 56 / Mean = 18.7 / Variance = 10.9 4

5. However, brands shift perceived taste
significantly
$$$
$$
$ 41.1%
37.5%
Mean
21.4%
Distilled Mineralized Mineral
(Watsons) (Bonaqua) (Evian)
N = 56 / Mean = 18.7 / Variance = 22.9 5

6. Most respondents drop Watsons (low
end brand) after disclosing brands
Churn Stay
E Evian 8 5 10
#2 Brand Test
B Bonaqua 6 11 4
W Watsons 7 5 0
Watsons Bonaqua Evian
#1 Blind Test
W B E
N = 56 6

7. Female respondents care more about
brands
Male Female
Major Churn Major Churn
E
#2 Brand Test
#2 Brand Test
B
W
Major Churn
#1 Blind Test #1 Blind Test
W B E W B E
Male = 27 / Female = 29 7

8. Those who are very thirsty tend to
ignore brands
Not Thirsty Very Thirsty
E
#2 Brand Test
#2 Brand Test
B
W
#1 Blind Test #1 Blind Test
W B E W B E
Not Thirsty = 17 / Very Thirsty = 17 8

9. SunLi@MrSunLi.com
http://MrSunLi.com
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