In general, the data from both the survey and the taste test weakly correlated with one another. However, while analyzing the information, there were a few patterns and correlations which stood out. The eight most prominent are listed below. The one and only solid correlation (.82) was between students who felt safety constituted their buying behavior also felt healthier water was an important purchasing factor as well. In other words, those who bought bottled water because they felt it was safer, also bought water because they felt it was healthier. Though everyone has different interpretations of health and safety, this information could be useful to marketers. The second strongest correlation (.56) were students who drank more bottled …show more content…
For instance, there was a negative relationship between those who bought water and those who stated they drink more tap water away from home. Which makes sense; the more people drank water away from their homes, the more inclined they were to buy it. In turn, this may fall under the category of convenience. Likewise, students who felt smell/taste motivated their buying habit were likely to drink more bottled water at home Furthermore, Students who felt the taste/smell of water influenced their buying decision, were more likely to say health and safety constituted their buying decision as well. It’s very probable preconceived notions about tap water influences the concern for safety. These preconceived notions could be due to water outbreaks, media, or influenced by others opinions. Similarly, individuals who felt safety constituted their purchase decision, believed water had more vitamins and minerals than tap. It’s important to note, even though this was a noticeable relationship, this was still a weak (.3) …show more content…
For instance, prior to the study, it was assumed that students were going to say bottled water was safer, as well as tasted and smelled better. As it turns out, this was a correct assumption. Furthermore, we hypothesized that the environment would play a large role in the student's decision to purchase water. Though the environment did play a large role, it was not as significant as expected. Convenience, health, and safety were the most significant reasons why people chose to drink bottled water as predicted. On the contrary, those who reported not drinking bottled water, stated environment was their highest concern. In addition, it was proposed that students would have been more influenced by marketing. But, only a small portion was impacted. One reason for this small impact could be due to the fact that many consumers aren’t aware they are as highly influenced by marketing. For instance, were student’s concern for health and safety due to the media, marketing schemes, or based on their actual research and beliefs? It is highly probably, the students place a high importance on health and safety as a result of marketing. One reason, we suspect marketing plays a role in consumer choices is because most students were unaware of water’s regulation, as predicted. Most students felt bottle water was healthier and safer without truly knowing information on the matter. Hence, marketing
Explanation of Example Owner/Product: Coca-Cola; Smartwater Targeted Audience: The targeted audience of Smartwater is best defined as young people from ages 18-30 who enjoy an active, healthy, on-the-go lifestyle. This audience also typically has plenty of disposable income, which allows them to spend on Glaceau’s more expensive Smartwater. Certain people within this targeted audience, typically are often concerned with self-image, and often feel that their personal value is enhanced if they are seen carrying a Smartwater bottle, as the brand represents a certain aura of financial stability and health awareness. Relevant Information: Tom Brady is called “the best quarterback in the present era.” He has won the Super Bowl three times, has been named NFL MVP twice and is a nine time Pro Bowler.
As a sub-claim, Barnett and Gleick illustrate how marketing and false advertising play a major role in the creation of the grandiose image of bottled water. As a ground Barnett states, how “Aquafina” gets their water from the Detroit River”, however places “snow-capped mountain peaks” on its labels, while “Everest Water” comes from “Corpus Christi, not Mt. Everest”, and “Glacier Clear Water” is actually “tap water from Greeneville, Tennessee” (Barnett 34). Barnett states the actual sources of well-known bottling companies, which are consumed by many people on a daily basis. Reading this information allows the audience to reconsider their previous beliefs on bottled water and not base all their judgment on labels. Another ground used by Barnett, is how a beverage analyst, Hemphill, believes “consumers base their bottles-water decisions on three things: convenience, the packaging, and the price as more important than whether its drinking water or spring water” (Barnett 35). This ground illustrates the superficiality of water bottles, where the image of the bottle is more important than the actual content. Barnett uses the analyst to convince her audience of the business in water bottles; not a necessity anymore, but a
Cynthia Barnett and Peter H. Gleick both address the business behind the bottled water industry. In “Business in a Bottle”, Barnett explains how the bottled water industry started, how the industry is struggling with the law regarding drawing its water from natural resources, and how it uses its marketing to imply the false location on where they got the water (128-138). Barnett then concludes that the bottled water industry helps economy with the job opportunities they provided and that consumers do not really care about the content of their bottled water because all they care about are the “convenience, the packaging, and the price” (141). On the other hand, in “Selling Bottled Water: The Modern Medicine Show”, Gleick
The soft drink industry in the United States is a highly profitably, but competitive market. In 2000 alone, consumers on average drank 53 gallons of soft drinks per person a year. There are three major companies that hold the majority of sales in the carbonated soft drink industry in the United States. They are the Coca Cola Company with 44.1% market share, followed by The Pepsi-Cola Company with 31.4% market share, and Dr. Pepper/Seven Up, Inc. with 14.7% market share. Each company respectively has numerous brands that it sales. These top brands account for almost 73% of soft drink sales in the United States. Dr. Pepper/Seven Up, Inc. owns two of the top ten brands sold. Colas are the dominant flavor in the U.S carbonated soft drink industry; however, popularity for flavored soft drinks has grown in recent years. The changing demographics of the U.S population have been an important factor in the growing popularity of these flavored soft drinks. The possible impact of this factor will be addressed later in the case.
This would show how bottled water is being falsely advertised and is actually harmful for the body since the Food and Drug Administration (FDA) “doesn’t keep track of companies that produce bottled water and doesn’t require [them] to report positive tests for contaminants” (Zhang, 2009, para. 1). The FDA, which is the only organization that regulates the bottle water should put in effect stronger regulations in order to have more control over the water that is being sold to people.
Johnson tries to convince that although bottled water is convenient to use and sometimes even becomes a life savior, it should be avoided at any cost and tap water should only be preferred. This claim allows The Shorthorn readers to be sure that the author is taking account of both positives as well as negatives of bottled water but includes comparatively lots of negative factors to persuade readers that bottled water should be avoided. She supports this claim by reasons such as bottled water has a negative impact on human health, plastic has a negative impact on the environment, and the plastic bottle is just a waste of money and energy. She also supports her claim of convenience of bottled water by talking about reusable water bottles ' convenience. These reasons are important to those readers who prefer bottled water and are not aware of its negative
Marketing is one of the biggest causes as to why drinking is all around us. Marketing is the achievement of promoting and selling products or services, which also includes ...
The major ethical issue face by Coca Cola in recent year was concerning sale of hazardous product which affected the health of few consumers including school children. This incident took place in Belgium where Coca Cola beverages found themselves in middle of an accusation of selling poorly processed batch of carbonated drinks which made initially 10 people ill and later the number swelled to 100 which also included school children. This was a contamination scare incident that took place in June 1999. This damaged Coca Cola customer base harming their confidence in the product as it was relating to the production and sale of hazardous product. Two main problems that were identified by the company relating to their production and distribution were ‘‘Off-quality’’ carbon dioxide that affected the taste and odor of some bottled drinks, and an offensive unusual odor on the outside of some canned drinks which were later identified as sulphur odor. This odor has an increasing intensity when the cans were placed in vending machines to sell.
In short, the industry extremely focused on preventing and testing the presence of bacteria. Therefore, bottled water often represented “somewhat of a novelty or prestige product” in the United States, and it gave a perception to their consumers that they need to purchase bottled water in order to stay young and healthy. Because the bottled water industry seemed very attractive and profitable, as mentioned above, there were many competitors, too. Total nine bottled water producers were mentioned in the case study, but four key major rivals were Coca-Cola, PepsiCo, Nestle, and Groupe Danone. However, there was no one buyer that accounts for a significant fraction of overall market demand. Distribution varied depending on the producer, but most distribution channels included food stores, supercenters, supermarkets, discount stores, and wholesale clubs. Because bottled water had an easy availability, consumers in the United States were able to find it anywhere the food was also
While watching “The Story of Bottled Water,” I thought to myself, “Is this all true, or is this really being blown out of proportion?” I simply couldn’t grasp the idea that we as consumers are that wasteful. So, I decided to watch the film again to really grasp the narrator’s message. Then it hit me: in high school AP History, we discussed how bottled water started and how it has become a multi billion-dollar company. From a business point of view, it seems so ignorantly deceptive, yet it was absolutely genius. With a little marketing, bottled water became a huge success. However, it is killing the environment and the water is usually comparable to tap water regardless. The “The Story of Bottled Water” is a very well-made short
Companies utilize different marketing strategies to appeal to their target audience. The methods they use to market their products usually reflects the target audience’s preferences or needs. Gatorade was invented at the University of Florida in 1965 by a team of researchers. They discovered nutrients were not being replenished when the school’s football team competed and formulated a solution to the problem. Today Gatorade primarily targets athletic or physically active individuals, especially professional athletes. Over time, Gatorade has become one of the most popular and leading sports drink companies in the world. Many people recognize what Gatorade is and what they do to help individuals who need the extra replenishment so they can continue
There are a variety of beverages available to us today with a wide range of differences, some are flavored, carbonated, low calorie, energy boosters, and just plain water. When it comes down to carbonated drinks there are two major rivalry soda companies dominating the market. Coca Cola and Pepsi are two well know cola distributors with very credible history, but the question still remains one is America’s favorite? With the ongoing competition between Coca-Cola and Pepsi, each company is incorporating new strategies for marketing and advertising there brands. When comparing an advertisement from each of the companies, we will review how they appeal to consumers.
You'll find it at home, work, and school. It's in coolers and vending machines and on store shelves. You may have it with you right now. Bottled water is everywhere. The Environmental Protection Agency (EPA) reports, "Bottled water is the fastest growing drink choice in the United States." In some ways, this is good news. More people recognize the health benefits of drinking water. They are choosing water over sugary drinks like soda and juice. Unfortunately, bottled water has a dark side. It comes not only with a high environmental cost but also with a hefty price tag. Stop and think: Is the growing trend of drinking bottled water really worth it?
Strom, Stephanie. "Bottled Water Sales Rising as Soda Ebbs." New York Times 25 Oct. 2013. Web. 8 Mar. 2014. .
An interesting test was given out in December 2013 by Dr. Richard Besser from ABC News at Centre Park in New York to see if people can distinguish tap water from bottled water. Two big jars are filled up with bottled water in jar A and tap water in jar B. People walked by were invited to taste water in different jars and vote for the one they thought was bottled water.(ABC News) The result reveals that the difference in taste between tap water and bottled water is negligible: eleven people choose jar A while nine people choose jar B. However, this result should not be astonishin...