The Influence Of Pepsi

The aim of this report is to evaluate the influence of senses while forming emotionally based attitude of youth towards PEPSI. Before the research the following hypothesis were formed: 1. The youth in Lithuania and England choose PEPSI drink due to its exceptional taste. 2. The attractiveness of PEPSI brand is conditioned by exceptional design and colors of the logotype. 3. The smell of PEPSI drink has strong influence while selecting the drink among another soft drinks. 4. The sound of the drink evokes positive consumer emotions when they consume PEPSI. 5. PEPSI is distinguished for its unique containers of attractive shape, characteristic only to this brand. 6. PEPSI brand possesses all the attributes, necessary to influence consumer senses.

In England the respondents expressed the same opinion like Lithuanian respondents and, emphasizing the most important sensual attributes of PEPSI, 63% indicated the taste of PEPSI to be as the most essential quality for choosing the drink, 17% of the students in England believe that the smell is the most important feature for selecting the drink, 11% named the container of the drink, 6% consider the sound to be the most important and 14% of the respondents twice more than in Lithuania emphasize the shape and color of the drink as the most important quality. It becomes obvious that in England visual associations of PEPSI brand are stronger in comparison with Lithuania. The second feature of importance that was frequently mentioned in Lithuania was the taste of PEPSI as 41% of the respondents indicated it, 32% believed the container of the drink to be

48% in Lithuanian and 49% in England defined the smell of the drink as undistinguished, 25% of Lithuanians and 40% of British have no opinion regarding the smell and just 27% of Lithuanians and 11% of British believe the smell of PEPSI to be unique and exclusive. Thus, it could be stated that the influence of the smell for the formation of attitude towards PEPSI brand is minimal. Lithuanian respondents, who defined the smell of PEPSI as exclusive, were asked to describe the smell of the drink and noted that it smells as roasted caramel (67%), as a sweet (42%) and as vanilla and coffee (17%). Evaluating the memorizing of the sound while opening a tin of a bottle of PEPSI, it is possible to state that sound is not memorized by the majority of the respondents as 41% of Lithuanians and 37% of British indicated this answer. 34% of Lithuanian respondents and 51% of the British mentioned that they never paid a lot of attention to this attribute. Only 25% of Lithuanians and 11 % of English respondents believe that sound is exclusive and memorable. Considering the results of the research it can be concluded that sound evokes positive emotions, conditioning the formation of positive attitude towards PEPSI brand just for several consumers. The majority of the respondents indicated that PEPSI can often be associated with the logotype of blue and red colors (70% or Lithuanians and 43% of British). Another,