Flemington, NJ, August 21, 2009 – A new national media study among 300 men who viewed a video featuring the new Coke product, Vio, revealed that the majority of respondents (56%) would consider purchasing Vio if it was available to consumers.
The study was conducted by HCD Research using its MediaCurves.com® website during August 20-21, to obtain viewers’ perceptions of a CNN video that featured Coke’s new fizzy milk drink, Vio.
“The online dial testing results clearly suggest a lukewarm interest among men during the description of Vio,” explained Glenn Kessler, president and CEO, HCD Research.
“Interest levels dip after viewers hear the neutral to negative comments about the product by taste-testers.”
The study also revealed that 66% of viewers do not think this beverage will be successful among consumers. In addition, 80% of respondents who indicated that they would consider purchasing Vio, reported that the reason they would consider buying the drink is because they like to try new food and beverage products.
Among the findings:
“Would you consider purchasing Vio if it were available to consumers?”
“Do you think this new Coke beverage would be a success among consumers?”
““Please indicate the reasons why you would consider purchasing Vio. Select all that apply.”
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Total
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Perceived health benefits
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36%
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Like to try new food and beverage products
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80%
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Perceived good taste
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45%
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Brand loyalty to Coke
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24%
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Other
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3%
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While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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