15 – 20 minutes
Summarize each part of the paper
Segmentation grid, positioning map in powerpoint
Section I
The company we chose to examine and analyze is Smart Water. Glaceau Smart Water
was founded by J. Darius Bikoff, and was sold to Coca Cola in 2007 for $4.1 billion, and is still
currently a branch of the Coca-Cola Company. Smart Water is one of the priciest water products
sold by Coca Cola, and overall it is a higher-cost bottled water, sold worldwide. Its increased
price is due to the ingredients and the process they go through in order to create healthier
water versus other leading brands.
Coca-Cola’s marketing strategies includes advertising slogans, jingles, and sporting event
sponsorships. Therefore it is of no surprise that Smart Water has celebrity endorsements and a
well-funded marketing campaign, with the goal to convince consumers that they offer the best
water. Such celebrity endorsements include those of Jennifer Aniston, and Tom Brady. By
having celebrity endorsements, this influences people to buy the water because the celebrities
they look up to drink the water, therefore pushing them to believe they will have that
preference for drinking Smart Water in common. There’s also the fact that because the
celebrities that they choose to advertise are all fit and healthy, this influences people to think
that if they consume the product they will end up looking the same way or living the same
healthy life.
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This then causes consumers to be influenced, and buy Smart Water because they are
drinking the “best” water. Their marketing campaigns start off by the creation of excellent
advertisements and slogans, as for example some of their slogans say, “Vapor-distilled. Inspired
by the clouds” or “Smart because it’s made that way”. These slogans catch the eye of the
consumer, therefore influencing them to choose Smart Water over other water products,
without realizing that ultimately water can be easily obtained freely rather than paying such a
high price for it.
The main issue with this company is its price point. They generally charge a higher price
for a product that you can obtain for very cheap, if not completely free. Water is a natural
resource that all humans need to consume, and it is available in large quantities in this part of
the world. So, why charge a higher price for this product if it can be obtained for free at any
restaurant or drinking fountain? The reason for the higher bottled cost is due to the company
distilling the water in order to make it as pure as rain water (before hitting the ground).
There’s also the fact that they add electrolytes for better taste. Electrolytes are good for
the human body because a well-balanced diet consists of an adequate amount of electrolytes.
These electrolytes are not found in other water products, or ordinary water you get off the
drinking fountain. Due to their efforts to have the best and healthiest bottled water, Smart
Water is able to sell off its pricier product because of the use of its unique ingredients, and
because people are always in the search for what they perceive to be the best products for
their bodies.
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The price for a single 23.7oz bottle of Smart Water at Walgreens is $1.49 while a 33.8oz
bottle is $2.19. Of course the bottle size matters because the bigger the bottle, the more it will
cost. It is not cheap at all to purchase Smart Water; therefore we chose to compare Smart
Water to another common brand of water, which is Ice Mountain. Ice Mountain is a branch of
Nestle Group. A single bottle of Ice Mountain can be found at Walgreens for under a dollar; in
fact a 101.4oz bottle is priced at $1.49 (the same as a 23.7oz bottle of Smart Water).
A 24-pack of Smart Water which is rare to come across at the store can be mostly
bought online for $24-$28. A 24-pack of Ice Mountain can be found in any store for $4-$6. Of
course buying in 24-pack bulks ends up being cheaper for both companies because calculating
the total you would pay for a single versus a bulk ends up being more, which is exactly why
their income is higher because a single bottle of water sells at a higher price than buying in a
larger bulk.
Looking at these different price variances, we chose our Segments to be as follows:
Segment A = Smart Water, and Segment B= Ice Mountain. In each segment, we will research on
why consumers choose (or don’t choose) the corresponding product, and what exactly sets the
value of each brand of bottled water. We decided to choose these two products because of the
price variance, and because they are the two most common brands of water that people
consume. Considering if you go to any store you are more than likely going to see Smart Water
and Ice Mountain in the store fridge.
These two segments considering that they come from different companies are
ultimately still drinking water, and are healthy enough for people to drink considering they have
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been processed and tested to make sure it is suitable for human consumption. The only
difference is the price variance and the last option is left to the customer whom is the person
that chooses to either drink expensive or not expensive water. This decision is ultimately based
on the economic status of the individual because if they have enough money they will end up
purchasing expensive water because of its brand quality, considering Smart Water has better
quality ingredients (electrolytes). Or if they don’t have enough money to purchase the
expensive brand therefore they will end up going with Ice Mountain since it is a more
affordable brand. In this project we will analyze the preferences of people from different age
ranges, backgrounds, etc. to come to a final conclusion of what it is they choose to drink and
what the factors that trigger that decision are.
Section II
Statement of purpose:
To carry out this project we focused on what customers look towards when purchasing water.
In order to test this we have chosen to focus on two brands of water: Smart Water and Ice
Mountain. Due to the high price of Smart Water we have decided to choose its competitor Ice
Mountain which is much cheaper and highly favored among many consumers.
We began with creating two short surveys, one for Smart Water consumers and the
other for Ice Mountain consumers. In this short survey we asked questions about feelings,
benefits and problems, and what triggered the consumer’s decision to buy a specific brand of
water. Based on those answers we created a longer survey asking about the functional value,
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social value, emotional value, epistemic value, and conditional value in regards to water chosen
by consumers.
Due to such a high price of Smart Water compared to other brands, the Coca-Cola
Company will get an insight of customer preferences not only relating to price, but also to taste
and size of the bottle. We questioned whether price is an important factor when choosing the
type of water you buy and used a scale to ask whether each brand is perfectly priced. Based on
those questions the company is able to make changes through which it can get more
customers, generating more revenue.
Discussion on sample:
Smart Water and Ice Mountain are two commonly purchased bottled waters compared to other
brands. What makes both of these brands stand out is not only the price but the components of
the water. While Smart Water is rich in nutrients and more expensive, Ice Mountain has a great
taste and is much cheaper than its competing brand. As a result, both of these brands were
chosen to better understand what factors drive consumers into choosing their preferred water.
Due to the fact that the price difference ranges between both brands, we wanted to test what
consumers think of the price of water and what circumstances will cause the consumer to
purchase one brand over the other.
If we were to do this project over again we would definitely have picked different
segments. Water is a natural resource and is available anywhere. It distinguishes itself from
other drinks such as Red Bull, 7up, Pepsi, etc. in the sense that it does not have sugar and it is
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the healthiest of all. However, comparing one brand of water to another is a difficult task and
not as interesting as we have thought in the beginning. It is difficult because it was hard finding
people who prefer and buy Smart Water. Some people haven’t even heard of the brand. It also
lost our interest halfway through the project because we were comparing water and not two
completely different segments. We began to think that it would have been more interesting to
compare Ice Mountain to 7up or Pepsi because not only are those beverages the ones
commonly bought by consumers, but they are different. They have different color and taste. It
would be then interesting to see what causes consumers to choose Pepsi over Ice Mountain, for
example, or Ice Mountain over Pepsi. Handing out the survey to people would have been easier
because it is most likely that everyone knows of or has drunk before either Ice Mountain or
Pepsi.
Discussion of questionnaire design:
The questionnaire was created based on the theory we studied in class. Before we could create
the questionnaire, however, we first needed to gather preliminary information from a sample
group of consumers. In a real market research firm, this is usually conducted through
qualitative research methods such as focus groups or individual interviews, which stimulates
discussion and gives the researcher further insight. While we were unable to have a focus
group, and therefore discussion, the format of the pre-survey was open ended, so our test
subjects were able to elaborate and give us more insight.
The format of our pre-survey consisted of ten questions relating to the five values: functional,
social, epistemic, emotional and conditional. For each value we asked two questions, one
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pertaining to their brand of choice, brand A, and one pertaining to the other brand, brand B.
For the functional value we asked the benefits and problems associated with either brand A or
B, and social value looked at the groups of people thought to be associated with brand A or B.
Emotional value identifies the feelings evoked by the decision to purchase brand A or B, and
epistemic value showed us what triggered the decision to buy brand A or B. Lastly, conditional
values look at what would cause a brand user to switch brands. Furthermore, because our
study involved two brands, we needed two different survey groups: one for Smart Water and
one for Ice Mountain. Once we created the pre-survey, each member in the group gave the pre-
survey to two Smart Water users and two Ice Mountain users, for a total of ten Smart Water
respondents and ten Ice Mountain respondents.
Once we gathered all our pre-surveys we were able to analyze the responses and gather
similarities and differences among the responses. These insights were then converted into
questions that were used in the questionnaire. We tried to make the questions as close to the
responses as we could in order to limit bias, but we used a few questions that our group was
curious about, and not mentioned in the pre-survey.
Using the pre-survey responses, we began to create our questionnaire. The first section looks at
the respondent’s background related to the brand. For example, we first need to define which
of the two segments (Smart Water and Ice Mountain) they drink, how long they have been a
user and how frequently they purchase the brand. Then we asked questions pertaining to the
competition, product, promotion, price and distribution.
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Section two through six look at the five values in more depth. In section two we looked at
functional values and asked if they agreed or disagreed with statements pertaining to benefits
or problems associated with Smart Water. The third section identifies social values, and what
groups of people the respondent believes are most and least likely to drink Smart Water. The
conditional value is studied in section four, by asking if certain conditions would or would not
cause the respondent to change their decision to purchase Smart Water. Section five examines
emotional values, found by asking whether they associate specific feelings with their decision to
drink or not drink Smart Water. Lastly, section six identifies the epistemic value, in which we
asked whether the respondent drank, or thought about drinking Smart Water for specific
reasons.
Once the five values were looked at, we asked questions relating to the respondent’s lifestyle.
In order to formulate lifestyle questions, we looked at the activities, interests and opinions of
people who drink Smart Water. For example, we asked them to rate how strongly they agreed
or disagreed with statements such as “when I am exercising I drink Smart Water.” In this section
we used Likert scales, which give the following options: strongly agree, agree, indifferent,
disagree, strongly disagree. Biases may have surfaced in this section because we could not
receive any information from the pre-survey relating to lifestyle. We did our best too remain
impartial and use inferences, but there may be biases. Lastly we asked demographic questions
and offered a section for comments.
Discussion of data collection:
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Once we finalized our questionnaire, each group member was responsible for getting twenty-
five respondents: half Smart Water users and the other half Ice Mountain users. In total we had
125 responses.
Before we could input our questionnaire results, we needed to code our survey. In order to do
this, we created an excel spreadsheet with each question and the possible results, all coded
quantitatively. For example, for the first question in section two, we asked our respondents if
they agreed or disagreed with the following statement: “buying Smart Water makes me
smarter.” This specific question would be labeled P2Q1 (part two, question one). If the
respondent answered agree, we would enter 1; if the respondent answered disagree, we would
enter 0.
After the questionnaire was fully coded, we each entered our respondent’s responses into the
excel spreadsheet using the coding. We encountered a few problems during this stage due to
confusion surrounding the coding. To ensure that our results were correct, we went back and
double-checked each person’s answers to make sure they were correctly entered into the
spreadsheet.
Sampling bias may have occurred due to the fact that our sample size was relatively small.
Furthermore, our sample size was not representative of the entire population. Most of our
respondents fell between the age ranges of 18-25, which allows for bias. Furthermore, we
failed to ask about ethnicity, which could also drastically affect our results.
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Discussion of data analysis:
IBM’s SPSS data analysis software is a great solution for compiling data into useful tools
to analyze the behavior of each segment. The 125 individual Smart Water surveys have been
compiled into two useful representations of data: a Crosstab chart which displays profile and
demographic information on the questions answered per segment for part 1 and part 7, and a
T-Test table, which shows the average (mean) of people who responded in favor of the yes or
no questions from part 2 through part 6; again, displayed per segment, and highlighting useful
information on product, price, promotion, and place. When comparing data taken from a large
sample, such as a sample of 125 people, compiling data into a Crosstab Table and T-Test table is
a great way to analyze every person’s answer, while dividing them into to segments, without
the need to have to page through all 125 individual surveys.
Section III
Buyers’ Needs
A. Functional:
The functional value of Smart Water is without a doubt its health benefits. Smart Water is made
with electrolytes that enhance hydration and keep the consumer feeling refreshed and well
hydrated. The product is viewed by the public as a healthier choice when drinking bottled
water. Although it is hard to create bottled water that is healthier than every other bottled
water out there, Smart Water has been able to form the consumers’ perceived value as a
healthy choice. Another functional value of smart water is its bottle size. This could be a
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positive or negative value depending on the circumstances and type of person that is buying
the product. Some people prefer a larger bottle with more liquid like Smart Water. Others
prefer a smaller bottle that is easier to carry such as Ice Mountain. With this said, the bottle size
most certainly plays a role in the functional value of the product.
B. Social:
It is perceived that the social values of Smart Water are that it is consumed and purchased by
wealthier people who do not mind the higher cost for a more unique option. These people may
be celebrities or athletes that purchase Smart Water because it is different than the typical
brand. Business people may also purchase this product so that they stand out in their offices
and appear more eloquent.
C. Emotional:
There are many emotional values associated with Smart Water. First, due to its catchy name,
people perceive it to be the smarter choice when purchasing bottled water. These people don’t
necessarily believe that drinking Smart Water will make you smarter, however; they do believe
that it is the smarter option when making a purchase at the grocery store. This is a perceived
value that Smart Water has been able to exploit and advertise. Secondly, the idea that Smart
Water is unique makes people desire the product. People strive to be different and have their
own personal identity. Buying Smart Water makes a person feel unique and stand out in a room
of people. Lastly, the idea of a healthy choice plays on consumers emotions. People naturally
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want to feel they are choosing a healthy option. Therefore, by marketing that Smart Water is
healthy, it is creating an emotional value.
D. Conditional:
One of the main conditional values of Smart Water is its price. If the price was a little lower,
people may choose to switch from other brands to Smart Water. The bottle size also plays a
role on its conditional value. If Smart Water were to offer more variable bottle sizes, they would
attract the attention of more consumers. Since they only offer a large bottle, may consumers
pay them no attention as they cannot fit their bottles in their bags, purses, or cup holders.
Lastly, a person with medical conditions may make them decide to switch from another brand
to Smart Water. If a person is ill, they may want to change their diet to offer healthier solutions.
This may make them decide to switch brands when it comes to bottled water.
E. Epistemic:
One of the primary epistemic values is the curiosity about the brand. People may decide to
drink Smart Water because they are curious about the taste compared to other brands. They
may also see celebrity endorsers drinking smart water and wonder what is so good about it.
Furthermore, consumers may be bored of other brands or sick of the taste and want to try
something new. This may drive them to purchase Smart Water.
Demographic Profile:
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The demographics of the people who drink Smart Water are as follows. Smart Water
consumers consist of middle to upper class people who have disposable income for more
leisurely products. These people have the extra money to spend on Smart Water to have a
unique bottle of water over the generic bottle of Ice Mountain. The age group of people
purchasing Smart Water is from 24-45. People younger than 24 years of age do not have
disposable income to spend on Smart Water. However, middle aged people that are employed
and concerned about their social status and health want to buy Smart Water. People over the
age of 45 do not care so much for the brand of water they are drinking. These people will
mostly buy whatever is cheaper or even just drink from the tap.
Lifestyle Profile:
People that drink Smart Water have very active lifestyles. These people exercise often and go to
the gym a few times a week. These people may be athletes or health fanatics that care greatly
about their body and being in shape. People with business lifestyles may also be drinking Smart
Water daily at the office. These people are interested in having a good social status and being
known for their unique choices. These people care greatly about how other people perceive
them and want to be unique.
Product/Positioning
Product Attributes:
There are numerous product attributes that set Smart Water apart from their competition. The
main attribute, which Smart Water prides itself on, is the purity of their water; Smart Water
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uses strictly purified water, as recognized by the FDA. Purified water, compared to spring water,
mineral water and artesian water, is distinct due to its various treatments. Therefore,
regardless of the water source, Smart Water retains a consistent, purified taste.
Along with the purification process, Smart Water sets themself apart by adding electrolytes to
the water. Electrolytes are ionized salts found in body fluids that aid the body in energy and
overall health. Electrolytes are added to many sports drinks to help replenish the body;
however, many of these sports drinks have high amounts of added sugar, which is bad for the
body. Smart Water, on the other hand, has the benefits of electrolytes without the harmful
effects of added sugar. The combination of electrolytes and purity makes Smart Water the
healthy choice of drink, with a uniquely fresh and pure taste that other bottled waters lack.
Smart Water is also positioned by its sleek bottle shape and size. The bottle itself has a modern
look and feel that attracts consumers. The bottle is also relatively large, compared to other
bottled waters. At 20 ounces, the regular bottle of Smart Water is larger than its competitors,
whose standard bottles are 12 or 16 ounces.
Competition:
The market for bottled water is highly competitive, with thousands of different brands of
bottled water products. Due to the nature of Smart Water, it makes sense to classify
competitors by water type: purified water, spring water, mineral water and artesian water.
Some brands that strictly use purified water are Aquafina and Dasani. Other brands, such a
Nestle, make different types of bottled water to meet many different consumer needs. Their
purified bottled water is called Nestle Pure Life Purified Water. Brands of spring water include
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Evian, Arrowhead Mountain Spring Water (a subsidiary of Nestle), Mineral Springs and Ice
Mountain. Calistoga and Perrier are examples of mineral water, and lastly, Fiji and Voss are
brands of artesian water.
Position Map:
The position map below is categorized by price and variability of bottle sizes. Smart Water has a
high price and low variability of bottle size, as compared to Fiji and Ice Mountain. Fiji is also a
relatively expensive brand of bottled water, but has a wide variety of sizes to choose from. Ice
Mountain, on the other hand, is quite inexpensive with high variability of bottle size. In order to
have an edge over the competition, Smart Water should reduce their price and introduce more
variability of bottle sizes.
Segmentation Grid Analysis:
After filling out the framework together as a group, we created a segmentation grid to decide
what our most important segments would be. We started by disaggregating the chart and
coming up with over sixty different values. These values were taken from our decisions on the
four P’s and the five values. After coming up with these values, we then cut them down to less
than twenty values by reaggregating the chart. We chose which values were most important
and came up with bases for our segmentation. You can see our disaggregation process in
Appendix 2 below.
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Seller/Marketing Strategy
Product:
Smart Water is our innovative product. Compared to other brands it is not only more pure and
refreshing, but it also contains essential nutrients such as potassium, magnesium, calcium, and
electrolytes. These electrolytes help prevent dehydration which distinguishes itself from other
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bottled waters. It is also vapor-distilled water. It has a unique bottle shape, although larger than
other bottles its smooth surface makes it easy to carry and can be placed anywhere.
Promotion:
The promotion strategy for Smart Water is both push and pull. It is a push strategy in a sense
that the company hires celebrities to advertise the water. For example, the most common
celebrity to be found in Smart Water ads is Jennifer Aniston. The advertisement is promoted
through a producer and then to channel members who in turn promote it to the final
consumer. It is also a pull strategy because it is done through advertisements in billboards,
television, and radio to induce the final consumer to buy the product. Compared to other
brands such as Ice Mountain, advertisements with Smart Water are not as common; however
they do begin to appear.
Pricing:
The pricing strategy is known to be as the market-skimming pricing. The price per bottle of
Smart Water is relatively high compared to Ice Mountain. The price of a bottle of Smart Water
ranges between $1.99 and $2.99, however the price per bottle of Ice Mountain is roughly
around $1.50. A 24-pack of Ice Mountain sells for about $4.00 while online a 24-pack of Smart
Water sells for about $24.00-$28.00. A bottle of Smart Water has been highly valued due to its
additional nutrients which other waters do not have. It is believed to be healthier than other
water brands.
Place:
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The places available to buy Smart Water used to be very selective. In the beginning it was not
distributed to many areas and many stores. However, within time it has become intensive
where it can be bought almost anywhere. Usually, Smart Water can be found in department
stores, grocery stores, and gas stations. It is limited though if you want to purchase it in a case
of 24. These are not commonly available in stores, but can be bought online.
Section IV
IBM’s SPSS data analysis software is a great solution for compiling data into useful tools
to analyze the behavior of each segment. The 125 individual Smart Water surveys have been
compiled into two useful representations of data: a Crosstab chart which displays profile and
demographic information on the questions answered per segment for part 1 and part 7, and a
T-Test table, which shows the average of people who responded in favor of questions from part
2 through part 6; again, displayed per segment, and highlighting useful information on product,
price, promotion, and place.
For the Crosstab Table, our group analyzed the data collected from our surveys on a
quantitative level by converting each individual answer to an integer. Part 1, Question 1
separates the survey-takers into their respected consumer segment (a value of 1 for Smart
Water, and a value of 0 for the competitive segment, Ice Mountain). For all other Parts of our
survey (including the remainder of Part 1), the selected choices are separated into integers that
make the most sense in the context of each question asked. From here, we tallied up the
amount of choices selected per segment, and the number shown in each segment’s column
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P1Q4 Please rank how important the price is to you when choosing a brand of bottled water, with 1 being not important to 7 being very important1 1.30 4.10 2 2.60 6.10 3 3.90 12.20 4 2.60 34.70 5 18.40 28.60 6 32.90 14.30 7 38.20 -
represents a percentage of people that selected that answer. The table below is an example
taken from our Crosstab table that illustrates this process.
Our qualitative scale in Part 1, Question 4, has 1 as a representative integer for a
consumer who doesn’t value the price point as a key indicator of what brand of bottled water
he or she will choose. A consumer who chooses 7 would value the price point as having an
important role when choosing their preferred brand of bottled water. The first column of
values (those having integers after the decimal point) represents the percentage of all
consumers who identified themselves with Ice Mountain. For example, 38.2% of all Ice
Mountain consumers rank the price point as a very important indicator of choosing a brand of
bottled water. On a qualitative level, this makes perfect sense when comparing Ice Mountain
to the pricier option, Smart Water, since the consumers who choose Ice Mountain are likely to
choose it for its cheaper price. Not surprisingly, 0% of Smart Water consumers see the price as
a very important indicator of which bottled water they choose. Because of the behavior
displayed in P1Q4, we can infer that people choosing Smart Water are more financially-secure,
since they tend to value other aspects of the water enough to disregard the higher price of the
product.
Demographic indicators such as income or spending behaviors can be easily interpreted
from the crosstab tables, and their behavioral patterns on how these consumers or potential
consumers feel about bottled water shine right through the numbers. P1Q2 indicates that over
68% of the segment 0 consumers have been drinking Ice Mountain for over a year, while 61% of
Smart Water drinkers began in the last 12 months or less. This is a significant indicator of brand
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loyalty for Ice Mountain drinkers, but Smart Water is still on the rise because of their large
amount of new consumers (16.3% new to Smart Water within the last month alone).
The crosstab table also provides insight on the outreach to each respective segment’s
consumers. P1Q8 asks each segment’s consumers about where they get their information
about bottled water. Smart Water has a successful online campaign, with 56% of all Smart
Water drinkers selecting online media as a source. If a person hears of Smart Water, tries it for
their first time, and likes it, they will most likely share it with their friends, family, or co-
workers. Amazingly, 44% of Smart Water consumers claimed to have gotten their information
from Word of Mouth. Collectively, every single Smart Water consumer who took our survey
claimed that they receive their information from either the internet, or from word of mouth
(44% + 56% = 100% of segment 1 survey takers). This shows just how successful the Smart
Water campaign seems to be.
P1Q7, and the entirety of Part 7 asks specific questions about behavioral trends
regarding Smart Water consumption. When analyzing this data in the crosstab table, we are
presented with each segment’s opinion on these question, revealing thoughts about brand
loyalty, willingness to try something new, as well as lifestyle choices from each segment’s
consumers.
Taking a quick look at P1Q7 before we continue our analysis of Part 7, we are
presented with information regarding Smart Water’s brand loyalty, as well as their quality of
water. The question asks each survey taker how satisfied they are with the taste of Smart
Water, with 1 being not satisfied, and 7 being extremely satisfied. The consumers who identify
themselves with Smart Water revealed that they are generally satisfied with how the water
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tastes. Smart Water does highlight the purity and crispness of their water, and the opinions of
their consumers reflect that; 81.6% of these consumers revealed that they would rate the taste
with a 4 or higher (again, on a scale of 1-7), and 51% of them specifically rated the taste with a
perfect 7. What highlights the quality of taste of Smart Water, however, comes from the
answers from segment 0, the Ice Mountain consumers. Ice Mountain consumers who have
tasted Smart Water before have the required capacity and understanding to answer this
question, and 82.9% of them rated Smart Water’s taste with a 4 or higher, which is even more
than the Smart Water segment. What the data tells us is that, regardless of segment 0 survey
taker’s choice of Ice Mountain, they feel more satisfied with the taste of Smart Water than the
segment 1 survey takers.
Part 7 show our survey taker’s lifestyle choice in context with Smart Water,
regardless of if they normally drink it or not. However, our crosstab separates the consumer’s
choices to these questions into each respective segment that they fall into. The results tell
quite a tale. The questions ask, on a scale of 1 through 5 (1 being a representative for strongly
agreeing, and 5 representing someone who strongly disagrees), when the survey taker chooses
to drink Smart Water. Segment 1 answers vary for almost each question, since Smart Water
consumers might drink Smart Water during different events or for different occasions, while
segment 0 is more heavily weighted towards strongly disagreeing, since they tend not to
choose Smart Water for any of these instances (we are safely assuming that they would choose
Ice Mountain instead). P7Q2 asks “When I travel, I drink Smart Water.” 85.5% of Ice Mountain
consumers feel indifferent, disagree, or strongly disagree. 48.7% of Ice Mountain consumers
specifically stated that they strongly disagree. However, segment 1 answers vary. 44.9% of
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Smart Water consumers either agree or strongly agree, 22.4% are indifferent, and 32.6%
disagree or strongly disagree. This trend continues for other similar lifestyle questions.
The most striking trend that we see with both segments are found in P7Q9 and P7Q10,
when the questions ask about the Smart Water price point. P7Q9 says “I think the price of
Smart Water is too high.” An even 75% of Ice Mountain consumers agreed or strongly agreed,
and not a single Ice Mountain felt that they strongly disagreed with this statement. Smart
Water consumers varied with the answers for P7Q9, which reveals that Smart Water reaches
out to people of all income levels, and some people still drink it even though they are
consciously aware that the price is too high; 46.9% of them, to be exact. P7Q10 states “Smart
Water consumers are usually wealthy.” 72.4% of Ice Mountain consumers either agreed or
strongly agreed, which possibly indicates that they are not wealthy, and/or they choose Ice
Mountain because of their income level. 63.3% of Smart Water consumers felt the same way,
so regardless of segmentation, Smart Water is culturally displayed as a bottled water for the
upper-class. Note: we were happy to see that everyone had an opinion on this question, since
neither Segment 0 or Segment 1 felt indifferent to P7Q10.
The T-Test table include questions from part 2 through part 6 of the survey, and tell us
about how our survey takers value Smart Water in terms of Product, Price, Promotion, and
Distribution. Because there are only two possible answers per question (yes=1, no=0), we
calculate an average of all answers per segment, and display it as a mean. If all individuals
answered yes, then the mean would be 1.00, and if all individuals answered no, the mean
would be 0.
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Price is the first of the four indicators that we are looking for in the T-test data. P2Q4
direclty asks if the individual feels that Smart Water costs too much money. The mean for the
Smart Water segment was 0.53, so just over half agree with this statement. The mean for the
Ice Mountain segment is 0.83. This tells us that the people not choosing Smart Water as their
preferred bottled water feel that Smart Water is too expensive. If Smart Water wanted to
attract more customers, especially new customers, or customers that choose other brands of
bottled water, then they can focus on lowering their price.
A lot of useful information about the opinions of the product is found using the T-Test
analysis. P2Q7 asks if Smart Water is worth it for the taste, and a mean of over 0.5 was
recorded from both segments. Smart Water consumers choose it for the bottle size in P4Q7,
which asks if people choose Smart Water for the bottle sizes (mean of 0.67), and even the Ice
Mountain segment had an unusually large mean of 0.43, which is a lot for people who would
choose other brands. We can see that Smart Water has a strong grasp on its consumers based
on the product.
Promotion might be an area that Smart Water might want to work on. Glacieu
promotes its flagship-bottled water as the intelligent choice for bottled water, with their
naturally inspired distillation process, as well as the name of their product itself. But when we
asked our survey takers if Smart Water either improves intelligence (P6Q8), or if Smart Water
drinkers feel intelligent when drinking the product (P5Q5), we received a mean of 0.16 from the
Smart Water segment for P6Q8, a mean of 0.14 for P5Q5, and we had a mean of 0.13 for both
these question from the Ice Mountain segment. Smart Water is either not getting their
message across clearly enough, or they might want to move on to another marketing strategy.
23
It seems that none of either segment’s members feel that drinking any sort of branded water
has an impact on intelligence level.
Finally, the T-Test table shows useful information on opinions about Smart Water’s
Distribution. P4Q1 asks if people buy Smart Water based on its availability. 0.78 was recorded
as a mean for the Smart Water segment, which tells us that those who prefer to drink Smart
Water are finding it rather available, while only 46% of Ice Mountain consumers feel the same
way (mean was recorded for segment 0 at 0.46).
Section V
One of problems we came across while doing research was that the price of Smart
Water is too high. When compared to other brands of water bottle such as Ice Mountain or
Dasani, Smart Water is significantly higher priced. This leads consumers to choose other brands
over the Smart Water brand. In order to solve this problem, Smart Water needs to lower their
prices and become more competitive with these other brands. With the change in price come
many different pros and cons.
There will be several benefits to lowering the price of Smart Water. One of the primary
benefits will be that consumers will more likely purchase the product. The price can still be
somewhat higher than competitors’ products for it to be successful, however, not much higher.
Consumers that see a bottle of Smart Water only priced a few cents higher than a similar brand
will most likely purchase this product for the brand name and quality. When the price is almost
a dollar higher than other brands, like it is now, consumers will not even consider purchasing it.
Another advantage of lowering the price of a bottle of Smart Water is that more retailers will be
24
willing to offer it. Some retailers do not offer higher end products because they know their
customers will not buy them. If the price is lowered, many retailers that do not currently offer
Smart Water may decide to in the future. Lastly, by lowering the price, Smart Water will be able
to gain a larger share of the market. Thus, making them a stronger member of the industry and
giving them the ability to innovate and introduce more products. Although all of these benefits
to lowering the price sound good, there are also many negatives associated with this solution.
One of the largest disadvantages to lowering the price of a bottle of Smart Water is that
it will significantly lower the revenue brought in by the company. The only way it would be
worth wild for the company to take this loss in revenue is if it was made up by the gain in
market share and increase in quantity sold. Furthermore, another downside of lowering the
price would be that the products would be viewed as less exclusive. One of the key selling
points for Smart Water is the fact that people see it as a unique and exclusive product. By
lowering the price, it may no longer been seen that way by the consumers. Instead it may be
viewed as another typical bottle of water. Lastly, if Smart Water were to lower the price of their
products, they may also have to sacrifice some quality in the production of their bottles. They
may have to do this to keep their profits in check after reducing the price. This is a great
sacrifice that many companies would not be willing to take.
After further research, we concluded that another problem for Smart Water is the
inability to buy in bulk. Smart Water only offers their products as a single bottle or a six-pack.
Many consumers nowadays are looking to purchase their bottles of water in large quantities.
They are doing this to avoid having to do repeat visits to the grocery store. The fact that Smart
25
Water only sells in six-packs discourages consumers from purchasing their water. If they were
to offer larger packages, many consumers would choose to stock their home with Smart water
over other brands.
One of the primary benefits to increasing the package size would be an increase in the
market share. In many cases, consumers are looking to buy large quantities of water bottles for
sporting events, large gatherings, and other large events. With the ability to buy a case of Smart
Water with twenty four bottles, many of these consumers would choose Smart Water over
other brands. Another benefit to increasing the number of bottle sold in a pack would be the
fact that larger wholesale distributors such as Costco would carry Smart Water. They currently
do not because these stores base their inventory off of products that they can get in large
quantities in order to offer the best price for their customers. By creating a bulk size product,
Smart Water will be able to get their products into these outlets. Lastly, the ability to buy in
bulk would increase the amount of every day consumers that purchase Smart Water. When
taking a trip to the grocery store, consumers want to buy products that are going to last them
until their next trip to the store. This means that the ability to buy in bulk is extremely
important to the average consumer. If Smart Water was offered in large quantities at many of
their grocery store retailers, they would definitely be chosen over the competition. Although a
larger quantity has many benefits, it also comes with many problems as well.
When a company begins to offer their products in bulk, retailers want larger wholesale
discounts. This is because the product will not only take up more shelf space but also have to be
listed at a cheaper price. Smart Water may not want to give these companies larger discounts
26
as it cuts into their profits. Furthermore, Smart Water will have to do more research and
development to come up with designs for packaging. Especially since their bottles are very
large. This process is very costly and time consuming for the company. Finally, Smart Water will
have to advertise this change to the consumers and get the word out that their products are
now offered in bulk. This may not only hurt the products exclusive image but also create
confusion amongst the market. These negative factors must be sorted out and addressed in
order for the bulk selling to be beneficial for the company.
The last problem we found associated with Smart Water is the bottle sizes. Currently
Smart Water only offers large bottle sizes. Their smallest bottle is much larger than any other
typical bottle of water. Although this may be viewed as an advantage to some consumers, many
would still disagree. By offering a larger variety of bottle sizes from small to large, Smart Water
may be able to gain more of the market share and create a larger brand loyalty amongst the
consumers. Companies such as Ice Mountain offer multiple sizes and types of bottles. They
have a bottle size for every occasion. Thus, making their products more marketable to the
consumer. If Smart Water were to do this, they would most definitely become more
competitive.
The first advantage of offering multiple bottle sizes would be that the products would be
marketable to every type of consumer. Currently the bottles are too big to fit in things like cup
holders, purses, and backpack bottle holders. By offering a smaller bottle, Smart Water would
become more appealing to people that need smaller bottles. Furthermore, an option to
purchase multiple different bottle sizes will also be more appealing to any average consumer.
27
Consumers go into a store with a desired product in mind. If they are looking for just a small
bottle of water, they will not purchase a huge bottle of Smart Water on the shelf. However, if
there were a smaller bottle of Smart Water next to the big bottle, they will most definitely
purchase it. Lastly, another advantage of offering different bottle sizes is that more service that
provides water may offer Smart Water over other brands. For example, airlines carry specific
types of water for certain reasons. One of the largest factors that determine if an airline carries
a specific type of water onboard is the amount of space it takes up on the aircraft. There is no
way 100 bottles of the current sized Smart Water bottle could fit in the tiny spaces allowed on
an aircraft. If there were smaller bottles, they may choose to offer them instead of other big
name brands like Fiji and Dasani. This is just one example of an outlet that sells bottle water
that rely on space as a determining factor to what brand they offer. With this said, there are
still many negatives that come with offering multiple bottle sizes.
One of the largest disadvantages to offering a wide variety of bottle size is the cost of
research and development. Smart Water would have to spend a great deal of time on
developing new bottle designs and sizes. Furthermore, it would be difficulty to keep a unique
design similar to what their bottles already have. The unique design of the Smart Water bottle
is what defines them. They would have to find a way to resize the bottles while retaining this
unique design concept. Lastly, pricing would be a difficult factor to overcome. They would have
to set prices that are competitive amongst the competition while still being profitable. The
prices would take a large amount of research and though before being definite and ready for
sale.
28
All in all, after extensive research, we have decided that the pricing strategy is the
biggest problem for Smart Water. It is important that Smart Water reevaluates their prices and
comes up with a lower cost for their products. This will make them more marketable to the
entire market and make them more competitive altogether. The negatives to this solution are
present but conquerable. With the proper research and time put in, Smart Water should be
able to accomplish this feat and remain among the leaders in the industry.
Appendix 1
Part 1 Variable Question Ice Mountain (0) Smart Water (1) P1Q2 How long have you been drinking the current preferred water for?
Less than 1 Month (1) 6.60 16.30 1-6 Month (2) 10.50 22.40
6-12 (3) 14.50 22.40 Over a year (4) 68.40 38.80
P1Q3 How many bottles of your preferred water do you drink weekly?1 or less a week 21.10 22.40
2-3 a week 22.40 28.60 4-7 a week 27.60 30.60
Over 8 weeks (4) 28.90 18.40 P1Q4 Please rank how important the price is to you when choosing a brand of bottled water, with 1 being not important to 7 being very important
1 1.30 4.10 2 2.60 6.10 3 3.90 12.20 4 2.60 34.70 5 18.40 28.60 6 32.90 14.30 7 38.20 -
P1Q5 How would you rank the following companies on price, with 1 being poorly priced to 7 being perfectly priced?1 18.40 4.10 2 14.50 8.20 3 10.50 18.40 4 10.50 28.60 5 10.50 22.40 6 11.80 14.30 7 23.70 4.10
Crosstab Table
29
P1Q6 How would you rank the following companies on taste, with 1 being bland to 7 being delicious?1 3.90 4.10 2 7.90 2.00 3 7.90 8.20 4 10.50 8.20 5 30.30 12.20 6 13.20 14.30 7 26.30 51.00
P1Q7 How satisfied are you with the taste of Smart Water , with 1 being not satisfied to 7 being extremely satisfied?1 7.90 2.00 2 3.90 4.10 3 5.30 8.20 4 15.80 4.10 5 22.40 12.20 6 19.70 16.30 7 25.00 53.10
P1Q8 Where do you get your information about bottled water?Print Advertisements 21.10 22.40
TV/Radio 18.40 22.40 Online 35.50 56.30
Word of Mouth 48.70 44.90 Other 17.10 22.40
P1Q9 How much are you willing to pay for a single bottle of water?Less than $1.00 7.90 10.20
Exactly $1.00 10.50 8.20 $1.00 to $2.00 68.40 38.80 $2.00 to $3.00 13.20 32.70
More than $3.00 - 10.20 P1Q10 Where do you normally go to buy bottled water?
Grocery Store 59.20 71.40 Convenience Store/Gas Station 48.70 53.10
Vending Machine 35.50 24.50 Pre-Packaged case (wholesale) 63.20 46.90
Other 6.60 10.20 Part 7 variable Lifestyle Statement Ice Mountain (0) Smart Water (1)
P7Q1 When I am exercising I drink Smart Water.Stongly Agree (1) 3.90 22.40
Agree (2) 26.30 34.70 Indifferent (3) 22.40 28.60 Disagree (4) 21.10 10.20
Strongly Disagree (5) 26.30 4.10
P7Q2 When I travel I drink Smart Water.Stongly Agree (1) 3.90 14.30
Agree (2) 10.50 30.60 Indifferent (3) 11.80 22.40 Disagree (4) 25.00 12.20
Strongly Disagree (5) 48.70 20.40 P7Q3 When I am thirsty I drink Smart Water.
Stongly Agree (1) 11.80 18.40 Agree (2) 13.20 28.60
Indifferent (3) 30.30 28.60 Disagree (4) 21.10 14.30
Strongly Disagree (5) 23.70 10.20 P7Q4 Smart Water consumers are more likely to also drink Dasani rather than Ice Mountain.
Stongly Agree (1) 13.20 18.40 Agree (2) 22.40 20.40
Indifferent (3) 30.30 26.50 Disagree (4) 17.10 24.50
Strongly Disagree (5) 17.10 10.20
30
P7Q5 I prefer to drink Smart Water over other bottled waters.Stongly Agree (1) 13.20 36.70
Agree (2) 17.10 26.50 Indifferent (3) 21.10 24.50 Disagree (4) 14.50 4.10
Strongly Disagree (5) 34.20 8.20 P7Q6 I prefer Smart Water over sweet beverages.
Stongly Agree (1) 19.70 22.40 Agree (2) 34.20 24.50
Indifferent (3) 15.80 18.40 Disagree (4) 18.40 16.30
Strongly Disagree (5) 11.80 18.40 P7Q7 Smart Water tastes better than other bottled waters.
Stongly Agree (1) 10.50 32.70 Agree (2) 34.20 30.60
Indifferent (3) 28.90 16.30 Disagree (4) 15.80 16.30
Strongly Disagree (5) 10.50 4.10 P7Q8 Smart Water is healthier than other bottled waters.
Stongly Agree (1) 3.90 16.30 Agree (2) 18.40 36.70
Indifferent (3) 31.60 22.40 Disagree (4) 25.00 18.40
Strongly Disagree (5) 21.10 6.10
P7Q9 I think the price of Smart Water is too high.Stongly Agree (1) 43.40 20.40
Agree (2) 31.60 26.50 Indifferent (3) 11.80 34.70 Disagree (4) 13.20 14.30
Strongly Disagree (5) - 4.10 P7Q10 Smart Water consumers are usually wealthy.
Stongly Agree (1) 47.40 30.60 Agree (2) 25.00 32.70
Indifferent (3) - - Disagree (4) 21.10 24.50
Strongly Disagree (5) 6.60 12.20 Part 8 variable Question
P8Q1 Gender Ice Mountain (0) Smart Water (1) Male (1) 43.40 53.10
Female (0) 56.60 46.90 P8Q2 Occupations
Retail (1) 1.30 5.40 Student (2) 35.50 49.00
Intern (3) 6.60 2.00 Other (4) 56.60 43.60
P8Q3 Highest Degree CompletedHigh School/GED (1) 5.30 6.10
Some college (2) 73.70 71.40 Associate's Degree (3) 14.50 18.40 Bachelor's Degree (4) 3.90 4.10
Graduate Degree (5) 1.30 - Other (6) 1.30 -
P8Q4 AgeUnder 18 (1) 3.90 2.00
18-25 (2) 86.80 87.80 26-39 (3) 3.90 8.20 40-55 (4) 3.90 2.00
56+ (5) 1.30 -
31
Part 2-6 (Significant Variables) Question mean (1) mean (0) T-Value probablilityP2Q5 Helps satisfy my needs better than other brands. 0.47 0.12 4.734P2Q7 Is worth it because of the taste. 0.65 0.32 3.892P2Q4 Costs too much money. 0.53 0.83 3.767P4Q1 Availability. 0.78 0.46 3.642P5Q2 I feel healthy when I drink Smart Water. 0.69 0.38 3.551P2Q3 Makes me healthier. 0.61 0.32 3.388P5Q3 I feel satisied when I drink Smart Water. 0.73 0.45 3.267P5Q10 I feel weak when I do not drink Smart Water. 0.27 0.07 3.203P4Q2 Ability to buy in bulk. 0.69 0.45 2.762P4Q7 Bottle size. 0.67 0.43 2.669Part 2-6 (Non-significant Variables)Question mean (1) mean (0) T-Value probablilityP 3Q7 Families 0.67 0.64 0.328P3Q10 Elderly 0.57 0.59 0.227P3Q12 Rural Residents 0.61 0.72 1.302P2Q4 Cost too much money. 0.53 0.83 3.767P4Q3 Economic conditions. 0.76 0.53 2.617P2Q1 Makes me smarter. 0.18 0.12 1.01P3Q1 Women. 0.14 0.16 0.227P3Q5 Upper Class. 0.18 0.12 1.01P5Q5 I feel intelligent when I drink Smart Water. 0.16 0.13 0.489P6Q8 To see if it improves intelligence. 0.14 0.13 0.178
T-Test Table
Appendix 2
32
Appendix 3
This is an academic study about Smart Water. The results of this study will be used for
academic research only, and your responses will be kept strictly confidential.
We are interested in your own personal feelings and opinions. There are no right or wrong
answers.
33
On each page you will find several different kinds of statements about Smart Water. All you
have to do is put an X in the spaces that reflect your own personal feelings and opinions.
PLEASE NOTE:
1.Check only one answer per statement.
2. When you are finished, please check to be sure you have not omitted any answers.
THANK YOU VERY MUCH!
__________________________________________________________________________
PART ONE
34
1. Which of the following brands of bottled water do you normally drink?
a. Smart Water
b. Ice Mountain
2. How long have you been drinking the current preferred water for?
a. Less than 1 Month
b. 1-6 Months
c. 6-12 Months
d. Over a year
3. How many bottles of your preferred water do you drink weekly?
a. 1 or less a week
b. 2-3 a week
c. 4-7 a week
d. 8 or more a week
35
4. Please rank how important the price is to you when choosing a brand of bottled water, with 1
being not important to 7 being very important.
Price 1 2 3 4 5 6 7
5. How would you rank the following companies on price, with 1 being poorly priced to 7 being
perfectly priced?
Smart Water 1 2 3 4 5 6 7
Ice Mountain 1 2 3 4 5 6 7
6. How would you rank the following companies on taste, with 1 being bland to 7 being
delicious?
Smart Water 1 2 3 4 5 6 7
Ice Mountain 1 2 3 4 5 6 7
36
7. How satisfied are you with the taste of Smart Water, with 1 being not satisfied to 7 being
extremely satisfied?
Satisfaction 1 2 3 4 5 6 7
8. Where do you get your information about bottled water?
a. Print Advertisements
b. TV/Radio
c. Online
d. Word of Mouth
e. Other (please specify) ____________________________
9. How much are you willing to pay for a single bottle of water?
a. Less than $1.00
b. Exactly $1.00
c. $1.00 to $2.00
d. $2.00 to $3.00
37
e. More than $3.00
10. Where do you normally go to buy bottled water?
a. Grocery Store
b. Convenience Store/Gas Station
c. Vending Machine
d. Pre-packaged case (wholesale)
e. Other (please specify) _____________________________
PART TWO
Please indicate whether you agree or disagree that the following benefits or problems are
38
associated with Smart Water consumption.
Buying Smart Water… Agree Disagree
1. Makes me smarter. 1._____ _____
2. Benefits my social standing. 2._____
_____
3. Makes me healthier. 3._____
_____
4. Costs too much money. 4._____ _____
5. Helps satisfy my needs better than other brands. 5._____ _____
6. Is more environmentally friendly. 6._____ _____
39
7. Is worth it because of the taste. 7._____ _____
PART THREE
Not everybody drinks Smart Water. Which of the following groups of people do you believe are
most and least likely to drink Smart Water?
Least Likely Most Likely
1. Women 1.______ ______
2. Men 2.______ ______
3. Lower Class 3.______ ______
4. Middle Class 4.______ ______
40
5. Upper Class 5.______ ______
6. Athletes 6.______ ______
7. Families 7.______ ______
8. College Students 8.______ ______
9. Middle Aged 9.______ ______
10. Elderly 10.______ ______
11. Urban Residents 11.______ ______
12. Rural Residents 12.______ ______
41
13. Celebrities 13.______
______
PART FOUR
Certain conditions motivate people to behave differently than their regular behavior or habit.
Do you believe that the following conditions might cause you to change your decision to
purchase Smart Water?
Yes No
1. Availability 1.______ ______
2. Ability to buy in bulk 2.______ ______
3. Economic conditions 3.______ ______
4. Illness 4.______ ______
42
5. Stress 5.______ ______
6. Healthiness 6.______ ______
7. Bottle size 7.______ ______
8. Working out 8.______ ______
PART FIVE
People sometimes drink or do not drink Smart Water for personal and emotional reasons.
Please indicate whether you personally experience any of the following feelings associated with
your decision to drink or not drink Smart Water.
Yes No
43
1. I feel happy when I drink Smart Water. 1.______ ______
2. I feel healthy when I drink Smart Water. 2.______ ______
3. I feel satisfied when I drink Smart Water. 3.______ ______
4. I feel environmentally friendly when I drink Smart Water. 4.______
______
5. I feel intelligent when I drink Smart Water. 5.______
______
6. I feel important when I drink Smart Water. 6.______
______
7. I feel unique when I drink Smart Water. 7.______ ______
44
8. I feel educated when I drink Smart Water. 8.______
______
9. I feel superior when I drink Smart Water. 9.______ ______
10. I feel weak when I do not drink Smart Water. 10.______ ______
11. I feel left out when I do not drink Smart Water. 11.______ ______
12. I feel bad about myself when I do not drink Smart Water. 12.______
______
PART SIX
Some people drink Smart Water because they are curious about it, or simply bored the other
brand they are drinking. Do you drink Smart Water or have thoughts of drinking Smart Water
for any of the following reasons?
45
Yes No
1. To see what it tastes like 1.______ ______
2. Dissatisfied with other brands 2.______ ______
3. To identify with the celebrity endorsers 3.______ ______
4. To keep up with social standings 4.______ ______
5. To understand why others drink Smart Water 5.______ ______
6. To see how it makes me feel 6.______ ______
7. To see if it improves my health 7.______ ______
8. To see if it improves intelligence 8.______ ______
46
Part 7. Lifestyle
1. When I am exercising I drink Smart Water.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
2. When I travel I drink Smart Water.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
3. When I am thirsty I drink Smart Water.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
4. Smart Water consumers are more likely to also drink Dasani rather than Ice Mountain.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
5. I prefer to drink Smart Water over other bottled waters.
47
Strongly Agree Agree Indifferent Disagree Strongly Disagree
6. I prefer Smart Water over sweet beverages.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
7. Smart Water tastes better than other bottled waters.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
8. Smart Water is healthier than other bottled waters.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
9. I think the price of Smart Water is too high.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
10. Smart Water consumers are usually wealthy.
Strongly Agree Agree Indifferent Disagree Strongly Disagree
48
Part 8. Demographic
1. Gender
a. Male
b. Female
2. Occupation (please specify) ________________
3. Highest Degree Completed
a. High School/GED
b. Some college
c. Associate’s Degree
d. Bachelor’s Degree
e. Graduate Degree
f. Other
49
4. Age
a. Under 18
b. 18-25
c. 26-39
d. 40-55
e. 56+
Appendix 3
POWERPOINT
50