Consumption patterns and discrimination ability in taste test: An empirical study of heavy and light users of cola products

This study attempted to measure the discrimination ability of taste tests in a different way than previously researched. In this study, two different concepts were examined. The first was the difference between heavy and light users combined with the discrimination of taste tests. The research also investigated consumption patterns among users as well as package preference, product type, and loyalty to cola products in regard to heavy and light users. Discrimination ability is determined by having subjects perform two different taste tests of the same product with and without a label. Subjects first tasted their unlabeled favorite cola product and rated sweetness, acidity, vanilla, and flavorfulness, as well as overall taste. The respondents were then given the same product with a label and asked the same series of questions. The consistency of their rating was used to assess their discrimination ability. Most of the research and discussion of heavy usage has been purely descriptive and theoretical. That is, little concern has been given to clarifying if heavy users have truly more discrimination ability of their favorite brands, different perceptions about product taste, brand loyalties, and consumption pattern. The following is an attempt to accomplish both of these aims.