Brand management(Pepsi)

소개글

MBA의 brand management 수업시간에 Pepsi를 주제로 20명의 survey를 통해 Pepsi의 brand story , Brand concept map, Reliability, Validity, and Convergence Test등을 내용으로 한 ppt파일

목차

1. Pepsi brand Introduction
2. Brand concept map
3. Reliability, Validity, and Convergence Test
4. Conclusion

본문내용

Challenges and Deviations from the method
Conducting a survey on a brand in a couple of days with very limited human and non-human resources can be a stressful job. This is exactly the situation we were put in for our survey on Pepsi. As of the challenges that we faced we can touch on the limited number of the participants which was five people. This sample size is too small to be realistic. Therefore, we enlarged the size to twenty people (in the next step, thirty) but still, it was not enough for a realistic result. Another challenge that we faced was that most of the participants were not very much aware of the correct process of drawing maps and our specific needs, which led to spending a lot of time on explanations and some inconsistencies in their associations like having only first-order associations and also the fact that very few took the time to think about subordinate associations. This created some problems for us in extracting the consensus map. As a result, there is some deviation to some extent.

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