brand influence on consumer behavior. the beer

The Influence of Brands in Consumer Behavior. The Beer Consumption. A Neuroscience Study.

Authors: Manuela Costa; Ferrão Filipe & Carmelo Mercado

Introduction The purpose of this project was to study how brands influence consumer’s beer preference in Portugal.

We also introduced another third brand of beer, Carlsberg, to create some doubt in our volunteers.

The beer Portuguese market is dominated by two major manufactures’ manufactures’, that hold more than 90% of the beer market: Unicer, located in Oporto region and that produce Super Bock; Central de Cervejas, located in Lisbon region and that produce Sagres. 24/08/2015

Manuela Costa; Ferrão Filipe & Carmelo Mercado

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Our purpose was to clarify the existing assumptions: what´s the reason for a localized beer consumption, associated with the region of the brand. Is it a “neighbourhood” issue?

Therefore, we’ve assumed that all volunteers from Oporto, preferred Super Bock, and the volunteers in Lisbon, preferred Sagres.

One of our goals of this study was to know if the volunteer’s we´ve selected and that consider themselves as beer drinkers, could correctly identify their favourite beer brand and also identify the brands of beer tasted during the Blind Tests.

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2. Literature Review Internal Factors -

Decision Maketing Process

Consumer Behavior The Perceptions The Attention He Memory The Emotions

External Factors -

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Study 1 Blind Test

The Brand The Culture


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2. Literature Review -

The Brain NeuroMarketing Developments NeuroMarketing importance to Companies Neuroscience association with other disciplines Ethical Issues

Facial Expressions

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Unconscious Behavior

Study 2 Facial Expressions Analysis CERT

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2.3 Study Hypothesis 1. Consumer Behavior regarding beer consumption is strongly influenced by its Brand.

2. The influence of the favourite beer brand of consumers is related with sub-cultural issues determined by each geographic region of the country.

3. The Pleasure and satisfactions variables are independent of the brand.

4. Women are more influenced by satisfaction, rather than brand.

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3. Study 1 – Blind Test Methodology All product tasting took place until May 2013, both in Oporto and Lisbon and were designed as followed: OPORTO GROUP: Taste 1: we´ve presented the subjects with a glass containing Super Bock beer. At the end of the tasting, we´ve given the subjects a questionnaire, and to try to identify the brand of the beer they have tasted. Taste 2: we gave them a new glass with Super Bock. They were asked to identify the brand and also to compare the previous product. Taste 3: a new glass of beer - Sagres was given to the volunteers. Once again, the subjects were asked to answer a questionnaire, to try to identify the brand and to compare this product with the previous one. Finally, in the last tasting, all volunteers receive a new glass of beer – Carlsberg. At the end, they should respond to the questionnaire, and try to identify the brand and compare this product with the previous one.

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3. Study1 – Blind Test Methodology LISBON GROUP:

We´ve conducted beer blind tests to a new group of volunteers in Lisbon, using the same beer brands. However, we´ve changed the beer presentation order. In the first and second tasting we´ve gave glasses containing Sagres, in the third tasting a new glass with Super Bock and in the fourth tasting, a new glass with Carlsberg. All questionnaires were equal to the ones responded in Oporto Group.

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3. Study 1 – Blind Test Sample The population universe was composed by college students of two private institutions of Oporto and Lisbon.

In this study, we´ve assumed to exist to types of beer consumers: the regular ones, that drink at least 5 or 6 beers a week and the occasional ones that only drink 1 or 2 beers a week.

The Oporto group of volunteers have 136 subjects and the Lisbon group have 122 subjects in a total of 258 volunteers.

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3. Study 1 – Blind Test Results The results show us that most of the 258 subjects that accepted to participate in this study, in Oporto and Lisbon, we´re incapable to correctly identify the beer brands tasted; they couldn´t also distinguish one beer sample from another and they also couldn´t identify among the beers presented the one that they claimed to be their favourite one.

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4. Study 2 – CERT With this Study 2, our purpose was to justify and confirm the responses and results obtained on Study 1and try to understand the relation between the product and the consumer, specially the emotions and other variables associated with the product in question and the favourite beer brand.

Therefore, we´ve used CERT – Computer Expression Recognition Toolbox, software for Facial Expressions analysis. This software was created by Littlewort of San Diego University in California.

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4. CERT – Facial Expressions Analysis The neural mechanisms involved in spontaneous behaviors are very different from the ones involved in the non-spontaneous behaviors.

Spontaneous facial

expressions are generated in the sub-cortical area of the brain, while facial movement’s obtained on posing are generated on the cortical area of the brain. This performances trigger difference facial muscles. While the sub-cortical system involves the higher facial muscles, the cortical system involves the lower facial muscles. Therefore it was essential that CERT could analyse and distinguish facial microexpressions associated both with the spontaneous and in pose images.

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5. Study 2 – CERT Methodology We´ve decided to accept also college students as volunteers in this Study 2, both in Oporto and in Lisbon, in two Private Institutions of Higher Education.

The sample should be constituted by 40 subjects (20 in Oporto and 20 in Lisbon).

Criteria selection: ages between 18 and 30 years old and also all volunteers must be beer drinkers. At end of the inscriptions, we´ve achieve 28 subjects in Oporto and 34 in Lisbon.

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5. Study 2 – CERT Methodology After the volunteer’s selection, we´ve schedule 10 minutes individual sessions.

In this sessions we started by explaining the purpose of our study and asking permission to record the product tastings as well as the interviews we´ve conducted with each subject.

All subjects must taste 4 samples of beer e in the interval of each tasting, some questions were asked. The tasting structure follow the same model design for the Study 1.

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5. Estudio 2 – CERT Methodology The first question asked to all subjects has the purpose to know what the favourite beer was. Then we´ve given them a glass with beer. At the end of the first tasting we ask the volunteer if the product was of his/her liking and if he/she could identify the brand. On the second, third and fourth tasting, we also ask the volunteers to compare the product then tasted with the previous one. At the end of the interview, volunteers were asked which of the four beer sample, the one he/she liked the most.

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5. Study 2 – CERT Methodology Following the recording of the individual sessions, all recording were transferred to MAC, in order to be analysed by CERT.

Then we´ve visualized each recording and selected the frames to analyse.

For each frame, CERT gave us charts and maps that we have to decode and analyse.

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5. Study 2 – CERT Sample Our sample was compesed by 40 college students, 20 from each gender. We have 62 inscriptions, with ages between 18 and 30 years old. However we´ve to eliminate some, because they weren´t beer drinkers nor appreciate the product. 20 subjects in Oporto (10 of each gender) and 20 subjects in Lisbon (10 of each gender). Whyle we were visualizing the recordings, we´ve noticed that one of the subjects in Oporto, was not possible to be analysed by CERT. Therefore, the final sample was reduced to 39 subjects: 19 in Oporto and 20 in Lisbon.

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5. CERT Results Some Examples Directory: /Users/dianafernandes/Desktop/influencia da cultura na escolha das marcas/analise videos/346 347 File Anger (v3) Contempt (v3)D isgust (v3) Fear (v3) Joy (v3) Sad (v3) Surprise (v3) Neutral (v3) 2.m4v:1 0,194409 0,061335 0,058554 0,23477 0,003209 0,252768 0,004381 0,190574 2.m4v:2 0,668644 0,006888 0,053405 0,059262 0,00061 0,163348 0,001373 0,046469 2.m4v:3 0,049476 0,173698 0,017929 0,122466 0,022892 0,035497 0,061989 0,516053 2.m4v:4 0,0378 0,112738 0,005912 0,016628 0,003263 0,131725 0,059487 0,632447 2.m4v:5 0 0 0 0 0 0 0 0 2.m4v:6 0,092181 0,050069 0,034963 0,112058 0,006423 0,064019 0,050647 0,589639 2.m4v:7 0,188 0,050912 0,058523 0,080764 0,002989 0,133305 0,013285 0,472221 2.m4v:8 0,096656 0,045197 0,030603 0,034817 0,002267 0,03408 0,027544 0,728837 2.m4v:9 0,088496 0,048531 0,126635 0,030551 0,004228 0,033123 0,01788 0,650556 2.m4v:10 0,155957 0,024924 0,182472 0,04519 0,003673 0,061385 0,014682 0,511717 2.m4v:11 0,187002 0,058638 0,042386 0,058951 0,004362 0,085226 0,016994 0,54644 2.m4v:12 0,027546 0,023963 0,025499 0,032199 0,004815 0,042411 0,175397 0,66817 2.m4v:13 0,110393 0,034616 0,097878 0,050429 0,005868 0,048328 0,032339 0,62015 2.m4v:14 0,064454 0,03138 0,024407 0,020785 0,003309 0,04415 0,071889 0,739625 2.m4v:15 0,137636 0,039291 0,145657 0,004621 0,002048 0,025863 0,007269 0,637615

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6. Discussion of the Results Study 2 When we decided to carry on this project, we were convinced that all subjects that participated and that claimed to be beer drinkers and told us that they really appreciated beer, we believe that assumption was true. This was one of the selection criteria of all volunteers for both Studies.

By using CERT, we´ve realized that “Contempt” and even “Disgust” in some cases, were the predominant emotion during the beer tastings.

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6. Discussion of the Results Study 2 According to the results obtained by analysing facial expressions, we´ve noticed that the beer tasted weren´t appreciated by our volunteers, even when they´ve told us that the product was very good, contradicting the facial expressions analysis. In the following Tables, we´ve resumed all results obtained during all the beer tastings, both in Porto and Lisbon. We also decided to separate in gender, to better visualize the emotions associated with each tasting. These was the results obtained by CERT, of the images captured by the filming camera.

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Results Oporto and Lisboa Tastings

Oporto Group

Lisboa Group

15 Subjects – Contempt 4 Subjects – Contempt and peaks of Anger, Surprise and Sadness

12 Subjects – Contempt 5 Subjects – Contempt and peaks of sadness and Disgust 1 Subject – Mix of Emotions 2 Subjects – Neutral

18 Subjects – Contempt 1 Subject – Contempt and peak of Disgut

10 Subjects – Contempt 2 Subjects – Contempt and Disgust 6 Subjects – Contempt peaks of Sadness 1 Subject – Contempt and peak of Suprise 1 Subject – Neutral

Test 3

17 Subjects – Contempt 1 Subject – Contempt and peaks of Fear and Sadness 1 Subject – Contempt and peak of Disgust

15 Subjects – Contempt 2 Subjects – Contempt and peaks of Sadness 1 Subject – Contempt, Anger and Surprise 1 Subject – Contempt, Disgust and Sadness 1 Subject – Neutral

Test4

15 Subjects – Contempt 4 Subjects – Contempt and peak og Disgust

16 Subject – Contempt 2 Subject – Contempt and peaks of Sadness 1 Subject – Contempt and Disgust 1 Sujeto – Neutro

Test 1

Test 2

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Results Females Tastings

Test 1

Women from Oporto

Women from Lisboa

6 Subjects – Contempt


4 Subjects – Contempt and peaks of Anger, Suprise and Sadness

2 Subjects – Contempt and peak of Sadness and Disgust 1 Subject – Mix of Emotions 1 Subject - Neutral 5 Subjects – Contempt

Test 2


9 Subjects – Contempt Test 3

Test 4

4 Subjects – Contempt and peaks of Sadness 1 Subject – Neutral 8 Subjects – Contempt

1 Subject – Contempt and peak of Fear and Sadness

1 Subject – Contempt, Anger and Suprise



3 Subjects – Contempt and peak of Disgust

1 Subjects – Contempt and Disgust

1 Subject – Neutral

1 Subject – Neutral

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Results Male Tastings

Men from Oporto

6 Subjects – Contempt 3 Subjects – Contempt and peak of Sadness and Disgust 1 Subject – Neutral

Test 1


Test 2

8 Subjects – Contempt 1 Subject – Contempt and a peak of Disgust

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5 Subjects – Contempt 2 Subjects – Contempt and peak Sadness 2 Subjects – Contempt, Sadness and Disgust 1 Subject – Neutral

8 Subjets – Contempt 1 Subject – Contempt and peak of Disgust

7 Subects – Contempt 2 Subjects – Contempt and peaks of Sadness 1 Subject – Contempt, Disgust and Sadness

8 Subjects – Contempt 1 Subject – Contempt and peak of Disgust

8 Subjects – Contempt 2 Subjects – Contempt and peaks of Sadness

Test 3

Test 4

Men from Lisbon


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Product Satisfaction – Oporto Women Tastings

NEURO

Test 1

7 Subjects - Yes ……………….7 Contempt 3 Subjects – No…….………….3 Contempt

Test 2

7 Subjects – Yes……………….7 Contempt 3 Subjects – No….…………… 3 Contempt

Test 3

9 Subjects – Yes ……………….9 Contempt 1 Subject – No.……………...….1 Contempt

Test 4

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VERBAL

7 Subjects – Yes ……………….7 Contempt 2 Subjects – No .………………..2 Contempt 1 More or less ………………….1 Contempt


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Product Satisfaction Oporto Males Tastings

Test 1

Test 2

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VERBAL

NEURO

8 Subjects - Yes ……………….8 Contempt 1 Subject – No .…….………….1 Cotempt

6 Subjects – Yes……………….6 Contempt 2 Subjects – No ……………… 2 Contempt 1 Subject – More or less ……...1 Neutral

Test 3

7 Subjects – Yes ……………….7 Contempt 2 Subjects – No.…..………...….2 Contempt

Test 4

7 Subjects – Yes ……………….7 Contempt 2 Subjects – No ………………..2 Contempt


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Product Satisfaction Lisbon Females Tastings

VERBAL

NEURO

7 Subjects - Yes ….……………. 5 Contempt 1 Fear 1 Neutral Test 1

Test 2

3 Subjects – No ……………….. 1 Contempt 1 Disgust 1 Neutral 7 Subjects – Yes …..…………. 6 Contempt 1 Neutral 3 Subjects – No ……………… 3 Contempt 7 Subjects – Yes……...……… 6 Contempt 1 Neutral

Test 3 3 Subjects – No………………. 2 Contempt 1 Neutral 7 Subjects – Yes …………….. 5 Contempt 2 Neutral Test 4 3 Subjects – No ……………... 1 Contempt 2 Neutral

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Product Satisfaction Lisbon Males Tastings

VERBAL

NEURO

7 Subjects - Yes …..…………… 5 Contempt 2 Neutral Test 1

1 Subjects – No ……………….. 1 Contempt

Test 2

2 Subjects – More or less ….….. 1 Contempt 1 Neutral 9 Subjects – Yes …..……………7 Contempt 2 Neutral 1 Subject – No ……….………… 1 Contempt 9 Subjects – Yes…...……………9 Contempt

Test 3 1 Subject – More or less ….……..1 Neutral 8 Subjects – Yes ………………. 8 Contempt Test 4 2 Subjects – No ……………...... 1 Contempt 1 Neutral

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7. Final Conclusions These results were a complete surprise for us. We´re convinced that all volunteers that participated in our project and that claimed to be beer drinkers and connoisseurs of the product, would have no problems to identify and detect differences and similarities during the 4 beer tastings. We also assume that they would easily identify, among the samples presented to drink, the brand of beer they consider to be the best one. However, the most surprising were the results obtained by the analysis of facial expressions of the subjects, while drinking the beer samples presented.

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However, the most surprising were the results obtained by the analysis of facial expressions of the subjects, while drinking the beer samples presented. We´re facing beer drinkers and connoisseurs that drink this product several times a week, and claimed, most of the volunteers during the tastings that they liked the product presented, however the results obtained through CERT, shown us exactly the opposite. The most frequent emotion present in almost all volunteers was “Contempt” and even “Disgust”.

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Therefore, we wonder:

If brain reaction to beer consumption is “Contempt”, what drives the subjects to drink beer? Is it a cultural, social and even economic issue? Is it the coolness of the product, which causes the increase of consumption during summer time? Or perhaps, some other characteristics we couldn´t identify with the studies we´ve conducted?

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The younger generation of our sample show us a clear preference to other brands of beer, namely the foreign ones. Therefore, we believe that Portuguese beer manufactures show pay some attention to this trend.

We also wonder if Portuguese beer are too strong, bitter, intense, or in opposite, too soft, light or sweet?

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Future Research Propositions We realize that this research is just beginning, and that there is still must to do. We recommend for future studies, to expand the sample to other kind of populations, hence we´ve narrow our sample to college students only.

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THANK YOU FOR YOUR ATTENTION