Marketing is about the way a company can make its product appeal to other individuals.
One of the biggest fields of marketing is consumer behavior. Formally, this is the totality of
consumers’ thoughts, feelings, and decisions about the consumption, acquisition, and disposition
of goods, services, activities, and ideas. In other words, this is the way that a firm can understand
customers’ thinking and manipulate the way customers reach decisions to a certain extent. In our
study, we did just that. Our group wanted to conduct a blind product taste test to determine if
brand recognition affects an individual’s preference for a specific sweetener. Various artificial
and natural sweeteners were tested to help marketers understand consumers’ preferences for
sweeteners. We filled Dixie cups with Publix brand unsweetened iced tea, and then dissolved the
sugar/sugar substitute in. The three different types of sugar/sugar substitutes we used were
Domino Sugar, Splenda, and Truvia. Domino Sugar is the traditional sugar that consumers have
been using since 1900. It is a highly refined white sugar that will always be a staple because of
versatility. Due to a rise in health consciousness, low-calorie sugar substitutes have become
popular; we used two different sugar substitutes in our experiment.
We used Splenda, which is
also known as Sucralose. Splenda is made by adding chlorine atoms to sugar molecules, which
results in a much sweeter sugar substitute. It is marketed as a no-calorie sweetener that you can
bake with. The second sugar substitute we experimented with was Truvia.
Truvia is a natural
sweetener made by purifying extracts from an herb that grows in South America. It’s made from
rebiana, the best-tasting part of a stevia leaf, erythritol, and other natural flavors.
developed jointly by Coca-Cola and Cargill. It is promoted to be born from a leaf not from a lab.
According to Dr. Katz, an M.D. and a nutrition columnist, Stevia has been widely used in Japan
for the past several decades without any apparent adverse effects, but it just recently launched in
the United States in 2008. It has no calories and tastes up to 400 times sweeter than sugar, but it