The Quality Perceived by the Young Customer Versus Coca Cola Zero Advertisement

Abstract

Nowadays, the advertisement is one of the key activities of sale. An advertisement is not always true and sometimes it could be even misleading or false. This chapter is focused on the exemplary verification of the truth of the concrete advertisement. The verification has been provided based on the data coming from the research being provided among 300 young customers from the Czech Republic. The data have been processed statistically, and based on the hypothesis testing using one-way analysis of variance (ANOVA), the data are evaluated whether the advertisement is true or misleading. Research findings provide testimony of unfair practice of advertisement.