Product perception research

1. Product perception study
Please note that all data in the report has been changed and serves for demonstration purposes only

2. General information
TA R G E T
P R O J E C T
TA S K S
G E O G R A P H Y O B J E C T S O F
R E S E A R C H
M E T H O D O F
R E S E A R C H
3 focus groups
S A M P L E S I Z E T I M E L I N E S
2
_______ 24 respondents
Assessing the perception of the trademark and
cookie packaging
• Assessing the perception of a trademark
• Assessing the perception of packaging design
• Assessing the perception of the trademark and packaging in
comparison with competitors
Cookie consumers November 2023

3. 3
Socio-demographic and behavioral
characteristics of respondents
Gender & Age
100% Female
33% from 25 to 35 y.o.
33% from 35 to 45 y.o.
33% from 45 to 55 y.o.
Buy cookies at least 2-3 times
a week
Eat cookies daily for breakfast
and at work
Preferred Brands
Brand А
Brand Б
Brand В
New brands are bought when
new flavors appear
Selection Factors
Taste
Packaging design
Manufacturer's Fame
Easy to pack
Composition
Expiration date
N=24

4. Brand recall
4
8,30%
16,70%
16,70%
16,70%
70,80%
75,00%
79,20%
91,70%
Белогорье
Брянконфи
Дымка Вятские сладости
Сладкая Слобода
Воронежская кондитерская фабрика
Яшкино
Рот Фронт
Любятово
To the greatest extent, respondents
remembered the logos of those brands
whose cookies are most often purchased:
• Brand A (91.7%)
• Brand G (79.2%)
• Brand B (75.0%)
Brand “B” was remembered by 16.7% of
respondents
N=24

5. 5
Virtual shelf
In the packaging design of “Mark B”, respondents noted:
❖ nice colors,
❖ nature image,
❖ feeling of calm and comfort.
Overall, the packaging aroused their trust and interest.
The disadvantages of packaging, in their opinion,
include:
❖ quite a long name
❖ very small, inconspicuous logo
• Brand A
• Brand B
• Brand C
• Brand D
• Brand E
Noticed
• Brand B
• Brand D
• Brand E
Would buy a
few
Brand B
Final Selection
N=24

6. 6
Advantages and disadvantages of competitors' packaging
Advantages Flaws
Brand A
Famous brand
Bright packaging
Attractive design
Quite transparent
Convenient form
Due to the high popularity of the brand, buyers pay little
attention to packaging
Brand B
Famous brand
Bright design
Quite transparent
Too big
Brand C
Attractive name
Bright design
New interesting taste
Inspires trust
Will interest the child
Opaque
Brand D
Connection with the past
GOST
Packaging material
Simple cheap design
Brand E
Reliable packaging
Bright design
The drawing evokes pleasant emotions
Nice colors
Transparency
Complex name (complex phrase, no obvious logical
connection between words)
Small, inconspicuous logo
Brand G Transparency
Too simple cheap design
Boring title
N=24

7. A S S O C I AT I O N T E S T S

8. 8
Free associations
The “Mark B” logo caused difficulties in associations.
The majority of respondents called the logo font too “office-like”
and simple compared to its competitors.
The most suitable shades for a logo are yellow-red.
The circles on the logo seemed too simple, primitive,
incomprehensible, unattractive to the respondents, indicating a
“cheap” logo design.
It was also unclear to the respondents what the word *********
means. They did not see the connection between the words
****** and ***************.
In general, the name ************** does not evoke negative
emotions - rather pleasant or neutral.
Sausage
Crackers
Name of the animal
Village house with smoke
(biscuits)
For Kids, Character
Bear cub
Something with smoke
Village
Return to Childhood
Gingerbread
Oriental Sweets
Food Fair
Folk toys
Village Products
Farm Products
Crafts, toys
Main brand
"A"
Sub-brand
"B"
N=24

9. 9
Monadic test
Among the listed associations with
the name “Mark B”, the most
appropriate, according to
respondents, is the definition of
“domestic”, since the name is
associated with rural products, with
folk art.
36,30%
40,00%
41,30%
41,70%
45,00%
46,30%
46,70%
46,70%
47,50%
55,00%
58,30%
59,60%
66,70%
82,10%
Привычные
Проверенные
Вызывают доверие
Современные
Традиционные
Качественные
Уникальные
Безопасные
Хорошие
Домашние
Для всей семьи
На каждый день
Простые, подходят каждому
Отечественные
Local production
Simple, accessible to everyone
For every day
For the whole family
Home
Good
Safe
Unique
Quality
Traditional
Modern
Credible
Proven
Familiar
N=24

10. 10
Directed Associations
With directed associations, 100% of respondents associated the “Mark B” logo with
the image **********************.
Also quite strong were the associations with the image of an old family at the dinner
table and the image of a girl in a folk costume.
Closer associations are rustic motifs containing warm, positive emotions, creating
a feeling of coziness at home.
N=24

11. elev
en Logo comparison
83,3%
33,3%
70,8%
100,0%
95,8%
70,8%
87,5%
16,7%
66,7%
29,2%
0,0%
4,2%
29,2%
12,5%
БЕЛОГОРЕ-ДЫМКА
БРЯНКОНФИ-ДЫМКА
ВОРОНЕЖСКАЯ КФ-ДЫМКА
ЛЮБЯТОВО-ДЫМКА
РОТФРОНТ-ДЫМКА
СЛАДКАЯ СЛОБОДА-ДЫМКА
ЯШКИНО-ДЫМКА
The “Mark B” logo received the largest share of positive responses only in comparison with the Brand E logo.
About 30% of respondents preferred the “Brand B” logo in comparison with the logos of the **********
confectionery factory and the manufacturer of Brand A.
The largest gap is observed in
the Brand B-Mark A pair,
where ***% of respondents
preferred the Brand A logo.
N=24

12. 12
Eligibility
Criterion Most suitable Least suitable
New 75.0% 4.2%
Fashionable, modern 9.7% 34.8%
Bright, noticeable 5.6% 16.7%
Family friendly, suitable for all family
members
4.8% 38.1%
Qualitative 4.2% 6.3%
Children love 3.3% 29.2%
Grandparents love 2.7% 0.0%
High price 0.0% 6.3%
Famous 0.0% 81.3%
Eco-friendly, safe 0.0% 22.7%
Inspires trust 0.0% 18.8%
On every day 0.0% 5.6%
Delicious 0.0% 12.5%
Traditional 0.0% 37.5%
The respondents named the “Mark B”
logo as the most suitable one for the
following criteria:
• brand new,
• bright,
• family,
• quality,
• children love
• loved by grandparents.
Least eligible:
• famous,
• family,
• traditional,
• fashionable, modern.
N=24

13. 13
Comparison of new and old packaging
In a comparison of three packaging design options, respondents most
liked the third packaging with a new design (colored, semi-open),
because:
• Nice colour
• openness (its sufficiency)
• presence of the word "cookie"
• looks harmonious
• but according to respondents, the cookie jar should be moved from
the previous packaging design (it looks more appetizing there), the
village there looks “richer.”
Respondents mentioned the following points as design wishes:
• Make the circles on the logo more similar to the ********** style.
• There is no point in showing cookies instead of a field on the third
package (as on the second package)
• Place the logo at the bottom of the package, making it more visible
and larger
N=24

14. 14
Respondents' wishes for packaging and logo design:
Make the color
of the package
close to the
color of the
tested package
No. 3
Soften the color
of the logo
towards yellow-
red shades
Make the circles
on the logo
more similar to
the style of the
painting
Instead of the
field on the
third package,
show cookies
(as on the
second)
Place the logo at
the bottom of the
package, make
the logo more
visible and larger
Place the logo
on the
background so
that it does not
get lost
Add more
obvious painting
elements to the
logo or packaging
design
Ensure sufficient
transparency of
the packaging
Ensure the
readability of all
text on the
packaging
(including the
back)
Reduce slogan
font
Make the logo
font softer,
rounder and
bold
Provide a logical
connection in the
sequential
arrangement of
words and names
on the packaging
N=24

15. 15
Summary
✓ All respondents regularly buy cookies of various brands. They purchase on average 2-3 packages per
week. In the store, they choose cookies paying attention to the design of the packaging, the
manufacturer’s reputation, ease of packaging, composition, place of production, expiration date and date
of manufacture.
✓ In the brand memorability test, respondents remembered Brand A (91.7%), Brand B (79.2%), and Brand C
(75.0%) to the greatest extent. The brand “Brand D” was remembered by 16.7% (four out of 24) of
respondents.
✓ At the first glance at the “virtual shelf” in a store, most respondents would pay attention to three brands:
Brand B, Brand D and Brand A. In terms of the degree of interest generated, Brand D is in fifth place. Two
respondents in the younger group would definitely have paid attention to it.
✓ The majority of respondents do not associate the “Brand D” logo with food or confectionery products.
The “Brand D” logo caused difficulties in associations. Among confectionery products, gingerbread was
first named.
✓ Among the listed associations with the name “Brand D”, the most appropriate is the definition of “local
production”, since the name is associated with village products and folk art.
✓ With directed associations, 100% of respondents associated the “Brand D” logo with the image of a toy.
Also quite strong were the associations with the image of an old family at the dinner table and the image
of a girl in a folk costume.
✓ In pairwise comparisons of competitors’ logos, the “Brand D” logo received the largest share of positive
responses only in comparison with the Brand A logo.
✓ In associations with the proposed criteria, respondents named the “Brand D” logo most suitable for the
criterion “new”, and least suitable for the criteria: well-known, family, traditional, fashionable, modern.