THIS POWER POINT IS ABOUT HOW YOU DEFINE THE PRODUCT ACCORDING TO THE CONSUMER NEED AND THEIR REVIEWS AND THEIR ACCEPTANCE.

2. • Product - A product is a good, service, or idea
consisting of a bundle of tangible and intangible
attributes that satisfies consumers and is
received in exchange for money or some other
unit of value.
• Product Attributes - The characteristics by
which products are identified and
differentiated. Product attributes usually
comprise features, functions, benefits, and uses.

3. 1. ADVERTISIMENT
CLAIMS
2. COST SAVING/PROCESS
SAVING

4. 3.PRODUCT
IMPROVEMENT/NEW PRODUCT
4. COMPETATIVE
THREAT

5. SAMPLE SELECTION
One of the greatest impacts on product test results will be which sample is
chosen, where it comes from and how representative it is of the whole
market.
 Targeted samples
Targeted samples might be of heavy users of a product.
These are the people who would be most likely to notice
any product changes or variations. At a marketing level
these are the ‘must retain’ customers, so they must
approve of the product.
 PANELS
The research company has a data base of people
who have agreed to participate in research.

6.  Shopping Centre
Consumers are approached in shopping centres. Again this is not
representative of the population, but is often a quick and efficient way to
find consumers particularly when the sample definition is broad.

7. Common sensory techniques listed here and their uses
will be discussed.
 Ranking
 Rating
 Difference testing
 Preference testing
 Intention to Purchase
 Like/Dislike
 Price

8.  RANKING
Ranking is the differentiation of products according to identifiable
characteristics. Basically, a number of samples, usually three to five, are
presented to panel members who are asked to rank them in order of
strength of a particular characteristic.
For example, panelists may be asked to rank cold drinks in order acidity
 RATING
Rating is the quantification of differences between products according to
identifiable characteristics. How would we rate this product using a scale
of one to 10

9.  Preference
which of these do we prefer. preference testing is
used to determine which of a products is the most
preferred. Reasons for preference can also be asked.
 DIFFERENCE TESTING
The most commonly used methods for difference testing are
1. THE TRIANGLE
In the triangle test, panelists are presented with three samples, two of which are
the same. Panel members are asked to identify the odd sample.
2. DUO-TRIO TESTS
In the duo-trio test (again three samples, two which are the same), one of the
identical samples is marked as a reference sample. Panel members are
asked to indicate which of the other two samples is the same as the
reference sample.

10.  Intention to Purchase
Asks the respondent how likely they would be to purchase the
product. Often over estimates eventual purchase.
 Like/Dislike
A soft rating scale, which ascertains
the acceptability of the product.
 Price
Asks what price the consumer would
be prepared to pay. There are a number
of approaches to this question.

11. MARKETING VARIABLES
Marketing variables can be built into the test, attempting to combine
product performance factors with estimating the product market
performance.
1. BLIND TEST
Products are tested unbranded, so the consumer focuses strictly on the
product. Particularly good for advertising claims, and for establishing the
competitive advantages/disadvantages of the product.
MARKETING IN FOOD
Food products often involve the general marketing approaches and techniques
applied the marketing of other kinds of products and services. In food marketing,
topics such as test marketing, segmentation, positioning, branding, targeting,
consumer research, and market entry strategy, for are highly relevant.

12. 2. BRANDED TESTS
Consumers are aware of the brand they are trying. More accurately reflects
the real world experience and includes the value of the brand in the
consumers assessment. Good for market leaders, less so for weaker
brands.
3. POSITIONING STATEMENTS/ADVERTISING
Consumer is exposed to advertising/positioning statements or product
benefits statement and then tests products. And then provides reaction
to claim and product

13.  UNDERTAKING THE TEST–FIELD WORK OPTIONS
Mail out
Product is mailed to consumers along with instructions and questionnaires. Is
probably the cheapest way to undertake product tests. Obviously in home test, and
less control over the usage circumstance.
Home delivery
Product is dropped off to houses. Allows for interview at drop off (could be a sight
and handling questionnaire) and for interviewer to explain in detail what the
respondent is to do during the test.
Telephone collect
Consumers’ views are collected via a telephone interview. This could be after having
used the products at home for some time or even after having used in a central
location.
On-line
Respondents are sent a link to the product an asked to comment on it without
actually using it. This is useful for packaging and positioning testing, but does not
constitute a product test.

14. Thank-you