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| Author: | Chernatony, L. Knox, S. |
| Title: | How an appreciation of consumer behaviour can help in product testing |
| Journal: | Journal of the Market Research Society
1990 : JUL, VOL. 32:3, p. 329-347 |
| Index terms: | CONSUMER BEHAVIOUR PRODUCT TESTING CONSUMER RESEARCH SCALING CONFECTIONERY INDUSTRY REGRESSION ANALYSIS METHODOLOGY |
| Language: | eng |
| Abstract: | Products can be conceived as arrays of cues. Consumers assign information values to them, and if they offer high predictive and high confidence values, the product will be selected. A third dimension is, if cues are intrinsic or extrinsic. Implications from these findings for product testing and the role of consumer's perception are discussed. Testing methods need to be related to consumers low or high involvement, scaling procedure must be designed to evaluate the specific issues. Testing of a confectionery brand by 440 consumers is described. The snack food manufacturer's approach to testing is evaluated, data are analysed, results of regression analysis are presented, weaknesses of the testing methodology become apparent. |
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