Beruflich Dokumente
Kultur Dokumente
Prof M R Suresh
Consumer purchases for end benefits Concept testing seeks to understand consumers' perceptions of characteristics, end benefits and acceptance of the concept Marketing manager's job is to bring in the voice of the market New product development involves marketing, R&D, and production
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Concept
Is an idea to satisfy consumer need Essence of the product
Concept testing
a system to redefine, reshape and coalesce ideas to arrive at a basic concept for a product that has good chances of market acceptance.
PROCEDURES
Use concept statement Interviewing - mall intercept New product concept screening (8 ideas) Alternative buying incentive (12 to 15) Questions asked - purchase intent, frequency, uniqueness, believability, importance of sales message Sampling - non probability Purchase intention score
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Concept
Six possible combinations of concept communication mode and tone Mode can be words only, visual only, words plus visual Tone can be factual, persuasive Studies in USA in the context of Pfizer indicate use of visuals increased purchase intention scores by 20% Implication is that nave comparison of concept scores across types is risky
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Procedures
Concept presentation: Sheets, advts, actual prototype of products. No. of concepts is few. Description of the product.
e.g. ease of preparation ( excellent to poor) ease of preparation ( very important to not important)
The above data can be used for quadrant analysis. Rating (excellent to poor on X axis), Importance (Not important to very important on Y axis ) Concept testing does not differentiate purchase intention of triers and repeat buyers. Satisfaction is not an aspect in a concept test
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PRODUCT TESTING
Provides a critical measures of a new product's market potential Extremely important in FMCG Cos. Product testing for four purposes Against competition: which of the alternatives offered is preferred relative to competition Product improvement: whether an improved formula could replace the current product Cost saving: whether a less expensive product could replace the current one Concept fit: whether the product variant resembles the selling message
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Repeat-paired comparison - consumer is given two or more sets of products to compare against each other at two different points of time Round robin - tests where a series of products is tested against each other Triangle designs - is given 2 samples of one product and one sample of another to identify the one that differs Duo-trio - a standard product is given and asked to determine which of the other (two) products are similar Difference - asked to determine if one product is different from the other
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In - home testing Vs Central location (expensive) 1. Unrealistic 2. Opinions of other family members ignored Periodicity - usually a week, depends on the product, purchase cycle Sales wave extended product test consumers encouraged to buy at intervals coinciding with normal product cycle
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Advantages:
Identification of novelty product wear outs Identification of problems Market share prediction Potential segments
Questions asked - Preference, overall rating attribute rating, likes-dislikes, uniqueness, usage pattern etc.
Sampling
non-probability 100-200 for in-home CLT around 20 Cost is a factor
Action standards
preference that is statistically significant Where claims of superiority are made should have significant preference. Conventions may vary with MR agencies
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