potato chips powerpoint
DESCRIPTION
An experiement done on Potato Chips and if people could tell the difference between brands.TRANSCRIPT
POTATO CHIPS
About Our Experiment
Four brands of chips
Blind and non-blind taste tests
Hypotheses
Hypothesis 1 – Consumers' taste
ratings for the same potato chips will differ when the product brand is made apparent and when not.
Hypothesis 2 – The majority of consumers will not be able to distinguish the difference between
brands purely
through a taste
test.
Variables
Independent Flavor Brand Packaging Texture/Structure
of Chip
Dependant Taste Preference Brand Preference Characteristic
Preference
Procedure
Experimentation set-up: Samples were
placed on numbered paper plates
(numbers 1 to 4) in order from left to
right. Pre-experiment debriefing:
Participants in groups of 4 or 5. Experiment
done. Experiment execution: After concluding
the second tasting, surveyors were asked
to complete the final form.
Surveys
Click icon to add picture
Survey #1
1) How would you rate the aroma of the chip?
Very Bad
Very Good
Chip 1: 1 2 3 4 5
Chip 2: 1 2 3 4 5
Chip 3: 1 2 3 4 5
Chip 4: 1 2 3 4 5
2) How would you rate the thickness of the chip?
Chip 1: Too thin Just Right Too ThickDon’t Care
Chip 2: Too thin Just Right Too ThickDon’t Care
Chip 3: Too thin Just Right Too ThickDon’t Care
Chip 4: Too thin Just Right Too ThickDon’t Care
Survey #2
What brand of chips do you usually purchase? Why?Lays
Old Dutch
Tim’s
No Name
Other, Please specify: __________________
_____________________________________________________________________
Rank the top 3 factors that would influence your purchase: Physical Appearance of the Chip Thickness Crispiness Taste Sound Smell
Variety of Flavors
Packaging
Convenience
Pricing
Nutrition Levels
Others, Please Specify
Results
Results without seeing brand
Generally high scores Scores are scattered Difficult to distinguish preference
Results with seeing brand Scores are closer to
each other Change in aroma and
thickness scores Pattern in the scores
Purchase Intention
Series10
0.5
1
1.5
2
2.5
3
3.54
4.5
5
3.19 3.28
Purchase Intention Chip 1 (Lays)
Blind TestNon-Blind Test
Rati
ng
Series10
0.5
1
1.5
2
2.5
3
3.54
4.5
5
2.962.50
Purchase Intention Chip 4 (No-name)
Blind TestNon-Blind Test
Rati
ng
Purchase intention scores are based on survey questions 6 & 9 Scores from the blind and non-blind test are compared Slight increases in purchase intention for the Lays brand Similar results for other branded chips such as Old Dutch Intention decreases for generic branded chips Respondents are less likely to purchase generic branded chips
Brand Identification
63%
38%
Brand Identification(Of consumer-indicated favorites included in
survey)
Incorrectly Iden-tified
Limitations
Population: Sample size Population uniform
Participants: Hypothesis guessing Un-isolated participants
Experiment set-up: Variety of Brands Tasting order Flavor variety
Experiment Recap
Increasing purchase intentions for Lays, decreasing purchase intentions for Tim’s and no-name
Participants could not identify their preferred brand when blindfolded
Consumer preference is heavily reliant on the brand
Consumers can’t distinguish chip brands by taste alone
Results Inferences
Managerial Implications
Thanks for Listening!