potato chips powerpoint

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!