ANALYSIS OFBLIND PRODUCT

TEST

Submitted By:Amarjeet

SinghKoushik

RakshitNamita

PandeyRoma

Agrawal

MARKET RESEARCH TERM PROJECT

04/13/2023

1

04/13/2023

2

AGENDA

Background Objective Research Design Sample Size and Data Description Feedback Analysis Summary Questions

04/13/2023

3

R & D team of Smirnoff has prepared two new blends of Vodka; Test Blend 1 and Test Blend 2

Marketing team want to do Blind test of the two new blends Vs. Smirnoff (Control Blend)

Any of the Test Blends if found to be better than Smirnoff then it will be replaced by that new Test Blend.

BACKGROUND

04/13/2023

4

Primary Objective To test whether drinkers have liked the new test

blends of vodka or not. To decide whether current blend should be

replaced by any of the new test blends or not (at 90% and 95% Confidence level)

Secondary Objective To find the important attributes that drive overall

preference of vodka and to what extent they are responsible for overall likability of the blend.

To reduce the correlated attributes into factors and to see their effect on overall likeability

To predict the purchase intentions by evaluating the ratings on attributes.

OBJECTIVE

04/13/2023

5

One to one interview was conducted in 5 large cities – Delhi, Mumbai, Kolkata, Bangalore, Chennai

The Research was conducted with sequential monadic exposure – 3 blends were given one after the another and feedback was taken

Consumers were given neutralizer after each blend to remove bias

Target GroupMales/Females in the age group of 25 – 35 yrs.Consuming vodka at least twice a weekRegular consumer of any one of the three brands – Smirnoff, Fuel or Magic Moments

RESEARCH DESIGN

04/13/2023

6

760, each will be given 3 blends of VodkaTotal = 760*3 = 2280 observations

Each person will be given a unique a “unique response no” and they have to response for each of 3 blends, i.e., 3 rows for each persons.

SAMPLE SIZE AND DATA DESCRIPTION

PANEL

PANEL1(where Test Product 1 is first blend)

PANEL1(where Control

Product is first blend)

PANEL1(where Test Product 2 is first blend)

04/13/2023

7

Age- Recorded as number of yrs., ranging from 25 to 35

Ages – Recorded as two bands of Age 1 – Age between 25–30yrs & 2 – Age between

31–35yrs

25 26 27 28 29 30 31 32 33 34 350

5

10

15

20

25

30

12.93

24.33

6.082.66 2.66

6.46

13.69

9.13

6.08

7.98 7.98

14.4

18.4

6.8

4

1.2

5.6

11.212

3.2

11.212

14.5714.57

6.88

7.69

3.643.64

14.17

9.72

4.86

12.96

7.29

PANEL1PANEL2PANEL3

AGE (YR)

PERCENTAGE

At 95%, there is no significant difference among age and age groups

04/13/2023

8

Study was done in 5 centers:

Placement Order and Product goes together– 1 – First-placed blend2 – Second-placed blend 3 – Third-placed blend

Product beside this specifies which blend is first, second or third.

DELHI MUMBAI KOLKATA BANGALORE CHENNAI16

17

18

19

20

21

22

20.91

20.53

19.77

18.25

20.53

18

19.6

20.4

20.8

21.2

19.03 19.43

19.84

21.46

20.24

PANEL1PANEL2PANEL3

PERCENTAGE

At 95%, there is no significant difference among centers as well

04/13/2023

9

Each attribute was ranked on a scale of 1 to 10 (10 being the max and 0 means that it is not all being liked by the drinker)

Strength of different attribute was taken on 5 point likert scale:

Intention to buy

1-Yes and 2-No

FEEDBACK

1 (too weak)5 (too strong)

2 (little weak)

3 (just right)4 (too strong)

04/13/2023

10

Analysis Starts

04/13/2023

11

Attributes in the order of their importance:Taste -> Mouth Feel -> Aroma ->

Smoothness -> Throat Feel -> Flavor -> After Taste “After taste” was not adding any value so Ignored

that attribute in predicting the overall likeability Regression Equation:

This equation explains 77.4 % variability in Overall Likeability

IMPORTANCE OF ATTRIBUTES

[Overall Likeability] = 0.589 + 0.174[Aroma] + 0.300[Taste] + 0.118[Smoothness] + 0.089[Flavour] + 0.101[Throat Feel] + 0.206[Mouth Feel]

04/13/2023

12

Top2 at 95% CL

Prod1 and

Prod2

Prod3 and

Prod2

Overall Likeability SAME SAME

Taste SAME SAME

Mouth Feel SAME SAME

Top3 at 95% CL

Prod1 and

Prod2

Prod3 and

Prod2

Overall Likeability DIFFERENT SAME

Taste DIFFERENT SAME

Mouth Feel SAME SAME

Neither Blends are better than Control Product (Smirnoff)at 95% Confidence Level (Taken top 2 rating and top 3 ratings)

MainBrand %age

Magic Moments 22.76%

Smirnoff 62.23%

Fuel 15.00%

SMIRNOFF OR OTHER ?

04/13/2023

13

OVERALL LIKEABILITY W.R.T. STRENGTH

Attributes in the order of their importance:Strength Of Taste -> Strength of Smoothness

-> Strength of After Taste -> Strength of Flavor

“Strength of Aroma” is not a important factor.

This equation explains 7.1 % variability in Overall Likeability, We should not consider all these.

[Overall Likeability] = 8.56 - 0.300[Strength of Taste] + 0.150[Strength of Smoothness] - 0.093[Strength of Flavour] - 0.117[Strength of After Taste]

Note: This is not correct to do, as OL is on 10 point scale and rest of the predictors are on 5 point scale

04/13/2023

14

Correlation Matrix

 Arom

aTast

eSmoothn

ess FlavorThroat-

FeelAfter-taste

Mouth-Feel

Correlation

Aroma 1.000            

Taste.699

1.000

         

Smoothness

.650 .778 1.000        

Flavor .699 .783 .730 1.000      

Throat-Feel

.644 .749 .784 .743 1.000    

After-taste

.658 .791 .759 .772 .796 1.000  

Mouth-Feel

.652 .797 .762 .768 .814 .831 1.000

CORRELATION ?

Huge Correlation and KMO statistics (0.945) > 0.5 hence we can go for factor Analysis

04/13/2023

15

CANNOT BE CONVERTED INTO FACTORS

Total Variance Explained

Component

Initial EigenvaluesExtraction Sums of Squared

Loadings

Total% of

VarianceCumulativ

e % Total% of

VarianceCumulativ

e %1 5.482 78.316 78.316 5.482 78.316 78.3162 .431 6.156 84.473      3 .276 3.939 88.412      4 .252 3.603 92.015      5 .220 3.146 95.161      6 .179 2.558 97.718      7 .160 2.282 100.000      

Total Variance is explained by 1 component only.

04/13/2023

16

Structure Matrix

 Function

1Taste .373

Aroma .337Throat-feel .212

Smoothness .139Flavor .057

After Taste -.072Mouth Feel .148

Considering all attributes except Overall Likeability

Classification Resultsa,c

Q6_Int_p (Y=1,N=2)

Predicted Group Membership

Total1 2Original Count 1 519 204 723

2 125 1432 1557% 1 71.8 28.2 100.0

2 8.0 92.0 100.0Cross-validatedb

Count 1 516 207 7232 127 1430 1557

% 1 71.4 28.6 100.02 8.2 91.8 100.0

PURCHASE BEHAVIOR W.R.T. ATTRIBUTES

a. 85.6% of original grouped cases correctly classified.b. 85.4% of cross-validated grouped cases correctly classified.

04/13/2023

17

Standardized Canonical Discriminant Function

Coefficients

 Function

1Taste .477

Aroma .370Throat-Feel .329

Classification Resultsa,c

Q6_Int_p (Y=1,N=2)

Predicted Group Membership

Total1 2Original Count 1 498 225 723

2 129 1428 1557% 1 68.9 31.1 100.0

2 8.3 91.7 100.0Cross-validatedb

Count 1 498 225 7232 129 1428 1557

% 1 68.9 31.1 100.02 8.3 91.7 100.0

Only considering 3 most important attributes

a. 84.5% of original grouped cases correctly classified.b. 84.5% of cross-validated grouped cases correctly classified.

04/13/2023

18

There is no difference in samples w.r.t age, ages, market, centers, panels, products. (Chi square test is used to test this)

Taste and Mouth Feel are most important attributes and After taste is least important (Regression and step-wise regression)

Seen that there were correlation between many attributes, we clubbed the correlated attributes into factors and then tried to find the effect on overall likeability (Factor Analysis and Regression)

We tried to discriminate the two levels of purchase intension on the basis of attributes Important attributes were: Overall likeability, taste,

Mouth Feel Least Important comes out to be: Flavor and after taste

SUMMARY

04/13/2023

19

Control product should not be replaced by any of the test products

Aroma, Taste, Mouth-Feel and Throat feel are most important attributes that drinkers like.

After taste is least important

Main brand of drinkers is Smirnoff only.

Company should concentrate on these 3 attributes if in future they want to launch any new products

We would like to suggest a launch of new product but not with the replacement of Smirnoff

CONCLUSION

04/13/2023

20

Thank YouFor Listening

Us…

Any Questions?