Abstract:

The research was intended to aid the brand group in the further development of Project Popeye. The research objectives therefore were:

1. To provide an insight into the current laundering methods and routines employed by housewives, particularly with reference to the use of fabric conditioners and wash-load sorting;

2. To examine consumer attitudes towards the concept of a liquid fabric finish and its place in the normal routine.

3. To explore consumer reactions to a number of positioning elements, particularly in terms of their relative importance and appeal, and descriptive words.