Abstract:

Knorr is proposing changing its brand to a 1-pint offering, both to exploit this trend and to avoid a progressive loss of relevance in the market. The primary aim of the research was to gauge the importance of the 1-pint size vis a vis other factors such as brand, price, variety, usage occasions, etc., in soup purchasing and usage decisions. The research was designed as a general investigation of the buying and using of packet soups, It was not intended only as a specific concept test of Knorr 1-pint size.