Abstract:

This project provides an unusually clear insight into the way in which an aesthetic benefit can add to the perceived quality of a commodity product like tea. It also shows the way in which an ad-hoc panel can be used to provide reliable pre-launch test market data on how a new brand is likely to perform. Finally, it demonstrates that free sampling with significant amounts of product can enhance the quality of trial, such that trial is more focussed in the target group and higher levels of repeat purchase are obtained than would otherwise be the case.