Abstract:

This paper describes the final phases of consumer testing utilizing Marketing Mix Studies conducted for many fragrance marketers and/or developers. The Marketing Mix Study as developed by Research 100 consists of a blind top note evaluation which gives an empirical reading of the fragrance; a measure of imagery delivered by a concept which serves as a means of understanding the consumer's comprehension of the promise; a branded top note evaluation to replicate initial purchase; and an extended use evaluation, representing repurchase in addition to providing fragrance diagnostics.