Marketing mix

Date of publication: December 1, 1996


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.

Michael H. Sandler


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Research Papers

Research Papers

Research Papers

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