Abstract:

Elida Gibbs wishes to assess respondents' reactions to alternative additions to the Cream Silk range of hair Conditioners. The specific objectives of the research were:

1. To determine which of the four alternative product concepts has the most general appeal;

2. To assess which aspects of one concept may be successfully incorporated into any of the others to produce the 'best' variant;

3. To discover whether one of the product concepts may more appropriately be launched on its own, rather than as an extension of the Cream Silk range.