Abstract:

Although Jif still has a dominant brand share in this expanding market, over the last two years there has been considerable loss of share for Jif to the competitive brands. The specific objectives of the research therefore were:

1. To assess respondents' reactions to the possible introduction of a new Jif lemon product available in a larger size either as an alternative to or in addition to the current Jif lemon;

2. To discover whether respondents' attitudes and usage patterns of Jif would alter as 3 results of any changes or a new product that may be introduced on to the market;

3. To discover whether respondents' do in fact have any real awareness of the relationship between quantity and price in this product area;

4. To compare the relative advantages and disadvantage s of Jif lemon with other competitive lemon juice products vis a vis their containers.