Abstract:

The research was undertaken to evaluate consumer reactions to the proposed use of an alternative product descriptions for a number of chocolate confectionery brands. These will have to be used if possible cost saving ingredient changes are made to these brands as the changes would prevent the products from bearing the description 'chocolate'. The alternative descriptions have been produced on wrappers for two brands, Rolo and Texan. The objectives of the research were, therefore, to assess responses to these brands when exposed both with and without overt reference to the new labeling when given the opportunity of seeing both present and revised wrapper information.