This presentation assesses consumer motivation in breath mint purchases, based on a case study conducted in China. The study enabled understanding of the size of the different consumer segments and which benefits and flavours had most appeal. In addition, a variety of breath mints were tested and the result was a segmentation of different flavour preferences. This enabled a clear prioritisation of flavour development and a Predictive Tool now used to predict consumer appeal of newly developed breath mint flavours.
Catalogue: Asia Pacific 2006
Author: Karen Stanton
Company: Colmar Brunton
March 19, 2006
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